ABM Done Right - A Personal ABM Podcast

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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. 

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In this ABM Done Right Podcast, Chris Rack (CEO of MRP) mentioned that most intent is nothing more than intent to learn vs. intent to purchase. By listening  to this episode, you will learn how to differentiate between the two different types of intent -- and what you need to do from an ABM standpoint based on where the buyer is in their journey. 

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Eric Dates (Head of Marketing for V Comply)  recently joined Kristina Jaramillo and Eric Gruber on the ABM Done Right Podcast. They discussed:

1. Why previous ABM programs failed for Eric Dates -- and what he did differently with his most successful ABM programs.

2.  The questions we should be asking internally before we even focus on building an demand gen strategy and an ABM strategy,

3.  How GTM teams need to change their “mentalities”, “processes”, “interactions” and experiences so they can be more impactful.

4.  How tech should support the ABM strategy vs. drive the ABM strategy.

5. The ABM program that Eric Dates is  envisioning for V Comply.

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Within this podcast, Scott Gillum from Carbon Design joins Eric Gruber (Personal ABM CEO) to discuss: 

1. Why Challenger sales and marketing  and ABM goes hand-in-hand

2. How GTM teams can deliver messaging that resonates - This includes how we should create our POV so we can come to each interaction with a POV about the customer's business, how we should create our account-based value proposition, and how to differentiate value from competitors.

3.  How to connect with the human buyers in accounts we want to win, protect and expand. You'll learn how to shift the status quo prospects' thoughts in a way that leads them back to our solution.

4. Personality-Based Marketing and the role in ABM. You will learn about the  4 different personalities, how 1 personality is most likely to start the process, another one is most likely to advance it, and another one is likely to stop the deal in its tracks. You'll hear how personality drives behavior, how the different personalities interact, and how teams should navigate deals based on the personalities that make up the buying team. 

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In other ABM Done Right Podcasts, including the one with the CMO of Hushly, we talked about the state of ABM in cybersecurity and other industries that are in a crowded, undifferentiated space where transactional sales are prevalent. In this podcast with Michelle Radlowski (Senior Director, AMS & EMEA Regional Marketing and ABM at DigiCert), we explore:

1. Why most ABM programs in cybersecurity are not leading to higher deals and greater ARR, GRR and NRR growth. There are 4 main reasons!

2. Why many cybersecurity firms report 10% YoY drops in enterprise deals closed.

3.  The role field marketing is playing in ABM, especially if you want to move accounts to revenue.

4. How teams should be integrating and taking an account-based GTM approach.

5. How DigiCert is taking a crawl, walk, run approach -- and the testing that the team completed before moving forward with ABM.

6. The account-based enablement that's needed across the board for marketing, sales, field marketing and customer success teams.