Want a better way of showing accounts that you really understand their business? Claire Foster joins host Jim Gilkey on Account Based Beverages to break down what it takes to show up prepared in ABM. With 15 years of turning complex industries into compelling stories, Claire shares why knowing exactly how each account is solving their problem today—and how you can help them switch—is critical. You’ll learn why understanding their procurement process, contracts, and integration needs makes all the difference, and why anticipating objections before you approach them sets you apart. Get ready for one clear takeaway: do your homework, and you’ll earn their trust.

👤 Guest Bio
Claire Foster is an award-winning marketer with 15 years of experience turning complex niche industries into compelling stories that drive big decisions. From shaping PR strategies for billion-dollar military contracts to teaching auto retailers how to adopt AI, Claire focuses on using narrative to influence and inspire. Connect with Claire on LinkedIn.

📌 What We Cover

• Why showing up prepared is the key to ABM success
• The three things you must know about each target account
• How to craft a clear, compelling story for why you’re better
• Why you need to understand their procurement and contracting process
• How to anticipate objections before they’re raised
• Tips for making switching to your solution as seamless as possible

🔗 Resources Mentioned

• Scrappy ABM