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38 minutes | 8 days ago
Ep.28 Dell Technologies: Bringing together ABM and challenger selling
“It's important to have the data and science, but don't forget the story”. In this episode, Steve Goddard Integrated Marketing Director at Dell Technologies explains how marketing is driving a challenger program and the learnings from focusing on business outcomes rather than product features.
30 minutes | a month ago
Ep.27 AWS: Executive Marketing. Who influences the influencers?
A focus on executives and CxO audiences is on the rise. In this episode, we are joined by Samara Donald, Global Executive Lead at AWS who talks through her strategies for successful executive engagement. “You can't just say, trust me. Believe me, you have to show”.
31 minutes | 2 months ago
Ep.26 S&P Global Market Intelligence: Pitfalls to avoid when establishing your Account Based Engagement program
How do you establish ABE as a known discipline within an organisation that has no prior experience? In this episode, Amie Stankiste, Global Head of Marketing at S&P Global Market Intelligence shares her frank experience and explains the journey: “My team were new to ABM in 2019, they didn't know much about it and the rest of organisations certainly didn't. Bringing all that learning together and sharing best practices has been really, really important.” This is episode was recorded towards the end of 2020.
35 minutes | 3 months ago
Ep.25 Qlik: Co-creating with customers
In this episode, Nancy Carlyle Harlan, Head of Global Account Based Marketing at Qlik explains why co-creating marketing with customers is the future for ABM and why it’s essential to lead with a unified strategy to ensure everyone is aligned with the same objectives. Nancy joined us for this recording in September 2020.
28 minutes | 4 months ago
Ep.24 T-Systems: Unlocking revenue growth
The role of the CMO is continues to be crucial for businesses looking to grow. In this episode we’re joined by Katharyn White, Senior Vice President and CMO of T-Systems who shares rich insights into how the marketing function needs evolve and winning strategies to drive business growth.
26 minutes | 5 months ago
Ep.23 Investec: Don’t just survive, thrive
Discussing the marketing reality today, Malcolm Fried, CMO at Investec shares his views on today's market, where to focus efforts and critical factors to drive organisation growth.
39 minutes | 6 months ago
Ep.22 Capita: The CMO perspective - CBI wave 3 2020
In this episode, we are joined by Antonia Wade, Chief Marketing Officer at Capita to dive into the third wave of 2020's Momentum Customer Buying Index™. Antonia describes these latest findings as "a call to action" and this episode is a must-listen for marketing and sales leaders looking to plan ahead and decipher which strategies will contribute to revenue growth.
33 minutes | 6 months ago
Ep.21 A moment of truth for B2B marketing - Part 2
In this episode we hear from Andy Simpson-Pirie CTO, Cyberfort Group; Keith Pranghofer, Director of ABM, Strategic Accounts, Microsoft; and Guy Phillips, Group Consulting Director, Momentum. Hear the panel unpack the Customer Buying Index™, a 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 around sales and marketing engagement.
18 minutes | 6 months ago
Ep.20 A moment of truth for B2B marketing - Part 1
In this episode we’re joined by Robert Hollier, Director of Consulting at Momentum, to reveal wave 3 of the Momentum Customer Buying Index™, a powerful analysis tool that brings together ten years of experience and proprietary research to discover how the post-pandemic virtual-first world has changed IT buying behaviour at the world’s largest companies – and how to respond.
36 minutes | 7 months ago
Ep.19 Atos: Ten years in ABM
In this episode we’re joined by Neil Berry, Head of Global Account & Deal Based Marketing for FSI at Atos to discuss the shift from a pilot program to ABM a decade on. From storytelling to the use of digital, find out what’s changed as ABM has evolved.
18 minutes | 8 months ago
Ep.18 The Momentum Customer Buying Index™ Part 2
In this episode of the Account-Based Marketing podcast, we hear from the buyers themselves; Pete Markey CMO, TSB Bank; Andy Simpson-Pirie CTO, Cyberfort Group; Dowshan Humzah, Board Advisor; Brian Hayes FS Lead, VMware; and Tony Miller Marketing Director, WW. Hear the panel unpack the index, an 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.
24 minutes | 9 months ago
Ep.17 The Momentum Customer Buying Index™ Part 1
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.
39 minutes | 10 months ago
Ep.16 Baker Hughes: Balancing short-term and long-term growth
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.
36 minutes | a year ago
Ep.15 The Customer Buying Index™ Series – An Expert View: Dowshan Humzah
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.
25 minutes | a year ago
Ep.14 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Tony Miller
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.
29 minutes | a year ago
Ep.13 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Andy Simpson-Pirie
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.
33 minutes | a year ago
Ep.12 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Brian Hayes
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.
28 minutes | a year ago
Ep.11 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Pete Markey
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.
39 minutes | a year ago
Ep.10 FireEye: The role of tech in ABM programs
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.
28 minutes | a year ago
Ep.9 HSBC: Growing accounts in banking
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.
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