Marketing Excellence Awards 2023 - Scaling ABM Programs, Diamond Winner, Kyndryl

Presented by

Andrew Fitzgerald, VP, Account-Based Marketing, Kyndryl

About this talk

Aaron Bean, Head of Consulting at Momentum ITSMA and Andrew Fitzgerald, VP, Account-Based Marketing, Kyndryl In this showcase series, we’re celebrating our 2023 Marketing Excellence Awards finalists and winners. Join us as we delve into their submissions and explore the innovative strategies that made them best-in-class in their categories. In this showcase, we hear from Scaling ABM Programs Diamond Winner, Kyndryl. Andrew Fitzgerald shares tactical details of how they grew their ABM efforts from a small pilot of seven accounts to an ABM program spanning over 100 priority accounts worldwide. Learn Kyndryl’s approach for building out critical foundations like people, skills, and data platforms, and how they operationalized the program, prioritized accounts, and measured success. Hear how they: • Grew an ABM pilot to over 60 accounts in the first six months • Settled on focusing ABM efforts on around 50 priority accounts in year one • Doubled account coverage to over 100 global accounts by the end of year two • Leveraged data-driven clustering to scale one-to-one efforts across account portfolios For 27 years, the Momentum ITSMA Marketing Excellence Awards have recognized ambitious sales and marketing leaders who drive business success and gain greater market share. Submissions for the 2024 program are now open. So, don't miss this chance to take a behind-the-scenes look at award-winning entries to inspire your own! More information on the Marketing Excellence Awards 2024 -
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