Shahin chats with Andrew Fitzgerald, Vice President of Account-Based Marketing at Kyndryl, about ABM strategies in SaaS compared to services.

The episode covers the following:

• The ABM program at Kyndryl
• Defining and prioritising an ABM strategy
• How to pick the right customers
• The importance of visibility and reputation

Andrew currently leads the global implementation of Account-Based Marketing for Kyndryl, the world’s largest provider of IT infrastructure services.

In this role he has built an ABM program grounded in a deep, data-based understanding of customers and their future potential. He leads a global team with ABM-ers embedded in account teams missioned to drive growth in key accounts.

Prior to joining Kyndryl mid-2021, Andrew led the Marketing team for the IBM EMEA Services Businesses. In more than 20 years of marketing leadership roles across technology products and services, Andrew is proud of the numerous teams he has built to deliver transformation, change and growth. He is enjoying working in a fast-paced environment helping to create new teams, new programs and a new culture at Kyndryl.

Resources mentioned in this episode:

• Bev Burgess
• Andrea Clatworthy

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]