Oct 18 2023 22 mins 3
In this episode of Let's talk ABM, Declan chats to Andrew Watkins, Top Account Field Marketing Lead at IBM. Andrew’s experience marries Marketing and the Creative Arts. His 13+ years at IBM have seen him work in Sales Enablement, Brand, Advertising, and now Account-based Marketing. It is this diverse background and experience that Andrew is able to apply to his ABM thinking and successful programs.
Here's what they cover:
- How IBM has pioneered the use of AI
- Why ‘WOW’ moments are so important
- How diversity breeds ABM success
- Why a ‘fail fast, learn fast’ mentality empowers ABM
