Account-Based Marketing looks straightforward on a slide. In reality, it only works when sales sees marketing as a true partner, not as a supporting function that arrives too late to influence outcomes.
Ahead of the European ABM Forum (Amsterdam, 26 March 2026), Katrin Marquardt (Kyndryl) shared how she earned that seat from scratch and how Kyndryl is extending ABM into Pursuit Marketing for must-win deals.
Step 1: Earn trust with insight, not activity
Katrin joined ABM work in Germany at the end of 2021. Senior leadership backed the programme, but credibility still had to be earned day-to-day.
“It took me several months to get a seat on the table.”
Her aim was to shift perceptions of marketing within the account team.
“I had to build trust that marketing is not a supporting function, that marketing is an essential part of the account team.”
The turning point came during an early ABM workshop. By bringing strong account and stakeholder research, Katrin was able to open new conversations.
“It was eye-opening… through my research and analytics we identified many more areas of opportunity and stakeholders we should address.”
Key takeaway: bring something the team does not already have — new stakeholder insights, opportunity areas, or a clearer map of how to build trust on the client side.
Step 2: Know when ABM should go quieter, and where to shift the energy
Kyndryl started with one-to-one ABM, then scaled to one-to-few accounts. Now, they add a deal-focused layer called Pursuit Marketing for specific major opportunities.
Katrin explained why this matters. An ABM account may achieve a significant win, after which marketing intensity can be reduced. Resources are then redeployed to a high-value deal elsewhere.
“Now, in our fourth year, we decided to focus on specific major deals… very focused on a certain time.”
“Very focused on an opportunity, very time limited and no second chance.”
This is not marketing chasing every deal. Selection is done at leadership level, with sales alignment on where marketing can genuinely make a difference.
Step 3: Make collaboration easy for sales, then scale learning internally
Sales resistance often arises when marketing joins the pipeline late. Katrin’s solution is simple: earn trust with proof.
“Build trust… show your expertise that you can make a difference… come in with examples, with use cases.”
Once credibility is established, internal rhythms help the field learn faster across deals. Katrin described “swarm teams” and war rooms, where colleagues share insights and recommendations in a structured environment.
What great deal support looks like
For one RFP, the team lacked clarity on competitors and key decision makers. Katrin identified a trusted third-party advisor, built a relationship, and used that route to open the door. Activations were precise: LinkedIn thought leadership, out-of-home advertising near the client HQ, and an experience-led visit to Kyndryl’s security operations centre in Italy.
“We used out-of-home advertising at their headquarters with a personalised message and invited them to our security operations centre in Italy. That was the game changer.”
Where AI helps fastest: structured 360 account intelligence
Katrin emphasises speed, structure, and better workshops rather than hype. For new logo opportunities, she uses Copilot and internal agents to create a 360-degree analysis for pursuit deals.
“The first quick win was 360 analytics about the account… competitors… who are the decision makers.”
Actionable takeaways
-
To earn your seat quickly, bring new insight, not more activity. Map stakeholders, opportunity areas, and relationship gaps.
-
Make “marketing is essential” real by tying work to account planning and deal outcomes, and proving it with use cases.
-
Add a deal layer to your ABM motion. Pursuit Marketing targets time-bound, must-win opportunities.
-
Scale support through internal swarm rhythms so field teams learn faster without reinventing the wheel.
-
Use AI for structured 360 analysis so workshops start with clarity rather than guesswork.
“Very focused on an opportunity, very time limited and no second chance.”
Don’t miss Katrin Marquardt live in Amsterdam
Katrin will share practical AI use cases and how Pursuit Marketing complements ABM across the account lifecycle.
European ABM Forum
Amsterdam
26 March 2026