How ABM Equals "Almost But Meh" for Most ABM Programs

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The guest on this ABM Done Right Podcast mentioned on LinkedIn recently that in many cases ABM = Almost But Meh. 𝐆𝐨𝐢𝐧𝐠 ‘𝐚𝐥𝐥 𝐢𝐧’ 𝐨𝐧 𝐀𝐁𝐌 𝐢𝐬𝐧’𝐭 𝐫𝐢𝐬𝐤𝐲. 𝐆𝐨𝐢𝐧𝐠 𝐡𝐚𝐥𝐟𝐰𝐚𝐲 𝐢𝐬.

He also said that - Most teams say they “do ABM.” What they really mean is they run a few ads to a named account list, and call it strategy. That’s not Account-Based Marketing. It's “Almost But Meh.”

ABM only works if you’re all in and deeply focused. The end state is that each account becomes effectively a market of one.

- Sales and marketing are aligned on the same few accounts
- Content is built for specific buying committees, not just personas in theory
- Every touchpoint is orchestrated

Brad Fehler, Head of Growth Marketing for Prolific joined Kristina Jaramillo and Eric Gruber to discuss:

1. How and why most ABM programs are almost, but meh.

2: How most teams are not ABM-ready before they launch.

3 How teams are using legacy frameworks and approaches that were created 22 years ago.

4: How teams are trying to scale ABM (even 1:1 ABM) and failing  -- and how ABM cannot be automated even though platforms like Mutiny and Tofu are talking about scaling 1:1.

5. How we need to think about content when doing ABM