Angie Assennato on Why ABM Programs Are Delivering Limited Returns
Send us a textTwice in a row, Angie Assennato, Senior Director of Growth Marketing at Signifyd, came into a marketing team that was already doing ABM but was getting limited returns. In this podcast, she discusses with Kristina Jaramillo and Eric Gruber the challenges they had, the reasons behind the failing programs and how intent data/ABM tech were not effectively being leveraged. As leadership at Signifyd also wants to go upmarket, we'll also discuss the changes that need to be made to engage and close higher-value deals.
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Winning with Your Big Bets with ABM - A Conversation with Marta George
Send us a textMarta George, Head of EMEA ABM at Ping Identity, joined Eric Gruber and Kristina Jaramillo on the ABM Done Right Podcast to discuss the change management that needed to happen for them to win with their big bets, what their 1:few and 1:1 ABM program look like for their big bets and how they select their big bets. She also talked about the need to scale back to scale up the impact you have on revenue with your big bets.
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How ABM Should Transform the Business and Your GTM - A Discussion with Joel Harrison
Send us a textMegan Bowen (CEO of Refine Labs) mentioned on LinkedIn "The most important discipline that mid-market and enterprise B2B SaaS companies need to be cultivating is...Change management This is especially true for successful companies that have been around for 1-2 decades, that have been able to more easily manage the recent turbulence in B2B SaaS over the last few years and are still executing an outdated GTM strategyThe relative success of companies at this stage is hiding GTM inefficiencies so many don’t even perceive it’s a problem. This is the biggest risk for these companies - they are not seeing and acknowledging this is a real threat to their long term survival. If companies don’t start to change now, their ability to grow sustainably will degrade with increasing speed"At Personal ABM, we believe that change goes beyond evolving just the digital marketing strategies and it must include a mindset shift, a measurement shift and changes across the entire GTM strategy and execution. The issue we often see is that GTM teams retrofit ABM on top of existing sales/marketing processes, content, messaging and experiences. They make it about better targeting vs. changing the account experiences that are delivered. ABM should change...How you think about your businessHow you differentiate from competitorsHow you package your solutionsHow you communicate your valueHow you engage buyers across the organization across the buyiong journey and customer lifecycleHow you structure your GTM teamsHow you win, protect and expand accounts as 1 teamHow you measure success.Plus much more...During this episode, Kristina Jaramillo, Eric Gruber and Joel Harrison (Founder and Editor-at-Large at B2B Marketing) discuss the changes that ABM should bring.
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Going Beyond Intent Signals - A Discussion with Peter Mollins
Send us a textIn this ABM Done Right Podcast episode, Peter Mollins (a 2X guest on the podcast and CMO of Nooks) joined Eric Gruber to discuss the "signals" that GTM teams should pay attention to that go beyond intent data.
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Assessing Your GTM - A Conversation Between Mark Osborne and Eric Gruber
Send us a textOn LinkedIn, Kristina Jaramillo and Eric Gruber have been talking a lot about teams not being ABM-ready. They are simply retrofitting ABM on top of existing processes, content, messaging etc -- and they are not making the changes they need to land and expand high-value accounts. As a result, they struggle with accounts going dark. They struggle with accounts becoming stuck or disengaged,. They struggle with accounts churning. Within this podcast, Mark Osborne and Eric Gruber talk about the GTM assessment that needs to be done before you even think about ABM,
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
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