The ABM Way!

What happens to your go-to-market when your company is actually many companies, and five different teams end up calling the same bank?

In this episode of The ABM Way, Omprakash Karuppanan sits down with Shalini Pillai Banerjee, CMO at Pine Labs, one of India's largest fintech platforms, to unpack how enterprise marketing works when you're selling multiple product lines into overlapping buying groups — banks, merchants, and enterprises — across a portfolio built through acquisition.

Shalini has run marketing at Google and Microsoft before Pine Labs, and she brings a rare view: what scales across enterprise motions, what doesn't, and where marketing quietly drops the ball on deals sales is still working.

This isn't a conversation about intent data or personalization tactics. It's about the structural problems that slow enterprise deals down, committee blind spots, portfolio collision, and campaigns that ship without follow-through.

In this episode, you'll learn:

1. How she rebuilt marketing into pooled centers of excellence after multiple acquisitions, and the unexpected effect it had on how her team thinks across business units.
2. The hidden buying group problem: why the CFO and the engineering team decide your deal even when they never sit across the table from your seller.
3. What happens when several teams from the same company approach the same enterprise customer, and her candid take that this is still unsolved.
4. Where AI earns its place in a marketing workflow — automation, asset volume, creative evaluation, and the one place she refuses to use it.
5. The one thing she says marketing consistently fails to own: the follow-through two weeks after the campaign or event ships.

If you're a CMO, VP of Marketing, or founder selling complex products into enterprise accounts — especially with multiple product lines and overlapping buyers — this episode is about the mechanics of keeping deals moving, not the theater around them.

Work With Fuego Systems

If you're building an Enterprise GTM motion for the US or Europe and want to improve how your team wins strategic accounts, we'd love to help.

Book a complimentary Enterprise Pipeline Diagnostic with us, where we'll review your current GTM approach, identify bottlenecks, and share practical recommendations tailored to your business.

📅 Reserve your session: Book an Enterprise Pipeline Diagnostic

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What does Account-Based Marketing look like when you’re selling multi-million-dollar services to Fortune 100 companies across 13+ countries?

In this episode of The ABM Way, Omprakash Karuppanan sits down with Avishek Chakrobarty, Global Head of the ABM Center of Excellence at Kyndryl, to unpack how one of the world’s largest IT services organizations operationalizes ABM at enterprise scale.

This isn’t another conversation about personalization or intent data.

It’s an inside look at how enterprise marketing teams align with sales, support field marketers, orchestrate complex buying journeys, and measure ABM success across strategic global accounts.

In this episode, you’ll learn:

• What an ABM Center of Excellence actually does—and why it should never become just another repository of playbooks.

• Why reputation and relationships are the real foundation of enterprise ABM, long before revenue shows up.

• Why most IT services companies fail by applying SaaS demand generation tactics to enterprise services sales.

• How Kyndryl combines third-party intent, first-party engagement, seller intelligence, and human judgment to prioritize the right accounts.

• Why enterprise attribution is different, and how comparing ABM accounts with similar non-ABM accounts provides a far better measure of business impact.

• How sales and marketing work together to diagnose stalled enterprise opportunities instead of relying on generic follow-up sequences.

• Where AI is creating the biggest advantage today—not by replacing marketers, but by accelerating research, account intelligence, and decision-making.

If you’re a CEO, CMO, marketing leader, or founder of an IT services company looking to grow in the US or Europe, this episode offers practical lessons from an organization that has built ABM into the core of its go-to-market strategy.

Join us for proven frameworks and actionable insights to elevate your enterprise ABM approach, drive internal alignment, and fast-track your growth strategy.

Work With Fuego Systems

If you're building an Enterprise GTM motion for the US or Europe and want to improve how your team wins strategic accounts, we'd love to help.

Book a complimentary Enterprise Pipeline Diagnostic with us, where we'll review your current GTM approach, identify bottlenecks, and share practical recommendations tailored to your business.

📅 Reserve your session: Book an Enterprise Pipeline Diagnostic

Thanks for listening. What can we do to improve the show?

Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.

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Signal-Based ABM: How Enterprise Deals Are Actually Won

In this Webinar episode of The ABM Way, Omprakash sits down with Yulia Olennikova Senior marketer and evangelist at N.Rich

We’re breaking down why signal-based ABM underperforms & what enterprise teams do differently to turn signals into real sales conversations.

In one focused hour, we’ll discuss:
1.Why most signal-based ABM programs stall after early engagement
2.The subtle signals that tell you a deal is real & not just curiosity
3.Why “high intent” accounts still ghost your sales team
4. How serious enterprise teams combine first-party and third-party signals to create momentum
5.Real signal frameworks used at N.Rich and across enterprise SaaS programs


If any of this feels uncomfortably familiar, you should probably join:
– Intent spikes, but the pipeline doesn’t move
– SDRs fire sequences based on a single data point
– Third-party intent runs the strategy
– Marketing celebrates engagement while sales sees no urgency
– You still can’t confidently say when a buying committee is forming

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Cracking the European IT Market: GTM Strategies & Masterclass with Peter Dibbern.

In this powerhouse episode of The ABM Way, Omprakash sits down with Peter Dibbern, CMO of Cosmo Consult, one of Europe’s top Microsoft partners, who will reveal the real-world challenges and strategies of building a pipeline in a conservative, engineering-driven market like Germany. 

From building your pipeline without vendor dependency to crafting field events that convert, this conversation is a must-listen for founders, GTM leaders, and marketers navigating the European IT services landscape.

In this Episode, we discussed:

1. Building a pipeline without vendor dependency
2. How to win trust in conservative markets like Germany
3. Aligning sales and marketing for real outcomes
4. How to make events generate real revenue

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From Decks to Deals: Mastering Account-Based Marketing Execution with Vineeta Makhija.

In this episode, We meet Vineetha – a powerhouse in ABM and digital strategy.
With leadership roles at Autodesk and IBM, Vineetha brings over a decade of deep expertise in account-based advertising and marketing. She’s led high-impact 1:1, 1:Few, and 1:Many ABM programs across global markets—helping enterprise brands accelerate pipeline, boost deal velocity, and elevate customer experience.

Her career has spanned countries, agencies, and industries—always anchored in digital. From campaign strategy to performance optimization, Vineetha knows how to turn data into decisions and intent into revenue.

On this episode, she shares her bold playbook for modern ABM, what’s broken in today’s approach, and how to fix it.

We discussed:

• How to Prioritize Execution and Focus on implementing practical ABM strategies rather than just theoretical plans.
• Fostering collaboration between sales, marketing, and customer success to achieve shared goals.
• Tailor Your Messaging: Customize content and messaging based on the specific needs of each account.
• Leverage Intent Data: Combine third-party intent signals with first-party insights to accurately assess account readiness.
• Create Engaging Content: Develop relevant and timely content that resonates with your target audience and repurpose successful assets.

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Why Marketing Ops Is Your GTM Pit Crew — Not a Tech Helpdesk.

In this powerhouse episode, I’m joined by Darrell Alfonso, Director of Marketing Strategy & Operations at Indeed and one of the most respected voices in the global marketing ops community.

We dive deep into the evolving role of marketing ops, far beyond dashboards and tools. Darrell shares why ops should be the strategic backbone of GTM, how to architect a bowtie funnel that drives expansion revenue, and what most SaaS teams get completely wrong when evaluating new martech.

You’ll also hear Darrell’s take on:

• Why ABM tools alone won’t fix your GTM execution gap
• The pit crew vs race car analogy that every sales & marketing team needs to hear
• How to build a 5-person marketing ops team for $10M–$100M SaaS orgs
• What good ops looks like in an ABM motion and why most teams fail to align
• Why GTM leaders should obsess over outcomes, not just projects or tools

If you’ve invested in tools but still can’t tie them to a pipeline, then this episode will reshape how you approach marketing operations and tech in 2025.

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The Bold ABM Moves No One Talks About (But You Should Try in 2025) 

In this episode of The ABM Way, Omprakash Karuppanan and Emilia Korczynska, VP of Marketing at Userpilot, discuss the ABM strategies that many teams are hesitant or slow to adopt.

Emilia shares why display ads are overrated, how contact-level attribution can be misleading to your team, and why most ABM campaigns tend to lose steam after 90 days. From building account-level scoring models to de-anonymizing engagement without reverse IP lookups, she walks us through lean ABM plays that scale.

We also explore:

• How to make ABM work in a PLG or freemium motion
• When not to buy tools (and what to do first instead)
• Why LinkedIn is still the most underrated ABM distribution channel
• The difference between real ABM experiments and vanity campaigns
• Letting go of funnel fantasies and adapting to how SaaS buyers move

If you’re a SaaS CMO or GTM leader gearing up for 2025, this episode is a must-listen.

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In this episode of The ABM Way, Omprakash discusses with Patricia McParland, VP of Marketing at MetricStream, a leader in governance, risk, and compliance (GRC) software solutions. With over three decades of B2B marketing experience, Patricia shares her expert insights on how marketers can navigate the evolving digital landscape while staying rooted in the timeless fundamentals of marketing success.

This episode discusses:

• The Evolution of Marketing, from the rise of the Internet to the integration of AI, shows how technology has shaped modern marketing strategies.
• This episode offers a practical guide that focuses on Audience, Behavior, Content, Design, and Evaluation, providing actionable steps to drive marketing effectiveness.
• They also discuss the significance of personalization and relationship-building in account-Based Marketing (ABM). This strategy is crucial for engaging high-value accounts and is a key focus of the conversation.

Patricia and Omprakash also underscore the value of Core Marketing Principles. These principles, including understanding your audience, crafting authentic messaging, and building trust through thought leadership, are the bedrock of successful marketing strategies.

This episode is packed with actionable advice, timeless marketing truths, and fresh perspectives for today’s digital-first era. 

Don’t miss this engaging conversation with a marketing trailblazer!

Thanks for listening. What can we do to improve the show?

Thanks for listening. What can we do to improve the show?

Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.

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In this episode of The ABM WAY Omprakash karuppanan and Yulia Olennikova from N.Rich discuss on:

Why your ABM advertising doesn't work and how to fix it!

• Are display ads worth the cost?
• Do Display ads still work?
• How can I personalize ads in scale?
• Do we need expensive ABM ad platforms?

These and many more questions,

In this episode, we discussed:

1. Personalization beyond just having logos and names on landing pages.
2. Importance of buyer journey-specific content and Personalization throughout the sales cycle.
3. Running one-to-many and one-to-one campaigns.
4. Combining programmatic ads with LinkedIn ads for better insights and efficiency.
5. Measuring ROI through sales velocity rather than just one metric.
6. The impact of ABM ads on shortening sales cycles and increasing win rates.
7. How to conduct a self-test to ensure alignment with sales and identify lower-hanging fruits.
8. Utilize first-party data to understand current engagement levels.
9. How to start a pilot program to test the effectiveness of ABM ads.

and much more.

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Why crafting a Human-First ABM Copy always wins, making your audience feel understood and valued!

In this episode of the The ABM Blitz series, Naomi Soman from Storylogick Consulting and Omprakash Karuppanan discuss:

A well-ideated narrative and UVP backed by research help you:
✔️Connect Emotionally
✔️Stay Engaging and Memorable
✔️Show Differentiation: 
✔️Address Customer Pain Points: 
✔️Build Trust
✔️Simplify Complex Solutions
✔️Align Stakeholders
✔️Influence Long Sales Cycles


🚀 Importance of Unique Value Proposition in ABM
💬Tailored Messaging in B2B Tech: Importance of tailored messages for different decision-makers and funnel stages. 
📊Data-Driven Copywriting: Significance of verifying messaging through customer interviews and testing. 
💡Storytelling Structure: Crafting messaging like a story with key elements to engage users effectively. 
📝Measuring Message Success: Using qualitative and quantitative metrics to gauge message effectiveness. 
📢Brand Consistency: Aligning brand consistency with messaging across various marketing channels.
and more.,

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