Riverbed: Bridging the global-regional marketing divide

In this episode of The Account-Based Marketing Podcast, we dive deep into the challenge of the global-regional marketing divide with Becks Powell, Senior Marketing Manager at Riverbed. 

Becks shares a candid look at Riverbed's journey to break down the borders between global vision and regional execution. 

We explore how tight collaboration between central ABM teams and local field marketers unlocks hyper-personalized campaigns that drive maximum impact. We also hear the dos and don'ts of bridging the global-regional marketing divide, from avoiding disconnected ‘global’ initiatives to leveraging local expertise to inform worldwide strategies. Becks also reveals the surprising benefits of converging ABM and field marketing roles – and how this blending of disciplines is the future of customer-centric marketing. 

Listen now to learn:

• How to identify and adapt to regional nuances in your global ABM programs 
• Strategies for empowering your regional teams to provide valuable insights that inform worldwide initiatives
• Tactics for demonstrating the impact of your global-local ABM approach to secure buy-in from leadership
• Tips for upskilling your field marketing teams in ABM to drive more cohesive, effective go-to-market strategies
   

“We see our regional teams and our ABM team as two sides of the same coin. When we work seamlessly together, we have more impact and deeper customer engagement.” 

Whether you're grappling with centralizing versus localizing your ABM approach, or want to elevate your global-regional marketing alignment, this episode is packed with practical, proven methods for breaking down borders to accelerate growth in your most valuable accounts.