Let’s talk ABM 78. The ABM Operating System
11 snips
Jun 2, 2025 
Heather Adkins, Managing Director at KPMG US, heads one of the largest ABM teams globally. She discusses how KPMG leverages account-based marketing to drive growth and deepen client relationships. Key insights include the critical role of collaboration between marketing and sales, the impact of AI-driven tools like 'Insights to Action Packs,' and the significance of shared values in engaging clients. Heather also emphasizes measuring relationship depth as a core KPI while showcasing innovative strategies for personalized client interactions.
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Client Expansion Focus
- KPMG's ABM prioritizes client expansion using rich client data for personalized, customized marketing.
- Relationship mapping and advocacy leverage existing client influence to open new opportunities.
Elevating Partner Thought Leadership
- KPMG runs an influencer program elevating partners' personal brands on social media.
- Nearly all partners welcome marketing's help to boost their thought leadership presence.
Four-Tier ABM Structure
- KPMG differentiates four ABM tiers to address wide account diversity and growth potential.
- Top-tier marketers act as strategic CMOs embedded in account teams, crafting bespoke growth plans.