65. Customer Lifecycle ABM

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Let’s talk ABM

strategicabm

81 episodes

2 days ago

Declan Mulkeen, CMO of Account-based Marketing Agency, strategicabm, talks to leading ABM practitioners and thought leaders. The interviewees share their experiences of designing and running ABM strategies with invaluable insights and learning for B2B Marketers looking to start or enhance their ABM programs.

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Marketing

Business

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65. Customer Lifecycle ABM

Let’s talk ABM

48 minutes 33 seconds

1 year ago

65. Customer Lifecycle ABM

In this episode of Let's talk ABM, we speak with Marcelo Fernandes, Global Head of Adoption & ABM, Vice-President at SAP, about the power of Customer Lifecycle ABM. Marcelo is a seasoned B2B Marketer with more than 25 years of experience in technology marketing and entrepreneurship. In his current role, he oversees two key strategic initiatives at SAP - Account-based Marketing and Adoption.Here's what they cover:

The evolution of ABM at SAP
The rollout and impact of a global ABM Framework
How SAP chooses accounts for its ABM program
Why ABM is key to customer adoption and advocacy