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
Why We Should Focus on ICP Opportunities vs. Intent Leads
Intent should not be your biggest factor when it comes to account selection for ABM. In fact, intent-qualified leads tend to result in lower deal sizes as everyone is reacting to the same signals and predefined needs to the point that it becomes a cost-based decision for buyers.
By focusing on the ICP, you can identify those accounts that are a best fit, match your business problem profile and are most likely ready for your solution even though they may not be showing intent. With these accounts, you can create the need and greenfield opportunity that leads to larger deal sizes.
Adam Schoenfeld (CEO of Keyplay.io) joins Eric Gruber on the ABM Done Right Podcast to talk about:
1. Intent leads vs. ICP opportunities -- what is better
2. How teams are ineffectively defining their ICP
3. How the ICP should be operationalized across the organization
4. How we should engage the ICP