ABM Done Right - A Personal ABM Podcast
As ITSMA and TechTarget report that 66% of ABM programs underperform, Kristina Jaramillo (President of Personal ABM) and Eric Gruber (CEO of Personal ABM) talk to sales and marketing leaders about what's working, what's not working, and how ABM needs to evolve. Along with account-based sales and marketing insights from Kristina and Eric, you will learn from leadership at Challenger, Demandbase, Okta, Uniphore, Alyce, Highspot, Gong, Critical Start, Longbow Advantage, Proof Analytics, Narrative Science, and many others. Come back each week for new content as we try to share new podcasts each Monday or Tuesday. This podcast is hosted by Personal ABM. You can learn more by going to PersonalABM.com
ABM Done Right - A Personal ABM Podcast
Kristina Jaramillo Shares Why a DemandScience Study Shows That 45% of Organizations Are Challenged to Convert Intent Leads to Revenue
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 intent data to focus and accelerate their prospecting efforts, many of these organizations still struggle to get the most out of their intent data investments.
If the intent data is identifying in-market accounts, why aren’t all organizations using intent data for outbound efforts seeing huge jumps in responses? Why are at least 45% of organizations as reported by DemandScience challenged with converting intent leads to actual revenue? Why does DemandScience’s study also show that 77% of organizations using intent data experience intent data anxiety and feel overwhelmed using intent data to capture high-intent, high quality leads?
Kristina Jaramillo, President of Personal ABM shares the challenges that companies have with Bombora, Intentsify, DemandScience and other intent data providers.