B2B Power Hour

31. Do's and Don'ts of ABM w/ Kristina Jaramillo

Episode Summary

Morgan sits down with Kristina Jaramillo of Personal ABM to dive into the ABM landscape and where teams do it right and do it not-so-right. They touch on where ABM fits into the go-to-market landscape, how companies mess it up, and what to start doing when rolling out ABM.

Episode Notes

Morgan sits down with Kristina Jaramillo of Personal ABM to dive into the ABM landscape and where teams do it right and do it not-so-right. They touch on where ABM fits into the go-to-market landscape, how companies mess it up, and what to start doing when rolling out ABM.

Connect with Kristina Jaramillo

• LinkedIn
• Website

In this episode, we cover:

• The top mistakes companies make when considering ABM (0:50)
• ABM is not a tech stack (3:29)
• Why scaling quickly is an obstacle (7:30)
• Benchmarks of ABM performance (9:45)
• Different deal sizes and its impact (12:30)
• Building persona knowledge (14:20)
• Why ABM only works with marketing & sales on the same team (17:06)
• How value drives ABM performance (20:00)
• How templates let you down (22:04)
• Cutting through the noise (24:45)
• Marketing-sourced revenue (28:30)
• Metrics of performance (31:00)
• Things to stop asking an ABM firm (33:15)
• Things to start asking an ABM firm (34:13)
• Morgan’s favorite marketing projects (35:51)

Follow Nicholas Thickett on LinkedIn: https://linkedin.com/in/nicholasthickett

Follow Morgan Smith on LinkedIn: https://linkedin.com/in/morganjsmith

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