Brewing Success with Thomson Reuters: Rethinking Brand, Attribution, and Buyer Groups

How do you drive over $160M in pipeline impact with strategic marketing? Adam May, Director of Account-Based and Field Marketing at Thomson Reuters shares how ABM, field marketing, and sales alignment make it possible.

With a background that bridges graphic design, startup growth, and enterprise marketing, Adam shares the key experiences that have shaped his journey and where he sees opportunities in today’s B2B landscape. He emphasizes the critical blend of art and science in ABM which requires balancing creativity with deep data fluency. He also breaks down how his team strategically maps buyer groups, enables sellers, and creates personalized programs that align to complex sales cycles.

You’ll also hear Adam’s perspective on field marketing at scale, what it means to truly achieve sales-marketing alignment, and how brand reputation drastically can impact your pipeline. Whether you’re looking to scale ABM or integrate marketing more deeply into revenue strategy, this episode is packed with insights for modern marketers navigating enterprise complexity.

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Guest Bio

Adam May is a veteran marketer with experience planning, organizing and executing multi-channel programs that drive pipeline. He's a highly curious individual with a combination of creative, analytical and project management skills and a history of creating B2B demand engines that strengthen relationships between marketing and sales to drive revenue. Adam has experience working in fast-paced environments with cross functional teams in highly regulated markets.

Valuable addition to any company softball or volleyball team and cooks a mean steak.

"Best Son Ever" Award - 2021

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Guest Quotes

“If someone told 22-year-old Adam how much time he'd spend in Excel, I wouldn’t have believed them. But today, data drives every decision we make. You need creativity to stand out, but it’s data that justifies the direction and earns trust internally.”

“Brand perception doesn’t just influence whether someone reads an email. It shapes whether they’re willing to attend your event, trust your messaging, or even consider you as a serious solution. In a crowded market, your reputation often gets you in the room before any campaign does.”

“Alignment isn't a transaction, it's a relationship. You don’t just set it and forget it. It requires regular check-ins, shared goals, and mutual accountability. The best marketing-sales partnerships are built on empathy and a common focus on pipeline and performance.”

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Time Stamps

00:00 Episode Start

04:04 Adam's marketing journey

08:55 What ABM really means in 2025

15:51 Field marketing and ABM collaboration

21:40 Sales and marketing alignment

24:53 The importance of shared KPIs

27:38 Understanding attribution models

32:18 Brand’s role in pipeline impact

40:27 What's On Tap

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Links

• Connect with Adam May on LinkedIn
• Check out Thomson Reuters
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360