ABM Done Right - A Personal ABM Podcast

Send us Fan Mail Many of the GTM teams we talk to are already using ABM platforms like Demandbase and Terminus, predictive analytics platforms like 6sense and intent data tech like Bombora. They are driving the top-of-the-funnel and increasing pipeline KPIs.  But, the common thread we're seeing across the different companies in different industries is that they are challenged to drive stage p...

Send us Fan Mail Declan Mulkeen mentioned on LinkedIn that ABM + demand gen = a winning team. He’s right, it is a winning team together as demand gen should have a role in an ABM program. The problem is that most ABM programs are nothing more than demand gen. Leadership, sales, and marketing teams do not understand the difference between the two motions – and they don’t understand how the “two” sh...

Send us Fan Mail Previously,  Kristina Jaramillo (President of Personal ABM and host of the ABM Done Right Podcast) shared the intent data challenges that GTM teams face including the fact that most intent data is siloed making it meaningless, most of the intent that is shown is not from decision makers and influencers, intent data is not predictive, teams usually lack an intent data strategy and...

Send us Fan Mail Around 70% of B2B technology vendors now use intent data for prospecting, and a bevy of companies now promise to harvest that information and transform it into viable insights for enterprise GTM teams. Intent data solutions from market leaders like Bombora, Intentsify, Leadsift and others have allowed marketing teams to rapidly evolve their ABM programs from mass ‘spray and pray’...

Send us Fan Mail Richa Pande (Global Head of ABM and Content Strategy for HP) says that ABM demands absolute customer obsession. To us at Personal ABM, this means that sales, marketing, leadership, and customer success teams need to be relevant at each touchpoint to the accounts they want to win, protect, and expand. This includes LinkedIn profiles as more than 65% of buyers will review profiles b...

Send us Fan Mail In a recent LinkedIn post, Cassidy Shield (Chief Growth Officer for Refine Labs) recently talked about how high-quality sales feedback to marketing is lacking in most organizations and how most marketers are happy to rush off and execute on sales requests. Only to have sales come back a week later with a new set of requests. Prioritization is either by the seniority of the sales l...

Send us Fan Mail In a previous ABM Done Right Podcast, Mark Stouse (CEO of Proof Analytics) mentioned that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. Kristina and Mark discussed how ABM has wrongly become synonymous with ABM tech, how ABM using 3rd party data is only DM on steroids, how ABM measurement is off target, and how most ABM programs are crea...

Send us Fan Mail Recently, a President/CMO of a sales and marketing tech AI firm that focuses on market research, messaging, and positioning wanted to learn more about ABM but he said let's take sales out of the equation as they are already doing account-based emailing and let's not speak to social as they were already doing LinkedIn ads. What this President/CMO failed to realize is that...

Send us Fan Mail Doug Landis (Growth Partner at Emergence Capital and Advisor to companies like Sales Assembly) mentioned in a recent Forbes article: “When selling to larger companies you must come to every social, email and live conversation with a point of view about their business...You have to know what they are focused on as those strategic initiatives for the business will trickle down to ev...

Send us Fan Mail  Through conversations with sales, marketing and leadership teams, we find that most programs are just a more targeted “demand gen” and “digital advertising” function with technologies that can be found in the Forrester New Wave for ABM Platforms. Corrina Owens (Senior ABM Manager for Gong) mentioned on one of our podcasts that these ABM platforms have diluted the market on what A...

Send us Fan Mail In a LinkedIn post and video, Jon Russo from B2B Fusion mentioned that he listened to a best practice firm and an account-based platform vendor talk about how you need to burn down your lead infrastructure, start from scratch and rebuild your reporting as well as your ABM engine.  He thought that they have it wrong and that you can retrofit ABM just like homeowners have a choice t...

Send us Fan Mail Kristina Jaramillo (President of Personal ABM and host of the ABM Done Right Podcast) cringes every time she hears people talk about scaling ABM as scaling for sales and marketing means reaching more potential buyers. It means that....  Sales and marketing teams are focused on the quantity of interactions vs. the quality of interactions.  GTM  teams are treating ABM as something t...

Send us Fan Mail ITSMA's State of ABM report showed that only 1/3 of ABM organizations are seeing significant business improvement. Yet previous research shows – and intuitively we all agree – that ABM works. So where is the breakdown occurring?  At Personal ABM, we believe that ABM’s definition and direction have gotten diluted. ABM has always been about focusing on the accounts that can pro...

Send us Fan Mail In social, email, and live conversations with CMOs, VPs of Marketing, and other marketing leaders, Kristina Jaramillo (President of Personal ABM) is often asked what is the difference between an ABM motion and a targeted demand gen motion. Because of the confusion between ABM and competitive strategies, Kristina even wrote a POV article for the CMO Council blog on how CMOs are con...

Send us Fan Mail Jillian Gartner (Head of Digital Marketing and Demand Gen) recently joined Kristina Jaramillo on the ABM Done Right Podcast to discuss the ABM challenges that Thomson Reuters and Conduent faced and how she had to revamp the programs. Some of these challenges included: 1. The definition and direction of ABM have become diluted. For example, before Jillian joined Thomson Reuters, th...

Send us Fan Mail Tyler Pleiss (Senior ABM Manager at Clari) managed and executed ABM at 3 different organizations including Terminus and he learned that in most cases, you should not start engaging in ABM with a 1: many or 1:few approach. This often leads to ABM becoming nothing more than targeted demand gen -- as teams are not changing sales/marketing motions, interactions and experiences. When y...

Send us Fan Mail Judd Borakove (Host of Peak Community and Sangram Vajre's partner at Red Monkey Consulting and GTM Partners) recently joined Eric Gruber (CEO of Personal ABM) on the ABM Done Right Podcast.  Judd has worked with some of the top executive leaders and venture capital firms to make GTM simple through growth plays that accelerate growth. During this episode, Eric and Judd discuss...

Send us Fan Mail Recently on LinkedIn, Corrina Owens (Senior Manager of ABM for Gong) mentioned that GTM teams need to take a less is more approach when it comes to ABM. It needs to be less of a targeted demand gen function and more about very few accounts at any given time and giving hyper, personal attention to these accounts, the individual buying committees, and the human buyers. In this podca...

Send us Fan Mail Kristina Jaramillo, President of Personal ABM, publicly disagreed with some of Chris Walker's thoughts or ideas. However, she completely agrees with Chris's recent LinkedIn post on how marketing is too defensive.  In this quick podcast, you'll see: How marketing spends so much time defending their value by chasing after leads and trying to fill the pipeline to impac...

Send us Fan Mail 78% of Challenger sellers feel their toughest customer objections are status quo objections. Only 22% feel customer objections to the proposed solution are harder.  Status quo objections = customer resistance to changing their current approach for solving a problem.  Solution objections = customer agrees they need to change their current approach but disagrees with the supplier&ap...

Send us Fan Mail The focus of ABM should be on the 20% of accounts that would provide 80% of today's and tomorrow's revenue growth. Each of these enterprise accounts needs to be treated as a market of one. We need to design interactions and experiences that are specific and relevant to each individual account and to the human buyers within those accounts. However, most sales and marketin...

Send us Fan Mail On LinkedIn, Kristina Jaramillo (President of Personal ABM and today's host) asked: What is ABM to you and what is it not. Leigh Chesley (VP of Marketing at Longbow Advantage) said it is a business growth strategy and an organizational approach --- not a technology. In this podcast roundtable with Kristina, Leigh and Eric Gruber (CEO of Personal ABM), you will learn: Why you...

Send us Fan Mail In a recent LinkedIn discussion, Mark Stouse (CEO of Proof Analytics) mentioned  that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. In this podcast, Kristina Jaramillo and Mark discuss: 1. How ABM is not synonymous with ABM tech like 6sense, Demandbase, and Terminus. You'll see that Mark describes ABM as an approach to reaching out...

Send us Fan Mail Adam Goyette, VP of Marketing at Helpscout, once mentioned: There seems to be this thought that ABM is a silver bullet. Run some display ads, send some direct mail and do some targeted gifting,  But these are just tactics. It’s not what ABM should be about.   Peter Zawistowicz, Director of Growth Marketing at Gremlin, once stated that  ABM became the flag under which we deploy fla...

Send us Fan Mail With guests like Jeff Pedowitz (CEO of the Pedowitz Group), we've talked a lot about why 2/3 of ABM Programs fail. In this podcast, Kristina Jaramillo, Eric Gruber and their guest Jess Larkin (one of Okta's top strategic ABM marketers) will talk about the 6 key elements that are missing from most ABM programs: 1. A clear understanding of what ABM is. 2. An ABM strategy t...