In this episode of Selling the Cloud, Kristina Jaramillo, President of Personal ABM, joins KK Anderson to unpack why most ABM programs fall short; and what it really takes to win and expand six- to seven-figure enterprise accounts.
Kristina shares how B2B teams can go beyond persona-based playbooks to deliver personalized, strategic account experiences. She explains how to redefine your ICP, align marketing and sales with shared revenue accountability, and build campaigns that influence real pipeline movement; especially when targeting enterprise buyers.
What You’ll Learn:
- ABM Foundations that Win: How true account insights—beyond intent data or personas—unlock six- and seven-figure deals.
- Strategic ICP Redefinition: Mapping accounts by strategic readiness and revenue potential, not just firmographics.
- Full-Funnel Alignment: Tactics that unite sales, marketing, and CS around shared expansion and retention goals.
- Personalization at Scale: Frameworks for moving from one-to-one to one-to-few without losing relevance.
- Revenue-Centric Metrics: Using stage progression, influenced pipeline, and NRR to prove ABM impact.
Key Topics:
- Strategic account-based marketing for mid-market & enterprise growth
- Differentiating ABM from demand gen
- Intent data traps and tech misuse
- Metrics that go beyond MQLs: NRR, stage progression, deal influence
- Aligning CS, sales, and marketing around buyer relevance
- Orchestrating account experiences, not just sourcing leads
Guest Spotlight: Kristina Jaramillo
Kristina is President of Personal ABM and host of the ABM Done Right podcast. With a deep focus on revenue-driven marketing, she helps B2B tech and SaaS companies build customized go-to-market motions that win and expand high-value enterprise accounts.
Resources & Mentions:
- Podcast: ABM Done Right
- Go-to-market strategist to follow: Sangram Vajre
- Recommended Books:
- The Challenger Sale
- The Challenger Customer
- The JOLT Effect
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