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, the growth consultancy, redefining how sales and marketing teams grow their biggest customers. You can learn more at www.wearemomentum.com
Ep.34: Sales enablement for a new world of selling
31:35In 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.
Ep.33: Finastra: Building a global ABM program in a pandemic
26:42Building 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.
Ep.32: ITSMA & Momentum, Creating an ABM powerhouse
32:19To 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.
Ep.31 Oracle: Becoming an ABM Rockstar
27:12In 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.
Ep.30 Ten years of leading the field in ABM
43:02Momentum 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 experts: 0.55 - Robert Hollier, Partner & Director of Consulting 6.01 - Diane Borksa, Sr. VP Consulting & Competitive Intelligence 8.30 - Cate Sutherland, Consulting Director & Head of Content Strategy 12.40 - Tamsen Galloway, General Manager, US 16.21 - William Nicholls, Managing Director, UK 17.23 - Lenore Scanlon, Financial and Business Services Lead 24.19 - Adam Bennington, Consulting Director 28.17 - Mark Braun, Creative Director 34.11 - Jacqueline Gummer, Consulting Director 37.19 - Chris Hooper, VP of Growth & Partnerships
Ep.29 State Street: The secret to maintaining first mover advantage
26:49“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.
Ep.28 Dell Technologies: Bringing together ABM and challenger selling
38:20“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.
Ep.27 Executive Marketing. Who influences the influencers?
30:15A 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”.
Ep.26 S&P Global Market Intelligence: Pitfalls to avoid when establishing your Account Based Engagement program
31:00How 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.
Ep.25 Qlik: Co-creating with customers
34:37In 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.