Scaling GTM Success: Martin Lloyd on ABM, Pipeline Acceleration, and Revenue Growth

Martin Lloyd, Demand Generation Director at FICO, brings over 15 years of experience in building high-performing teams and driving full-funnel demand generation in SaaS. He discusses the evolving role of marketing in revenue organizations, the impact of ABM on pipeline growth, and the power of data-driven strategies in today’s competitive landscape.

Tell us about yourself and your marketing journey.

Hi I’m Martin Lloyd, I’ve spent over 15 years in marketing, 10 of those in SaaS helping companies grow and scale. I love building high-performing teams, crafting smart go-to-market strategies, and running full-funnel demand generation campaigns, especially with a focus on ABM and partnerships.

I’ve had the chance to work with companies of all sizes, from scrappy startups to global enterprises, managing six- and seven-figure budgets, leading amazing teams, and consistently driving big pipeline wins. For me, marketing is the perfect mix of creativity and data, using insights to make smart decisions and create real business impact. I’m passionate about growth, innovation, and helping companies scale through utilising the full marketing mix.