Welcome to the second instalment of our ABM Academy alumni spotlight series, where we celebrate the exceptional practitioners who are shaping the future of account-based marketing.
This week, we’re delighted to feature someone whose approach to ABM centres on what matters most: making customers feel valued and special.
Meet Pippa Anderson
Pippa is EMEA Executive Engagement Lead and Senior Regional Marketing Manager at Pegasystems, a global software company that provides AI-powered decisioning and workflow automation platforms to enterprises worldwide.
Unlike many ABM practitioners who find their way into the field by chance, Pippa’s journey was intentional. After applying ABM principles in previous marketing roles, she deliberately chose to go deeper into the discipline. Her passion? The executive side of ABM and the unique position ABM-ers hold in identifying customer issues and finding solutions.
What sets Pippa apart is her commitment to simplicity and focus. Rather than adopting every ABM tactic available, she concentrates her efforts on what drives the most impact: executive engagement and relationship building. We spoke with her to learn more about her approach, her boldest career moves, and what she’s learnt along the way.
The interview
You’re at a dinner party and someone asks what you do – how do you explain ABM?
I would describe ABM at a dinner party, by saying it’s how to look after your biggest customers giving them the VIP treatment in everything you do. I would emphasise its relevance to all businesses, big and small, as the goal is to make customers feel loved and special.
How did you get into ABM? Was it intentional or by accident?
It was intentional. I had been applying the principles of ABM in previous marketing roles but wanted to go deeper. I just love the executive side of ABM! ABM-ers are well placed to identify the customer’s issues and provide nuggets on how to help solve them.
What’s the biggest risk you’ve taken in your ABM career, and did it pay off?
At my previous company, I primarily focussed my ABM plans on executive activities rather than a broad range of tactics. Mapping and delivering engagements to key stakeholders with well-defined next steps was a focussed effort that quickly paid off, improving our engagement!
What was your ‘lightbulb moment’ during the Academy course?
The “lightbulb moment” for me was understanding the need to simplify. Don’t go crazy – have one or two focus areas only rather than messaging for every solution you could offer.
What’s in your ABM toolkit that you couldn’t live without – and what’s the most overrated thing everyone raves about?
For me, it’s using your executive programmes. Exec-level engagement is crucial. And the most overrated? Personalised brochures and data sheets. There is little value in just sticking a logo on something.
Fast-forward five years – what does success look like for you?
More executive engagement with the continuous nurturing of customer relationships and tailored messaging rather than a series of one-off events or interactions.
If you could give aspiring ABM-ers one piece of advice, what would it be?
Try something new! Don’t be afraid to experiment. Different things work for different people and companies.
The takeaway
Pippa’s approach offers a refreshing antidote to ABM complexity. By focussing on executive engagement and relationship building rather than spreading efforts across numerous tactics, she’s achieved measurable improvements in customer engagement. Her message is clear: simplify your focus, invest in genuine executive relationships, and don’t be afraid to experiment with new approaches.
In a field often overcomplicated by endless tactics and tools, Pippa reminds us that ABM’s true value lies in making customers feel valued – and that includes the executive level.
Ready to develop your own ABM expertise? Our next ABM Academy cohort is now enrolling. Discover our upcoming courses here
Join us in a week our next alumni spotlight, featuring another exceptional practitioner from our community.
