Marten Van Pelt
Executive Director, Advisory Marketing Leader, KPMG
KPMG, LLP has one of the most recognized brands in professional services. Historically, the Firm has operated as a walk the halls, traditional audit, tax and consulting firm – business came from their relationships. But, as their customers become more digitally enabled and reliant, the Firm could no longer rely just on being in the right place at the right time and move to a more digitally-driven, data-centric and hyper-focused strategy – with Marketing being the largest enabler. ABM (Account-Based Marketing) is not new to the Firm, but given the advances in Martech and related methodologies, the Firm has taken significant steps towards its newly defined digital strategy and putting Demand Activation at the center of that strategy. In this presentation, Marten van Pelt will share how the Firm has realigned its marketing focus and how recent investment in new technologies has made significant strides in marketing ROI and the Firm’s plans for a future-ready marketing organization.