78. The ABM Operating System

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Let’s talk ABM

strategicabm

81 episodes

1 week 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

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78. The ABM Operating System

Let’s talk ABM

40 minutes 1 second

5 months ago

78. The ABM Operating System

Heather Adkins is a data-driven ABM leader, currently overseeing Marketing, Growth, and Strategy at KPMG US. She oversees one of the largest ABM teams globally, aligning industry and account insights to deepen client relationships. Her expertise spans go-to-market planning, integrated campaigns, and customer-centric transformation across diverse industries.

Watch this episode and learn:

How KPMG has built one of the largest ABM teams in the world
The role of account planning in scaling ABM personalization and uncovering cross-account insights
Why relationship depth and shared values are core KPIs in KPMG’s ABM strategy
How Heather’s team uses AI-powered “Insights to Action Packs” to deliver relevance at scale across tiers