PODCAST · business
Reinvent B2B Customer Growth
by Accenture Song
A series of conversations with senior B2B leaders exploring how winning organizations are transforming customer growth in today's dynamic marketplace.Each episode blends practical guidance with innovative strategies to help you grow your most valuable customer relationships. Discover how unified strategies, empowered buyers, AI-driven insights, and retention-focused approaches can help you transform your customer growth.
Episodes
-
RQI: From trusted adviser to B2B growth partner
How do you turn a legacy brand into a modern customer growth engine? In this episode, Meta Karagianni talks with RQI Partners' SVP of Marketing, Russell Griffin, about aligning sales and marketing around the most critical customer relationships, using insight to shape joined-up strategies, and...
-
Resetting the modern B2B growth agenda
How do you drive growth when buying is more complex, AI is changing how customers research, and speed matters more than ever? In this episode, host Meta Karagianni talks with former Thomson Reuters CMO, David Carrel, about co-creating a sharper growth vision, simplifying goals, redesigning teams…
more -
Avanade: Driving customer-led growth in an AI world
How do you move from "more campaigns" to a truly customer-led growth system? In this episode, Avanade Chief Growth Officer Ruth Rowan joins host Alisha Lyndon to share how she's aligning marketing, sales, partners and CX around the accounts that matter most – and using tech, data and AI to make…
more -
Actian: Turning insights into client-led growth
What does it take to lead a marketing function at the center of data-driven transformation, AI disruption, and rapidly shifting buyer expectations? In this episode, Jennifer Jackson outlines how Actian is reshaping marketing to meet the demands of a new era.
-
Ep. 78 FM: Rewriting the ABM playbook
What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with ABM – one account at a time.
-
Fujitsu: Building a client-first growth engine
As B2B organizations navigate shifting markets and rising expectations, Emma Chatwin shares how Fujitsu's three-year transformation journey moved marketing from the sidelines to the front line of business growth.
-
Ep. 77 NetApp: Turning ABM ambition into impact
How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp's Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.
-
Duco: The new rules of client-centric growth
What does it take to make client centricity more than a slogan? Margaret Franco, CMO, Duco, reveals how aligning product, sales, and marketing unlocks growth in today's demanding B2B landscape.
-
Ep.76 KPMG: The blueprint for high-touch, high-impact ABM
In this episode of the Account-Based Marketing podcast, Heather Adkins shares the art and science of scaling ABM through sector-driven teams, AI-powered agents, and a relentless client focus.
-
Ep.75 EY: Scaling ABM for global impact
In this episode, Oli Hammans and Gabriella Sellers, Global ABM Leaders at EY, reveal how EY is scaling ABM by combining smart account prioritization, close client engagement, and cross-functional collaboration to drive growth across its global portfolio.
-
Ep.74 Autodesk: Reinventing relationships with the power of ABM
In this episode of the Account-Based Marketing podcast, Mendeil Bailey reveals how Autodesk is transforming its marketing strategy by harnessing ABM to prioritize customer needs, maximize impact, and fuel long-term growth.
-
Virtusa: A zero-distance approach to client-centric excellence
In this episode of The Client-Centric CMO, Brian Jochum shares how Virtusa has transformed its marketing by leveraging customer insights, strategic focus, and innovative technologies to prioritize client needs.
-
Ep. 73 Hexagon: Elevating ABM with client-centric precision
In this episode of the Account-Based Marketing podcast, Jodi Lebow, Vice President of Global Demand Center, reveals how Hexagon is transforming its approach to growth by integrating ABM, demand generation, and client-centricity across its global operations.
-
Ricoh: From products to partnerships – a client-led transformation
How do you evolve from product-push to client-first success? Lauren Sallata cuts through the rhetoric of client-centricity, revealing what it really takes to build powerful, profitable client relationships in today's complex B2B landscape.
-
Ep.72 Grant Thornton: Driving growth in global markets
How do you build trust and grow client relationships on a global scale? Jason Levergood shares how strategic alignment, a client-first mindset, and cross-border collaboration drive success in the complex world of professional services.
-
Client-centric growth strategies: A roadmap for CMOs
In this episode of The Client-Centric CMO, we explore how marketing leaders can redefine their role in driving strategic business growth, transforming marketing from a cost center to a value creator in today's dynamic B2B landscape.
-
Ep.71 Ascendion: Harnessing marketing's superpower to fuel client-centric growth
In this episode of the Account-Based Marketing podcast, Reshma Rahi, Associate VP, GTM Strategy and Sales Transformation, reveals how a laser focus on client needs has transformed Ascendion's ABM strategies into a growth powerhouse.
-
AWS: Building the client-obsessed teams of tomorrow
*This episode was recorded in November 2024, prior to the launch of the generative AI model, Amazon Nova. Ralph Hengstenberg, Director of Industry Marketing, shares AWS's blueprint for fusing creativity, diversity, and innovation to shape the next generation of client-centric marketing leaders.
-
Ep. 70 Bonus episode: ABM as the catalyst for client-centricity
In this bonus episode, we explore the evolution of ABM, drawing on insights from MomentumABM's Global Account-Based Marketing Benchmark study to uncover the strategies redefining the future of client-centric marketing.
-
Ep.69 PwC: Winner of MomentumABM's 2024 Account-Based Marketer of the Year
In our latest episode, we discover how MomentumABM's Marketing Excellence Award winner Rhiannon Blackwell has established a successful global ABM program at PwC, driving collaboration, growth, and earning the title of Account-Based Marketer of the Year 2024.
-
Transforming client-centric marketing into a growth driver
Discover how Jill Hambley revolutionized FM's marketing strategy, integrating ABM, brand differentiation, and insights to drive strategic growth.
-
Ep.68 Roche: Passion, personalization and the future of account-based experiences
In this episode, we go behind the scenes with Luisa Wegmueller, ABM Lead, to explore how Roche is transforming ABM to drive hyper-personalized customer experiences and accelerate growth in complex B2B markets.
-
Microsoft: Transforming customer outcomes
Martech is both a blessing and curse. With so many tools at our fingertips, it's easy to lose sight of the customer. Sydne Mullings offers her advice on driving "beautiful" customer outcomes and transforming marketing.
-
Workhuman: Earning a seat at the executive table
In this episode, Richard Maclachlan, CMO of Workhuman, reveals the innovative strategies and leadership insights that secured his seat at the executive table and established marketing as a key driver of growth.
-
Why you should make your clients the center of your world
In this podcast with Dr. Charles Doyle, we explore why it's time to flip the script and bring priorities back to client marketing. When many are veering off course, it's time to let client-centric strategies take center stage over outdated ABM approaches.
-
The Client-Centric playbook
In this episode of The Client-Centric CMO, Hewlett Packard Enterprises' Chief Marketing Officer, Jim Jackson, shares how 25 years of experience have shaped his customer-first approach to driving marketing transformation and growth.
-
Ep.67 Riverbed: Bridging the global-regional marketing divide
In a world of global expansion and local nuance, how do you strike the perfect balance in your Account-Based Marketing (ABM) strategies? Becks Powell, Senior Marketing Manager, Riverbed
-
Ep.66 Building strategic partnerships with CxOs
In our latest episode, we learn the secrets to earning the trust of the C-suite and building value-driven relationships that transcend the typical vendor-client dynamic. Craig Walker, former SVP, Salesforce and Global CIO, Shell
-
Ep. 65 Teradata: ABM is both an art and a science
In this episode we dive into the complexities of establishing and scaling an effective ABM program – including the challenges, strategies, and keys to success.
-
Ep. 64 Workhuman: Earning a seat at the executive table
In this episode, Richard Maclachlan, CMO of Workhuman, reveals the innovative strategies and leadership insights that secured his seat at the executive table and established marketing as a key driver of growth.
-
Ep. 63 Bonus episode: It's time to Rethink ABM
In this bonus episode, join Alisha and MomentumABM consultants Robert Hollier and Adam Bennington as they explore recent tectonic shifts in marketing approaches and dissect the latest findings from the 2024 Client Buying Index (CBX), our long-running study of enterprise buying behaviors. This...
-
Ep. 62 Why you should make your clients the center of your world
Dr Charles Doyle, a three-time Chief Marketing Officer, shares why client needs are a critical cornerstone to an effective growth strategy.
-
Ep. 61 Why key account growth should be about creating a win/win
Securing and retaining strategic accounts can be challenging, especially in complex industries like life sciences. In this episode, Jerid Lydic from Pfizer draws on his 25 years of experience to offer battle-tested strategies for winning a greater share of your most valuable customers.
-
Ep. 60 Google Cloud: Building the best gen AI-powered marketing team in the world
In this episode, Google Cloud's Katharyn White shares her vision for generative AI adoption and what it will take to win in a world where AI's rewriting the charter for marketing.
-
Ep. 59 BNY Mellon: Building on brand legacy
Balancing the legacy of a 240-year-old brand with the demands of innovation is a delicate art. In this podcast, Janis Fratamico explains why forward thinking will make customers ambassadors for your brand.
-
Ep. 58 Hewlett Packard Enterprises: What's brand got to do with it?
ABM programs can mistakenly be positioned as demand generation initiatives, with serious consequences on performance. In our latest episode, Alisha Lyndon and Rachel Fairley, Chief Brand Officer at Hewlett Packard Enterprise, unpack the role brand plays and the intersection of brand/demand/ABM…
more -
Ep. 57 Kyndryl: The born first ABM business
Kyndryl is a business that was founded and structured around implementing ABM right from the start. In our latest ABM podcast, Andrew Fitzgerald, Vice President of Global Account-Based Marketing explains "The Kyndryl Way" and why it was so important to design a marketing function with strategic...
-
Ep. 56 Pega: The united front of partner ABM
In the world of ABM and alliances, there's a clear mantra: one team, one strategy, one goal. In our latest ABM podcast, Pooja Golechha, Senior Manager Partner Marketing and Account-Based Marketing at Pega, explains why uniting from day one creates a robust foundation for success.
-
Ep. 55 One to One: Back to the future of ABM
To celebrate the launch of Alisha Lyndon's book, The ABM Effect, she's joined by contributor and best-selling author Don Peppers. Hear from Don on his thinking around treating customers as a market of one and his B2B marketing philosophy that set the stage for the ABM revolution.
-
Ep. 54 Redwood Logistics: Turning prospects into clients.
Successful ABM comes when client-centricity takes center stage. In our latest ABM podcast, Arlyn Knox, Chief Marketing Officer at Redwood Logistics, talks about the power of putting customers at the forefront and how nurturing deep relationships can turn prospects into partners.
-
Ep. 53 Snowflake: Unpacking the Power of ABM
In this podcast Hillary Carpio, Senior Director of ABM at Snowflake, discusses how combining agile methodologies with scalable ABM practices helps to successfully navigate the challenges of the enterprise market, creating meaningful connections and driving revenue growth.
-
Ep. 52 Dell Technologies: ABM is a journey and sales must come for the ride
"ABM requires a strong sales and marketing interlock," says Ching May Low. In this podcast, Alisha is joined by The Director of International Accounts for Dell Technologies, who explains how her wide-ranging experience has helped her align sales and marketing to create impactful—and even...
-
Ep. 51 Salesforce: Advice for ABM leaders
Juliet Randall joined Salesforce as Vice President of Global Account-Based Marketing Strategy in 2021, and the company has already seen a 125% increase in program impact. Here, she shares her advice for new leaders stepping into an ABM role, from assembling a team to establishing a Centre of...
-
Ep. 50 Embedding ABM with MEA finalists IBM and Microsoft
To celebrate the 50th episode of our ABM Podcast, we honor the outstanding achievements of the 2022 Marketing Excellence Awards (MEA) Gold Winner Cheryl Caudill, Global Program Office Leader at IBM, and finalist Ankica Jedry, Scaling Account Based Engagement Lead at Microsoft. As the deadline for...
-
Ep.49 Microsoft: Applying ABM to partner marketing
With the number of partners set to explode by 10x in the next five years, partner experience is a huge growth opportunity for CMOs. How can leaders innovate their partner marketing and maximize business impact? In this podcast, Keith Pranghofer, Director of Marketing, ISV Partnerships at…
more -
Bonus Episode: What should your ABM look like in 2023?
With an ever-increasing appetite for ABM, 2023 is looking to be a crucial year for its development. How can you take full advantage and embed the most effective strategy? In this podcast, Rob Leavitt, Senior Vice President of Advisory, and Chief Customer Officer, Will Nicholls, share key insights...
-
Ep.48 NetApp: Building a diverse sales team
"Not everyone bought into it at the beginning—but now they've seen the results a diverse team has derived, they're paying attention." Jackie McKinley knows how to build and empower effective sales teams. In this episode, NetApp's Vice President for US Enterprise Sales shares her career…
more -
Bonus episode: MomentumABM: What decision makers want from providers
Understanding customers' changing priorities. Devising and delivering better content. Orchestrating multichannel engagement. And remembering the importance of the human touch. In this podcast, our experts convene to discuss the key takeaways from the latest Customer Buying Index Study 2022…
more -
Ep.47 AWS: Account-Based Marketing is not a one size fits all
No two ABM strategies are the same - every organization has a unique context with their customers and in their market, they're at varying stages of maturity and have a different portfolio. In this podcast, Alisha is joined by Eric Martin, Account-Based Marketing Lead at AWS, to explore the core...
-
Ep.46 Accenture: Success with pursuit-based marketing
Stephanie Winters McConnell, Managing Director – Pursuit & Reputation Marketing Lead, explains Accenture's venture into pursuit-based marketing, why it goes hand-in-hand with account-based marketing, and why the core to every good pursuit is messaging. Stephanie also tells us about her work with...
We're indexing this podcast's transcripts for the first time — this can take a minute or two. We'll show results as soon as they're ready.
No matches for "" in this podcast's transcripts.
No topics indexed yet for this podcast.
Loading reviews...
ABOUT THIS SHOW
A series of conversations with senior B2B leaders exploring how winning organizations are transforming customer growth in today's dynamic marketplace.Each episode blends practical guidance with innovative strategies to help you grow your most valuable customer relationships. Discover how unified strategies, empowered buyers, AI-driven insights, and retention-focused approaches can help you transform your customer growth.
HOSTED BY
Accenture Song
CATEGORIES
Loading similar podcasts...
Frequently Asked Questions
How many episodes does Reinvent B2B Customer Growth have?
Reinvent B2B Customer Growth currently has 96 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Reinvent B2B Customer Growth about?
A series of conversations with senior B2B leaders exploring how winning organizations are transforming customer growth in today's dynamic marketplace.Each episode blends practical guidance with innovative strategies to help you grow your most valuable customer relationships. Discover how unified...
How often does Reinvent B2B Customer Growth release new episodes?
Reinvent B2B Customer Growth has 96 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Reinvent B2B Customer Growth?
You can listen to Reinvent B2B Customer Growth on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Reinvent B2B Customer Growth?
Reinvent B2B Customer Growth is created and hosted by Accenture Song.
URL copied to clipboard!