Roche: Passion, personalization, and the future of account-based experiences

Luisa Wegmueller, Account-Based Marketing Lead for EMEA and LATAM at Roche, brings a unique perspective to the evolution of customer-centric strategies. With a background in international relations, digital strategy, and marketing, Luisa shares how Roche is redefining ABM and advancing to account-based experiences – a holistic, customer-first approach designed to deepen relationships and drive measurable impact across the entire customer lifecycle.

In this episode of the Account-Based Marketing podcast, Luisa discusses the critical elements shaping Roche’s transformation, including:

· Combining tailored software, personalized content, and meaningful human interactions to bridge digital and physical touchpoints, ensuring a seamless and engaging customer experience.

· Empowering regional teams to drive localized ABM with capabilities that align with local customer behaviors, buying processes, and cultural dynamics.

· Fostering a culture of understanding and enthusiasm within the organization to manage expectations, navigate change, and drive success, particularly in highly regulated industries like healthcare.

· Moving beyond siloed ABM to a more comprehensive strategy that supports the full customer lifecycle, delivering personalized experiences at every stage to enhance engagement and drive sustainable growth.

This episode offers invaluable insights for B2B marketing leaders seeking to elevate their customer engagement strategies. Listen in to learn how Roche is blending innovation, empathy, and localization to transform customer experiences, unlock growth in complex industries, and set a new standard for what’s possible with B2B account-based experiences.