In this episode, host Shahin Hoda chats with Neil Berry, Head of Global Account & Deal Based Marketing Centre of Excellence at Atos, about how and why marketers need to build a theme for their ABM campaigns.
During the conversation, Neil defines the purpose of a theme and what it is supposed to achieve.
He recommends starting with the priorities of the target accounts and building the campaign theme around them. He advises marketers to be thorough with their research, encourages them to take intelligent risks with messaging and go all out in getting buy-in from sales and the C-level executives before starting an ABM campaign.
Read the show notes: https://xgrowth.com.au/blogs/abm-campaign-theme/
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APAC's B2B Growth Podcast
On APAC's B2B Growth Podcast, we unpack trends, bust myths, and deliver insights you can put to work today to drive growth in APAC.
Hosted by Shahin Hoda & Vinnie Romano
Produced by Shahin Hoda & Alexander Hipwell from xGrowth
Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter