Join Oli Hammans, EY’s Global Marketing Automation Leader turned Global ABM Leader, as he shares the journey of bringing Marketing Excellence to accounts in a professional services organisation.

This session will highlight the process of account selection, the prejudices faced when marketing teams pivot to ABM, and the potential pitfalls encountered along the way. Over the past few years, EY has developed a cohesive ABM strategy within their Global marketing team that delivers key buyer insights and measurable results. This journey involved overcoming the challenges of unifying a fragmented martech stack and navigating the complexities of changing the mindset towards ABM in an editorially-led environment.

In this session, we will explore the various facets of implementing ABM within a broader marketing strategy and making the most of a small budget in a matrix organisation. Learn how EY moved from a fragmented approach to a unified strategy that drives marketing excellence for accounts.

Key Takeaways:

• Overcoming the challenges of unifying a fragmented organization onto a single technology platform
• Navigating potential pitfalls in launching an ABM strategy in an editorial environment
• Understanding the scope of the ABM opportunity and setting realistic expectations