How Fujitsu Approaches Deal-Based Marketing

Shahin chats with Andrea Clatworthy, former Global Head of Account-Based Marketing (ABM) at Fujitsu about how to approach pipeline acceleration and Deal-Based Marketing (DBM). Andrea is B2B Tech marketing veteran, currently at Fujitsu leading the Account-Based Marketing and Deal-Based Marketing approach globally. ABM at Fujitsu is mostly 1:1, some 1:few, and Andrea has been driving the approach across geographies since starting it originally in the UK in the last decade.  A regular keynote speaker and occasional podcaster, Andrea has a wealth of experience which she generously shares. The episode covers: How to implement DBMThe importance of storytellingWhat ways DBM can go wrongHow to personalise within DBM Resources mentioned in this episode: A Practitioner's Guide to Account-Based Marketing You can access the extended show notes right here! _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]