80. Building ABM from the ground up

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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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80. Building ABM from the ground up

Let’s talk ABM

41 minutes 5 seconds

3 weeks ago

80. Building ABM from the ground up

Caroline Kite is a seasoned ABM leader driving enterprise strategy at Swoogo. She’s building a full-funnel, tiered ABM program from scratch - designed to engage marketing-savvy buyers and align tightly with sales. Caroline previously ran ABM programs at Cloudflare, Zuora, and Blue Yonder. With roots in Demand Gen and Field Marketing, she brings a rare blend of precision, creativity, and go-to-market depth to every ABM motion.

Watch this episode and learn:

How to build a full-funnel ABM strategy in your first 90 days
Why tailoring tactics by tier is critical in a 400-account program
How to integrate events and direct mail into a seamless ABM motion
Why orchestration - not ownership - is the key to ABM success at Swoogo