9. The Challenges Of Scaling ABM with Neil Berry
Unicorny
English - February 14, 2023 02:00 - 36 minutes - 33.8 MBMarketing Business business marketing audio branding social media m&a video marketing agency marketing strategy in house Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
Episode description:
On today’s episode of Unicorny, Dom is joined by co-host Chris Willocks, Strategy Director for Digital Radish, to interview Neil Berry - former Global Head of Deal and Account Based Marketing for ATOS, about the difficulties of scaling account based marketing.
In their conversation, the team ask Neil what enterprise’s biggest challenges are when scaling ABM and why failure is an important part of being a marketer. Neil explains why ATOS is changing its strategy to be more specialist - and how that’s helped their marketing team. Neil also outlines why one-to-few ABM is the perfect testbed for personalisation and the team debate whether ABM will exist in the future as a role.
About Selbey Anderson:
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
About the host:
Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years having started his professional career after six years in the British Army. He spent his early career in agency before moving in-house and into general management.
About the guest:
Neil Berry is a B2B Marketer with over 11 years of experience in Account-Based Marketing at some of the world’s leading tech companies. Beginning his career as a Database Analyst, he transitioned into marketing and has worked on both the client and agency sides of the industry. At the time of recording, Neil was Global Head of Deal and Account Based Marketing for ATOS - a global leader in digital transformation with 112,000 employees and annual revenue of c. € 11 billion. They are the European number one in cybersecurity, cloud and high performance computing and they are known universally for the effectiveness of their ABM activity. Currently, Neil is Consulting Director for Momentum ITSMA
Resources:
https://www.linkedin.com/pulse/abm-challenges-4-thats-flyingits-failing-style-neil-berry/
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