PwC: Winner of Momentum ITSMA’s 2024 Account-Based Marketer of the Year

In this episode of The Account-Based Marketing podcast, Rhiannon Blackwell, Momentum ITSMA’s Global Marketing Excellence Awards’ Account-Based Marketer of the Year, takes us inside her journey of creating PwC’s groundbreaking global ABM program. Starting from the ground up, Rhiannon shares how she leveraged her expertise to align a complex professional services organization, overcome unique challenges, and deliver transformative results.

With over a decade of experience in strategic marketing, Rhiannon is an accomplished ABM leader and the architect behind PwC's award-winning Global ABM program. She leads a team of ABM professionals to deliver innovative strategies that drive growth for global priority accounts, and oversees PwC’s Global ABM Community, connecting 24 territories to promote best-in-class marketing practices across the network.

Prior to PwC, Rhiannon was Head of ABM for Europe at Accenture, where she scaled the program, expanded the team, and built a community that shared tools, best practices, and insights to drive success.

In this conversation, Rhiannon reveals how she navigated PwC's distinctive partnership model to achieve double-digit income growth while fostering deeper, more meaningful client relationships. She discusses the hurdles of scaling ABM in a global context and the innovative approaches she’s implemented to maintain agility and personalization across PwC's vast network.

“Our biggest channel to market is our people – you win through those relationships.”

Beyond technical strategies, we explore the human side of ABM: building a culture of collaboration, empowering teams, and embracing technology to reimagine what’s possible. From the role of generative AI in driving efficiency to the importance of nurturing an ABM community, Rhiannon’s story is packed with insights for leaders aiming to elevate their programs and achieve sustainable growth.

Here’s what you’ll discover:

• Building a foundation for success: Proven methods for navigating the complexities of a professional services partnership model to launch and scale a thriving ABM program.
• Scaling with purpose: How PwC harnessed agility, personalization, and a community-driven approach to expand ABM across a global network while maintaining impactful results.
• The ABM ripple effect: A closer look at how ABM transforms relationships, enhances reputation, and drives revenue growth across the organization.
• Unlocking the power of AI: Practical ways to leverage generative AI to improve efficiency, enhance personalization, and deliver exceptional client experiences.
• Empowering high-performance teams: Insights into building cohesive, relationship-focused ABM teams that deliver sustainable impact.

“As account-based marketers we’re in a privileged position to help the whole of marketing come closer to clients.”

Packed with actionable insights and strategies, this episode is a must-listen for ABM leaders aiming to make a lasting impact. Discover how PwC’s ABM journey can serve as a blueprint for your own path to success.

Listen to the episode now.