In the healthcare diagnostics industry, delivering personalized and seamless customer engagement requires more than aligning sales and marketing - it involves building bridges across all touchpoints, from customer success and service to legal and tender management. This presentation will showcase how Roche Diagnostics adopted Account-Based Marketing (ABM) as a unifying framework to break down silos, foster collaboration, and deliver an exceptional end-to-end experience. By sharing our journey of change management, securing leadership buy-in, and leveraging innovative tools (like AI), I’ll illustrate real-world ABM use cases that integrate across the customer lifecycle, ensuring consistent value delivery and positioning Roche as a trusted healthcare partner. The session aims to inspire the audience with key lessons learned and offer actionable insights to incorporate in their own ABM journeys.

Session Focus

• Strategy & Planning: High-level discussions on designing and implementing ABM strategies.
• Tactical Execution: Practical tips and step-by-step approaches to running ABM campaigns.

Sales-Marketing Alignment

• Best practices for collaboration between sales and marketing teams.

Audience Level

• Intermediate: For those with some experience, diving deeper into techniques and tools.

Industry Relevance

• Industry-Specific Examples: Tailored strategies for sectors like technology, finance, healthcare, etc.

Emerging Trends

• AI in ABM: Leveraging artificial intelligence and machine learning.
• Omnichannel ABM: Strategies for engaging accounts across multiple channels.

Organizational Challenges

• Scaling ABM: How to expand ABM initiatives across teams or regions.

Specific Goals for ABM

• Pipeline Acceleration: Tactics to move target accounts through the sales funnel faster.
• Account Expansion: Targeting additional opportunities within existing accounts.

Organizational Change and Leadership Buy-In

• Driving Cultural Change: Shifting organizational mindset to embrace ABM across teams.
• Cross-Department Collaboration: Breaking down silos between marketing, sales, and
• other functions.
• Building Long-Term Buy-In: Sustaining leadership support through measurable outcomes
• and storytelling.