A Real Story: How Broadcom Scaled ABM and Got Buy-In From Sales

Aligning demand generation and ABM strategies can be transformative, but it comes with challenges. In this session, Kerri Vardon, Head of Marketing Operations at Broadcom, shares how her team shifted from tracking MQLs to building buying groups. You'll hear how they used the HubSpot-Demandbase integration to align marketing and sales, gained buy-in across the business, and rolled out a tiered ABM approach that drove real pipeline impact. Walk away with practical insights on building stronger sales and marketing alignment, using journey stage tracking to get the right information in front of sales at the right time, and scaling ABM programmes that actually move the needle.