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
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75. From ABM to ABX
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
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74. Mastering Public Sector ABM
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
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73. Scaling ABM with Precision
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
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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