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
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
Cristina Daroca is Senior Director, Head of Americas Marketing at Riverbed Technology, driving ABM and Field Marketing strategies that turn targeted accounts into measurable revenue. With deep expertise in aligning Sales, Marketing, and Customer Success, she uses data-driven insights and AI to scale personalized programs and deliver real business impact across complex enterprise accounts.
Watch this episode and learn:
How to unite Sales, Marketing, and CS around a focused account list
Why merging ABM and Field Marketing creates stronger engagement and ROI
Strategies to run One-to-one, One-to-few, and One-to-many programs effectively
How AI is transforming account research, content personalization, and forecasting
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
A seasoned global marketing leader with more than two decades of experience at IBM, Cheryl Caudill is passionate about client-centric marketing and ABM. She leads the Global Center of Excellence for ABM and Demand Marketing, orchestrating strategies that blend data, insights, and AI to improve client relationships and drive revenue growth.
Watch this episode and learn:
The structure and role of IBM’s ABM Center of Excellence
How the ABM CoE coordinates two-way communication with regional ABM teams
How ABM plays a role in shifting enterprise brand perception
Why success in ABM starts with patience, sales buy-in, and long-term relevance
A veteran B2B marketing leader, Eric has spent over two decades shaping Account-based Marketing strategies at some of the world’s most respected enterprise brands, including SAP and Amazon Web Services. With deep expertise in One-to-one and One-to-many ABM, Eric has built scalable, revenue-driven programs that align Sales and Marketing, influence complex buying groups, and deliver long-term impact. From designing global ABM playbooks to leading customer-centric campaigns, Eric brings a pragmatic, sales-savvy approach to modern marketing.
Watch this episode and learn:
How ABM strategies differed at SAP vs. AWS
Why scaling ABM requires a roadmap, not just more resources
How customer lifetime value (LTV) is reshaping ABM strategies
Why ABM success depends on trust, internal alignment, and customer centricity
A seasoned Marketing leader with a decade of experience in Tech and SaaS, Evett Baranov specializes in Account-based Marketing (ABM) with expertise in Field Marketing, digital strategy, and Partner Marketing. Having led programs across APAC and EMEA, she brings a global perspective to driving targeted engagement and revenue impact. Now based in Sydney, she focuses on data-driven ABM strategies that align Sales and Marketing for business success.
Watch this episode and learn:
How Workday’s ABX model complements demand gen without overlap
The FIRE score framework for smarter account selection
Why ABM success starts with targeting the right accounts
How to measure ABM impact beyond MQLs and pipeline
Brittney Hamer is a seasoned ABM leader specializing in targeted strategies that drive client engagement and business growth. In her most recent role as Director of Campaign & Digital Marketing at Gainwell Technologies, she spearheaded ABM programs that fostered collaboration, innovation, and revenue impact.
Watch this episode and learn:
How to navigate complex buying cycles in the public sector
Why deep account relationships drive ABM success
How intent data helps influence RFP decisions
Why experimenting with new channels boosts impact
Anna is a self-proclaimed ABM nerd with a passion for designing and executing complex, multichannel ABM programs. As the leader of the ABM department at Influ2, Anna has driven exceptional results, including a 123% increase in ABM-influenced revenue in 2023.
Her ABM journey began at Shelf, where she worked with a talented team to achieve 4x ARR growth through a carefully crafted account-based go-to-market approach.
Watch this episode and learn:
How to implement ABM in a channel-first business model
Why customer expansion is at the heart of ABM success
The power of creativity and personalization in ABM campaigns
How to align Sales and Marketing to overcome ABM challenges
Fabiana Brunetti is a dynamic marketing leader with nearly two decades of experience spanning ABM, Field Marketing, Digital Marketing, and Demand Generation. As Director of Global ABM Worldwide Strategies at Pure Storage, she drives data-driven strategies to align Sales and Marketing, foster collaboration, and scale personalization. Known for her innovative approach, Fabiana has created a world-class ABM program at Pure Storage with impressive results.
Watch this episode and learn:
Why Field Marketing is a great foundation for ABM
How to apply data to account selection and prioritization
How to Scaling personalization with AI
The power of collaboration in ABM success
Katarzyna brings a unique blend of strategic vision, creativity, and precision to the world of ABM. As a Senior Global ABM Manager, she excels at turning data into actionable insights, navigating complex B2B landscapes, and transforming challenges into opportunities.
Her passion lies in building meaningful connections, driving impactful results, and leading teams to success. For Katarzyna, ABM isn’t just a strategy - it’s a craft that combines personalization, analysis, and the constant pursuit of growth and innovation.
Watch this episode and learn:
How to implement ABM in a channel-first business model
Why customer expansion is at the heart of ABM success
The power of creativity and personalization in ABM campaigns
How to align Sales and Marketing to overcome ABM challenges
Nora operates at the heart of ABM - in the intersection between research and advising Forrester customers on ABM best practices and strategy. Before joining Forrester, Nora worked as a B2B Marketer, leading both demand generation and ABM initiatives. Her combined experience as both a practitioner and an analyst provides her with a unique perspective on the evolving landscape of B2B marketing and ABM.
Watch this episode and learn:
The current state of ABM
How to achieve meaningful personalization
What the future holds for ABM
Why LTV should be your ABM North Star
Sophia Agustina is a Global Marketing leader with expertise in full-funnel, customer-centric, and ROI-driven marketing strategies. She is a co-creator of the 9 Cs framework - a go-to-market (GTM) strategy focusing on getting closer to the customer to drive customer value and business outcomes. She most recently led the global brand-to-demand-to-ABM strategy at IBM - leading cross-functional teams to deliver high-performing, customer-centric campaigns and experiences.
Watch this episode and learn:
In this episode of Let's talk ABM, we speak to Lindsay Baggett, who heads up Account-based Marketing at Tanium. Now 24 months into her role at this leading security and system management company, she’s built a formidable ABM engine. Previously, Lindsay led the Field Marketing and ABM efforts at companies including Couchbase and Gong.
Watch this episode and learn about:
Why ABM shouldn’t be ‘random acts of marketing’!
A focus on progress versus perfection
Why defining ABM is so important
What makes great Sales and Marketing alignment
And much more… !
Interviewed in this episode of Let's talk ABM is Sloan Newman, Manager, ABM Programs – Americas, at NTT DATA. An award-winning ABM leader, Sloan has over 20 years of experience crafting personalized marketing strategies for key accounts, driving revenue growth and customer satisfaction. Sloan sees himself as an ‘embedded reporter’ with NTT DATA’s One-to-one accounts, which really illustrates the importance of a close relationship.
Watch this episode and learn:
Why One-to-one and One-to-few is the right mix
How to select the right ABM accounts
Why Sloan feels like an ‘embedded reporter’
What he thinks makes a great ABMer
In this episode of Let's talk ABM, we speak with Celia Slack, Pursuit Marketing Lead, EMEA at ServiceNow. As a specialist in Account-based Marketing, Celia has global end-to-end experience gained from some of the world's leading Technology, Financial Services, and Consumer brands. She has recently assumed a new responsibility at ServiceNow, as Pursuit Marketing Lead, EMEA, and shares her learnings to date with us.
Watch this episode and learn:
What is Pursuit-based Marketing (PBM)
How PBM works in tandem with ABM
What is behind the successful ABM program at ServiceNow
Her take on One-to-many 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:
In this episode of Let's talk ABM, we speak with Kathryn Nimmo, ABM Marketing Manager at HP Inc, about building awareness and credibility with ABM. Kathryn is an accomplished Marketing and Sales professional with extensive experience executing and delivering marketing and sales campaigns across multiple industries.Here's what they cover:
In this episode of Let’s talk ABM, Declan speaks with Rhiannon Blackwell, ABM Leader, Global Marketing Organization at PwC. Over the course of the last 18 months, Rhiannon has built up the team and capability from scratch. With a team now of 20+ ABM professionals she is scaling the program to drive growth in PwC's top-tier accounts.
Here’s what they cover:
What it takes to stand up an ABM program from scratch
How to achieve Sales and Marketing alignment
Why personalization is key for ABM success
How to measure ABM success
In this episode of Let's talk ABM, Declan chats to Katrine Rasmussen. Katrine leads a passionate Marketing team at Pixelz, that is making waves and shining a light on the importance of photo retouching. Prior to joining Pixelz she worked in and led marketing growth teams in the Fintech and accounting sectors.
Here's what they cover:
