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.