Reinventing Revenue Growth With Account-Based Marketing | Forbes
We’ve gone from a place where sales reps and marketers have been hesitant to double down on a set of focused accounts to where most people targeting the enterprise have an account-based strategy. But as ABM becomes mainstream, what’s next for the category, and how can firms continue to leverage account-based strategies to drive growth? Here are three takeaways from Alisha Lyndon, Founder & CEO of Momentum.
Sales enablement in a world of digital selling
As organisations adapt to a new world of digital, remote, and hybrid selling, the topic of sales enablement has taken increasing prominence on the boardroom agenda. Liz Harrison, partner for McKinsey in their marketing and sales practice, joined Momentum founder and CEO to discuss how organisations can best enable sales teams for success in the new world of enterprise selling.
Sales enablement for a new world of selling
In this episode Alisha is joined by McKinsey's B2B Sales and Marketing Partner Liz Harrison to share her expertise and tips on how to avoid channel conflict, why all areas of the business need to be focussed around customers, and how to add human value to a digital buying process. In a world of digital, remote and hybrid selling, the role of sales enablement has never been more critical.
The Momentum Sales Enablement Framework
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With both buyer and seller teams working remotely in a virtual world, with so much information available online, and with so many parts of the buying process now automated, the landscape of enterprise sales today is unrecognisable to that of a decade ago. Download the Momentum Sales Enablement Framework for insight into how hybrid teams can connect with customers in a world of digital buying.
Finastra: Building a global ABM program in a pandemic
Building a centralised ABM program while still empowering the field and regional teams is a difficult balance. In this episode, Marnie Giuranna Zaccaria, Global ABM Lead at Finastra, discusses how one of the world’s leading fintech organisations has approached this problem, why less is more, and gives her tips for navigating COVID-19 disruption.
Building a global ABM program
How Finastra’s pragmatic approach and focus on quality has struck the perfect balance global and regional teams. Marnie Giuranna Zaccaria, Global ABM Lead at Finastra and a recent guest on the Account-Based Marketing Podcast, outlined her recent experience in navigating this challenge when she set up the global ABM program at one of the world’s leading fintech organisations.
Sales enablement for 2021
Sales enablement has emerged as one of the hottest topics of 2021 and it isn’t hard to see why. That means it is more crucial than ever that your sales teams are not just equipped with the right tools and information to fully understand their buyers’ industry, challenges and goals, but also that every enablement service your organisation provides fully mirrors the customer and the path they will go on to make a purchase.
Do we still need enterprise sales teams?
The COVID-19 pandemic has changed everything about the enterprise buying process. With both buyer and seller teams working remotely in a virtual world, with so much information available online, and with so many parts of the buying process now automated, the landscape of enterprise sales today is unrecognisable to that of a decade ago.
Momentum and ITSMA: Creating an ABM powerhouse
To celebrate the ITSMA joining the Momentum group, Momentum CEO and founder Alisha Lyndon is joined by ITSMA’s leaders to talk about the future of marketing and account-based strategy. Hear ITSMA president and CEO Dave Munn, SVP of consulting Rob Leavitt, and Julie Schwartz, SVP of Research and Thought Leadership, discuss how marketing is evolving into a growth driver and organisation builder.
Averting the skills gap
How marketing enablement can upskill your ABM team to power your growth agenda. There is a skills gap in marketing – a big one. And this is being felt particularly acutely in the enterprise space.
Becoming an ABM rock star
In this episode we hear from Kelvin Gee, Senior Director of Modern Marketing at Oracle to discuss how Oracle are closing the skill gap, training and enabling marketeers in account-based marketing.
Momentum + ITSMA: Create next-level growth with our IP, expertise, and proven experience on a global scale.
Momentum has acquired Boston-based research, advisory, and training firm ITSMA to offer unmatched depth of expertise in accelerating growth and adoption of account-based strategies.
Ten years of leading the field in ABM
Momentum is celebrating a big milestone this month: it’s officially our tenth birthday. A decade at the forefront of ABM means we knows what really creates value, what doesn’t and what’s next. And, to celebrate, we have created a special episode featuring ten experts from Momentum who are trusted by world-leading companies to help them to drive growth.
The Global 2,000: 10 years of targeting your key accounts
At Momentum, we’ve spent a decade working deep in the global 2,000 – helping our clients to shift perceptions, build relationships and grow revenue. Working deep in the global 2,000 gives us a unique insight into how each of these firms operate, their unique context, and, most critically, how they navigate buying cycles for large investment decisions.
State Street: The secret to maintaining first mover advantage
“It's incumbent on all of us, particularly in the marketing organisation, to protect the message”. In this episode, Katherine Lucas, Head of Platform Marketing at State Street, shares her advice for gaining and maintaining first mover advantage based on her experience of launching AlphaTM, a first-of-its-kind investment servicing platform, building the global messaging and leading the go to market strategy.
The secret to maintaining first mover advantage
In this Account Based Marketing podcast, Katherine Lucas, Head of Platform Marketing at State Street, shared her journey of creating State Street AlphaSM, the game-changing proposition that created a new industry standard.
How competitive intelligence can transform your growth initiatives
It is not enough to develop good products and competitive pricing. Companies need to deeply understand their clients and what they need...Renowned author and competitive intelligence expert Leonard Fuld sat down last week with Momentum’s CI team leaders Diane Borska and Lenore Scanlon to discuss the many ways companies can benefit from robust, targeted intelligence in the modern business world.
A new spin on competitive intelligence
What will the future of competitive intelligence look like for organisations seeking to gain an edge on their rivals? What role will robust customer insights play into sales and marketing campaigns? And in what non-traditional areas will CI be applied? Hear more from world-leading competitive intelligence expert Leonard Fuld in this exclusive fireside chat.
The Critical Factor In Building Trust With Key Customers | Forbes
Customer trust is critical to the growth of key accounts but just as industries have changed faster than ever before since the pandemic began, so has the path for earning trust with key customers. Transparency is crucial for increasing trust between customers and suppliers. Here is CEO & Founder of Momentum, Alisha Lyndon’s three-step road map for achieving transparency and building trust with key customers in today’s climate.
The Momentum Customer Buying Index® | The New Sales Playbook
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For 70% of enterprise organisations, your credibility and reputation within the business is considered the most important aspect of the engagement and sale. Read the new Sales Playbook to learn how to grow your key accounts in a post-pandemic world.
Applying ABM to aviation
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The world is facing an entirely new reality of international travel. As these current unprecedented global events began to take shape over the past few months, one of the most visible industries affected was aviation. We looked at one of the aviation industry’s biggest conglomerates, IAG, to gain a better understanding of the digital transformation underway across this currently disrupted industry.
Marketing in the Age of Anxiety: how to respond to the new enterprise mindset
In this discussion, marketing experts gathered to discuss the findings from Momentum’s latest Customer Buying Index®, which revealed the anxieties plaguing C-suite leaders following a year of reactive technology purchases and organisational pivots.
ABM: Bringing together data, art and science to enable the challenger sale
“It's important to have the data and science, but don't forget the story”. In this episode, Steve Goddard Integrated Marketing Director at Dell Technologies explains how ABM has evolved at Dell and why it’s important to focus on business outcomes rather than products and solutions.
The Age of Anxiety
“The Age of Anxiety” was the first in a series of events investigating the findings from the Spring 2021 Customer Buying Index®. The impact of the Covid-19 pandemic on enterprise buying trends has been underestimated by many – and the way sales and marketing respond to this over the next few months will be critical in hitting growth objectives. Catch up on this 45-minute discussion for more of our hard-hitting enterprise buyer data.
The Momentum Customer Buying Index® | Spring 2021
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Navigating the Age of Anxiety: Why enterprise buyers have been hit harder by the pandemic than anyone anticipated – and how vendors can instil confidence in a wary audience.
Wreckage of COVID-19 sparks age of anxiety for enterprise buyers
The Momentum Customer Buying Index® has once again unearthed a host of practical insights to guide sales and marketing engagements going forward. Sales and marketing teams should take note of enterprise buyers' new values and employ more human methods to quell their anxiety.
How our pandemic experience can help us tackle climate change
Earth Day 2021, with the theme of ‘Restore Our Earth’, is all about taking the lessons, ideas and experiences from the pandemic into positive action that can help restore the world’s critical ecosystems. Momentum’s Rebecca Miles’ writes about how our pandemic experience can help us address climate change.
The power of two: the secrets behind building a knockout partner-marketing program
For this episode of Momentum’s digital download sessions, Mark Kurtz who leads partnerships between Microsoft and Adobe and Momentum’s Chris Hooper discussed how to build a partner program, some of the challenges involved along the way, and provided some key tips to get the best out of your partner ecosystem.
The power of two: how partner marketing can boost sales and build your pipeline
This exclusive discussion with Mark Kurtz, Worldwide GTM Partner Marketing at Microsoft, shed light on the fundamentals of co-marketing and why it is the missing ingredient for your ABM program. Find out the three top tips to partner marketing success, how to leverage partner content and the best way to unify two sales organisations.
Executive Marketing: who influences the influencers?
Executive Marketing is on the rise but what advantages does it bring and why are marketeers starting to prioritise it? Samara Donald, Head of Global Executive Marketing at AWS, explains why in this edition of the Account-Based Marketing podcast. She provides some key insights into the process she goes through – as well as some great tips on how best to go about it.
Optimism fuels opportunity, ABM + Intelligence fuels growth
The themes of growth and competitive intelligence have never been more linked than they are at this moment in 2021, as the world peers into the COVID tunnel and sees a glimmer of light coming through.
An insider’s guide to driving demand and pipeline
More and more FS organisations are looking to get an ABM program off the ground, but what’s the best way forward? Robert Hollier, Director of Consulting and Partner at Momentum and Angie Henderson Moncada, Marketing Leader at FM Global discuss her recent experiences and learnings.
International Women’s Day 2021
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We are strong. We are bold. We are powerful. Let's celebrate women today & every day. 2020 may have been tough, but so are we! Here is a brilliant compilation of content we have put together to celebrate the great women we work with both within and outside of Momentum.
Four reasons why your ABM program needs competitive intelligence
From account planning to sales enablement and everything in between, competitive intelligence adds a layer of deep insight that will translate into a more robust go to market and bigger wins for your sales and marketing teams.
Why competitive intelligence is the missing ingredient in your ABM program
Can any ABM program really be complete without an understanding of what your competitors are doing and saying to your key target accounts? Whether you are an incumbent looking to fend off disruptive rivals or a disruptor looking to dislodge an established competitor in a strategic account, knowing what your opposition is up to is critical.
Protecting the pharmaceutical supply chain | AstraZeneca
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The pandemic highlighted how fragile supply chains can be without detailed insights, end-to-end visibility and robust contingency plans. For pharmaceuticals companies like AstraZeneca, supply chain failure simply isn’t an option.
S&P Global: When ABM becomes ABE
How do you establish ABE as a known discipline within an organisation that has no prior experience? In this episode, Amie Stankiste, Global Head of Marketing at S&P Global Market Intelligence shares her frank experience and explains the journey: “My team were new to ABM in 2019, they didn't know much about it and the rest of organisations certainly didn't. Bringing all that learning together and sharing best practices has been really, really important.”
How to remain aligned to a rapidly changing Financial Services environment
The pressure for financial services to deliver has never been greater. But how can tech vendors help make this happen? How can they strengthen resilience while accelerating transformation? Here is a precis of the conversation that took place at our most recent CBI Insight Event with a panel that included Brian Hayes, Financial Services Industry Lead of VMware.
Fast, adaptable, digital-manufacturing at Kraft Heinz
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IDC reports that the majority of manufacturers are actively planning a digitalisation strategy, however, just over half of global manufacturers have already got their transformation program underway. Where does a company like Kraft Heinz sit? Find out here.
Strengthen Resilience and Accelerate Transformation in Financial Services
The pressure for financial services to deliver has never been greater. But how can tech vendors help make this happen? How can they strengthen resilience while accelerating transformation? The answers can be found in this special financial services CBI Insight Event.
Equipping IT to lead in the digitally focussed new normal
Research published last week by Gartner has revealed some interesting developments in the shift of the balance of power in the boardroom. CIOs are now being seen as more influential than ever before with 66 percent reporting that the CIO-CEO relationship had increased in strength and that 70 percent of CIOs were now assuming leadership of high-impact initiatives.
Every Little Innovation Helps
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There isn’t much to say about 2020 that hasn’t already been said. One thing is worth reinforcing though — last year changed the way we shop. The switch to digital retail has been monumental. Find out why Tesco is a great example of a brand looking at the bigger picture.
The enterprise buying team: who’s on it and how to communicate with them
If there is one finding from the latest wave of our Customer Buying Index™ that has resonated more than any other, it is this one: The average size of a buying team for a $3m+ technology investment is 14 people. Find out who is buying and how to communicate with them.
Qlik: Co-creating with customers
In this episode Nancy Carlyle Harlan, Head of Global Account Based Marketing at Qlik explains why co-creating marketing with customers is the future for ABM and why it’s essential to lead with a unified strategy to ensure everyone is aligned with the same objectives.
Seeing Competitive Intelligence in a new light
Momentum, the growth consultancy and leader in account-based marketing, has launched a new Competitive Intelligence (CI) service for businesses and appointed top executives from the field to lead it including Diane Borska, SVP of Consulting. Hear what Diane has to say.
Which sales & marketing strategies are winning for cloud vendors?
If anything, 2020 was a big year for Cloud vendors. But how did the cloud proposition evolve in 2020 and what do enterprises care about going into 2021? Watch this 30-minute discussion with special guest Paul Wooding, Senior Sales Leader at Cloudera to find out.
Unlocking complexity with heightened creativity
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Growth Marketing is racing up the agenda as companies pivot and build a foundation for innovation and sustainable growth. An effective content strategy is essential for success in a crowded market where messaging is often complex and difficult to differentiate. Here are our top 5 tips on how to create content with cut-through and bite.
T-systems: Unlocking revenue growth
The role of the CMO continues to be crucial for businesses looking to grow. In this episode we’re joined by Katharyn White, Senior Vice President and CMO of T-Systems who shares rich insights into how the marketing function needs evolve and winning strategies to drive business growth.
ABM for 2021 | Enterprise buying in North America
Do you truly understand the buying process in your key enterprise accounts after the events of this year? If you don’t, then you’re not alone – because 2020 has changed everything about how those buyers approach making a significant investment decision.
The Momentum Customer Buying Index™ / Edition 1
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In the index we bring together ten years of experience and the latest data in one powerful analysis tool. Use our index to develop actionable strategies for revenue growth.
Account-Based Marketing In 2021 | Forbes
Selling and marketing have clearly changed. Marketers have had to adapt, recalibrate their activities and lean into more collaborative interactions with sales teams in a way they've not done before. With events and direct channels removed, sales teams have become a primary marketing channel to reach accounts.
A wake up call for sales and marketing
Alisha Lyndon, founder and CEO of the growth consultancy behind the research, sat down with Antonia Wade, Chief Marketing Officer at Capita, to discuss the latest findings from 2020’s third wave of The Momentum Consumer Buying Index and find out why this marketing leaders thinks it’s a wake up call.
Consistency beats intensity
Long-term consistency beats short-term intensity, according to Bruce Lee who claimed it is exercising regularly that builds up strength and resilience. Here are Robert Hollier, Group Consulting Director and Partner at Momentum's thoughts on how this relates to B2B marketing, based on the latest wave of our Customer Buying Index™.
The five subjects keeping execs awake at night
As we head towards a new year and start to plan our thought leadership programs for 2021, we have been taking a temperature check of the subjects most under discussion by C-level executives.
The CMO perspective: CBI wave 3, 2020
The latest findings from this wave are a gauntlet thrown to sales & marketing - that's certainly the view from Antonia Wade, Chief Marketing Officer at Capita. Join us in this insight packed episode to hear more from the third wave of 2020's Momentum Customer Buying Index™, learn why your accounts are saying in this time they need ABM more than ever before and decipher which go-to market strategies will drive the biggest impact.
A moment of truth for b2b marketing – Part 2
In this episode we hear from Andy Simpson-Pirie CTO, Cyberfort Group and Keith Pranghofer, Director of ABM, Strategic Accounts, Microsoft as they unpack the Customer Buying Index™, a tool that brings together ten years of experience and proprietary research to provide a unique picture of who the buyers are in key markets and analyses their vendor expectations.
A moment of truth for b2b marketing – Part 1
In this episode we’re joined by Robert Hollier, Director of Consulting at Momentum, to reveal wave 3 of the Momentum Customer Buying Index™, a powerful analysis tool that brings together ten years of experience and proprietary research to discover how the post-pandemic virtual-first world has changed IT buying behaviour at the world’s largest companies – and how to respond.
Atos: Ten years in ABM
In this episode we’re joined by Neil Berry, Head of Global Account & Deal Based Marketing for FSI at Atos to discuss the shift from a pilot program to ABM a decade on. From storytelling to the use of digital, find out what’s changed as ABM has evolved.
ABM for 2021 | Pivoting your content to align in all stages of the funnel
Marketing to enterprise accounts in North America has always been complex, but the events of the last six months have made things even more challenging. That’s why in this exclusive webinar we’re joined by expert in account-based marketing and content alignment, Anna Abrell, to unpack her forensic understanding of content strategy.
ABM for 2021 | Engaging the c-suite
Engaging the C-suite has always been one of the main objectives of account-based marketing programs, but the events of 2020 have made building board-level relationships even more vital than ever. That’s why in this exclusive webinar we are joined by Pradeep UN, Director – Content and Experience at Microsoft – to explore the engagement tactics that work best with C-level contacts.
The Momentum Customer Buying Index ™ / Edition 3
The latest edition of Momentum's Customer Buying Index asked 150 C-level executives at the world's largest companies about how COVID-19 had impacted their world and reshaped their buying processes.
ABM for 2021 | Building an ABM program in a pandemic
Setting up an ABM program has always been challenging, but the events of 2020 and the disparate team structures that come with the wholesale switch to remote working has put even more of a premium on getting the fundamentals right. Watch this video for three tips to help you create a winning ABM program.
The moment of truth for b2b marketing
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2020 has changed everything in the world of enterprise buying. Are your sales and marketing teams ready for the old world or the new? Download this guide and find out the latest data on enterprise customer buying behaviour, how the events of 2020 have shifted enterprise buying patterns, and the key to creating deep engagement and revenue growth in 2021.
Winning strategies to unlock growth in Financial Services
In this 45 minute webinar, with guests from State Street and Investec, you will hear how financial services organisations are being transformed by an account-based marketing approach, and how marketing and sales teams working across capital markets, investments, fintech, and regtech are powering their sales efforts with new growth marketing tools.
The Momentum Customer Buying Index™ Part 2
Hear from the buyers themselves; Pete Markey CMO, TSB Bank; Andy Simpson-Pirie CTO, Cyberfort Group; Dowshan Humzah, Board Advisor; Brian Hayes FS Lead, VMware; and Tony Miller Marketing Director, WW. Hear the panel unpack the index, a powerful analysis tool that brings together ten years of experience and proprietary research to provide a unique picture of who the buyers are in key markets, their expectations, and buying cycle patterns and preferences.
The Momentum Customer Buying Index™ Part 1
In this episode of the Account-Based Marketing podcast, we reveal a powerful analysis tool that brings together ten years of experience and proprietary research to provide a unique picture of who the buyers are in key markets and analyses their vendor expectations, buying cycles patterns and preferences around sales and marketing engagement.
It’s time to usher in a new era of growth
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The old divisions between sales, marketing and digital are over. Selling organisations need a customer-centric approach if they are going to thrive in an ecosystem where the buyer holds all the cards.
In this guide you will discover: why traditional marketing and sales techniques are no longer fit for purpose, the five ways marketing is set to change forever, and how marketing, digital and sales teams can align to serve a buyer journey.
The Momentum Customer Buying Index™ Series: Tony Miller
A vendor who helps is the vendor who sells. Tony Miller former Marketing VP at Disney and Marketing Director at WW, talks about how vendors who understand the context and can help him achieve alignment are those he would turn to first.
The Momentum Customer Buying Index™ Series: Brian Hayes
Reaching the status of trusted partner is something many enterprise sellers wish to achieve, but few actually do. Brian Hayes, former Global Head of Transformation at HSBC and now Financial Service Industry Lead – EMEA at VMware, gives his tips on how to build trust in a relationship.
The most important person you’re not talking to
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The world of the CFO is constantly evolving. Dive deeper into the troubles that keep them awake at night, through to the new emerging types of finance boss – and prepare to engage with them on a level you may never have thought possible before.
Google, Oracle, Cloudera: The sales perspective
In this episode we bring together three sales leaders for their first-hand experiences in leading key accounts and the shifting enterprise buying cycles. They also share their thoughts on the role of marketing and how they’ve used account-based marketing to shift perceptions, grow relationships and win bigger deals.
SAP: Setting up a global ABM Program
Danny Nail, Senior Director at SAP joins us to discuss setting up a global account-based marketing function and establishing a group-wide centre of excellence.
Oracle: ABM + Customer obsession
In this episode we’re joined by Andrew Court, Senior Director of Cloud Transformation & Innovation at Oracle, to explore how Oracle have advanced their account-based marketing program a decade on, to include the post purchase journey, building advocacy and customer communities
Bringing agility to enterprise
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Being first to respond to a market opportunity is a fundamental in any successful growth strategy. But how do you get that first-mover advantage? This report details the steps you can put in place to align your resource internally and accelerate impact.
How to scale your ABM program
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Carried out a pilot ABM program that has yielded better-than-expected results, but not sure of your next step? Read this report to find out how to scale up your efforts to multiple accounts in a way that replicates your success stories.
Market Trends Report: Autumn 2019
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How can sales and marketing teams succeed in an ever more complex customer buying process? Discover the answer in this exclusive report and find out the steps you can take to ensure your marketing team continues to be a dynamic growth driver for your organization.
The Momentum Customer Buying Index™ / Edition 3
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As we head towards 2021, large enterprise customers are increasingly feeling let down by vendors with the latest Customer Buying Index™ data identifying 42% of enterprises - in the post-COVID 'virtual-first' world - are finding it more difficult to make IT buying decisions. In this report you will discover how to identify which of your accounts are most distressed and why increasing the volume in your marketing isn’t enough.
Joint go to market with partners
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Vendors are having to find new ways to provide value to their enterprise customers. Discover how the right partnering strategy can cement your client relationships and help drive and scale your ABM efforts.
Baker Hughes: Balancing short-term and long-term growth
In this episode we’re joined by Ryan Almond, Global ABM Leader at Baker Hughes, to discuss the importance of understanding short-term needs and knowing how this plays into a medium-to-long-term strategy.
The Customer Buying Index™ Series – An Expert View: Dowshan Humzah
Being provocative can earn you the deal. In this episode of The Customer Buying Index™ series, Dowshan Humzah, Independent Board Director and Transformation Specialist, shares that vendors who have a clear vision for the future and that are always demonstrating the art of the possible, are closer to earning themselves a trusted partner status.
The Momentum Customer Buying Index™ Series: Andy Simpson-Pirie
The role of the CTO has changed. Former CTO at Lloyd’s Banking Group and Zürich Insurance Group and now CTO Cyberfort Group, Andy Simpson-Pirie describes how his role has changed, what this means for vendors looking to create partnerships and how having an insight-driven understanding of business is the key to success.
The Momentum Customer Buying Index™ Series: Pete Markey
In this episode of The Customer Buying Index™ series, TSB CMO Pete Markey gives his tips on how C-suite enterprise buyers like to be sold to, including the importance of understanding the business you’re targeting.
FireEye: The role of tech in ABM programs
In this episode we're joined by Marlowe Fenne, Head of ABM at FireEye and former account-based marketing leader at Cisco, to navigate through the martech stack and look at how successful programs are applying tech to ABM.
Growing accounts in banking
What’s the role of account-based marketing in the banking sector? In this episode we’re joined by Catherine Walker, Global Head of B2B Digital Marketing Channels, of HSBC to talk through how banks can leverage ABM principles to advance their relationships, use marketing automation platforms and develop their approaches to key account growth.
Finastra: building operations to create customer value
We’re joined by Michael Sperger, Chief Operating Officer Americas Enterprise at Finastra, to discuss how organizations can ensure their day to day operations can drive maximum impact – both for their customers and their business.
Microsoft: Driving growth through change
In this episode we are joined by Carrie Holmes, Director of Strategic Marketing at Microsoft, to discuss the ways her team are transforming how they engage customers, strengthen internal buy-in and bring increased velocity to their business.
Adobe: Competing in the Enterprise
Featuring John Watton, Senior Director of Enterprise Marketing at Adobe, this episode covers strategies Adobe is adopting to expand into new marketing, increase relevance with enterprise accounts, and ultimately build account-based experiences
ITSMA: Where next for Account Based Marketing
In this episode we’re joined by Bev Burgess, author of A Practitioners Guide to Account-Based Marketing (ABM), to talk about the future for ABM, where it’s heading and how it’ll continue to gain traction.
Fujitsu: ABM becoming business as usual
In this first episode we’re joined by Andrea Clatworthy, Head of Account-Based Marketing (ABM), EMEA at Fujitsu, to explore how ABM is moving from an island to business as usual.
Fighting For CMO Relevance In 2020 | Forbes
The Chief Marketing Officer role appears to be under increasing threat, with Forrester predicting 2020 as the beginning of a final and desperate fight for CMO relevance. As the founder of Momentum, the growth consultancy, Alisha Lyndon talks of the conversations had with sales and marketing leaders every day, and the palpable war going on between old-world marketing and new-world growth.
Account-Based Marketing In 2020: What’s Next In A New Decade? | Forbes
The transition from one decade to the next always allows for a period of reflection as well as a look forward at what is to come next. To provide a real perspective on where account-based marketing (ABM) will head in 2020, here is a closer look at those clients who have either been doing it for the longest or have been leading the charge over the last decade.
Easy As ABM: Unpacking The Complexity Of B2B Buying | Forbes
When did the enterprise buying cycle become so complex? Long gone are the days of taking the CFO out for dinner and the deal is done. In place of individual sign-offs and a linear process of solving challenge A with solution B, we’re seeing businesses having to justify decision making at every stage of their process and build consensus with key stakeholders along the way.
ABM: How To Compete When Everyone Has The Same Strategy | Forbes
When Momentum was founded as one of the first ABM consultancies, the term was little-known. But with as much as 70% of business to business (B2B) organizations now either adopting or planning to adopt an account-based approach to communicate the differentiators that customers care about, can it still be used to distinguish your firm from similar competitors?