The guest on this ABM Done Right Podcast mentioned on LinkedIn recently that in many cases ABM = Almost But Meh. ππ¨π’π§π βππ₯π₯ π’π§β π¨π§ πππ π’π¬π§βπ π«π’π¬π€π². ππ¨π’π§π π‘ππ₯ππ°ππ² π’π¬.
He also said that - Most teams say they βdo ABM.β What they really mean is they run a few ads to a named account list, and call it strategy. Thatβs not Account-Based Marketing. It's βAlmost But Meh.β
ABM only works if youβre 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 failingΒ -- 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
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