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
Andy Monahan and Personal ABM Talks About Buyer-Led ABM, ICP, Fit and Readiness
Everyone makes ABM about accounts - and better account targeting. But ABM is not really about accounts. It's about the buyers inside the accounts you want to land and expand. It's about improving the interactions you have with these buyers and the account experiences you deliver to them. In this episode, Andy Monahan at Yield Group joins Kristina Jaramillo and Eric Gruber to discuss what it means to be buyer-led and how ABM programs should be buyer-led.
They also discuss:
1. How GTM teams do not understand their buyers -- and what GTM teams are missing.
2. How teams are not looking at buying group make-up fit, strategic fit, or future fit when defining the ICP.
3. How teams are not looking at the readiness of accounts.
4. How teams often miss the step of realigning their positioning, messaging, content, and even their pricing with the new ICP. They are pushing out the old stuff to new accounts and hoping for a better result. But accounts are still going dark because they haven't changed the content, interactions, and experiences to align with the ICP and the buyers within those ICP accounts.