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
From ABM to ABX: A Conversation with Briana Evans at Meltwater
Inside this ABM Done Right Podcast, Eric Gruber (CEO of Personal ABM) talks to Briana Evans (Head of Global Enterprise Marketing and ABM) about their move from ABM to ABX,
During the conversation, they discussed:
1. How ABM is not about marketing ownership of accounts -- and it's not about marketing supporting sales. It's a cross functional GTM strategy that stretches across the entire GTM, where all teams are an equal partner in driving account-based revenue growth.
2. How GTM teams should create a cohesive account experience and how teams should unify where they are one company, one team. They share how "one company, one team" should be represented every time teams show up and engage with future and existing customers.
3. How we should be nurturing from a leadership, sales, marketing, customer success and product perspective.
4. The 3 key pillars of Meltwater's ABX program.
5. How Meltwater is taking an account-based GTM approach to ABM integrating 1: many, 1: few and 1:1 vs. just using ABM as a tiering, segmentation and prioritization strategy.
6. The role that 6sense and intent data should play,