81. The Shift to Human-first 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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81. The Shift to Human-first ABM

Let’s talk ABM

35 minutes 47 seconds

2 weeks ago

81. The Shift to Human-first ABM

Andrew Reed is a customer-centric ABM leader with over a decade in B2B technology marketing, currently serving as Global ABM Director at AVEVA. He has scaled the company’s ABM program from a single one-to-one pilot into a global motion across 87 enterprise accounts, balancing deep personalization with scalable execution. Passionate about insight-driven strategy and sales alignment, Andrew is reshaping how AVEVA builds customer value, turning ABM into a systematic growth engine that drives stronger relationships and measurable business impact.

Watch this episode and learn:

The road from one ABM pilot to 87 enterprise accounts globally
How an ABM value proposition helps shift brand perceptions
Why moving from digital-first to human-first experiences is key to ABM success
How Andrew uses data and “action boards” to link engagement to pipeline and revenue