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Listen "65. Customer Lifecycle ABM"
Episode Synopsis
In this episode of Let's talk ABM, we speak with Marcelo Fernandes, Global Head of Adoption & ABM, Vice-President at SAP, about the power of Customer Lifecycle ABM. Marcelo is a seasoned B2B Marketer with more than 25 years of experience in technology marketing and entrepreneurship. In his current role, he oversees two key strategic initiatives at SAP - Account-based Marketing and Adoption.Here's what they cover:
The evolution of ABM at SAP
The rollout and impact of a global ABM Framework
How SAP chooses accounts for its ABM program
Why ABM is key to customer adoption and advocacy
The evolution of ABM at SAP
The rollout and impact of a global ABM Framework
How SAP chooses accounts for its ABM program
Why ABM is key to customer adoption and advocacy
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80. Building ABM from the ground up
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