ABM: Bringing together data, art, and science to enable the challenger sale
Dell Technology's Steve Goddard talks of the evolution of ABM at Dell and the importance of focusing on business outcomes rather than products and solutions.
“It's important to have the data and science, but don't forget the story”. In this episode of the ABM podcast, Steve Goddard Integrated Marketing Director at Dell Technologies explains how ABM has evolved at Dell and why it’s important to focus on business outcomes rather than products and solutions.
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NetApp: Turning ABM ambition into impact
How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.
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Duco: The new rules of client-centric growth
What does it take to make client centricity more than a slogan? Margaret Franco, CMO, Duco, reveals how aligning product, sales, and marketing unlocks growth in today’s demanding B2B landscape.
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KPMG: The blueprint for high-touch, high-impact ABM
In this episode of the Account-Based Marketing podcast, Heather Adkins shares the art and science of scaling ABM through sector-driven teams, AI-powered agents, and a relentless client focus.