Conversation with Icron's ABM Leader - Aura Lupascu

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On this episode, Kristina Jaramillo and Eric Gruber talk ABM with Aura Lupascu - ABM leader at the supply chain tech company, Icron.   

When you listen to this episode, you'll learn:

1. The collaboration with sales that is needed to drive revenue growth with ABM --- and how ABM cannot be done in pockets and reactive, like ABM was done at one of Aura's past companies.  

2. How your ABM programs should have an impact beyond sourcing the pipeline.

3. The problem with 1:1 hyper-personalization with accounts that haven't proven they are worthy of the white-glove care and attention. You'll learn about an account-based GTM where there is a personalization journey.  

4. The challenges the teams face with 6sense, including the fact that the platform only defines the total relevant market and not your ICP, and that intent data is speculative. 

5. How Icron is lacking POV content and how it's limiting the success of Icron's program. You'll learn how many content marketers are great at creating account awareness, thought leadership content, but they lack the knowledge and know-how to create content that drives stage progression, enables buyers, and supports sales.