Shows
The Client-Centric CMOVirtusa: A zero-distance approach to client-centric excellenceIn this episode of The Client-Centric CMO, Brian Jochum shares how Virtusa has transformed its marketing by leveraging customer insights, strategic focus, and innovative technologies to prioritize client needs.2025-04-3027 minThe Client-Centric CMORicoh: From products to partnerships – a client-led transformationHow do you evolve from product-push to client-first success? Lauren Sallata cuts through the rhetoric of client-centricity, revealing what it really takes to build powerful, profitable client relationships in today's complex B2B landscape.2025-04-0328 minThe Client-Centric CMOClient-centric growth strategies: A roadmap for CMOsIn this episode of The Client-Centric CMO, we explore how marketing leaders can redefine their role in driving strategic business growth, transforming marketing from a cost center to a value creator in today's dynamic B2B landscape.2025-03-2029 minThe Client-Centric CMOAWS: Building the client-obsessed teams of tomorrow*This episode was recorded in November 2024, prior to the launch of the generative AI model, Amazon Nova. Ralph Hengstenberg, Director of Industry Marketing, shares AWS's blueprint for fusing creativity, diversity, and innovation to shape the next generation of client-centric marketing leaders.2025-02-0742 min
Account-Based MarketingEp. 70 Bonus episode: ABM as the catalyst for client-centricityIn this bonus episode, we explore the evolution of ABM, drawing on insights from Momentum ITSMA’s Global Account-Based Marketing Benchmark study to uncover the strategies redefining the future of client-centric marketing.2025-01-2729 minAccount-Based MarketingEp.69 PwC: Winner of Momentum ITSMA’s 2024 Account-Based Marketer of the YearIn our latest episode, we discover how Momentum ITSMA's Marketing Excellence Award winner Rhiannon Blackwell has established a successful global ABM program at PwC, driving collaboration, growth, and earning the title of Account-Based Marketer of the Year 2024. 2025-01-1628 minThe Client-Centric CMOTransforming client-centric marketing into a growth driverDiscover how Jill Hambley revolutionized FM’s marketing strategy, integrating ABM, brand differentiation, and insights to drive strategic growth. 2025-01-0226 min
B2B Marketing ExchangeReimagining ABM With AIThere are a lot of questions surrounding modern ABM. Specifically: How can we cover more accounts and how can we use AI to accelerate the process? Momentum ITSMA’s Rob Leavitt took the B2BMX East stage to uncover FAQs that will separate winners and losers in the world of pervasive ABM and AI, including:Which campaigns should we run and for which accounts?How can we unleash creativity to break through the noise that AI is amplifying at an exponential rate?How can we humanize engagement amid the AI-ization of both buying and sell...2024-12-1838 minThe Client-Centric CMOMicrosoft: Transforming customer outcomesMartech is both a blessing and curse. With so many tools at our fingertips, it’s easy to lose sight of the customer. Sydne Mullings offers her advice on driving “beautiful” customer outcomes and transforming marketing.2024-12-1328 minThe Client-Centric CMOWorkhuman: Earning a seat at the executive tableIn 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.2024-12-1338 minThe Client-Centric CMOWhy you should make your clients the center of your worldIn this podcast with Dr. Charles Doyle, we explore why it’s time to flip the script and bring priorities back to client marketing. When many are veering off course, it’s time to let client-centric strategies take center stage over outdated ABM approaches.2024-12-1339 minThe Client-Centric CMOPersistent Systems: Redefining growth with a client-first mindsetIn this episode, Chief Marketing Officer, Gurvinder Sahni, reveals how a high ‘say-do’ ratio, tech-driven innovation, and deep customer proximity have fueled 17 consecutive quarters of market-beating growth.2024-12-1033 minThe Client-Centric CMOThe Client-Centric playbookIn this episode of The Client-Centric CMO, Hewlett Packard Enterprises' Chief Marketing Officer, Jim Jackson, shares how 25 years of experience have shaped his customer-first approach to driving marketing transformation and growth.2024-11-0734 min
Small Spark Theory: a marginal gains approach to new business and marketingEP93: Managing sales and marketing as you scale | Alisha Lyndon | Momentum ITSMA
As we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I’m well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy.
For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon, founder of the growth consultancy Momentum ITSMA, secured investment in 2019 to fund a series of high-profile acquisitions. The company now of...2024-10-0900 min
Small Spark Theory: a marginal gains approach to new business and marketingEP93: Managing sales and marketing as you scale | Alisha Lyndon | Momentum ITSMAAs we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I’m well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy. For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon, founder of the growth consultancy Momentum ITSMA, secured investment in 2019 to fund a series of high-profile acquisitions. The company now of...2024-10-0833 minAccount-Based MarketingEp. 63 Bonus episode: It’s time to Rethink ABMIn 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 market tactics to deeply personalized, client-centric strategies. From integrating generative AI to enhancing customer relationships, the discussion delves into practical ways ABM is reshaping the business landscape. Our experts offer invaluable perspectives and advanced tactics...2024-06-2135 min
Tech Marketing TrendsThe ABM Effect - Alisha LyndonAccount-based marketing (ABM) has gained significant traction in the last few years and has become a game changer in B2B Tech marketing strategies.
This week, we have the privilege of gaining in-depth expert insights on ABM as shared by Alisha Lyndon, author of The ABM Effect. Alisha is also the Founder & CEO of Momentum ITSMA, a leading business consulting agency that helps companies achieve market-beating performance by winning, growing and retaining the most valuable client relationships.
Tune in to this episode and learn about:
The evolution of ABM
The impact of ABM...2024-06-2030 min
The Marketing Book Podcast487 The ABM Effect by Alisha LyndonThe ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon ABOUT THE BOOK: Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation. However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right. Account-Based Marketing (ABM), pioneered by Alisha Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients. ...2024-05-1059 min
The Marketing Book Podcast452 Account Based Growth by Bev BurgessAccount-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus by Bev Burgess and Tim Shercliff About the Book: Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success, and your executives around your most important customers. Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital...2023-09-081h 06
Breaking the biasEp. 12 The more diversity, the more interesting thinkingIn this podcast, learn how Amy Auriemma’s journey varied from a journalism qualification to becoming Head of Business Transformation for Marketing at OpenText. It’s no wonder she’s so passionate about diversity and inclusion – something she says is in her DNA, having been an ally and advocate for underrepresented groups since she was in elementary school. 2023-04-2735 min
Growth Colony: APAC's B2B Growth PodcastHow Cloud Software Group Approaches Account and Vertical Selection for ABMShahin chats with Rachel Teare, Head of Global ABM and Customer Lifecycle Marketing at Cloud Software Group about account and vertical selection for your ABM program.
With 25+ years of experience in B2B marketing, Rachel has built teams, and functions and transformed digital marketing. She’s won two SiriusDecisions awards; Sales & Marketing Alignment and Demand Creation Strategy Program of the Year and the ITSMA Marketing Excellence Award – Embedding ABM Programs.
Responsible for ABM across the entire customer journey with a maniacal focus on account-based growth, Rachel has always been incredibly passionate about people, also shown throug...2023-04-1941 minAccount-Based MarketingEp. 50 Embedding ABM with MEA finalists IBM and MicrosoftTo celebrate the 50th episode of our ABM Podcast, we honor the outstanding achievements of the 2022 Marketing Excellence Awards (MEA) Gold Winner Cheryl Caudill, Global Program Office Leader at IBM, and finalist Ankica Jedry, Scaling Account Based Engagement Lead at Microsoft. As the deadline for submissions to this year’s Marketing Excellence Awards nears, Cheryl and Ankica share their inspirational journeys of embedding ABM within their organizations, and the approaches that led to their success. To apply for the 2023 MEA Awards, click here: https://momentumitsma.com/what-we-do/marketing-excellence-awards/2023-04-1339 minBreaking the biasEp. 11 To see a change in equality we must be part of making it happenIn this podcast, Mitali Gohel, Amazon, and co-founder of Women in Tech, explains that not long into her career, she toyed with leaving business to work for NGOs. But her mentor encouraged her to try to make a change where she was. This piece of advice led her on a passionate journey of promoting equity and inclusion, championing women in leadership, and joining forces with other advocates of equality to be a powerful force in bridging the diversity gap in tech.2023-03-2820 minAccount-Based MarketingEp.49 Microsoft: Applying ABM to partner marketingWith the number of partners set to explode by 10x in the next five years, partner experience is a huge growth opportunity for CMOs. How can leaders innovate their partner marketing and maximize business impact? In this podcast, Keith Pranghofer, Director of Marketing, ISV Partnerships at Microsoft, discusses the role ABM can play, why organizations need a more outcome-based approach, and the importance of partner orchestration across the entire customer lifecycle.2023-03-0228 minBreaking the biasEp. 10 Building Up the Next Generation of Sales TeamsIt’s not a new concept that diversity brings out the best in a team. Yet, changing the mindset in a predominantly male industry is a battle still being fought hard in sales. In this podcast, Sally Duby, Chief Sales Officer at The Bridge Group, explores why we not only need to educate top decision makers, but convince women that sales is their place to shine too.2023-02-2334 min
Unicorny9. The challenges of scaling ABM with Neil BerryEpisode description:On today’s episode of Unicorny, Dom is joined by co-host Chris Willocks, Strategy Director for Digital Radish, to interview Neil Berry - former Global Head of Deal and Account Based Marketing for ATOS, about the difficulties of scaling account based marketing.In their conversation, the team ask Neil what enterprise’s biggest challenges are when scaling ABM and why failure is an important part of being a marketer. Neil explains why ATOS is changing its strategy to be more specialist - and how that’s helped their marketing team. Neil also outlines why on...2023-02-1436 minAccount-Based MarketingBonus Episode: What should your ABM look like in 2023?With an ever-increasing appetite for ABM, 2023 is looking to be a crucial year for its development. How can you take full advantage and embed the most effective strategy? In this podcast, Rob Leavitt, Senior Vice President of Advisory, and Chief Customer Officer, Will Nicholls, share key insights from our global benchmarking study to help elevate your ABM in 2023.2023-02-1328 minAccount-Based MarketingEp.48 NetApp: Building a diverse sales team"Not everyone bought into it at the beginning—but now they've seen the results a diverse team has derived, they're paying attention." Jackie McKinley knows how to build and empower effective sales teams. In this episode, NetApp's Vice President for US Enterprise Sales shares her career highlights, what she looks for in potential leaders, and why organizations should broaden the talent pool to boost their numbers.2023-01-2328 minAccount-Based MarketingBonus episode: Momentum ITSMA: What decision makers want from providersUnderstanding customers’ changing priorities. Devising and delivering better content. Orchestrating multichannel engagement. And remembering the importance of the human touch. In this podcast, our experts convene to discuss the key takeaways from the latest Customer Buying Index Study 2022 (CBX®). Join Robert Hollier, Partner, Julie Schwarz, Senior VP of Research and Adam Bennington, Head of Consulting, as they unpack what's changing for executives and across enterprise buying cycles.2022-12-1230 minBreaking the biasEp. 9 Why aren’t more women calling the shots in tech?“We are conditioned from a very early age to behave a certain way,” says Delfina Grossi. Google’s Cross Deal Manager and co-founder of Women@Tech believes we all have a responsibility to break gender biases for the future generation. In this episode, we discuss how to champion underrepresented groups in tech and improve your negotiation skills while remaining authentic.2022-12-0740 minAccount-Based MarketingEp.47 AWS: Account-Based Marketing is not a one size fits allNo two ABM strategies are the same - every organization has a unique context with their customers and in their market, they're at varying stages of maturity and have a different portfolio. In this podcast, Alisha is joined by Eric Martin, Account-Based Marketing Lead at AWS, to explore the core principles of ABM and differences in developing Account-Based Marketing for two technology giants. Eric compares his own experience leading ABM across North America for SAP together with his more recent experience at AWS and together with Alisha, explore the challenges, opportunities and innovation this difference present. A must listen t...2022-11-2830 minBreaking the biasEp. 8 Own your career and valueGo after things, understand your value, and stand firm. This is advice Angie Vaux, Founder & CEO of the Women in Tech forum, gives to women looking to break the glass ceiling and elevate their careers in the technology industry. In this podcast, one of the Top 10 Most Impactful Women in Tech 2021 discusses her 25-year career, the personal experiences that drive her passion for gender diversity and practical tips for female leaders and businesses to champion diversity of all types.2022-11-1426 minAccount-Based MarketingEp.46 Accenture: Success with pursuit-based marketingStephanie Winters McConnell, Managing Director – Pursuit & Reputation Marketing Lead, explains Accenture’s venture into pursuit-based marketing, why it goes hand-in-hand with account-based marketing, and why the core to every good pursuit is messaging. Stephanie also tells us about her work with Connections to Success, an organization that helps ex-offenders re-enter the workplace with confidence.2022-10-1825 minBreaking the biasEp. 7 Helping more women thrive in engineeringGender bias forces too many women out of engineering. That’s a lose-lose situation where women don’t do their talent justice and companies miss out on precious diversity. For Aartii Sabhaney, Head of Enterprise Communications, Asia Pacific & Japan, Dell Technologies, there’s a long way to go to address the underrepresentation of women in engineering. In this podcast, the Mentor for Women In Tech discusses the importance of role models, how women can increase their sense of belonging in a male-dominated industry and what businesses must do to better embrace female talent. 2022-10-1827 minAccount-Based MarketingEp. 45 Kyndryl: Building the Marketing Engine to power growth for a $19B Start-upKyndryl was formed in 2021 as a spin off from IBM’s managed infrastructure service business. Despite inheriting a $19 billion balance sheet, 4000 customers worldwide, and 90,000 employees, the company has high growth ambitions and a start-up mentality. Clara Belalcazar, Kyndryl’s Chief Marketing Officer for the Americas, describes the challenge of assembling a new team, pivoting to an account-based growth strategy, and fine-tuning their cultural values.2022-09-2034 minBreaking the biasEp. 6 Harness the power of being youSystemic bias led Angie Henderson Moncada to abandon her dream of pursuing a career in the Baptist ministry. This early set back would go on to shape her approach to everything from authenticity to hiring and leading a team. In this podcast, the Head of Marketing at FM Global discusses the power of being you, how finance is finally breaking the mould, and why our superpower is also our kryptonite. 2022-09-0731 minAccount-Based MarketingEp. 44 AKAM: Getting key account management rightKey account management is a simple idea but not so simple to execute. Diana Woodburn, Author and Chairman of the Association for Key Account Management (AKAM), breaks down the most important aspects of a successful KAM team, how it should fit with other divisions like sales or marketing, and how a customer-centric approach can drive key account growth — if done right.2022-08-2437 minBreaking the biasEp. 5 How to be an allyAllyship – the act of advancing the interests of marginalised groups – is an oft-overlooked step in fighting bias in the workplace. As well as being a lifelong marketer, Toni Allen, Executive Director of Strategic Marketing & Engagement at the Institution of Engineering and Technology (IET), has been a staunch supporter of the diversity and inclusion agenda. She describes what it means to be an ally, how the IET is nurturing the next generation of talent, and what employers can do to build an inclusive future.2022-08-0337 minAccount-Based MarketingEp. 43 Salesforce: Best practices for driving revenue growthTiffani Bova, author and global growth and innovation evangelist at Salesforce, discusses her best-selling book “Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business”, the importance of doubling down on existing customers, taking an offensive approach to combat churn, and why all marketers should sit in on sales conversations if they want to show they truly care about the customer.2022-07-2645 minAccount-Based MarketingBonus episode: Momentum Group – A year in review12 months since Momentum and ITSMA joined forces to create a global growth consultancy and ABM powerhouse, we have invited three of our experts to discuss how our services have changed, how we’re helping clients tackle their biggest growth marketing challenges, and what the future holds for the Momentum Group. CEO Alisha Lyndon is joined by Robert Hollier, VP, Thought Leadership; Rob Leavitt, SVP, Advisory & Training; and Paige Johnson, Head of Learning and Development.2022-07-1923 minBreaking the biasEp. 4 Legislation leads cultureChristina Leimoni, Marketing and Operations Director for Microsoft, is blazing a trail as one of the few openly gay, female execs in the technology industry – not to mention in Greece, her home country. In this episode of the podcast, she discusses tokenism, the vastly different cultural and legislative barriers to inclusion across Europe, and her fight to be recognized as a wife and mother in a country that is yet to legalize same-sex marriage.2022-07-0535 minAccount-Based MarketingEp. 42 IBM: Building account-based marketing musclePhil Crompton, a 40-year IBM veteran who now heads up the firm's ABM function globally, shares the 2 year transformational journey he's led to build out their program office, develop talent with career pathways and embed a program across the globe.2022-06-2141 min
Leader GenerationEP39: Can ABM Strategies Improve Lead Generation?
When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions.
How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads?
In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation.
...2022-06-0736 minBreaking the biasEp. 3 D&I starts with cultureIrina Velkova, Associate Director, Grant Thornton, discusses her experience with bias in both her native Bulgaria – where she served as Chief of Staff to the Deputy Prime Minister – and in the UK; why education and culture paves the way for diversity; and the importance of staying grounded as a leader. 2022-06-0636 minAccount-Based MarketingEp.41 Addleshaw Goddard: How to build a distinctive brandTrends aren’t an indicator of what you should be doing, but what you shouldn’t be doing – if you want to make an impact, that is. Brian Macreadie, Head of Marketing at International law firm Addleshaw Goddard discusses the importance of getting the basics right in a saturated market, building trust, and finding a “distinctive” approach to accelerate growth – and, not forgetting your sense of humor. 2022-05-1938 min
Account-Based MarketingEp.41 Addleshaw Goddard: The importance of keeping it simpleTrends aren’t an indicator of what you should be doing, but what you shouldn’t be doing – if you want to make an impact, that is. Brian Macreadie, Head of Marketing at International law firm Addleshaw Goddard discusses the importance of getting the basics right in a saturated market, building trust, and finding a “distinctive” approach to accelerate growth – and, not forgetting your sense of humor. 2022-05-1838 min
Breaking the biasEp. 2 Building resilience from difference“I’ve always been a proponent of staying true to who you are and using that as a foundation for everything you want to accomplish in your life.” Suzanne Randall comes from a long line of Native American matriarchs, many of whom suffered at the hands of a US federal government program designed to “assimilate” native children to American culture. In this episode, Suzanne tells of her ancestors’ resolve to stay true to their identity against all odds, and how this pride and resiliency has characterized her career and leadership style. As a managing director in marketing...2022-04-2833 min
Account-Based MarketingEp.40 Epicor: Gaining a growth edge with competitive intelligenceIn this episode, Andy Reid, Head of International Product Marketing & Global Competitive Intelligence at software firm Epicor, discusses how his team has helped the company achieve a competitive edge using deep market insight. Co-hosting this week's podcast is Momentum's very own competitive intelligence expert Diane Borska, SVP, Market Insights, who quizzes Andy on how he structures his team, how they deliver value to the organisation, and what he means by a “Field of Dreams” approach.2022-04-1235 minAccount-Based MarketingEp.39 Microsoft: Transforming customer outcomesMartech is both a blessing and curse. With so many tools at our fingertips, it’s easy to get lost in the data – or worse, lose sight of the customer. Sydne Mullings, General Manager, US Central Marketing Organization at Microsoft, offers her advice on driving “beautiful” customer outcomes, driving business change and transforming marketing.2022-03-2230 min
Breaking the biasEp. 1 True leadership knows no boundariesYet another generation of women will have to wait for global gender parity, according to the World Economic Forum. As a woman-owned business, Momentum strives to close the gender gap so that we all can thrive. Episode 1 of the Breaking the bias podcast looks at workplace bias and how leaders can bring out the best in their teams by celebrating difference. Our guests include Antonia Wade, Global Chief Marketing Officer, PwC; Noreen Biddle Shah, Head of Marketing and Communications, Numis; and Lauren Sallata, Chief Marketing Officer, Ricoh North America. This podcast is hosted by Alisha Lyndon, founder and CEO of Mome...2022-03-0740 min
The Marketing Book Podcast373 A Practitioner's Guide to Account Based Marketing by Dave MunnA Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (2nd Edition) by Bev Burgess and Dave Munn About the Book: As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process...2022-03-041h 09Account-Based MarketingEp.38 Infosys: Why people are the key to ABM successMarketing leaders often bemoan the shortage of talent. But should you be looking beyond skills? For Navin Rammohan, Vice President of Segment Head Marketing at Infosys, hiring for attitude, the ability to learn, and multidisciplinary experience has been far more fruitful when building a robust and successful ABM team. Listen to Navin discuss how a Centre of Excellence focused on learning and development has transformed the marketing organisation, and why it’s time to start being a problem finder instead of a problem solver.2022-02-2336 min
Account-Based MarketingEp.37 Adobe: How to maximize partner marketing resultsMartin Smith, Adobe’s Head of Partner Marketing, EMEA, reveals how to get the most from your partner marketing programs, sharing his advice for overcoming common pitfalls (solving a customer problem that doesn’t exist), equipping sales teams for success (developing a joint value proposition that hits home), and bringing in ABM strategies to bring partners onto the same page. 2022-01-1234 min
Account-Based MarketingEp.36 Arvato: The world of Key Account ManagementIn this episode, we hear from Will Green, Senior Vice President , Arvato, as he discusses the evolution of Key Account Management (KAM) in the business over the last 18 months and his insights into building a world class key account program. Will also shares his thoughts on the biggest challenges of KAM, including misaligned teams and the skills needed to be successful in Key Account Management. A must listen episode for leaders looking to drive mutual value for key accounts.2021-12-0829 min
Account-Based MarketingEp.35 Capital Group: Platinum client experiencesIn this episode, founder and CEO of Momentum Alisha Lyndon is joined by James Cardew, Head of Marketing and Client Experience at Capital Group. Hear how he thinks about marketing leadership when it comes to creating stellar client experiences, his thoughts on why marketing leaders should focus on the experience to unlock growth and how data should be leveraged to support micro-segmentation.2021-11-0337 min
Account-Based MarketingEp.34 Sales enablement for a new world of sellingIn this episode, Alisha is joined by McKinsey's B2B sales and marketing Partner Liz Harrison to share her expertise and tips on how to avoid channel conflict, why all areas of the business need to be focussed around customers, and how to add human value to a digital buying process. In a world of digital, remote, and hybrid selling, the role of sales enablement has never been more critical.2021-09-0731 min
Account-Based MarketingEp.33 Finastra: Building a global ABM program in a pandemicBuilding a centralised ABM program while still empowering the field and regional teams is a difficult balance. In this episode, Marnie Giuranna Zaccaria, Global ABM Lead at Finastra, discusses how one of the world’s leading fintech organisations has approached this problem, why less is more, and gives her tips for navigating COVID-19 disruption.2021-08-0926 min
Account-Based MarketingEp.32 ITSMA & Momentum, Creating an ABM powerhouseTo celebrate Momentum and ITSMA joining forces Momentum's founder, Alisha Lyndon, is joined by ITSMA experts in this episode to talk about the future of marketing and what’s next for account-based strategies. Hear from ITSMA President Dave Munn, SVP of Consulting Rob Leavitt, and Julie Schwartz, SVP of Research & Thought Leadership as they discuss how marketing is evolving into a growth driver and organisation builder.2021-07-1632 min
GTM Made Simple899. Five Most Common Mistakes ABM Programs Make With C-Suite InitiativesThere’s much to be learned from the failures of implementing ABM strategies.In this take-over episode, Rob Leavitt, Senior VP of Consulting at ITSMA and Marlowe Fenne, ITSMA LeadershipCouncil Member join us to discuss the pivotal lessons they’ve learned from getting it all wrong.We discussed:
The power of personalization
Prioritizing time-efficiency
Providing new industry knowledge and unique perspective
Listening closely to the insights
2021-07-1536 min
GTM Made Simple899. Five Most Common Mistakes ABM Programs Make With C-Suite InitiativesThere’s much to be learned from the failures of implementing ABM strategies.In this take-over episode, Rob Leavitt, Senior VP of Consulting at ITSMA and Marlowe Fenne, ITSMA LeadershipCouncil Member join us to discuss the pivotal lessons they’ve learned from getting it all wrong.We discussed:
The power of personalization
Prioritizing time-efficiency
Providing new industry knowledge and unique perspective
Listening closely to the insights
2021-07-1536 min
Takeaways: insights de marketing#245 Quantas pessoas entrevistar para buyer persona?Quanto menos personas, melhor. Desde que você cubra integralmente o perfil do seu público. Daí vem outra pergunta: quantas pessoas entrevistar para criar uma persona? A resposta não é exata. Adele Revella fala de 8 a 12. Mas na Saraiva Educação, por exemplo, vai de acordo com a abrangência do público. Featuring: Ana Flávia Mourawad, gerente de marketing da Saraiva Educação (https://www.linkedin.com/in/anaflaviamourawad/). Ouça a entrevista completa no Podcast-se: https://open.spotify.com/episode/24fbRT9cRDX39965tEtWM2?si=-1ghXaKzRw-IvR4m9Iw00g. Livro da Adele Revella: https://www.amazon.com.br/dp/B00QQMV...2021-07-1303 min
Account-Based MarketingEp.31 Oracle: Becoming an ABM RockstarIn this episode we hear from Kelvin Gee, Senior Director of Modern Marketing at Oracle to discuss how Oracle are closing the skill gap, training and enabling marketeers in account-based marketing.2021-07-1127 minGrowth Colony: APAC's B2B Growth PodcastBev Burgess: Account-Based Marketing Post-COVIDIn this episode, host Shahin Hoda chats with Bev Burgess, Senior Advisor at ITSMA, about key trends in the account-based marketing domain and its changes in the last four years.
During this conversation, Bev shares valuable insights on the differences between account management and executive management. She also talks about how marketing to accounts is not the same as ABM.
The discussion concludes with Bev sharing her predictions for ABM beyond 2021.
Bev Burgess is an industry expert in marketing technology services and literally wrote the book on it (Marketing Technology as a Service, Wi...2021-06-2327 min
Account-Based MarketingEp.30 Ten years of leading the field in ABMMomentum is celebrating a big milestone this month: it’s officially our tenth birthday. A decade at the forefront of ABM means we knows what really creates value, what doesn’t and what’s next. And, to celebrate, we have created a special episode featuring ten experts from Momentum who are trusted by world-leading companies to help them to drive growth. In this must listen episode for anyone focused in growing revenues, hear what has been the biggest development in ABM over the last ten years and what’s the next big thing to watch out for. Meet the exp...2021-06-1443 min
Account-Based MarketingEp.29 State Street: The secret to maintaining first mover advantage“It's incumbent on all of us, particularly in the marketing organisation, to protect the message”. In this episode, Katherine Lucas, Head of Platform Marketing at State Street, shares her advice for gaining and maintaining first mover advantage based on her experience of launching AlphaTM, a first-of-its-kind investment servicing platform, building the global messaging and leading the go to market strategy.2021-05-3026 min
Account-Based MarketingEp.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.2021-05-0238 min
Let’s talk ABM24. Solving Complex Software Sales with ABM | PegaIn this episode of Let's Talk ABM Declan chats to Mathew Kent, Senior Marketing Manager, UK & IE at Pega. Matt is a seasoned ABM professional, schooled in the latest thinking from ITSMA and with more than 15 years of B2B technology experience marketing complex software solutions to enterprises.
Here's what they cover:
- Why ABM is the right strategy for complex sales
- How to build a strong Sales and Marketing alignment
- What success looks like for Pega’s ABM strategy
- Advice on how to succeed at Ac...2021-04-2729 min
Account-Based MarketingEp.27 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, currently, 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”.2021-04-0430 min
Account-Based MarketingEp.26 S&P Global Market Intelligence: Pitfalls to avoid when establishing your Account Based Engagement programHow 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 2020.2021-03-0731 min
Account-Based MarketingEp.25 Qlik: Co-creating with customersIn 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 2020.2021-02-0734 min
The Future of the FirmWhat will the future of thought leadership look like?For the modern professional services firm, thought leadership can be a powerful tool for building a brand and establishing credibility with clients. But since the start of the pandemic, there have been some important changes both to the ways in which clients consume that thought leadership, and to what they’re looking for from it. In this episode of the podcast, we’re joined by thought leadership and content marketing expert Bev Burgess—a consultant, author, and Senior Adviser for ITSMA—to discuss what that all means for the future of firms’ content, and sketch out what thought leadership will look like...2021-02-0229 min
Account-Based MarketingEp.24 T-Systems: Unlocking revenue growthThe role of the CMO 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. 2021-01-1028 min
Account-Based MarketingEp.23 Investec: Don’t just survive, thriveDiscussing 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.2020-12-1326 min
Account-Based MarketingEp.22 Capita: The CMO perspective - CBI wave 3 2020In 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.2020-11-2338 min
Account-Based MarketingEp.21 A moment of truth for B2B marketing - Part 2In 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.2020-11-1532 min
Account-Based MarketingEp.20 A moment of truth for B2B marketing - Part 1In 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.2020-11-0818 min
Account-Based MarketingEp.19 Atos: Ten years in ABMIn 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.2020-10-0136 min
Account-Based MarketingEp.18 The Momentum Customer Buying Index™ Part 2In 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. 2020-09-0918 min
Account-Based MarketingEp.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. 2020-08-0124 min
Account-Based MarketingEp.16 Baker Hughes: Balancing short-term and long-term growthIn 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.2020-07-0739 minLet’s talk ABM13. ABM: its origins, its future | ITSMAIn this episode of Let's Talk ABM Declan is joined by Bev Burgess, Senior Vice President & Global ABM Practice Leader at ITSMA. Bev is one of the industry’s major thought leaders on marketing and selling complex services and solutions.
Here's what they cover:
- How Account-based Marketing originated
- What criteria dictate a successful ABM programme
- What the future holds for ABM
- Practical tips for starting with ABM2020-06-1914 min
Account-Based MarketingEp.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. 2020-05-3135 min
Account-Based MarketingEp.14 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Tony MillerA 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.2020-05-3125 min
Account-Based MarketingEp.13 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Andy Simpson-PirieThe 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.2020-05-3129 min
Account-Based MarketingEp.12 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Brian HayesReaching 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.2020-05-3133 min
Account-Based MarketingEp.11 The Momentum Customer Buying Index™ Series – insights from enterprise buyers: Pete MarkeyIn 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.2020-05-3128 min
Account-Based MarketingEp.10 FireEye: The role of tech in ABM programsIn 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. 2020-03-2439 min
Account-Based MarketingEp.9 HSBC: Growing accounts in bankingWhat’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.2020-02-1228 min
Account-Based MarketingEp.8 Google, Oracle & Cloudera: The sales perspectiveIn 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.2019-12-2035 min
Account-Based MarketingEp.7 Finastra: Building operations to create customer valueWe’re joined by Michael Sperger, Chief Operating Officer Americas Enterprise at Finastra, to discuss how organizations can ensure their day to day operations can drive maximum impact – both for their customers and their business.2019-11-1838 min
Account-Based MarketingEp.6 SAP: Setting up a global ABM programDanny Nail, Senior Director at SAP joins us to discuss setting up a global account-based marketing function and establishing a group-wide centre of excellence.2019-10-1025 min
The Digital Agency Show | Helping Agency Owners Transform Their Business Mindset to Increase Prices, Work Less, and Grow Profits117: Building a Family of Happy Clients with Award-Winning Work with Samantha BedfordSamantha Bedford was born in England and grew up in Cape Town South Africa. She came to the USA to help grow a digital advertising agency in 2002, and later founded Pico Digital in August 2014.
She’s won several awards, including The B2, Fourteeners, Gold Key Diamond, ITSMA Award for Marketing Excellence, Transform Awards of North America and is a Stevie Award Finalist.2019-09-1739 min
Account-Based MarketingEp 5 Microsoft: Driving organizational change with ABMIn this episode we are joined by Carrie Holmes, Director of Strategic Marketing at Microsoft, to discuss the ways her team are transforming how they engage customers, strengthen internal buy-in and bring increased velocity to their business.2019-09-1132 min
Account-Based MarketingEp.4 Adobe: Competing in the enterpriseListen to our latest episode with John Watton, Senior Director of Enterprise Marketing at Adobe; where we’ll hear about strategies Adobe are adopting to expand into new markets, increase relevance with enterprise accounts, and ultimately build account-based experiences. 2019-08-1432 min
Account-Based MarketingEp.3 ABM + Customer obsessionIn this episode we’re joined by Andrew Court, Senior Director of Cloud Transformation & Innovation at Oracle, to explore how Oracle have advanced their account-based marketing program a decade on, to include the post purchase journey, building advocacy and customer communities. 2019-07-1124 min
Account-Based MarketingEp.2 Where next for Account Based Marketing?In this episode we’re joined by Bev Burgess, author of A Practitioners Guide to Account-Based Marketing (ABM), to talk about the future for ABM, where it’s heading and how it’ll continue to gain traction.2019-06-0618 min
Account-Based MarketingEp.1 ABM becoming business as usualIn this first episode we’re joined by Andrea Clatworthy, Head of Account-Based Marketing (ABM), EMEA at Fujitsu, to explore how ABM is moving from an island to business as usual.2019-05-1328 min
Market Mentors15. Series 1 | Ep 15 - Vincent Rousselet - Vice President, ITSMAIt was a real honour to spend some time with Vincent Rouselet, VP at ITSMA. ITSMA have a wonderful history of helping marketers, something that's close to my heart, so it was good to listen to Vincents advice. And especially with that smooth French accent!He tackles how to find flexible work as a senior marketer who wants to balance spending time with their kids and working, how big corporates justify marketing spend on brand campaigns, how he manages work/life balance and a whole lot more..Market Mentors is brought to you by Matt Dodgson...2019-01-0350 min
HubShots - The Unofficial Down Under HubSpot Podcast007 - Activity versus ResultsWelcome to Episode 7 of HubShots!
Recorded: Tuesday 17 November 2015
Full show notes are here:
http://hubshots.com/episode-7/
In this episode we cover:
Welcome
Only 12 days to Cyber Monday - thanks to the HubSpot countdown timer: http://www.hubspot.com/holiday
Craig loved Spectre, but couldn’t think of a way to relate it to inbound marketing :-)
So we avoided the contrived ‘What The Hunger Games Taught Me About Personal Branding’ clickbait style posts...
Shot 1: Inbound Thought of the Week
focusing on results instead of activity
Management often focuses on activity instead of results: http://www.itsma.com/findings-from-the-2013-joint-forrester-itsma-and-visionedge-marketing-survey/
"Just n...2015-11-2731 min
Martech Zone InterviewsPaul Dunay of MaxymiserAn award-winning B2B marketing expert, Dunay comes to Maxymiser with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Dunay’s unique approach to integrated marketing has led to his recognition as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He was also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2...2012-10-191h 03