--- title: "Episode 9: The challenges of scaling ABM with Neill Berry" description: Dom is joined by co-host Chris Willocks, and Neill Berry - former Global Head of Deal and Account Based Marketing for ATOS image: https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/unicorny-neil-berry-episode-art_11zon.jpg --- [![svgviewer-white](https://selbeyanderson.com/hs-fs/hubfs/svgviewer-white.png?width=188&height=20&name=svgviewer-white.png)](https://selbeyanderson.com) [![svgviewer-white](https://selbeyanderson.com/hs-fs/hubfs/svgviewer-white.png?width=188&height=20&name=svgviewer-white.png)](https://selbeyanderson.com) Creative - [Labs](https://selbeyanderson.com/labs) - [Agencies](https://selbeyanderson.com/agencies) - [Insights](https://selbeyanderson.com/insights) [Contact](https://selbeyanderson.com/contact) [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) # Episode 9: The challenges of scaling ABM with Neill Berry Dom Hawes Group CEO, Selbey Anderson Published 14 February, 2023 - - - - # Episode 9: The challenges of scaling ABM with Neill Berry [Dom Hawes](https://selbeyanderson.com/insights/author/dom-hawes) Group CEO, Selbey Anderson Published 14 February, 2023 - - - - [Dom Hawes](https://selbeyanderson.com/insights/author/dom-hawes) Group CEO, Selbey Anderson Published 14 February, 2023 - - - - ![unicorny-neil-berry-episode-art_11zon](https://selbeyanderson.com/hs-fs/hubfs/selbeyanderson_2023/Images/unicorny-neil-berry-episode-art_11zon.jpg?width=1921&name=unicorny-neil-berry-episode-art_11zon.jpg "unicorny-neil-berry-episode-art_11zon") ##### Dom is joined by co-host Chris Willocks, Strategy Director for Digital Radish, to interview Neill Berry - former Global Head of Deal and Account Based Marketing for ATOS, about the difficulties of scaling account based marketing. **Episode description:** In their conversation, the team ask Neill what enterprise’s biggest challenges are when scaling ABM and why failure is an important part of being a marketer. Neill explains why ATOS is changing its strategy to be more specialist - and how that’s helped their marketing team. Neill also outlines why one-to-few ABM is the perfect testbed for personalisation and the team debate whether ABM will exist in the future as a role. **About the guest:** Neil Berry is a B2B Marketer with over 11 years of experience in Account-Based Marketing at some of the world’s leading tech companies. Beginning his career as a Database Analyst, he transitioned into marketing and has worked on both the client and agency sides of the industry. At the time of recording, Neill was Global Head of Deal and Account Based Marketing for ATOS - a global leader in digital transformation with 112,000 employees and annual revenue of c. € 11 billion. They are the European number one in cybersecurity, cloud and high performance computing and they are known universally for the effectiveness of their ABM activity. Currently, Neill is Consulting Director for Momentum ITSMA. ### Dom Hawes Group CEO, Selbey Anderson Dom leads group development at Selbey Anderson and has been in the marketing business for over 25 years. He started his professional career after serving six years in the British Army and spent his early career in agency before moving in-house and into general management. ###### LATEST INSIGHTS ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/1677578206-unicorny-jordan-gillott-lauren-berkemeyer-episode-art_11zon.jpg) 28.02.23 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) ### [Episode 11: Build a Growth Machine with Jordan Gillott & Lauren Berkemeyer](https://selbeyanderson.com/insights/article/growth-machine-feb28) ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/barnara-moreno_11zon.jpg) 31.01.23 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) ### [Episode 7: Perfecting Value Propositions with Barbara Moreno](https://selbeyanderson.com/insights/article/value-propositions-jan31) ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/duarte-garrido_11zon.jpg) 24.01.23 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) ### [Episode 6: How social media is driving relationships with Duarte Garrido](https://selbeyanderson.com/insights/article/social-media-jan24) ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/1658838767-adam-morghem-unicorny.jpg) 26.07.22 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) ### [Episode 5: CRM and Finding Purpose with Premium Credit's Adam Morghem](https://selbeyanderson.com/insights/article/unicornyep5-adam-morghem/) ## CREATE LASTING VALUE WITH THE UK’S CREATIVE AGENCY GROUP FOR COMPLEX MARKETS [Get in touch Get in touch](https://selbeyanderson.com/contact) [![Apple Podcasts](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/apple.svg)](https://podcasts.apple.com/gb/podcast/unicorny/id1624394043)[![LinkedIn](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/linkedin.svg)](https://www.linkedin.com/company/selbey-anderson-ltd)[![Twitter logo](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/twitter.svg)](https://twitter.com/SelbeyAnderson)[![Spotify logo](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/spotify.svg)](https://open.spotify.com/show/1qmFUXApCKQeDV4Y8L9OFh?si=34d43d10a8b14df1) - [Terms](https://selbeyanderson.com/legal/terms-of-website-use/) - [Privacy](https://selbeyanderson.com/legal/privacy-policy/) - [Cookies](https://selbeyanderson.com/legal/cookie-policy/) - All rights reserved © 2026 Selbey Anderson Limited. - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Dom Hawes", "url" : "https://selbeyanderson.com/insights/author/dom-hawes" }, "dateModified" : "2023-12-20T06:26:38.099Z", "datePublished" : "2023-02-14T06:19:00.000Z", "headline" : "Episode 9: The challenges of scaling ABM with Neill Berry", "image" : [ "https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/unicorny-neil-berry-episode-art_11zon.jpg" ], "mainEntityOfPage" : { "@id" : "https://selbeyanderson.com/insights/article/abm-feb14", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://selbeyanderson.com/hubfs/Selbey%20Anderson%20-%20Wordmark.svg" }, "name" : "Selbey Anderson Ltd" } } ```