Growth insights, reports, and news for you

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

Over 100 senior marketers came together at the event of the year to challenge the status quo, unlearn to outperform, and redefine the future of ABM.

The topic of ABM program scaling continues to be front and center for ABM Leaders in 2024. 

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.

We invented ABM. Now, we’re reinventing client growth

In an era where technological advancements are reshaping the landscape of marketing, using generative AI in ABM is set to be a game-changer.

Through a strategic ABM initiative, we helped the company achieved significant uplift in relationships, revenue, and reputation, along with substantial growth in key accounts.

We helped the company successfully redefine its ABM approach, setting a new standard for client engagement and driving sustainable growth in a competitive market. 

Charles Doyle, a three-time Chief Marketing Officer, shares why client needs are a critical cornerstone to an effective growth strategy.

Andrea Clatworthy, Global Head of ABM at Fujitsu and David Cotterill, UK Country Head and Marketing Director, Conduent discuss the best practices from their successful ABM programs.

For 2024, expectations for Account-Based Marketing are riding at an all-time high. But the landscape is evolving, so it’s crucial to know and understand the dynamics to maximize ROI.

As organizations embed account-based strategies company-wide, Kyndryl is a rare example of a business that has embraced this approach from the outset.

Based on interviews with leading experts and data from the 2023 State of Account-Based Marketing report from Momentum ITSMA and the ABM Leadership Alliance, we recommend five steps to improving your martech stack.

When tightly interwoven, ABM and brand initiatives emerge as corporate strategy game-changers for growing accounts.

An expert discussion looking at the challenges members encounter with proving the value of ABM and actionable insights for business intelligence.

ABM programs can mistakenly be positioned as demand generation initiatives, with serious consequences on performance.

As organizations embed account-based strategies company-wide, Kyndryl is a rare example of a business that has embraced this approach from the outset.

Kyndryl is a business that was founded and structured around implementing ABM right from the start. In our latest ABM podcast, Andrew Fitzgerald, Vice President of Global Account-Based Marketing explains “The Kyndryl Way” and why it was so important to design a marketing function with strategic clients at its core.

Discover the 2023 Global State of ABM benchmark report from Momentum ITSMA and the ABM Leadership Alliance.

In the world of ABM and partner marketing, there’s a clear mantra: one team, one strategy, one goal. Alignment is critical to capturing the full value of this exciting, and growing, application of ABM.

Despite the unquestionable importance of partner-driven go-to-market strategies and ABM initiatives, they’ve traditionally operated in separate organizational silos. However, a transformative shift is in progress, fueled by client demands for heightened synergy among their suppliers.

In the world of ABM and alliances, there’s a clear mantra: one team, one strategy, one goal. In our latest ABM podcast, Pooja Golechha, Senior Manager Partner Marketing and Account-Based Marketing at Pega, explains why uniting from day one creates a robust foundation for success.

In 1993, a book called ‘The One to One Future: Building Relationships One Customer at a Time’ set the stage for a revolutionary approach to marketing.

Account-Based Marketing (ABM) is not a one-size-fits-all strategy. As it gains traction worldwide, it adapts and evolves to fit the distinct characteristics of each region.