What Is the Difference With ABM in SaaS vs Services?
- E182
- 48:48
- August 16th 2023
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 Kyndryl
- Defining and prioritising an ABM strategy
- How to pick the right customers
- The 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:
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
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APAC's B2B Growth Podcast
APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today.
Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take.
Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently.
We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it.
If you're a B2B marketing or sales leader in Australia, New Zealand, Singapore or anywhere else in Asia-Pacific trying to build pipeline from strategic accounts, this show is for you.
Hosted by Shahin Hoda, founder of xGrowth. xGrowth is an account-based marketing and go-to-market agency helping global B2B technology companies improve customer acquisition, build qualified pipeline and win strategic accounts across APAC.
The agency works with regional sales and marketing teams to identify priority accounts, develop coordinated campaigns and turn commercial opportunities into measurable growth.
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