Podcast appearances and mentions of kristina jaramillo

"It's not about throwing tech or SDRs at the problem. If your teams aren't aligned, your content isn't differentiated, and your ICP isn't predictive, you'll keep spinning your wheels. ABM has to be a full go-to-market motion not just better targeting.” Kristina Jaramillo In this episode of Revenue Boost: A Marketing Podcast, titled Beyond ABM Platforms: How Predictive ICP and GTM Alignment Drive Revenue Results Kerry Curran sits down with Kristina Jaramillo, President of Personal ABM, to dive deep into the real meaning of an account-based go-to-market strategy (GTM) and why tech platforms alone won't fix your revenue challenges. Kristina reveals why many B2B teams misfire with ABM—treating it as a marketing campaign or demand gen add-on rather than a full-funnel revenue strategy. She breaks down: The difference between segment-level intent and predictive ICP How to build messaging that teaches for differentiation not just against competitors, but against the status quo Why content needs to align with enterprise priorities, not just pain points How to activate and align sales, marketing, and customer success for long-term customer value Why expansion and retention need the same strategic rigor as net-new acquisition Whether you're in SaaS, services, or B2B tech, this episode will help you rethink how your team is going to market and who you're truly built to serve.

Send us a textDavid Anderson (Co-Founder and COO at SellingInnovations) joined Eric Gruber and Kristina Jaramillo to discuss how GTM teams can drive greater stage progression and avoid accounts going dark - an issue that many companies like Uniphore struggle with today. Listen to this podcast to see how you can enable buyers to overcome their fear of risk, failure, disruption and spiraling costs. Learn how you can help buyers become uncomfortable in their current situation -- and comfortable with making change. 

Account-Based Marketing (ABM) and intent data platforms like 6sense and Demandbase promise to revolutionize your go-to-market strategy—but are they actually delivering results? In this episode of the Sales Technology Podcast, host David Dulany sits down with Kristina Jaramillo, President of Personal ABM, to unpack the growing skepticism around ABM tech, why many teams struggle with implementation, and how sales, SDRs, and marketing teams can stop chasing bad intent signals and start closing bigger deals.Kristina shares real-world insights on:✅ Why intent data alone won't drive conversions✅ The missing strategy behind most ABM tech investments✅ How SDRs, sales leaders, and marketers can align for real revenue impact✅ The biggest mistakes teams make when adopting ABM—and how to fix themIf you're in Sales, Marketing, RevOps, or GTM leadership, this episode is packed with actionable insights to turn your ABM strategy from a money pit into a revenue machine.

Send us a textTwice in a row, Angie Assennato, Senior Director of Growth Marketing at Signifyd, came into a marketing team that was already doing ABM but was getting limited returns.  In this podcast, she discusses with Kristina Jaramillo and Eric Gruber the challenges they had, the reasons behind the failing programs and how intent data/ABM tech were not effectively being leveraged. As leadership at Signifyd also wants to go upmarket, we'll also discuss the changes that need to be made to engage and close higher-value deals. 

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Send us a textMarta George, Head of EMEA ABM at Ping Identity, joined Eric Gruber and Kristina Jaramillo on the ABM Done Right Podcast to discuss the change management that needed to happen for them to win with their big bets, what their 1:few and 1:1 ABM program look like for their big bets and how they select their big bets. She also talked about the need to scale back to scale up the impact you have on revenue with your big bets.

Send us a textMegan Bowen (CEO of Refine Labs) mentioned  on LinkedIn "The most important discipline that mid-market and enterprise B2B SaaS companies need to be cultivating is...Change management This is especially true for successful companies that have been around for 1-2 decades, that have been able to more easily manage the recent turbulence in B2B SaaS over the last few years and are still executing an outdated GTM strategyThe relative success of companies at this stage is hiding GTM inefficiencies so many don't even perceive it's a problem. This is the biggest risk for these companies - they are not seeing and acknowledging this is a real threat to their long term survival. If companies don't start to change now, their ability to grow sustainably will degrade with increasing speed"At Personal ABM, we believe that change goes beyond evolving just the digital marketing strategies and it must include a mindset shift, a measurement shift and changes across the entire GTM strategy and execution. The issue we often see  is that GTM teams retrofit ABM on top of existing sales/marketing processes, content, messaging and experiences. They make it about better targeting vs. changing the account experiences that are delivered. ABM should change...How you think about your businessHow you differentiate from competitorsHow you package your solutionsHow you communicate your valueHow you engage buyers across the organization across the buyiong journey and customer lifecycleHow you structure your GTM teamsHow you win, protect and expand accounts as 1 teamHow you measure success.Plus much more...During this episode, Kristina Jaramillo, Eric Gruber and Joel Harrison (Founder and Editor-at-Large at B2B Marketing) discuss the changes that ABM should bring. 

Send us a textOn LinkedIn, Kristina Jaramillo and Eric Gruber have been talking a lot about teams not being ABM-ready. They are simply retrofitting ABM on top of existing processes, content, messaging etc -- and they are not making the changes they need to land and expand high-value accounts.  As a result, they struggle with accounts going dark. They struggle with accounts becoming stuck or disengaged,. They struggle with accounts churning. Within this podcast, Mark Osborne and Eric Gruber talk about the GTM assessment that needs to be done before you even think about ABM,  

On this episode of the Win Rate Podcast, Andy is joined by top global sales coach Keith Rosen, Founder and President of Personal ABM, Kristina Jaramillo, and CEO of US Operations for the Institute of Sales Professionals, Rob Durant. Andy and his panel of pros discuss the evolving landscape of sales, emphasizing the importance of connection, ethical standards, and the need for effective training. They highlight the challenges faced by sales professionals in adapting to modern buyer expectations and the role of certification in elevating the profession. They delve into the critical aspects of sales training and development, emphasizing the need for a strong foundation built on product knowledge, systems understanding, and essential human skills. They also get into the importance of aligning sales processes with buyer needs and the necessity of personal responsibility in professional development.Host Andy Paul is the expert on modern B2B selling and author of three best-selling, award-winning sales books, including his latest Sell Without Selling Out. Visit andypaul.com to subscribe to his newsletter for even more strategies and tips to accelerate your win rate. 

Send us a Text Message.At Personal ABM, we believe that while 1: many and 1: few are an important part of an account-based GTM  - it's not ABM. In this podcast, Kristina Jaramillo, Eric Gruber and Nancy Harlan (former ABM leader at UIPath) discuss what 1:1 ABM is and how it should be used for account expansion. Nancy also talks about customer-sponsored 1:1 ABM where you have a champion that will help make the big deal happen and make it as big as can be. 

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.

What does account-based marketing (ABM) look like in 2024? For most people, they talk about it as a platform, and not a strategy. When you embrace ABM as a critical part of your GTM strategy, you can break down internal barriers and bring marketing, sales and customer together to create the ultimate account experience. Kristina Jaramillo, president of Personal ABM, argues that this team approach creates top-tier account experiences, allowing teams to work in unison to drive greater revenue, and expand and retain existing clients, ultimately diminishing the continued challenge to do more with less. We discuss:The importance of ABM and how you can use it to double your revenueHow to develop doubt-proof business cases for client expansion and gaining client trustAchieving a holistic team effort utilizing cross-departmental strategy and integration

What does account-based marketing (ABM) look like in 2024? For most people, they talk about it as a platform, and not a strategy. When you embrace ABM as a critical part of your GTM strategy, you can break down internal barriers and bring marketing, sales and customer together to create the ultimate account experience. Kristina Jaramillo, president of Personal ABM, argues that this team approach creates top-tier account experiences, allowing teams to work in unison to drive greater revenue, and expand and retain existing clients, ultimately diminishing the continued challenge to do more with less. We discuss:The importance of ABM and how you can use it to double your revenueHow to develop doubt-proof business cases for client expansion and gaining client trustAchieving a holistic team effort utilizing cross-departmental strategy and integration

Despite marketers saying that spray and pray is dead, it is alive and kicking -- just in a different form as it's more targeted. Teams are still spraying messages and content out to their ICP hoping that it sticks instead of aligning with future and existing customers. There is no differentiation between a targeted demand gen motion and an ABM motion. Deanna Shimota joins Kristina Jaramillo and Eric Gruber on this ABM Done Right Podcast to discuss:The difference between ABM and demand genHow the two functions should support each otherHow to build a strong demand gen powerhouse that builds a pipeline of strong tier 1 accounts that ABM should move to revenue faster at a higher ACVHow an ITSM firm used ABM to accelerate accounts to revenue

In this ABM Done Right Podcast, Mandy Cole (Partner at Stage 2 Capital) joins Kristina Jaramillo and Eric Gruber to discuss:1. How the economy is not the main reason for why companies are seeing 10%+ drops in enterprise deals -- but instead is that GTM teams are not limiting sales execution risk. The economy is only magnifying the issues that exist across the buyer's journey and customer lifecycle and showing the cracks that teams ignore when companies are in growth mode and buying. 2. Where misalignments are occurring and how sales and customer success teams are not having the right interactions and delivering the right experiences to high-value accounts.3. How the traditional 1: few and 1: many outbound approach and a company's desire to scale is adding  sales execution risk.4. Why GTM teams are adding sales execution risk by how they are selecting key accounts to prospect, nurture and close. Plus, much more...

Matt Dixon (Wall Street Journal bestselling co-author of The Challenger Sale, The Effortless Experience, The Challenger Customer and The JOLT Effect, a frequent contributor to Harvard Business Review and Founding Partner at DCM Insights) recently joined Kristina Jaramillo and Eric Gruber on the ABM Done Right Podcast. During this podcast, you will learn why ABM and the Challenger Sale go hand-in-hand, why accounts go dark and how GTM teams can win against the status quo -- and indecisiveness.   

Gallup studies show that 82% of B2B customers are indifferent, disengaged or actively looking to replace a vendor. Yet, many companies still put a greater emphasis on building a pipeline vs. protecting and expanding key accounts.In this podcast, customer success expert, Kristi Faltorusso, joined Kristina Jaramillo to discuss the state of customer success and how account retention and expansion is an organization-wide issue. 

Account-based marketing is the secret weapon that unites sales and marketing. It unlocks unparalleled growth and drives personalized interactions that resonate with clients, leaving generic approaches and missed opportunities far behind. In this episode, we have exceptional marketing strategist Kristina Jaramillo to discuss the world of account-based marketing and its game-changing potential in revolutionizing go-to-market strategies. She highlights the critical role ABM plays in bridging the gap between sales and marketing teams. Drawing from her experiences, she shares how she identifies the ideal personas, the importance of understanding clients' evolving needs, and how to tailor content for a personalized customer journey. She also reveals the common pitfall of marketing teams falling into a sea of generic messaging, missing the mark on differentiation. Kristina reflects on her go-to-market journey, imparting valuable advice, from the power of challenging the status quo to the art of qualifying prospects efficiently. Tune in now and learn how to seize the ABM advantage! Love the show? Subscribe, rate, review, and share! http://stratyve.com/

In this episode of Taking the Lead, host Christina Brady welcomes Kristina Jaramillo, President of Personal ABM. The conversation kicks off with a deep dive into Kristina's journey, revealing how she accidentally found her way into the marketing world and evolved into her current role. Next, Kristina shares her company's focus on the one-to-one portion of Account-Based Marketing (ABM), emphasizing the importance of interactions over scaling for securing higher-value deals.The discussion then shifts to the tactical aspects of ABM. Kristina highlights the importance of tailoring for relevance and teaching away from the status quo. She underscores the need for a hyper-focused approach that differentiates from competitors and the status quo, ultimately convincing prospects that doing nothing is more costly than implementing a new tool.The episode wraps up with a rapid reveal section, where Kristina shares her favorite board game, her irrational fear of sharks, and a piece of advice that everyone could benefit from: slowing down and being intentional. She encourages listeners to consider whether they are delivering the experience they want, both personally and professionally.

Kristina Jaramillo and Eric Gruber - (the hosts of the ABM Done Right Podcast) have mentioned many times that ABM is not really about accounts. It's about the human buyers in the accounts you want to win, protect and expand. This is why we need to stop thinking about campaigns and think about the moments we're creating along the buyer's journey and customer lifecycle. We have to think about the interactions we're having, including our social interactions. In this episode of the ABM Done Right Podcast, Kristina speaks to Justin Fordham (Head of ABM for 360Learning) about how to take a more humanized approach to LinkedIn to build relationships across target organizations. Some of the key points from this podcast is:1. Narrow the team's focus as many companies are throwing all ICP accounts at BDRs, which is impossible to scale without templatizing - and templatizing removes the personal relevance and authenticity that's needed to make connections. 2. It's on leadership to train BDRs and sales teams how they should think about humanizing the sales approach on social platforms like LinkedIn -- and many are not doing this as it's all about scripts, templates and getting things out fast that does not work in enterprise sales. 3. There is limited segmentation and a lack of relevance and intention on social platforms (from LinkedIn profiles, to content to messaging) to target accounts that show buyers how sales and marketing understands their specific needs, challenges, gaps, strategic priorities, and customers.   Too many teams just scratch the surface - they are not getting industry, company, rank, personal, customer relevance and connecting the dots. 4. Teams need to use LinkedIn to build relationships across organizations and create a buying consensus.  This includes leading with insights learned from other interactions and having social content that is written specifically for target accounts so you can influence internal conversations that many sales and marketing teams are losing. 

Long sales cycles, low win rates, low deal sizes, limited impact to ARR, GRR and NRR. What's causing this... Misalignment with accounts and buyers as there is a lack of customer research. There's a lack of data so there are misaligned messages, content, interactions and experiences. In this podcast, Vladimir Blagojević, cofounder of FullFunnel.io, discusses with Kristina Jaramillo and Eric Gruber 17+ ABM data sources that should be leveraged for creating the ICP, prioritizing accounts and guiding content, messaging, GTM motions, and prospect interactions. Here Are the Key Points to Remember From This Podcast:1.      One of the key root causes for sales and marketing misalignment is that most teams have a vague and broad ICP that was not driven by ABM data and account intelligence.  This vague and broad ICP is why sales and marketing teams are wasting resources, energy, and dollars on accounts that have low predictability of closing and why teams struggle to increase their ACV. By collecting the right ABM data, Personal ABM clients are seeing a minimum of 2-3X average deal sizes. One of Vlad's clients saw a 10X increase in deal sizes where they were almost getting 7-figure wins.2.       Many GTM teams use intent data for prioritization. But they do not use enough intent data sources to get the complete story. Studies from Intentsify show that the most successful companies using intent data are using 3 or more sources of intent data. You will learn about all of the different intent data sources and why 1st party data is the most important and most reliable.3.       Many GTM teams are reacting to intent data and sharing content based on where the intent was vs. using it as a springboard and uncovering the why behind the intent. They are not collecting the data that's needed to hypothesize what's going on inside target accounts so you can align with the prospect's story and vision to have a differentiated social, email and live conversation.4.       Account intelligence should guide content, messaging and interactions. During the podcast, you'll hear how a conversational AI firm struggled with accounts like Bank of America, TD Bank and JP Morgan Chase going dark because sales and marketing were telling generic “industry” stories vs. the individual bank's story. They didn't align with each bank's AI maturity, situation, challenges, gaps, and impacts.5.        How your podcast should be a source for prospect data and intelligence.  We previously showed how our ABM Done Right Podcast helped us engage and win accounts like Uniphore. Here Are the 17+ ABM Data Sources That Were Covered in This Podcast:·        1st party intent data·        Review sites like G2·        B2B media·        Bidstream data·        Co-op data·        Trending data·        Relationship info·        Engagement info·        Revenue analysis·        Key account analysis·        Customer research·        Your own podcast·        Firmographics·        Technographics·        Employee profiles·        Account research·        Buyer research·        Changes and events

Today's B2B tech marketers aren't short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies.But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing qualified leads (MQLs) which in many cases will never turn into revenue.So what's a better approach?I'm joined by Kristina Jaramillo to discuss this very topic. And while Kristina isn't suggesting the MQL is dead, she does talk about a proven approach to help marketers and companies increase their revenue.We cover;Why focussing on pipeline can be a problemWhat metrics marketers should focus on instead, and whyHow ABM can help companies increase revenue How marketing teams should be structured When you should start thinking about MarTech to support youWhat skills and attributes Kristina looks for when hiring B2B tech marketers And so much more.Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.

In Blue Ocean Strategy, INSEAD business professors W. Chan Kim and Renée Mauborgne argue that the solution to business growth and success is to operate in an uncontested market. They use the metaphor of a blue ocean to represent an uncontested market, and they contrast it with a red ocean, a marketplace where fierce competition has stained the water with the blood of the combatants. According to Kim and Mauborgne, crowded markets and red ocean strategies tend to produce minimal profit margins, while blue ocean strategies lead to more profitable growth. In this podcast,  Kristina Jaramillo shares how teams should be taking a blue ocean approach when it comes to ABM.

In this quick, 9-minute podcast, Kristina Jaramillo shares why a call center conversational AI firm was challenged with accounts going dark. As you will hear, the content, messaging and outreach did not align with where target accounts were in their AI and digital transformation journey.  Our client wasn't aligning with the strategic priorities of the organization and showing target accounts their specific unconsidered gaps across the organization that would impact the achievement of the business vision. They weren't showing the impact their specific gaps would have on the different divisions, omnichannel operations, eCommerce, their GTM. product management, sales enablement, finance, customer service, customer experience, and customers. As Doug Landis mentioned in a recent Forbes article: “When selling to larger companies you must come to every social, email and live conversation with a point of view about their business...You have to know what they are focused on as those strategic initiatives for the business will trickle down to every department across the organization.” You need to show the role you can play in their strategic initiatives and the impact you will have, otherwise, you will just be another item on their list of things to do eventually. You'll also hear how a VR tech firm targeting the Fortune 1000 with solutions to help with employee training and engagement was failing to align with target accounts and the C-suite. 

Initially, Kristina Jaramillo and Eric Gruber asked Christina Handy (VP of Account-Based Marketing) at FIS to be a guest on the podcast to talk about the enablement that's needed to ensure stage progression and wins with target accounts as Christina was responsible for deal support in past roles. But then we found out in pre-podcast conversations that ABM is treated as a privilege at FIS, which is very rare. Listen to this podcast with Christina Handy to see how sales and marketing teams at FIS are working together because ABM is treated as a privilege. Eric and Christina also talk about enablement and the type of content and messaging that is needed!

Davis Potter managed ABM programs for Google, Pegasystems and is now managing Scale.AI's ABM program. The program at Scale is very new (almost 4 months in from the start) and he's focusing first on the 1:1 with the company's most strategic accounts before going for scale. As many teams first focus on 1:few and 1: many BEFORE implementing 1:1, listen to this podcast with Davis, Kristina Jaramillo, and Eric Gruber to see why taking a counter-inutitive personal approach first will deliver stronger revenue results. 

Leslie Cocco Alore is the Global Vice President of Growth Marketing at Ivanti - an ITSM platform that helps teams find, heal and protect every device, everywhere – automatically. She spoke at ABM events like B2B SMX in Boston and now she joins Kristina Jaramillo and Eric Gruber at Personal ABM for this podcast on the Do's and Don'ts of ABM. After you listen to this podcast with Leslie, sign up for the upcoming ABM webinar Personal ABM is co-hosting with Demandbase's former VP of ABX:http://personalabm.com/webinar-with-demandbase 

Kristina Jaramillo recently asked on LinkedIn - what role aligns the closest to ABM: demand generation, field marketing or product marketing. She asked this question because Nick Bennett at Alyce mentioned that field marketing should be focused on the middle and bottom of the funnel.  They capture the demand that the demand generation team created. As ABM should be about accelerating higher-value deals to revenue -- and not sourcing the pipeline, he feels that ABM and field marketing are similar in many ways. At Personal ABM we agree that ABM aligns more with field marketing than demand gen. But we are on the fence when it comes to whose closer aligned with ABM: product marketing or field marketing. Product marketers are the connector of the business and they are able to help GTM teams nurture from a sales, marketing, customer success and product perspective. In this podcast Kristina Jaramillo, Eric Gruber and Christine Friscic (Peak Community member and product marketing leader at Gainsight)  discuss:1. A brief description of what Gainsight's ABM program looks like and how their team is structured. 2. The role product marketing should play in ABM and why product marketing should be driving ABM vs. demand gen. 3. What is the account-based enablement that should be provided so sales and marketing teams drive stage progression vs. just sourcing the pipeline?

Many of the GTM teams we talk to are already using ABM platforms like Demandbase and Terminus, predictive analytics platforms like 6sense and intent data tech like Bombora. They are driving the top-of-the-funnel and increasing pipeline KPIs. But, the common thread we're seeing across the different companies in different industries is that they are challenged to drive stage progression even though the accounts they are now targeting are in-market and are in their ICP. There is a huge discrepancy between the pipeline revenue and actual revenue. In many cases, when deals are signed, the deal sizes are less than desired.What's going on? That's what Kristina  Jaramillo covers on this ABM Done Right Podcast and video.  

Declan Mulkeen mentioned on LinkedIn that ABM + demand gen = a winning team. He's right, it is a winning team together as demand gen should have a role in an ABM program. The problem is that most ABM programs are nothing more than demand gen. Leadership, sales, and marketing teams do not understand the difference between the two motions – and they don't understand how the “two” should work together.  Kristina Jaramillo, President of Personal ABM, and Amber Bogie (Director of Global Demand Generation for Reach Desk and board member, host, and member of the Peak Community) discuss how to integrate ABM with demand gen. You'll gain insights from Amber's 7+ years of building out all of the different flavors of ABM and executing 1:1, 1:few, and 1:many ABM strategies.  

Around 70% of B2B technology vendors now use intent data for prospecting, and a bevy of companies now promise to harvest that information and transform it into viable insights for enterprise GTM teams. Intent data solutions from market leaders like Bombora, Intentsify, Leadsift and others have allowed marketing teams to rapidly evolve their ABM programs from mass ‘spray and pray' tactics, to more targeted, personalized outreach campaigns.  While sales and marketing teams have used intent data to focus and accelerate their prospecting efforts, many of these organizations still struggle to get the most out of their intent data investments. If the intent data is identifying in-market accounts, why aren't all organizations using intent data for outbound efforts seeing huge jumps in responses? Why are at least 45% of organizations as reported by DemandScience challenged with converting intent leads to actual revenue? Why does DemandScience's study also show that 77% of organizations using intent data experience intent data anxiety and feel overwhelmed using intent data to capture high-intent, high quality leads?Kristina Jaramillo, President of Personal ABM shares the challenges that companies have with Bombora, Intentsify, DemandScience and other intent data providers. 

Richa Pande (Global Head of ABM and Content Strategy for HP) says that ABM demands absolute customer obsession. To us at Personal ABM, this means that sales, marketing, leadership, and customer success teams need to be relevant at each touchpoint to the accounts they want to win, protect, and expand. This includes LinkedIn profiles as more than 65% of buyers will review profiles before they consider connecting with sales and marketing. Yet 95% of LinkedIn profiles are irrelevant to buyers. This is happening even though organizations like NetApp are busy turning their inside sales teams into digital sales response teams. In the podcast below, Kristina Jaramillo shows how most teams are irrelevant on social. You'll also see how the SVP of Sales and Marketing for RGL Logistics increased her relevance on LinkedIn to drive engagement with the C-suite at P&G in order to protect and expand the account. 

In a previous ABM Done Right Podcast, Mark Stouse (CEO of Proof Analytics) mentioned that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. Kristina and Mark discussed how ABM has wrongly become synonymous with ABM tech, how ABM using 3rd party data is only DM on steroids, how ABM measurement is off target, and how most ABM programs are creating headwinds for sales, slowing deal times and lowering deal sizes.   In this podcast, Kristina Jaramillo shares:1. How a sales and marketing AI firm that focused on positioning and messaging was not doing ABM - just pockets of account-based activities.2.  How you cannot effectively execute ABM without starting with a hyper-personal 1:1 ABM program.3. How most ABM programs are nothing more than targeted demand gen using intent data.4.  How ABM firms and many leaders wrongly believe that you can retrofit ABM.5. How many teams still think of funnels when there's nothing funnelistic about ABM. 

ITSMA's State of ABM report showed that only 1/3 of ABM organizations are seeing significant business improvement. Yet previous research shows – and intuitively we all agree – that ABM works.So where is the breakdown occurring? At Personal ABM, we believe that ABM's definition and direction have gotten diluted. ABM has always been about focusing on the accounts that can provide maximum lifetime value – getting new key accounts to revenue and existing accounts to greater revenue. But the term “ABM” has become synonymous with the technology that enables it (6Sense, Demandbase, Terminus, etc.), which is wrongly seen as a silver bullet.  Companies are treating ABM as “marketing as usual” with shiny new tools.In this podcast episode, Kristina Jaramillo shows how this diluted definition is creating challenges for a channel sales technology firm that wants to accelerate growth fast after recent funding. You'll see why the channel sales tech firm is not able to: Penetrate the 60% of the market that is stuck in the status quoConsistently win multi-year, $70K per year deals as those accounts requiring this deal size are regularly taking the safe, comfortable bet of investing in Salesforce. You will also learn how focusing on ABM tech:Led to accounts going dark after sales engagement for a large AI conversational firm.Resulted in a low 5% stage 0 to close win rate for a fintech firm.Created long sales cycles (14+ months) for an AI firm.Caused a supply chain firm to almost lose their P&G account (about 30% of the firm's revenue.)

According to Kristina, if you're building your entire approach to ABM around tech, you're probably doing it wrong.Key talking pointsWhy has ABM become synonymous with ABM tech (and why is that a problem)?How to get started with ABM strategies that will set you up for future success.The importance of starting off "tech-free" (at the beginning, at least).

Jillian Gartner (Head of Digital Marketing and Demand Gen) recently joined Kristina Jaramillo on the ABM Done Right Podcast to discuss the ABM challenges that Thomson Reuters and Conduent faced and how she had to revamp the programs. Some of these challenges included:1. The definition and direction of ABM have become diluted. For example, before Jillian joined Thomson Reuters, the company had an opportunity to expand ABM in terms of the number of accounts and tactics leveraged in the program. ABM is not a tactic. It's not a thing to do. It's not a verb. It's not just a way of thinking.  It's a business strategy on how you're going to get strategic tier 1 accounts to revenue and existing accounts to greater revenue growth.  ABM is a strategy that improved the integrated interactions GTM teams have with prospects and customers and the experiences the teams are delivering.2. ABM has become synonymous with ABM tech - For example, Jillian was hired at Thomson Reuters to assess, invest and implement ABM tech. They thought because they execute Demandbase, 6sense, Terminus, or other ABM platform that they were doing ABM. But, it was just account-based digital advertising. Jillian evangelized with leadership, sales, and marketing that ABM is about layering your digital and non-digital interactions in a way to move accounts forward. 3.  ABM programs are disjointed - Before Jillian joined Conduent, the team was doing ABM for several years. ABM was done in pockets and wasn't being used across the complete buyer's journey and customer lifecycle. There was limited account intelligence for the sales team to carry on the conversations that marketing started.  Now, the teams are coming together and acting as 1 team that is focused on revenue so sales and marketing can engage contacts in ways that the teams were not able to unlock before. 4. Lack of prioritization - In too many cases, teams are treating tier 1 accounts the same as tier 3 accounts pushing out content and messaging so it's all about the "campaign" vs. improving the interactions as leadership and teams go for "scale."  When sales and marketing teams do "prioritize" and "tier" accounts, they fail to look for a reason for outreach and a reason for the account to be a tier 1 account that gets personal attention. For example, in one case, Jillian talks about giving the "white glove" personal attention to an account for more than a year and getting zero response. Sales and marketing did not align with the strategic goals of the account and show the unconsidered gaps and impacts. You'll also learn about Conduent's balanced ABM program (1:many, 1: few, and 1:1), why their 1:1 program is the most successful, and how their ABM program is not just about personalized ads. 

If you want to know more about marketing and branding, and its relationship to sales, then today's guest is the one you've been waiting for. Gina and Susanna welcome Kristina Jaramillo, President of Personal ABM, to the show. People often think of branding as something that is exclusive to companies. But Kristina explains that personal branding is actually stronger than a company brand, because you sell to people, not to the business. The truth is, your personal brand does a lot of the work for you. It lets potential clients see you as someone that will bring value, not just someone that's going to pitch them. Kristina discusses the way the pandemic changed selling, branding, and LinkedIn for better or worse, and the missing link in many account based programs. She also talks about the importance of consistency and congruence in your messaging and outreach, and in specificity when targeting accounts and the gaps they have that you can fill.  She emphasizes doing your homework, building relationships, and not telling a prospect how great you or your company is, but showing them through success stories and examples allowing them to decide that you're the solution they're looking for. This is where marketing is key in getting deals over the finish line, and the symbiotic nature of sales and marketing teams is where success is born out.    Find out more about Kristina on LinkedIn and more about Personal ABM.    Come and grow with Sales Gravy More about Gina Engagement Expert – Speaker – Sales Trainer – Entrepreneur – Improv Comic Gina is a Master Sales Trainer for Jeb Blount's Sales Gravy who combines street smarts and improv comedy skills with her experience in the corporate and entrepreneurial worlds, which sets her apart from her competition. “Sass without too much crass” is how Gina Trimarco describes herself. A high energy entrepreneur, engager, speaker, trainer, improv comedienne and podcast producer, Gina credits most of her success on her upbringing by her Italian mobster dad and German immigrant mother.

Book Your Free Revenue First Podcast Strategy here!Get Your Free Dial Session here!Want Your Reps Hitting Quota in 2022? Get Your Wingman Free Trial HERE!HIGHLIGHTSPersonal relevance is the key to better sales results The knowledge gained in personal conversations can be applied to scaleBe more relevant and provide value firstLinkedIn is the best place to do ABM strategy-based sales Increasing your reach is just one of the things you need to do Marketing should stop hyper focusing on the pipelineSales teams can tell a story tooSpend some time figuring out who not to work withQUOTESKristina: "When you go to maybe 95% of sales people's profiles, it talks about the president's club, the quota, you know, the sales that they've achieved. But I get it, I understand. But if I'm a prospect and I see that, I'm not gonna want to connect with you because I'm gonna be like, oh no, they're gonna hit me within two seconds of connecting with ‘let's get me on a  demo, let's get me on a sales call.'"Kristina: "Going for reach is what sales and marketing love to do. And I think that can kinda shoot you in the foot because obviously it needs to be done. But if that's all you're doing and you're not focusing on that interaction that you're having or the experience you're delivering with your prospect audience or even like your network, I think you're leaving money on the table especially for your tier-ones."Kristina: As a seller, you need to ask marketing for content that is relevant  to these target accounts, not content that is brand awareness, or speaking at accounts -- actual content that is making these connection with those target accounts ."Kristina: "Content for marketing needs to be for specific selling conversations. Like what do we need to talk about with this particular account or this groups of accounts. What are those internal conversations that are being had without us that we can fuel whether it's with content or with other pieces of information?" Kristina: "When we do a win-loss analysis in working with clients we find that most of the time where they are losing, most of the deals are because those internal conversations are not going in their favor. Their champion or their mobilizer isn't able to get that internal consensus and it's because there wasn't that content to make that happen."Kristina: That's what I mean when sales and marketing need to actually work together instead of marketing just focusing on just pipeline and what are we gonna do to fill that pipeline. Because if it trickles down into nothing at the end, then you can fill it as much as you want, and what's the point?" Collin: "So many times, revenue teams can get so focused on who their target is, who their perfect ICP is, who their customer profile is, like who should we be working with, that they don't spend enough time identifying who should we not be working with. What red flags, what priorities, what things do we know or have we learned through our experience that we know this is gonna lengthen the sales cycle significantly?" Learn more about Kristina in the links below:Linkedin: https://www.linkedin.com/in/kristinajaramillo/Website: https://www.personalabm.com/Learn more about Collin in the link below: LinkedIn - https://www.linkedin.com/in/collin-saleshustle/Also, you can join our community by checking out @salescast.community. If you're a sales professional looking to take your career to greater heights, please visit us at https://salescast.co/ and set a call with Collin and Chris.

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 JaramilloLinkedInWebsiteIn 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/nicholasthickettFollow Morgan Smith on LinkedIn: https://linkedin.com/in/morganjsmithIf you'd like to get your question into one of our live shows, you can visit our site b2bpowerhour.com and put in your email. We'll send you an advance copy of our agenda & you can submit your questions!

Kristina Jaramillo, President of Personal ABM, publicly disagreed with some of Chris Walker's thoughts or ideas. However, she completely agrees with Chris's recent LinkedIn post on how marketing is too defensive. In this quick podcast, you'll see:How marketing spends so much time defending their value by chasing after leads and trying to fill the pipeline to impact a small portion of the buyer's journeyHow and why marketing is not taking the opportunity to innovate and how ABM is marketing as usual (just more targeted!)How most ABM is reactive to win over the next 90 days vs. taking the offense to drive long-term, sustainable success. How marketing teams are looking for silver bullets to defend vs. look to ABM to solve business problems that impact revenue growth After you listen to Kristina's ABM podcast rant, you will want to listen to these additional podcasts to see how Alyce, Okta, Uniphore, and others are going on the offensive, aligning with future customers, and working together with sales to pursue, win and expand key accounts:Leigh Chesley (VP of Marketing at Longbow) -- Why You Need an ABM Strategy Before Investing in Terminus and Other ABM TechNick Bennett from Alyce - How ABM Should Improve Tier 1 Account InteractionsJess Larkin from Okta - 6 Critical Elements That Are Missing From 66% of ABM ProgramsCassidy Shield (VP of Marketing and Sales at Narrative - How Marketing Can Increase Its Influence Over RevenueJoseph Monastiero from Revegy - Winning and Expanding Accounts as 1 TeamJarrod Greene (VP of Product Marketing for Highspot) -- Connecting with the DisconnectedVijai Shankar from Uniphore - An ABM Conversation with Uniphore's VP of Product Marketing

78% of Challenger sellers feel their toughest customer objections are status quo objections. Only 22% feel customer objections to the proposed solution are harder. Status quo objections = customer resistance to changing their current approach for solving a problem. Solution objections = customer agrees they need to change their current approach but disagrees with the supplier's solution for doing so.In this episode of ABM Done Right,  Eric Gruber (CEO of Personal ABM) that is filling in for Kristina Jaramillo as host, Jennifer Allen (Chief Evangelist for Challenger) and Michael Randazzo (VP of GTM for Challenger)  reflect on how we need to change sales training, sales conversations, and marketing to beat status quo objections.Conversation #1 - How do we need to shift sales trainingJennifer Allen talks about how the lion's share of seller training is often focused on product training.Growth problem? Our reps must not understand the product well enough.Trouble scheduling meetings with the decision-maker? Our reps must not be explaining the value of our solution well enough.Losing on price? Our reps must not be showing why our product is better than the competition.All too often, we throw product training at the problem and wonder why we don't see results.You'll learn about the shifts we should make in sales training to improve win rates with key, status quo accounts.Conversation #2: The need for more account-based enablementYou'll learn how GTM teams cannot depend on a calendared, just-in-case training plan. You need to provide relevant messages, content, stories, insights, and skills to enable sellers in the flow of work for specific accounts - when they need, and we need to help GTM teams respond with speed and precision as we build situational fluency. After listening to this conversation, you will want to read our article on how sales enablement does not go far enough and the account-based enablement that's needed. Conversation 3: Changing the seller conversation You will listen to a round table discussion on the issues with the current seller conversations (social, email, and live) and why it's not helping them overcome status quo objections. You'll also learn how we should engage in a two-way conversation that helps customers understand their current approach's costs/risks of their current approach?Conversation 4: Changing the marketing conversationYou will see how everyone is fighting for the same small share of the market. The focus is on in-market accounts that are identified by platforms like 6sense and Bombora. But there's 60% of the market that is stuck in the status quo -- it's this market that can provide the larger deal sizes if we can only create the a-ha moment and a buying vision.  You'll see how you need to change your content and your marketing motions to drive engagement with these accounts.You'll also learn how to better support sales with their status quo objection conversations and how to help sales win the internal "status quo objection conversations" that sales are not privy to.After listening to these conversations, check out these additional podcasts with Challenger:How to Use Challenger to Sell and Market Your Way to a Revenue Rebound - A Conversation with Michael RandazzoWinning the Challenger Sales - Listen to Kristina Jaramillo joins Challenger's podcast to discuss how to build credibility on with key accounts

Success at Account Based Marketing is not (necessarily) about the tech stack, maybe not even at all about it. According to Kristina Jaramillo, president at Personal ABM, it's doing the fundamentals correctly from both a sales and marketing perspective.Kristina makes a strong case for doing the strategy ahead of the implementation (I know, I know) and then dives deep on how she helps clients to make significant progress in strategic accounts with a highly personalized approach.If you think ABM is right for your organization, or you are struggling to show ROI from the ABM program in place at your firm, this is the episode for you.Let me know what you think!Resources for SaaS ExecsRecently closed a funding round and need to ramp growth?Check out our comprehensive "scale-a-saas" guide:Think your website could generate more leads?Get our inbound lead generation self-assessmentWant to be a guest on SaaS Backwards?Click to meet with Ken Lempit to talk about an episode.SaaS Backwards is a free service to the SaaS community. 

Buyers are becoming smarter, becoming more informed, and demanding much more before selecting a vendor - really a partner - to do business with. With this, targeted account based marketing has become increasingly important as companies try to cut through the noise and differentiate themselves from their competition. In this episode of the Revenue Engine Podcast, Kristina Jaramillo, a longtime marketing pioneer, and currently the President and Partner at Personal ABM, shares how to leverage account based enablement to win, protect, and expand revenue.

In a previous podcast episode, Mark Stouse (CEO of Proof Analytics) mentioned that there is a near-total misunderstanding about the purpose and focus of a great ABM effort.  Since there is a misunderstanding and because Metadata started a "What ABM Isn't Movement", we invited Dee Acosta to discuss how ABM is:1) Not about technology - Kristina ranted about this as well on another podcast. Scroll down for additional resources after you listen to the podcast. 2) ABM is not a marketing motion and it's not a marketing strategy. It's a business growth strategy.3) ABM is not about campaigns. When you scroll down to the resources, you'll see an article on how your focus on scaling ABM is limiting success. 4) ABM is not a thing to do and how it's not a process like Sangram Vajre mentioned on one of my LinkedIn posts. 5) ABM is not a silver bullet 6)  ABM is not about pipeline and it is not something for demand gen to drive7) ABM is not about engagement. On the Metadata site there's a quote from Peter Zawistowicz, Director of Growth Marketing at Gremlin. He said that ABM became the flag under which we deploy flashy, expensive, and often ineffective tactics, all in the name of driving up engagement. Listen to this ABM podcast roundtable with Dee Acosta, Kristina Jaramillo and Eric Gruber and then check out these additional resources:ABM is Not Synonymous with ABM Tech - One of Kristina's Quick Podcast RantsWhy You Need an ABM Strategy Before Investing in ABM Tech - A Podcast Interview with Leigh ChesleyHow Scaling the Wrong Way Will Lead to an Under-Performing ABM Program - An Article in Kristina's "ABM Done Right" LinkedIn Newsletter. MetaData's ABM Isn't Movement and How You Can Get a Free ABM Isn't T-Shirt

In a recent LinkedIn discussion, Mark Stouse (CEO of Proof Analytics) mentioned on LinkedIn that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. In this podcast, Kristina Jaramillo and Mark discuss:1. How ABM is not synonymous with ABM tech like 6sense, Demandbase, and Terminus. You'll see that Mark describes ABM as an approach to reaching out to specific stakeholders within very specific, identified accounts and helping them understand their needs and the needs of their team.2. How ABM using 3rd party data is only DM on steroids - You'll see how your future and existing customers should not realize that you are using ABM on them.  3. How ABM measurement is off-target and how ABM should have a positive impact on stage progression, time to close, and deal value.4. How you can not retrofit ABM on top of existing marketing structures and why you should only be applying ABM to 10 - 20% of target accounts. 5.  How ABM programs are creating headwinds for sales and are slowing deal time and lowering deal sizes. 6.  Why alignment does not build the sales and marketing alignment that organizations want- and what marketing must do before alignment can be attained. 7.  How ABM should not be about the top of the funnel even though 60% of marketers focus on pipeline KPIs and marketing source revenue. You'll see how it should be about helping disparate stakeholders in the customer understand their needs better AND the needs of their peers better, thereby helping to create a consensus that drives purchase.If you liked this podcast with Mark Stouse, you'll want to listen to his interview:Rebooting GTM Planning and ExecutionYou'll also want to check out these additional resources that will help you clear up ABM misunderstandings:Our LinkedIn discussion around ABM misunderstandingsABM should not be synonymous with ABM techABM should impact more than your pipeline6 elements that are missing from most ABM programs

A big hello from Portland, Oregon! Welcome to another episode of B2B Marketing & More with Pam. I have a fantastic guest today - Kristina Jaramillo, and she is the president of Personal ABM. Kristina is also the co-host of the Stop The Sales Drop podcast. Today we talk about where marketers can better help sales boost revenue. In this episode: What are some of the biggest challenges when working with sales? How can marketers help sales define the problems at hand? Regarding trends, what can marketers do to help the sales in the middle of the purchase funnel? What is the course of action if companies want to be incredibly successful with ABM implementation? Why is it important for sales reps to have their social media presence in order, and how can marketing help? How to get to know the sales team better and how can marketing help sales boost revenue. How should marketers structure their impact? What should success metrics look like on the marketing side? How should marketers quantify the marketing's contribution to sales and sales revenue? What is the number one thing marketers need to do if they want to start or initiate ABM with the sales team? Quotes from the episode: "There has to be a stage check-in all the time on their top tier accounts. The middle of the funnel and the end of the funnel focus should be on the top tier accounts. And whoever owns it just needs to be a team player with everyone else." "Sales needs more help in the middle to the bottom of the funnel. I think the marketing's got top of the funnel nailed. It's marketing's job and their duty to create content, create case studies, create an article, whatever it is, to push that further so that they can have that very personalized approach." ————— If you want to chat, reach out to any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead. When you join, you get a free Starbucks on me. You can go to the Announcement tab and click on the barcode of the gift card.

Adam Goyette, VP of Marketing at Helpscout, once mentioned: There seems to be this thought that ABM is a silver bullet. Run some display ads, send some direct mail and do some targeted gifting,  But these are just tactics. It's not what ABM should be about.  Peter Zawistowicz, Director of Growth Marketing at Gremlin, once stated that  ABM became the flag under which we deploy flashy, expensive, and often ineffective tactics, all in the name of driving up engagement. As the technology evolved, we believe that ABM's definition has become diluted, and ABM programs have become account-based awareness, account-based advertising, and account-based lead gen programs. In this episode, Kristina Jaramillo talks to Nick Bennett, Director of ABM and Field Marketing for Alyce, about what ABM is and how it should be a company-wide initiative to increase average account value, decrease time to close,  improve win rates and reduce churn along the complete buyer's journey, and customer lifecycle.  We also discuss:How we need to go beyond sales/marketing alignment, how we need to become integrated, and how marketers should be held accountable and commissioned for revenue, so we go beyond influencing just the top of the funnel.How sales and marketing's desire to scale is limiting revenue performance and why we need to focus on the interactions we're having with tier 1 accounts and the experiences we're delivering. How teams are ineffectively scaling ABM.How Alyce closed more deals in the last 5 months than they ever did in a 6 month period.The difference between personalized ABM and a personal account-based approach and how you need to be personal with the 60% of the market that's stuck in the status quo.How sales and marketing teams can increase their relevance and the personal brand's role in an ABM program.Here are the resources we discuss in the podcast:Our article on how 95% of sales teams are irrelevant to buyers on LinkedInNick's ABM podcastNick's Rep Your Brand PodcastHow you can learn more about our personal account-based approach:How a Personal 1-to-1 Account-Based Sales and Marketing Approach Will Help You Win with the Status Quo Enterprise C-Suite3 Mini-Case Studies on How GTM Teams Win & Expand Key Accounts Using ABMYou may also want to check out other ABM conversations with:Vijai Shankar (VP of Product Marketing for Uniphore)Jeff Pedowitz (CEO of the Pedowitz Group)Jess Larkin (ABM Leader at Okta)Jarod Greene (VP of Product Marketing at Highspot)Cassidy Shield (VP of Marketing and Sales at Narrative Science)

Kristina Jaramillo is President of Personal ABM, where she builds strategic social programs that drive sales cycles and revenue. Her team builds top to bottom engagement, relationships, and trust with previously untouchable enterprises. Kristina has reversed “no” positions, saved at-risk accounts, and created wins with previously unresponsive accounts. Here are a few of the topics we'll discuss on this episode of Long Story Short: The key differences between creating personal relevance and personalized content Why revenue is the only relevant success metric for a successful ABM program How to re-engage accounts that were active before “ghosting” you Why your biggest competitor is not who you think it is - it is always status quo Developing content for the middle and bottom of the funnel, not just the top The counterintuitive benefit of focusing on accounts that are not showing intent Why effective content is deeper than generalized role-based pain points Resources: Stop the Sales Drop Podcast Friday Reboot Series The Challenger Sale The Challenger Customer B2B Revenue Executive Experience Podcast Revenue Growth Engine Connecting with Kristina Jaramillo:LinkedInConnecting with the hosts: Jeff Sirkin on LinkedIn Sophia Gordon on LinkedIn

Do you have deals stuck in your sales funnel? Are you struggling to open doors inside your target accounts. You're going to enjoy our conversation today with Kristina Jaramillo about the personalized approach to Account Based Marketing. Kristina is the President of PersonalABM.com. She shares with us what do to with accounts that get stuck in the funnel and don't close. We'll take about how sales and marketing can help prospects break free of the status quo. She'll also share some real-world success stories of how a personalized ABM approach is helping companies win. We'll also explore the power of social networks inside ABM.

Regardless of what you do, the last year's been crazy — COVID, protests, election madness, strange Kubrick obelisks popping up… But if you're in sales, you can add another 2020 disaster to the list: Plummeting prospecting response rates. To find out why response rates have dropped off faster than murder-hornet news segments and how we can turn it around, I turn to Kristina Jaramillo at Personal ABM - Account-Based Marketers. In this episode, we discuss: Why response rates are plummeting How to create an authentic personal brand Why intentionality is key to stopping the response rate drop Check out these resources we mentioned during the podcast: https://stopthesalesdrop.com/ This post includes highlights of our podcast interview with Kristina Jaramillo at Personal ABM - Account-Based Marketers. For the entire interview, you can listen to The B2B Revenue Executive Experience. If you don't use Apple Podcasts, we suggest this link.