Account-Based Marketing

Sep 30 2024 69 ep. 32 mins 13
Account-Based Marketing Podcast artwork

Account-Based Marketing is a podcast designed as a collection of conversations with sales and marketing leaders, sharing thoughts and practical tips to growing your valuable customers. This podcast is brought to you by Momentum ITSMA, a world-leading B2B growth consultancy and analyst firm. You can learn more at www.momentumitsma.com

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Ep. 67 Riverbed: Bridging the global-regional marketing divide

Sep 30 2024 24 mins  
In a world of global expansion and local nuance, how do you strike the perfect balance in your Account-Based Marketing (ABM) strategies? Becks Powell, Senior Marketing Manager, Riverbed

Ep.66 Building strategic partnerships with CxOs

Sep 03 2024 38 mins  
In our latest episode, we learn the secrets to earning the trust of the C-suite and building value-driven relationships that transcend the typical vendor-client dynamic. Craig Walker, former SVP, Salesforce and Global CIO, Shell

Ep. 65 Teradata: ABM is both an art and a science

Jul 31 2024 27 mins  
In this episode we dive into the complexities of establishing and scaling an effective ABM program – including the challenges, strategies, and keys to success.

Ep. 64 Workhuman: Earning a seat at the executive table

Jul 23 2024 38 mins  
In this episode, Richard Maclachlan, CMO of Workhuman, reveals the innovative strategies and leadership insights that secured his seat at the executive table and established marketing as a key driver of growth.

Ep. 63 Bonus episode: It’s time to Rethink ABM

Jun 21 2024 35 mins  
In this bonus episode, join Alisha and Momentum ITSMA consultants Robert Hollier and Adam Bennington as they explore recent tectonic shifts in marketing approaches and dissect the latest findings from the 2024 Client Buying Index (CBX), our long-running study of enterprise buying behaviors. This episode reveals how organizations are increasingly shifting their focus from broad mar

Ep. 62 Why you should make your clients the center of your world

Apr 24 2024 39 mins  
Dr Charles Doyle, a three-time Chief Marketing Officer, shares why client needs are a critical cornerstone to an effective growth strategy.

Ep. 61 Why key account growth should be about creating a win/win

Mar 19 2024 40 mins  
Securing and retaining strategic accounts can be challenging, especially in complex industries like life sciences. In this episode, Jerid Lydic from Pfizer draws on his 25 years of experience to offer battle-tested strategies for winning a greater share of your most valuable customers.

Ep. 60 Google Cloud: Building the best gen AI-powered marketing team in the world

Feb 26 2024 34 mins  
In this episode, Google Cloud's Katharyn White shares her vision for generative AI adoption and what it will take to win in a world where AI’s rewriting the charter for marketing.

Ep. 59 BNY Mellon: Building on brand legacy

Feb 07 2024 34 mins  
Balancing the legacy of a 240-year-old brand with the demands of innovation is a delicate art. In this podcast, Janis Fratamico explains why forward thinking will make customers ambassadors for your brand.

Ep. 58 Hewlett Packard Enterprises: What’s brand got to do with it?

Dec 05 2023 38 mins  
ABM programs can mistakenly be positioned as demand generation initiatives, with serious consequences on performance. In our latest episode, Alisha Lyndon and Rachel Fairley, Chief Brand Officer at Hewlett Packard Enterprise, unpack the role brand plays and the intersection of brand/demand/ABM for your organization’s growth strategy.