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
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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
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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
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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
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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
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.
Colombia