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Applying ABM to aviation
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.
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Blog
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.
Podcast
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.
Video
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.
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The Momentum Customer Buying Index® | Spring 2021
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.
Press
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.
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Blog
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.
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Blog
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.
Video
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.
Samara Donald Podcast
Podcast
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.
Blog
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.
Video
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
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International Women’s Day 2021
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.
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Blog
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.
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Video
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.
Amie Stankiste podcast
Podcast
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.”
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Blog
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.
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Fast, adaptable, digital-manufacturing at Kraft Heinz
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.
Video
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.
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Blog
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.
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Every Little Innovation Helps
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.
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Blog
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.
Podcast banner featuring Nancy Carlyle Harlan the Head of Global ABM at Qlik
Podcast
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.
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Blog
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.
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Video
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.
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Unlocking complexity with heightened creativity
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.
Podcast
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.
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Video
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.
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The Momentum Customer Buying Index™ / Edition 1
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.
Black and white photo of Antonia Wade, Chief Marketing Officer at Capita
Blog
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.
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Blog
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™.
Blog
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.
Black and white photo of Antonia Wade, Chief Marketing Officer at Capita
Podcast
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.
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Podcast
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.
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Podcast
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.
Podcast
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.
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Video
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.
Video
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.
Cover for the third wave of the Momentum Customer Buying Index
Video
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.
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Video
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.
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The moment of truth for b2b marketing
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.
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Video
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.
ABMPodcast
Podcast
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.
ABMPodcast
Podcast
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.
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It’s time to usher in a new era of growth
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.
Black and white photo of Tony Miller, former Marketing VP at Disney and Marketing Director at WW
Podcast
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.
Black and white photo of Brian Hayes, Financial Service Industry Lead EMEA at VMware
Podcast
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.
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The most important person you’re not talking to
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.
Podcast
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.
Podcast
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.
Podcast
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
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Bringing agility to enterprise
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.
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How to scale your ABM program
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.
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Market Trends Report: Autumn 2019
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 latest Momentum Customer Buying Index report, ABM, account-based marketing
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The Momentum Customer Buying Index™ / Edition 3
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.
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Joint go to market with partners
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.
ABMPodcast
Podcast
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.
Black and white photo of Dowshan Humzah, independent board director and transformation specialist
Podcast
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.
Black and white photo of Andy Simpson-Pirie, CTO Cyberfort Group
Podcast
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.
Black and white photo of Pete Markey, TSB CMO
Podcast
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.
Podcast
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. 
Podcast
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.
ABMPodcast
Podcast
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.
Podcast
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.
Podcast
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
Podcast
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.
Podcast
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.