Propolis’ Post

We recently hosted a roundtable with some of Europe's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand-new business into ‘business as usual’. So we're very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 📏 The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

We recently hosted a roundtable with some of Europe's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand-new business into ‘business as usual’. So we're very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 3️⃣ The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

We recently hosted a roundtable with some of Europe's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand-new business into ‘business as usual’. So we're very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 3️⃣ The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

We recently hosted a roundtable with some of Europe's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand-new business into ‘business as usual’. So we're very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 3️⃣ The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

We recently hosted a roundtable with some of Europe's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand-new business into ‘business as usual’. So we're very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 3️⃣ The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

We recently hosted a roundtable with some of Europe's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand-new business into ‘business as usual’. So we're very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 3️⃣ The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

Some inspiring video highlights from MariCarmen Ribes Espinosa, who set the scene for our recent roundtable with some of Europe's leading Account Based Marketing practitioners. ABM can sometimes have the reputation of being too ‘set in its ways’ and slow to adjust to changing customer and business circumstances. MariCarmen sparked the discussion brilliantly for us with her point of view based on experiences at Kyndryl (the IBM spin-off now described as ‘the world’s largest and oldest startup’). There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand new business into ‘business as usual’. So I'm very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. My thanks to everyone else who joined for such an open and positive discussion: Virginia Miteva MCIM CMktr, Ricardo Campos Contreras, Mathew Kent, Ramesh Natarajan, Stafford Trinidade, Faye Weeks, Laura Matthews. To pick just three areas that came up in the wider session (which could each make a good topic for our next meeting!); -         Cultural alignment with customer accounts. That came up more in this discussion group than I’ve ever heard before. With some inspiring examples of how ABMers are connecting with the ESG initiatives of top customer accounts. Expect to hear a lot more about this in the future. -         ABM account cross-fertilisation. One of the early definitions of ABM was to “treat each key customer as a market of one”. But there’s increasingly interesting examples of programs where there are opportunities to bring customers from different accounts together in a way that’s orchestrated around the goals of the ABM program. We could expect to see more examples of alignment between ABM and broader executive/event programs as this trend continues. -         And the perennial topic of measurement. There were some great examples of measuring what really matters (rather than what’s easy to measure). But still a challenge of rolling-up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. Definitely something to dig into in a future roundtable. #accountbasedmarketing #b2bmarketing #abm

We recently hosted a roundtable with some of Europe's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. There’s arguably no bigger change possible for an ABM leader than the shift from Year One of a brand-new business into ‘business as usual’. So we're very grateful to MariCarmen for sharing what she sees as the most impactful ABM activities at different stages of the journey. It made the perfect thought-starter for more conversation around the room. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 3️⃣ The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

We recently hosted a roundtable with some of EMEA's leading Account Based Marketing practitioners. MariCarmen Ribes Espinosa sparked the discussion brilliantly, with her point of view based on experiences at Kyndryl. Here's just three areas that came up in the wider session; 🍃 Cultural alignment with customer accounts: How ABM'ers are connecting with the ESG initiatives of top customer accounts. 👥 ABM account cross-fertilisation: There are increasingly more examples of programs where there are opportunities to bring customers from different accounts together, orchestrated around the goals of the ABM program. 3️⃣ The perennial topic of measurement: Measuring what really matters (rather than what’s easy to measure). But there's still a challenge of rolling up the measures that matter in individual accounts to an overall ABM dashboard that doesn’t fall back on lowest-common denominator metrics. #AccountBasedMarketing #B2BMarketing #ABM

Discover how to tackle the primary ABM obstacles encountered by marketing teams in professional services. This report features valuable perspectives from Neil Berry, Global Account Based Marketing Director at Capgemini, and Oliver Hammans, Global Marketing Account Activation Leader at EY, discussing the challenges their teams have navigated and the strategies they have implemented. Access it here: https://okt.to/olGFxE