NetApp: Turning ABM ambition into impact
How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.
As B2B organizations face mounting pressure to deliver personalized, high-impact client experiences, many are rethinking the role of Account-Based Marketing (ABM) in their growth strategies. For Fabiana Brunetti, Senior Director for North America Marketing at NetApp, ABM isn’t a standalone initiative or a fleeting trend – it’s a disciplined, collaborative approach that brings marketing, sales, and customer success together around priority accounts.
In this episode of The Account-Based Marketing Podcast, Fabiana reflects on her journey from field marketing to ABM leadership, and how she’s seen the two evolve from siloed functions to a unified, data-driven growth engine. She explains why the most successful ABM programs are those that start with a clear strategy, secure leadership buy-in, and continually adapt to new technologies and market realities.
“Companies that get this right deliver hyper-relevant customer experiences, driving engagement and revenue. It’s about being proactive and focused on sustained growth.”
Fabiana Brunetti, Senior Director, North America Marketing, NetApp
Fabiana tackles the challenges of integrating AI into ABM, cautioning against the temptation to let technology drive the agenda. Instead, she advocates for a using AI to enhance – not replace – human creativity and account insight. For Fabiana, the real power of ABM lies in connecting data, sales intelligence, and personalized content to create seamless experiences for clients and teams.
Fabiana also warns against letting ABM become a corporate buzzword, stressing the need for clear definitions, leadership endorsement, and a focus on strategy over tools.
Listen now to hear how Fabiana and her team put these principles into action by:
- Piloting ABM programs to build leadership support and demonstrate value before scaling across the organization
- Aligning closely with sales to select the right accounts and craft data-driven, collaborative strategies
- Using AI for targeted personalization at scale while keeping content relevant and distinct
- Integrating account intelligence from customer conversations, account plans, and industry data to inform messaging and strategy
- Scaling gradually, refining approaches with high-value accounts before wider rollout
- Championing a shift toward Account-Based Experience (ABX), uniting marketing, sales, and customer success to deliver seamless, end-to-end client journeys
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