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.