As most ABM programs deliver minimal improvement to revenue KPIs, Eric Gruber (CEO of Personal ABM) and his guest Alex Pappas (Senior ABM Manager for Venafi) discuss how teams need to stop retrofitting ABM on top of current processes.

During this podcast episode, you will hear:

1. The ABM challenges Alex faced at both Riskalyze and Venafi and how he gave the ABM programs an overhaul.

2. How Riskalyze didn't have the proper foundation for ABM -- and the readiness that was needed before Alex can think about ABM strategy.

3. How Venafi was treating ABM like account-based advertising and account-based targeting and how Alex evolved it.

4. Why Chris Walker is wrong when he mentioned on LinkedIn that ABM is a segmentation, tiering, and prioritization strategy and not a GTM motion (which we whole-heartedly disagree with.) You'll hear how ABM is a GTM motion.

5. How Alex is using 1: many, 1: few and 1:1 ABM and how he's using intent data.

In this ABM Done Right Podcast, Chris Rack (CEO of MRP) mentioned that most intent is nothing more than intent to learn vs. intent to purchase. By listening to this episode, you will learn how to differentiate between the two different types of intent -- and what you need to do from an ABM standpoint based on where the buyer is in their journey.

Eric Dates (Head of Marketing for V Comply) recently joined Kristina Jaramillo and Eric Gruber on the ABM Done Right Podcast. They discussed:

1. Why previous ABM programs failed for Eric Dates -- and what he did differently with his most successful ABM programs.

2. The questions we should be asking internally before we even focus on building an demand gen strategy and an ABM strategy,

3. How GTM teams need to change their “mentalities”, “processes”, “interactions” and experiences so they can be more impactful.

4. How tech should support the ABM strategy vs. drive the ABM strategy.

5. The ABM program that Eric Dates is envisioning for V Comply.

Within this podcast, Scott Gillum from Carbon Design joins Eric Gruber (Personal ABM CEO) to discuss:

1. Why Challenger sales and marketing and ABM goes hand-in-hand

2. How GTM teams can deliver messaging that resonates - This includes how we should create our POV so we can come to each interaction with a POV about the customer's business, how we should create our account-based value proposition, and how to differentiate value from competitors.

3. How to connect with the human buyers in accounts we want to win, protect and expand. You'll learn how to shift the status quo prospects' thoughts in a way that leads them back to our solution.

4. Personality-Based Marketing and the role in ABM. You will learn about the 4 different personalities, how 1 personality is most likely to start the process, another one is most likely to advance it, and another one is likely to stop the deal in its tracks. You'll hear how personality drives behavior, how the different personalities interact, and how teams should navigate deals based on the personalities that make up the buying team.

In other ABM Done Right Podcasts, including the one with the CMO of Hushly, we talked about the state of ABM in cybersecurity and other industries that are in a crowded, undifferentiated space where transactional sales are prevalent. In this podcast with Michelle Radlowski (Senior Director, AMS & EMEA Regional Marketing and ABM at DigiCert), we explore:

1. Why most ABM programs in cybersecurity are not leading to higher deals and greater ARR, GRR and NRR growth. There are 4 main reasons!

2. Why many cybersecurity firms report 10% YoY drops in enterprise deals closed.

3. The role field marketing is playing in ABM, especially if you want to move accounts to revenue.

4. How teams should be integrating and taking an account-based GTM approach.

5. How DigiCert is taking a crawl, walk, run approach -- and the testing that the team completed before moving forward with ABM.

6. The account-based enablement that's needed across the board for marketing, sales, field marketing and customer success teams.

Most content does not support ABM nor sales and it's because most teams are skipping a very important step that must be done before you even assess your content to see what's missing. On this ABM Done Right Podcast, Tracy Wehringer (CEO and CMO at Moonshot Strategy) and Eric Gruber (CEO of Personal ABM) share the steps that teams should take when doing an ABM content assessment -- and what they should be looking for. They also discuss the content that's needed for accounts that get stuck in the pipeline, for GTM teams that struggle to go upmarket, and for those accounts that continue to choose legacy platforms over you.

Matt Brown (CEO of CustomerOS) recently joined Eric Gruber (Personal ABM CEO) on the ABM Done Right Podcast to discuss how to grow your best customers and drive profitability with your next best customers to create a compounding customer growth engine.

They discuss how customer success teams are still reactionary and playing defense and forgetting the ABM fundamentals that that helped companies drive revenue growth in the first place as there are no processes, frameworks and data visibility to distinguish between a high fit and low fit customer. You will learn how to leverage the right data and ABM to reduce customer retention costs (a KPI that most teams do not track) and increase GRR and NRR growth.

Recent ABM Done Right Podcasts have focused on using ABM to protect and expand key accounts as sales teams are struggling to bring in new business. Companies like Commvault report 8-10% drops in enterprise deals as budgets are limited or frozen. To sustain growth, companies need to protect and expand the existing revenue they do have. But because customers are not getting the experience they want with their vendors after the deal is closed, many companies are seeing churn and lost revenue – while not generating enough new revenue to replace it.

We've had guests like Kristi Faltorusso at Client Success and David Sakamoto (VP of Customer Success at Gitlab). In the podcast below with Peter Armaly (VP of Customer Success at ESG – Customer Success as a Service), we continue the ABM and customer success conversations we've been having. You'll see how customer success teams need to evolve and grow up from a customer support function to a business relationship management function that drives retention and expansion revenue growth.