Send us a text 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 progression even though the accounts they are now targeting are in-market and are in their ICP. There is a hu...
Aug 04, 2022•10 min
Send us a text 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” should work together. Kristina Jaramillo, President of Personal ABM, and Amber Bogie (Director of Global...
Jul 27, 2022•37 min
Send us a text 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 GTM teams are not aligned on what intent data is and how to use it. So what should GTM teams do differe...
Jul 26, 2022•12 min
Send us a text 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’ tactics, to more targeted, personalized outreach campaigns. While sales and marketing teams have used ...
Jul 26, 2022•10 min
Send us a text 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 before they consider connecting with sales and marketing. Yet 95% of LinkedIn profiles are irrelevant t...
Jul 21, 2022•12 min
Send us a text 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 leader or who makes the most noise. Marketers lack real insights and are beholden to who yells the loud...
Jul 20, 2022•7 min
Send us a text 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 they're doing ABM in pockets and ABM is about layering social, email, digital and live interactions in a way th...
Jul 15, 2022•46 min
Send us a text 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 creating headwinds for sales, slowing deal times and lowering deal sizes. In this podcast, Kristina Jarami...
Jul 15, 2022•8 min
Send us a text 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 every department across the organization.” You need to show the role you can play in their strategic ini...
Jul 14, 2022•6 min
Send us a text 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 ABM is about. Their big selling point is the targeted advertising approach -- and it has become the norm...
Jul 05, 2022•10 min
Send us a text 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 to burn down a run-down house to the ground and start from scratch or to retrofit around the existing fr...
Jul 01, 2022•11 min
Send us a text 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 to do. ABM is simply becoming account-based advertising, account-based lead gen, and marketing as usual bu...
Jun 22, 2022•14 min
Send us a text 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 provide maximum lifetime value – getting new key accounts to revenue and existing accounts to greater revenue. ...
Jun 20, 2022•13 min
Send us a text 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 confusing ABM with targeted demand gen. On this ABM Done Right Podcast, Kristina, Eric Gruber (CEO of Per...
Jun 13, 2022•51 min
Send us a text 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, the company had an opportunity to expand ABM in terms of the number of accounts and tactics leveraged in...
May 23, 2022•38 min
Send us a text 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 how: 1. ABM is not about campaigns. If you talk about doing ABM campaigns then you're simply doing targeted...
May 17, 2022•47 min
Send us a text 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 you take a 1:few or 1:many ABM approach, you focus on volume and pipeline vs. getting strategic account...
May 17, 2022•38 min
Send us a text 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 podcast you will learn: Why ABM tech like Demandbase, Terminus & 6sense should not be synonymous with A...
Mar 22, 2022•45 min
Send us a text 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 impact a small portion of the buyer's journey How and why marketing is not taking the opportunity to innovate and how ABM i...
Jan 11, 2022•5 min
Send us a text 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's solution for doing so. In this episode of ABM Done Right, Eric Gruber (CEO of Personal ABM) that is fill...
Dec 03, 2021•50 min
Send us a text 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 marketing teams are unable to because they lack the right ABM insights. In this podcast, Rick Catino (CEO of Pipeline IQ...
Nov 04, 2021•46 min
Send us a text 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 should not rush into investing in ABM tech like 6sense, Terminus, Demandbase, and others and how ABM should...
Nov 02, 2021•38 min
Send us a text 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 to specific stakeholders within very specific, identified accounts and helping them understand their needs a...
Oct 25, 2021•50 min
Send us a text 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 flashy, expensive, and often ineffective tactics, all in the name of driving up engagement. As the technology...
Oct 11, 2021•45 min
Send us a text 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 that is not just a list of tactical activities and cadences. 3. The right ABM vendors (a partner like Personal AB...
Oct 04, 2021•42 min•Season 1Ep. 54
Send us a text Cassidy Shield, VP of Marketing and Sales at Narrative Science, says that marketing sourced revenue is a weak metric that sounds trivial and runs hollow in most C-suite conversations. He also talks about how pipeline KPIs can be your north star but it becomes meaningless when your win rate is down, your deal size is down and your sales cycle time is up. Listen to this conversation with Cassidy and Eric Gruber (CEO of Personal ABM) to learn: 1. Why you do not want to be part of the...
Aug 25, 2021•44 min•Season 1Ep. 52
Send us a text In this episode, Joseph Monastiero from Revegy shares how most companies are just buying churn as sales, marketing, and customer success programs, communications and conversations are disjointed. Within this podcast, you'll see: How the Revegy team is using ABM to drive account acquisition, retention, and expansion. Why teams need to stop handing off the baton as we’re in a relay race and how sales, marketing, and account management/customer success teams should be working as 1, e...
Aug 09, 2021•57 min•Season 1Ep. 50
Send us a text Cassidy Shield, SVP of Marketing and Sales at Narrative Science (who will be on our podcast soon) mentioned that we need to focus our energy on sales velocity and its components including # of opps, average deal size, win rate, and sales cycle time. We need to be talking about how to drive the fundamentals of revenue. When marketers start talking about these elements, where/how to move the needle, and the result on revenue - you will get the attention of leadership and boards. But...
Jul 21, 2021•4 min
Send us a text Because B2B buyers only spend 17% of their time with buyers when they are considering a purchase, every interaction must be impactful. Andy Paul, Host of RingDNA's Sales Enablement Podcast (930+ episodes) joined Eric Gruber on the Stop the Sales Drop Podcast to discuss how sales and marketing teams are limiting revenue growth with their volume plays. How sales and marketing teams are disproportionately investing their time, energy, and resources at the top, middle, and bottom of t...
Jun 21, 2021•34 min•Season 1Ep. 48
Send us a text $1 trillion+ dollars was generated by clients of the Pedowitz Group through a customer-centric revenue marketing transformation. In this podcast episode, Kristina Jaramillo (President of Personal ABM ) discusses with Jeff Pedowitz why 2/3 of organizations engaging in ABM are not seeing the results his clients experience. When you listen to this ABM podcast, you will learn: How you cannot just throw Terminus, Demandbase and other ABM tech at your ABM program and challenges -- and h...
Jun 21, 2021•35 min
