Account-Based Marketing (ABM) has transformed how businesses engage with customers, balancing personalization with scale while driving revenue growth and brand success. In this exclusive interview, Marcelo Fernandes, Vice President and Global Head of Adoption & ABM at SAP, shares his insights on the evolving role of marketing, data-driven strategies, and how to build a winning ABM program.
The Shift to Revenue-Driven Marketing
Traditionally, B2B marketing was viewed primarily as a brand awareness tool. However, as Marcelo explains, marketing's role has expanded significantly with the advent of sophisticated measurement tools and business intelligence. "With more sales-educated professionals, the value of a strong marketing strategy is now better understood by leadership," he notes. Today, marketing is a revenue driver, aligning closely with sales to prove its impact through measurable KPIs.
Balancing Personalization and Scale in ABM
One of the biggest challenges in ABM is achieving personalization at scale. According to Marcelo, a true ABM strategy is tailored to the unique needs of an individual account, addressing specific challenges rather than generic industry trends. "Personalization makes your ABM program compelling, increasing the chances of driving revenue, relationships, and reputation," he emphasizes.
However, scaling ABM is complex. Many MarTech vendors have introduced tools that apply segmentation and targeting under the ABM umbrella, blurring the lines between classic campaign marketing and true account-based strategies. As Marcelo puts it, "Scale in ABM is inversely proportional to the level of personalization."
Data-Driven Decision Making in Marketing
When it comes to budget allocation, Marcelo blends data analysis with intuition. "Looking at data helps, but there’s also an element of experience in knowing which activities will drive impact," he says. He likens the marketing budget to a stock portfolio, where individual tactics must perform well while contributing to overall ROI.
A Winning ABM Campaign
Marcelo highlights a high-impact digital ABM campaign targeting a global consumer brand with 60,000 employees. The campaign used personalized ads, tailored digital assets, and exclusive events to strengthen relationships between SAP and the customer’s senior executives. These efforts paid off, contributing to 2% of SAP’s global marketing-generated pipeline in 2024.
Long-Term Brand Building vs. Short-Term Pipeline Goals
For Marcelo, pipeline generation and brand-building aren’t competing priorities—they’re complementary. "Pipeline is the result of a solid marketing strategy," he asserts. "Different tactics have different objectives, and they should be measured accordingly, but with a common goal."
Final Thoughts
Marcelo Fernandes’ expertise in integrated marketing, demand generation, and ABM continues to shape SAP’s global success. His insights offer valuable lessons for marketers striving to balance short-term revenue goals with long-term brand growth in an evolving B2B landscape. From the increasing role of marketing in revenue generation to the challenges of scaling ABM while maintaining personalization, Marcelo’s perspective highlights the importance of data-driven strategies and a holistic marketing approach. Read the full interview here!
Want to dive deeper into B2B marketing trends, strategies, and expert insights? Explore our GTM Library for exclusive podcasts, interviews, and guest articles from top B2B marketing leaders. Stay ahead in the ever-evolving market with proven approaches that drive success.