ABM Done Right - A Personal ABM Podcast

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. He says, “you already have plenty of content for an ABM approach - in your sales decks, product sheets, and even your existing website.”
But, Eric Gruber (Personal ABM CEO) argues that most content does NOT support ABM nor sales. In this podcast, Eric explains why,

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 ICP. They are challenged with segmenting, selecting and prioritizing accounts to execute ABM on. And, as a result, they build a pipeline that goes nowhere.

In the ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) discusses the challenges that teams have when selecting accounts and she shares recent research from Corporate Visions.

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 differentiation and come to each interaction with a point of view about our future and existing customers' businesses so we can reframe them. This is especially important in industries like cybersecurity, employee engagement, and others where enterprises already invested - and have used their platforms for 10+ years.
However, as we mentioned in previous podcasts, sales and marketing teams are unable to come to a POV about their prospects' businesses as they do not have a strong POV about their business. How these teams are positioning themselves and differentiating themselves -- and the positions they take are off. This is why Eric Gruber (Personal ABM) CEO and branding expert David Brier talks about the foundation that companies need to build before they can effectively execute ABM. Along with providing their insights, you'll hear how a cybersecurity firm recrafted their POV and story to challenge the status quo and to teach to differentiate against all of the other competitors in this crowded space. You'll see why the rebranding won -- and how the cybersecurity company is taking market share from competitors.

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 huge discrepancy between the pipeline revenue and actual revenue. In many cases, when deals are signed, the deal sizes are less than desired.

What's going on?
That’s what Kristina Jaramillo covers on this ABM Done Right Podcast and video.

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 marketing teams at FIS are working together because ABM is treated as a privilege. Eric and Christina also talk about enablement and the type of content and messaging that is needed!