Webcast
FREE 6 min
FULL 30 min

Scaling ABM in regulated industries

In this webcast, Katrin Marquardt explores how enterprise ABM can support long-term client relationships, complex buying committees, and high-value deal opportunities. She shares practical insights on deal-based marketing, AI-enabled stakeholder intelligence, global and regional alignment, and the operating models needed to scale ABM in regulated B2B environments
Katrin Marquardt
Associate Director, ABM and Field Marketing Manager, Kyndryl

What you will learn

How to balance personalization with large, risk-conscious buying committees, and what deal-based marketing looks like in practice
How buying groups in financial services differ from other industries, and which stakeholder dynamics have the greatest impact on enterprise-sized deals
What makes ABM fundamentally different as a strategic approach, and the biggest challenges of executing it in regulated environments like financial services
Where AI creates the greatest opportunities and challenges for ABM teams, what operational factors help ABM work at scale, and how partners and advisors contribute to ABM success

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper





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Full 30-min webcast

The complete session including ABM strategy for regulated industries, financial services buying group dynamics, stakeholder personalization at scale, deal-based marketing frameworks, AI applications in ABM, operating models for scaling ABM, partner ecosystem collaboration, and practical guidance for organizations aiming to scale ABM in complex, regulated markets
Katrin Marquardt
Associate Director, ABM and Field Marketing Manager, Kyndryl

Expert

Katrin Marquardt is Associate Director for Account-Based Marketing at Kyndryl, where she designs and leads ABM programs for major financial services clients in Germany. She specializes in data-driven customer engagement, strategic partnerships, and aligning marketing tightly with business outcomes. She brings together account insights, tailored content, and orchestrated cross-team collaboration to deliver meaningful customer experiences and measurable growth. Before joining Kyndryl, she held several marketing leadership roles at IBM across cloud, AI, and customer engagement portfolios. Katrin holds a diploma in Business Administration and Marketing from the Berlin School of Economics and Law

Who is this for?

B2B marketers and ABM practitioners working in or moving into regulated industries – particularly financial services – who want a practical, experience-led framework for scaling account-based programs in environments where stakeholder complexity and risk sensitivity demand a more deliberate approach

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