Let’s talk ABM

Hosted by strategicabm

BusinessInterviews guests

Website RSS feed LinkedIn Facebook Instagram YouTube

Episodes

Latest episode

Nov 2025

Language

EN-GB

About the show

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.

Listen to episodes

60 recent

November 14, 202535 min

85. From PLG to ABM: How Datadog Built an Account-Based Growth Engine

Head of Global ABM & Campaigns at Datadog, Kevin Driscoll leads a global team driving pipeline through integrated, data-led programs. With experience at IBM and Anaplan, he blends demand generation, growth marketing, and competitive strategy to unite sales and marketing around impact. His focus on scalable personalization, creative testing, and bridging PLG and SLG motions has made him a leading voice in account-based growth.Watch this episode and learn:How Datadog evolved from PLG to a focused, account-based growth model.Why a “two-hat” ABM structure strengthens GTM alignment.What B2C-style creativity can teach B2B marketers about engagement.How AI enhances research and personalization while keeping ABM human-led.

November 14, 2025Episode 8438 min

84. ABM: The Language of Relationships

Marta leads the EMEA ABM strategy at Ping Identity. With expertise spanning marketing strategy, GTM planning, and creative campaign execution, she has a proven ability to deliver measurable impact through data-driven programs and innovative partnerships. Known for aligning Sales and Marketing around high-value accounts, Marta blends strategic vision with a results-focused mindset, helping organizations strengthen engagement, accelerate pipeline, and achieve revenue growth at scale.Watch this episode and learn:How “scaling down” unlocked greater impact and deeper engagementWhy ABM must be a long-term relationship program and not a “campaign in a box”What it takes to win alignment across Sales, CS, and leadershipHow to co-create value with partners and measure success beyond pipeline

November 14, 2025Episode 8346 min

83. ABM: Beyond the Campaign

Nancy Carlyle Harlan is an award-winning ABM and B2B marketing consultant with a track record of driving transformative growth in high-tech SaaS. With expertise spanning ABM, Executive Marketing, and Customer Lifecycle Marketing, she has designed and scaled programs that consistently deliver measurable impact. A strategic and innovative leader, Nancy has led global ABM strategy at leading technology firms Qlik and UiPath. Watch this episode and learn:How to protect and grow your top 20% accountsWhy ABM is a revenue multiplier for resilience, retention, and expansionWhat the “Swarm ABM” model looks like for uniting Sales, Marketing, and CSHow to measure ABM success beyond pipeline with metrics that CROs value

November 6, 2025Episode 8241 min

82. ABM: An Account-based Mindset

A seasoned Marketing Executive with 20 years in B2B software and SaaS, Amanda has led global go-to-market, demand generation, and ABM strategies for some of the world’s leading technology companies. Now Vice President, Head of Marketing at FourKites, she brings a unique blend of strategic advisory, people leadership, and account-based expertise to align Sales and Marketing. With a passion for people and results, Amanda is dedicated to driving sustainable growth and measurable business impact.Watch this episode and learn:How to adopt an Account-based mindset beyond traditional campaignsWays to strengthen alignment between Sales and Marketing teamsStrategies to identify and prioritize high-value target accountsPractical tips for driving measurable ABM results

October 20, 2025Episode 8135 min

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 globallyHow an ABM value proposition helps shift brand perceptionsWhy moving from digital-first to human-first experiences is key to ABM successHow Andrew uses data and “action boards” to link engagement to pipeline and revenue

October 13, 2025Episode 8041 min

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 daysWhy tailoring tactics by tier is critical in a 400-account programHow to integrate events and direct mail into a seamless ABM motionWhy orchestration - not ownership - is the key to ABM success at Swoogo

October 9, 2025Episode 7938 min

79. Scaling ABM from the Inside Out

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 listWhy merging ABM and Field Marketing creates stronger engagement and ROIStrategies to run One-to-one, One-to-few, and One-to-many programs effectivelyHow AI is transforming account research, content personalization, and forecasting

June 2, 2025Episode 7840 min

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 worldThe role of account planning in scaling ABM personalization and uncovering cross-account insightsWhy relationship depth and shared values are core KPIs in KPMG’s ABM strategyHow Heather’s team uses AI-powered “Insights to Action Packs” to deliver relevance at scale across tiers

April 21, 2025Episode 7737 min

77. Scaling ABM, the IBM Way

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 ExcellenceHow the ABM CoE coordinates two-way communication with regional ABM teamsHow ABM plays a role in shifting enterprise brand perceptionWhy success in ABM starts with patience, sales buy-in, and long-term relevance

April 4, 2025Episode 7645 min

76. ABM from the frontline

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. AWSWhy scaling ABM requires a roadmap, not just more resourcesHow customer lifetime value (LTV) is reshaping ABM strategiesWhy ABM success depends on trust, internal alignment, and customer centricity