In this episode, host Shahin Hoda chats with Neil Berry, Head of Global Account & Deal Based Marketing Centre of Excellence at Atos, about how and why marketers need to build a theme for their ABM campaigns. During the conversation, Neil defines the purpose of a theme and what it is supposed to achieve. He recommends starting with the priorities of the target accounts and building the campaign theme around them. He advises marketers to be thorough with their research, encourages them to take intelligent risks with messaging and go all out in getting buy-in from sales and the C-level executives before starting an ABM campaign. Read the show notes: https://xgrowth.com.au/blogs/abm-campaign-theme/ _________________ 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]

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