Reinvent B2B Customer Growth

In this episode of the Account-Based Marketing podcast, we reveal a powerful analysis tool that brings together ten years of experience and proprietary research to provide a unique picture of who the buyers are in key markets and analyses their vendor expectations, buying cycles patterns and preferences around sales and marketing engagement.

In this episode we're joined by Ryan Almond, Global ABM Leader at Baker Hughes, to discuss the importance of understanding short-term needs and knowing how this plays into a medium-to-long-term strategy.

Being provocative can earn you the deal. In this episode of The Customer Buying Index™ series, Dowshan Humzah, Independent Board Director and Transformation Specialist, shares that vendors who have a clear vision for the future and that are always demonstrating the art of the possible, are closer to earning themselves a trusted partner status.

A vendor who helps is the vendor who sells. Tony Miller former Marketing VP at Disney and Marketing Director at WW, talks about how vendors who understand the context and can help him achieve alignment are those he would turn to first.

The role of the CTO has changed. Former CTO at Lloyd's Banking Group and Zürich Insurance Group and now CTO Cyberfort Group, Andy Simpson-Pirie describes how his role has changed, what this means for vendors looking to create partnerships and how having an insight-driven understanding of business is the key to success.

Reaching the status of trusted partner is something many enterprise sellers wish to achieve, but few actually do. Brian Hayes, former Global Head of Transformation at HSBC and now Financial Service Industry Lead – EMEA at VMware, gives his tips on how to build trust in a relationship.

In this episode of The Customer Buying Index™ series, TSB CMO Pete Markey gives his tips on how C-suite enterprise buyers like to be sold to, including the importance of understanding the business you're targeting.

In this episode we're joined by Marlowe Fenne, Head of ABM at FireEye and former account-based marketing leader at Cisco, to navigate through the martech stack and look at how successful programs are applying tech to ABM.

What's the role of account-based marketing in the banking sector? In this episode we're joined by Catherine Walker, Global Head of B2B Digital Marketing Channels, of HSBC to talk through how banks can leverage ABM principles to advance their relationships, use marketing automation platforms and develop their approaches to key account growth.

In this episode we bring together three sales leaders for their first-hand experiences in leading key accounts and the shifting enterprise buying cycles. They also share their thoughts on the role of marketing and how they've used account-based marketing to shift perceptions, grow relationships and win bigger deals.