Send us a text Despite marketers saying that spray and pray is dead, it is alive and kicking -- just in a different form as it's more targeted. Teams are still spraying messages and content out to their ICP hoping that it sticks instead of aligning with future and existing customers. There is no differentiation between a targeted demand gen motion and an ABM motion. Deanna Shimota joins Kristina Jaramillo and Eric Gruber on this ABM Done Right Podcast to discuss: The difference between ABM and d...
Sep 15, 2023•52 min
Send us a text In this ABM Done Right Podcast, Mandy Cole (Partner at Stage 2 Capital) joins Kristina Jaramillo and Eric Gruber to discuss: 1. How the economy is not the main reason for why companies are seeing 10%+ drops in enterprise deals -- but instead is that GTM teams are not limiting sales execution risk. The economy is only magnifying the issues that exist across the buyer's journey and customer lifecycle and showing the cracks that teams ignore when companies are in growth mode and buyi...
Sep 12, 2023•49 min
Send us a text Matt Dixon (Wall Street Journal bestselling co-author of The Challenger Sale, The Effortless Experience, The Challenger Customer and The JOLT Effect, a frequent contributor to Harvard Business Review and Founding Partner at DCM Insights) recently joined Kristina Jaramillo and Eric Gruber on the ABM Done Right Podcast. During this podcast, you will learn why ABM and the Challenger Sale go hand-in-hand, why accounts go dark and how GTM teams can win against the status quo -- and ind...
Sep 07, 2023•50 min
Send us a text Gallup studies show that 82% of B2B customers are indifferent, disengaged or actively looking to replace a vendor. Yet, many companies still put a greater emphasis on building a pipeline vs. protecting and expanding key accounts. In this podcast, customer success expert, Kristi Faltorusso, joined Kristina Jaramillo to discuss the state of customer success and how account retention and expansion is an organization-wide issue....
Sep 03, 2023•46 min
Send us a text As many teams struggle with driving stage progression (accounts going dark), increasing win rates and ACV (many companies are reporting 10% drops in enterprise deals), protecting and expanding key accounts (82% of b2b buyers are indifferent, disengaged or actively looking to replace a vendor), we asked Steve Richard (SVP of Revenue Enablement at MediaFly) to join us on the ABM Done Right Podcast to discuss: Know your number and what it takes to get there. In many cases, ABM is bei...
Aug 30, 2023•49 min
Send us a text As GTM teams are building pipelines with ABM but are struggling with accounts going dark (especially after sales engagement), Spencer Wixom (former SVP of Sales and Marketing and Chief Customer Officer at Challenger and current CEO at The Brooks Group) joined us on the ABM Done Right Podcast to discuss: 1. The fundamentals that's needed for account-based selling that most organizations (both traditional and SaaS firms) are missing. 2. What is absent in most sales teams' communicat...
Aug 18, 2023•53 min
Send us a text There is confusion in the market on what intent data is -- and it's purpose. In this podcast discussion with John Steiner (CMO at Tech Target) and Bill Henry (SVP of Field Sales at Tech Target), you will learn: 1, Where the confusion lies and why it's happening. 2. What teams need to think about before they invest in an intent data platform - failure to do this will minimize the returns you get from intent data and ABM. 3. How GTM teams are not putting the right processes in place...
Aug 18, 2023•1 hr 5 min
Send us a text Most companies have dived into ABM tech and other platforms that promised a path to greater growth with more focus and partnership with sales leaders. However, ITSMA, Tech Target and others report that only 17% have a mature stage 4 program and 69% of ABM programs under-perform when it comes to revenue growth. Most GTM teams are still trying to build the foundation. Unfortunately, even though we live in the experience era, GTM teams are creating disconnected experiences, wasting s...
Jul 22, 2023•1 hr
Send us a text Most ABM teams and the marketing firms they are using are rushing into ABM and retrofitting ABM into existing processes vs. changing interactions and experiences across the buyer's journey and customer lifecycle. While marketing may be more targeted now than ever - and the focus is on high-intent ICP accounts that are more likely to buy, there is very little change in how teams go-to-market. Then companies wonder why accounts go dark, sales cycles are too long and deal sizes are l...
Jul 11, 2023•42 min
Send us a text Kristina Jaramillo and Eric Gruber - (the hosts of the ABM Done Right Podcast) have mentioned many times that ABM is not really about accounts. It's about the human buyers in the accounts you want to win, protect and expand. This is why we need to stop thinking about campaigns and think about the moments we're creating along the buyer's journey and customer lifecycle. We have to think about the interactions we're having, including our social interactions. In this episode of the AB...
Jun 19, 2023•35 min
Send us a text Account-based marketing and selling became a must for cybersecurity firms and others looking to drive higher-value deals in an undifferentiated, crowded market. In fact, 92% of B2B marketers have some kind of ABM strategy or program in place as companies dove into ABM tech and other platforms that promised a path to greater growth with more focus and partnership with sales leaders. However, ITSMA, Tech Target and others report that only 17% have a mature program and 69% of ABM pro...
Jun 01, 2023•42 min
Send us a text Long sales cycles, low win rates, low deal sizes, limited impact to ARR, GRR and NRR. What's causing this... Misalignment with accounts and buyers as there is a lack of customer research. There's a lack of data so there are misaligned messages, content, interactions and experiences. In this podcast, Vladimir Blagojević, cofounder of FullFunnel.io, discusses with Kristina Jaramillo and Eric Gruber 17+ ABM data sources that should be leveraged for creating the ICP, prioritizing acco...
May 17, 2023•54 min
Send us a text As Kristina Jaramillo and Eric Gruber have mentioned many times on the ABM Done Right Podcast: ABM is about changing the interactions teams are having and the experiences they are delivering across all channels and across the buyer's journey and customer lifecycle. This includes each touchpoint and each interaction. In this ABM Done Right Podcast. Eric Gruber and Impactable's CEO and CMO will discuss full-funnel ABM using LinkedIn and how you can win, protect and expand accounts u...
Apr 25, 2023•49 min
Send us a text In this podcast, Julija Noskova (a GTM and Growth Marketing Consultant) shares the ABM lessons she learned from working as a VP of Marketing for Medallia, SoftChoice and other companies. These lessons include: 1. ABM requires change management across the organization, otherwise, you're just doing marketing as usual just more targeted. This includes changes in mindset, measurement/KPIs, how we go to market, the content we create, the interactions teams are having, and the experienc...
Mar 30, 2023•56 min
Send us a text In this quick, 9-minute podcast, Kristina Jaramillo shares why a call center conversational AI firm was challenged with accounts going dark. As you will hear, the content, messaging and outreach did not align with where target accounts were in their AI and digital transformation journey. Our client wasn't aligning with the strategic priorities of the organization and showing target accounts their specific unconsidered gaps across the organization that would impact the achievement ...
Dec 08, 2022•9 min
Send us a text In Blue Ocean Strategy, INSEAD business professors W. Chan Kim and Renée Mauborgne argue that the solution to business growth and success is to operate in an uncontested market. They use the metaphor of a blue ocean to represent an uncontested market, and they contrast it with a red ocean, a marketplace where fierce competition has stained the water with the blood of the combatants. According to Kim and Mauborgne, crowded markets and red ocean strategies tend to produce minimal pr...
Dec 08, 2022•6 min
Send us a text ABM Needs to Be Personal to Drive Enterprise Account-Based Growth – Not Just Personalized, When you have complex solutions, lengthy sales cycles, accounts going dark after sales engagement, high annual contract value and “at risk” enterprise accounts, you need a more personal account-based approach that focuses on the individual social, digital, email, and live interaction. You need less automation, more humanization, and more relevance across all levels to tackle the group of str...
Dec 08, 2022•9 min
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Dec 08, 2022•10 min
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Dec 08, 2022•11 min
Send us a text During an ABM Done Right Podcast on Rebooting Content to Support ABM & Sales, Cassandra Jowett (PathFactory’s Senior Director of Marketing) mentioned that she likes to compare the buyer’s journey to the “floor is lava” game that kids play. This kids game also became a popular Netflix game show. Just like the game show you have all these jumping points to get buyers to the safe harbor and you want to make sure they don’t fall into the lava halfway through their journey. You wan...
Dec 08, 2022•11 min
Send us a text 82% of B2B customers are indifferent, disengaged or are actively looking to replace a vendor. Yet companies are still focused on applying ABM to just source the funnel. For example, Kristina Jaramillo (Host of the ABM Done Right Podcast and President of Personal ABM ) was having conversations with a SaaS firm that recently got growth funding. They put a heavy focus on the pipeline and getting more opportunities. But...when looking at existing clients, there's a lot of red. There's...
Dec 08, 2022•7 min
Send us a text Initially, Kristina Jaramillo and Eric Gruber asked Christina Handy (VP of Account-Based Marketing) at FIS to be a guest on the podcast to talk about the enablement that’s needed to ensure stage progression and wins with target accounts as Christina was responsible for deal support in past roles. But then we found out in pre-podcast conversations that ABM is treated as a privilege at FIS, which is very rare. Listen to this podcast with Christina Handy to see how sales and marketin...
Nov 14, 2022•51 min
Send us a text Declan Mulkeen (CMO at strategicabm and host of the Let’s Talk ABM Podcast) recently posted on LinkedIn that his firm just won a new client - a billion dollar business. And, the source: his Let's talk ABM Podcast. At Personal ABM, we also recently won a new client, Uniphore, a conversational AI firm with a 2.5-billion-dollar valuation, and the source was our ABM Done Right Podcast. Vijai Shankar (VP of Global Marketing at Uniphore) was one of our podcast guest experts, and we talk...
Nov 08, 2022•6 min
Send us a text Davis Potter managed ABM programs for Google, Pegasystems and is now managing Scale.AI's ABM program. The program at Scale is very new (almost 4 months in from the start) and he's focusing first on the 1:1 with the company's most strategic accounts before going for scale. As many teams first focus on 1:few and 1: many BEFORE implementing 1:1, listen to this podcast with Davis, Kristina Jaramillo, and Eric Gruber to see why taking a counter-inutitive personal approach first will de...
Sep 19, 2022•50 min
Send us a text Leslie Cocco Alore is the Global Vice President of Growth Marketing at Ivanti - an ITSM platform that helps teams find, heal and protect every device, everywhere – automatically. She spoke at ABM events like B2B SMX in Boston and now she joins Kristina Jaramillo and Eric Gruber at Personal ABM for this podcast on the Do's and Don'ts of ABM. After you listen to this podcast with Leslie, sign up for the upcoming ABM webinar Personal ABM is co-hosting with Demandbase's former VP of A...
Sep 19, 2022•1 hr 4 min
Send us a text Kristina Jaramillo recently asked on LinkedIn - what role aligns the closest to ABM: demand generation, field marketing or product marketing. She asked this question because Nick Bennett at Alyce mentioned that field marketing should be focused on the middle and bottom of the funnel. They capture the demand that the demand generation team created. As ABM should be about accelerating higher-value deals to revenue -- and not sourcing the pipeline, he feels that ABM and field marketi...
Sep 14, 2022•41 min
Send us a text In this ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) shares why you should not focus just on in-market accounts. This is something that the intent data platforms like 6sense, Bombora and others do not want me to talk about. In fact, in her book, “No Forms, No Spam, No Cold Calls – The Next Generation of Account-Based Sales and Marketing”, Latane Conant tells GTM teams to wait until there’s intent. On page 14, she writes: “Target accounts are essentially l...
Aug 16, 2022•5 min
Send us a text Studies from eMarketer show that only 17% of B2B marketers worldwide say their ABM program was mature and driving strategic growth. The other 83% mentioned that their biggest challenge is ensuring you have the right content for an ABM approach. In a recent article, Dan Rosenberg at Octane11 mentioned that he’s surprised that “ensuring you have the right content for an account-based approach” is at the top of the list of challenges for us Marketing Professionals implementing ABM. H...
Aug 12, 2022•24 min
Send us a text When you hit the core the right way, that’s when win rates go up, stage progression accelerates, sales cycles go faster and deal sizes increase. When you build relationships and align with your core, you build retention, you drive customer lifetime value and expand with your core as you provide greater value to them. ABM is about building customer lifetime value with the 20% of accounts that can deliver 80% of your revenue growth. But GTM teams are challenged with defining their I...
Aug 11, 2022•10 min
Send us a text Loyal listeners of the ABM Done Right Podcast know that Personal ABM believes that ABM and the Challenger Sale go hand-in-hand as ABM is not about sourcing the pipeline. It's about how are we going to win with those tier 1 accounts that do not respond to campaigns. It's about accelerating stuck accounts to revenue and how are we going to get a higher deal size and then expand accounts. This requires sales, marketing, and customer success teams to tailor for relevance, teach for di...
Aug 04, 2022•39 min
