When Kyndryl spun off from IBM in 2021, ABM became the cornerstone for stabilising relationships and driving growth. Over four years, we evolved from strategic ABM foundations to AI-powered orchestration and, most recently, to Pursuit Marketing—a laser-focused approach for high-value opportunities. This case study explores that journey: how we embedded marketing within account teams, leveraged AI for insight generation and flight plan automation, and built a pursuit marketing function that accelerates deal velocity and win rates. Attendees will learn how Kyndryl scaled ABM from 1:1 to cluster programmes, introduced AI bots for account intelligence and RFP analysis, and institutionalised pursuit marketing as a growth engine for GT10 deals.
Key takeaways:
- The ABM evolution: from stabilisation to growth acceleration
- Practical AI use cases in ABM and pursuit marketing
- How pursuit marketing complements ABM for must-win deals
- Governance and enablement for deal-specific marketing
- Metrics that matter: win rates, velocity, and relationship depth