Let’s talk ABM

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 overlapThe FIRE score framework for smarter account selectionWhy ABM success starts with targeting the right accountsHow 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 sectorWhy deep account relationships drive ABM successHow intent data helps influence RFP decisionsWhy 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 modelWhy customer expansion is at the heart of ABM successThe power of creativity and personalization in ABM campaignsHow 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: How IBM does ABM How brand drives demand The power of the 9 Cs framework The importance of personalization in ABM

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