How Cloud Software Group Approaches Account and Vertical Selection for ABM

Shahin chats with Rachel Teare, Head of Global ABM and Customer Lifecycle Marketing at Cloud Software Group about account and vertical selection for your ABM program.

With 25+ years of experience in B2B marketing, Rachel has built teams, and functions and transformed digital marketing. She’s won two SiriusDecisions awards; Sales & Marketing Alignment and Demand Creation Strategy Program of the Year and the ITSMA Marketing Excellence Award – Embedding ABM Programs.

Responsible for ABM across the entire customer journey with a maniacal focus on account-based growth, Rachel has always been incredibly passionate about people, also shown through her mentoring and coaching.

You’ll often find her pottering in the garden which is one of her favourite places to think and generate new ideas.

The episode covers:

Where to start with account and vertical selectionWhat data points to use for making decisionsDefining growthThe must-have conversations

Resources mentioned in this episode:

From Strength to Strength - Arthur C. Brooks The Diary of a CEO - Steven BartlettPractitioner of Neuro-Linguistic Programming (NLP) - Daryll ScottBev Burgess

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth

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