What Is the Difference With ABM in SaaS vs Services?
Shahin chats with Andrew Fitzgerald, Vice President of Account-Based Marketing at Kyndryl, about ABM strategies in SaaS compared to services. The episode covers the following: The ABM program at KyndrylDefining and prioritising an ABM strategyHow to pick the right customersThe importance of visibility and reputation Andrew currently leads the global implementation of Account-Based Marketing for Kyndryl, the world’s largest provider of IT infrastructure services. In this role he has built an ABM program grounded in a deep, data-based understanding of customers and their future potential. He leads a global team with ABM-ers embedded in account teams missioned to drive growth in key accounts. Prior to joining Kyndryl mid-2021, Andrew led the Marketing team for the IBM EMEA Services Businesses. In more than 20 years of marketing leadership roles across technology products and services, Andrew is proud of the numerous teams he has built to deliver transformation, change and growth. He is enjoying working in a fast-paced environment helping to create new teams, new programs and a new culture at Kyndryl. Resources mentioned in this episode: Bev BurgessAndrea Clatworthy _________________ Want to be a part of something great? Fill out the ABM in APAC survey for exclusive tools, insights and a chance at winning a free customised team consultation with xGrowth's experts to help with your ABM strategy. https://www.surveymonkey.com/r/ABM-APAC-2023 _________________ Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth. We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au