ABM Done Right - A Personal ABM Podcast

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Honni Marks (1:1 Strategic ABM Lead at Red Hat) joined Eric Gruber on the ABM Done Right Podcast to discuss:

1. What it means to take a strategic 1:1 ABM approach.
2. The role 1:1 ABM should play in an account-based GTM program and how it should be used to expand key accounts.
3. The executive engagement that's needed for a 1:1 ABM program and how we should enable executive engagement teams.
4. How to leverage data to tell the account story
5. The 1:1 ABM content that's needed.


 

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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

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Last time on the ABM Done Right Podcast, when he was at Clari, Tyler Pleiss shared why he was taking a 1:1 ABM approach to penetrate 3 markets that were years behind when it came to RevOps. 

Now, Tyler is at Movable Ink and is shifting the perspective on ABM and the triangle. Listen to the podcast to see how the ABM triangle is no longer relevant. 


 

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Most of the ABM content and insights being shared on LinkedIn, on podcasts and in webinars are redundant so we challenged Lindsay Baggett (ABM leader at Tanium) to address some hot takes that others haven't thought about. 

The ABM hot takes that Lindsay and I talk about are:

1. Most organizations are not ABM-ready when they launch their ABM pilot.

2. ABM is not about better marketing. It's about taking a different approach. What are we doing differently with ABM that other functions can't because they are forced to do things at scale?

3. Your buyers are the drivers -- and GTM teams are the pit crew helping buyers get across the finish line. But too many customers are being left hanging half-way through their journey. 

4. We have to score our GTM teams that will benefit from ABM  just like we need to score the accounts we put into the program.

5. If you're talking about campaigns and plays then you're doing random acts of ABM. 

6. Alignment is not enough - we need integration. We can align on the ICP, account lists, activities etc -- but if we do not have the integration then accounts are likely to go dark. We need to work together to create the account experience that buyers desire so we can speed up sales cycles, increase deal size sizes and drive more closed/wons.  

7. Marketing is often reactive once accounts are in the pipeline -- we need to be proactively equipping sellers and GTM teams to move buyers in their journey and keep them from stalling. We need to think about what buyers need right now to get them to the next stage. This is what Lindsay calls ABM-as-a-Service and what we at Personal ABM call account-based enablement.

8.  ABM teams need to understand sales approaches and methodology like Challenger. If you do not know how sales plays the game -- how can you help them win.

9. If you're letting intent data dictate your account selection process and your ABM program, then you're not ready for ABM.

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When you hit the core with the right content and messaging, that's when you'll see win rates jump, deal sizes go higher and the greatest lifetime value increases from your future and existing customers. But most GTM teams do not have a clear understanding of who their core is and why. 

Most ICPs suck as GTM teams do not dig deep enough so that the ICP is predictive of the accounts that will most likely move forward and deliver the greatest revenue growth. As a result, GTM teams are always guessing who to talk to next.

In this ABM Done Right Podcast episode, Jonathan Spier (CEO of Rev Inc) discusses with Eric Gruber (CEO of Personal ABM) how to get the ICP right. 
 

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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, 

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While teams are increasing efficiency with ABM tech and AI -- sales and marketing effectiveness have not increased at the same rate. Within this podcast, Erin Mills (CMO of Quorum) and Eric Gruber (CEO of Personal ABM) discuss how we should be leveraging these technologies in the right way so GTM teams do not just see efficiency gains. 

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At Personal ABM, we believe that while 1: many and 1: few are an important part of an account-based GTM  - it's not ABM. In this podcast, Kristina Jaramillo, Eric Gruber and Nancy Harlan (former ABM leader at UIPath) discuss what 1:1 ABM is and how it should be used for account expansion. 

Nancy also talks about customer-sponsored 1:1 ABM where you have a champion that will help make the big deal happen and make it as big as can be. 

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Many GTM teams focus on their TAM and ICP but not the winnable addressable market (WAM) that provides you with the greatest revenue growth. At Personal ABM, we believe that your winnable, addressable market is:

1. The percentage of your ICP that matches a problem profile, they have a strategic priority in place and will provide you with the greatest long-term revenue growth.

2. Your *best* customers -- and your next best customers that can provide greater revenue growth if they change how they work with you, use your solution and/or buy from you. 

Edgar Baum, our guest expert, mentions that that winnable, addressable market is the intersection between your valuable customers and your winnable customers  (those that want to buy from you as you would be an ideal vendor). When looking at the ICP, many GTM teams do not consider if they'd be an ideal vendor for those in their ICP.

Listen to this podcast to learn how you can uncover your winnable, addressable market.  

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As most  ABM programs deliver minimal improvement to revenue KPIs, Eric Gruber (CEO of Personal ABM) and his guest Alex Pappas (Senior ABM Manager for Venafi) discuss how teams need to stop retrofitting ABM on top of current processes. 

During this podcast episode, you will hear:

1. The ABM challenges Alex faced at both Riskalyze and Venafi and how he gave the ABM programs an overhaul.

2. How Riskalyze didn't have the proper foundation for ABM -- and the readiness that was needed before Alex can think about ABM strategy. 

3. How Venafi was treating ABM like account-based advertising and account-based targeting and how Alex evolved it. 

4. Why Chris Walker is wrong when he mentioned on LinkedIn that ABM is a segmentation, tiering, and prioritization strategy and not a GTM motion (which we whole-heartedly disagree with.)  You'll hear how ABM is a GTM motion.

5. How Alex is using 1: many, 1: few and 1:1 ABM and how he's  using intent data.