Allan Kirkpatrick
Account Based Marketing LeadDeloitte CanadaAllan is the national leader of Deloitte Canada’s Account-Based Marketing (ABM) program, leading a team that delivers targeted, insight-driven campaigns designed to deepen executive relationships and drive measurable account-level growth. His work focuses on anticipating client needs, curating relevant experiences, and strengthening engagement with senior decision-makers. Through disciplined go-to-market strategy and storytelling, he helps translate complex capabilities into market-relevant narratives that improve ROI, pipeline quality, and long-term client relationships.
Brand Jeopardy – The Risk and Reward of Brandstorytelling featuring Who is Watson? The Day AI Went Primetime
B2B marketing has a reputation problem. In a category where rational, feature-led messaging dominates, most brands play it safe—and most audiences tun…B2B marketing has a reputation problem. In a category where rational, feature-led messaging dominates, most brands play it safe—and most audiences tune out. But a growing number of marketers are placing a different bet: that the biggest risk in B2B i…B2B marketing has a reputation problem. In a category where rational, feature-led messaging dominates, most brands play it safe—and most audiences tune out. But a growing number of marketers are placing a different bet: that the biggest risk in B2B isn’t telling a bold story, it’s not telling one at all.This session puts that thesis to the test. We’ll open with the premiere of "Who Is Watson?", a short documentary produced by global B2B agency Tr…B2B marketing has a reputation problem. In a category where rational, feature-led messaging dominates, most brands play it safe—and most audiences tune out. But a growing number of marketers are placing a different bet: that the biggest risk in B2B isn’t telling a bold story, it’s not telling one at all.This session puts that thesis to the test. We’ll open with the premiere of "Who Is Watson?", a short documentary produced by global B2B agency Transmission that captures one of the most audacious brand moments in tech history—when IBM bet its reputation on putting Watson on Jeopardy! and brought an enterprise AI into the cultural mainstream.After the screening, we’ll move into a candid panel discussion on what it actually takes to make brand storytelling happen in B2B: the decision to invest, the craft behind great stories, the internal politics of getting alignment, and the business outcomes that justify the risk. Moderated by Transmission’s David Reid with perspectives from a documentary filmmaker, a brand leader at Qualcomm, and a marketing effectiveness expert from the ANA, this is a conversation about what separates the brands that play it safe from the ones that break through.Show MoreClick the title to see all detailsShow More
Scaling Account-Based Marketing for Growth: Deloitte’s Intent-Driven Approach
In this Q&A session, Allan Kirkpatrick, Account-Based Marketing Lead for Deloitte Canada, joins Intentsify to discuss how his team has scaled acco…In this Q&A session, Allan Kirkpatrick, Account-Based Marketing Lead for Deloitte Canada, joins Intentsify to discuss how his team has scaled account-based marketing using intent data to drive measurable business impact. The discussion examines h…In this Q&A session, Allan Kirkpatrick, Account-Based Marketing Lead for Deloitte Canada, joins Intentsify to discuss how his team has scaled account-based marketing using intent data to drive measurable business impact. The discussion examines how intent data has credentialized internal capabilities, helps align sales and marketing, secured executive buy-in, and enabled deeper personalization across account-based go-to-market strategies. Fro…In this Q&A session, Allan Kirkpatrick, Account-Based Marketing Lead for Deloitte Canada, joins Intentsify to discuss how his team has scaled account-based marketing using intent data to drive measurable business impact. The discussion examines how intent data has credentialized internal capabilities, helps align sales and marketing, secured executive buy-in, and enabled deeper personalization across account-based go-to-market strategies. From always-on ABM programs to targeted deal support, Allan shares how Deloitte has operationalized ABM at scale and is delivering measurable contributions to profitable growth.Show MoreClick the title to see all detailsShow More
