Podcasts about personal abm

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.

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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 textDavid Keene, the European CMO for Wipro, recently joined Eric Gruber (CEO of Personal ABM) on the ABM Done Right Podcast to discuss his ABM hot takes including:1. How ABM shouldn't replace demand gen and brand marketing pillars.2. How we shouldn't think so much about MQLs or even MQAs and how we need a narrow view of the funnel where we are focused on accounts that have a very low chance of losing and a very high chance of moving to revenue at a high ACV 3. How 1:1 ABM is about the people inside the accounts we want to land and expand so it's important to incorporate personality-based marketing into your ABM program.

Send us a textMost of the ABM content and insights being shared on LinkedIn, on podcasts and in webinars are redundant so we challenged Lindsay Baggett (ABM leader at Tanium) to address some hot takes that others haven't thought about. The ABM hot takes that Lindsay and I talk about are:1. Most organizations are not ABM-ready when they launch their ABM pilot.2. ABM is not about better marketing. It's about taking a different approach. What are we doing differently with ABM that other functions can't because they are forced to do things at scale?3. Your buyers are the drivers -- and GTM teams are the pit crew helping buyers get across the finish line. But too many customers are being left hanging half-way through their journey. 4. We have to score our GTM teams that will benefit from ABM  just like we need to score the accounts we put into the program.5. If you're talking about campaigns and plays then you're doing random acts of ABM. 6. Alignment is not enough - we need integration. We can align on the ICP, account lists, activities etc -- but if we do not have the integration then accounts are likely to go dark. We need to work together to create the account experience that buyers desire so we can speed up sales cycles, increase deal size sizes and drive more closed/wons.  7. Marketing is often reactive once accounts are in the pipeline -- we need to be proactively equipping sellers and GTM teams to move buyers in their journey and keep them from stalling. We need to think about what buyers need right now to get them to the next stage. This is what Lindsay calls ABM-as-a-Service and what we at Personal ABM call account-based enablement.8.  ABM teams need to understand sales approaches and methodology like Challenger. If you do not know how sales plays the game -- how can you help them win.9. If you're letting intent data dictate your account selection process and your ABM program, then you're not ready for ABM.

Send us a textWhen you hit the core with the right content and messaging, that's when you'll see win rates jump, deal sizes go higher and the greatest lifetime value increases from your future and existing customers. But most GTM teams do not have a clear understanding of who their core is and why. Most ICPs suck as GTM teams do not dig deep enough so that the ICP is predictive of the accounts that will most likely move forward and deliver the greatest revenue growth. As a result, GTM teams are always guessing who to talk to next.In this ABM Done Right Podcast episode, Jonathan Spier (CEO of Rev Inc) discusses with Eric Gruber (CEO of Personal ABM) how to get the ICP right.  

Send us a textInside this ABM Done Right Podcast, Eric Gruber (CEO of Personal ABM) talks to Briana Evans (Head of Global Enterprise Marketing and ABM) about their move from ABM to ABX,  During the conversation, they discussed:1. How ABM is not about marketing ownership of accounts -- and it's not about marketing supporting sales. It's a cross functional GTM strategy that stretches across the entire GTM, where all teams are an equal partner in driving account-based revenue growth.2. How GTM teams should create a cohesive account experience and how teams should unify where they are one company, one team. They share how "one company, one team"  should be represented every time teams show up and engage with future and existing customers. 3. How we should be nurturing from a leadership, sales, marketing, customer success and product perspective. 4. The 3 key pillars of Meltwater's ABX program.5. How Meltwater is taking an account-based GTM approach to ABM integrating 1: many, 1: few and 1:1 vs. just using ABM as a tiering, segmentation and prioritization strategy. 6. The role that 6sense and intent data should play, 

Send us a Text Message.While teams are increasing efficiency with ABM tech and AI -- sales and marketing effectiveness have not increased at the same rate. Within this podcast, Erin Mills (CMO of Quorum) and Eric Gruber (CEO of Personal ABM) discuss how we should be leveraging these technologies in the right way so GTM teams do not just see efficiency gains. 

In this podcast episode, John Golden from Sales POP! and Eric Gruber of Personal ABM delve into the crucial role of account-based marketing (ABM) in enhancing go-to-market strategies. They discuss how ABM can boost revenue and increase average contract value by improving the account experience through cohesive efforts across sales, marketing, and customer success teams. Eric underscores the importance of understanding target accounts, aligning messaging, and creating tailored content. They also tackle the challenges of engaging multiple stakeholders and the pitfalls of misaligned messaging, illustrated by a case study involving Bank of America. The episode concludes by highlighting the need for a unified go-to-market strategy and the valuable resources offered by Personal ABM

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. 

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

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.  

At the center of each new, retention or expansion deals lies a series of struggling moments that need to be listened to, understood, catered to, reframed and solved. These are moments that most sales, marketing and customer success teams are ignoring as they focus on scaling vs. driving account-based revenue growth with the accounts that matter the most to the bottom line.On the ABM Done Right Podcast below, Doug Hutton joins Kristina Jaramillo (President of Personal ABM.) He and his team at Corporate Visions created learning experiences that give marketers, sellers, and customer success professionals what they need to win each and every customer conversation. He is now the EVP of Customer Experience at Corporate Visions and  he has the privilege of leading all post-sale teams for exceptional delivery of Corporate Visions' science-backed messaging, content, and skills. From Customer Success to Delivery, his teams orchestrate a customer experience that leads directly to revenue growth - their clients first and foremost, and as a result, their own. While Doug and Kristina put a strong focus on winning the retention and expansion sale conversations . because they find that many customer success teams are not having the right interactions nor delivering the right experiences to existing accounts, they cover the complete buyer's journey and customer lifecycle.

Dana Alvarenga (a 2023 Top 25 Customer Success Strategist and VP of Customer Experience at SlapFive: Customer Marketing) joins Kristina Jaramillo (President of Personal ABM to discuss:1. Why customer success teams struggle with the "why stay," "why evolve," and "why expand conversations." 2. How most customer success teams are taking a piecemeal approach -- and how Dana is building the customer experience and customer marketing function to take a different approach!)3. Why teams are failing to capture the customer story along the journey and what teams need to be more relevant to future and existing customers. 4. The role that customer marketing can play in retaining and expanding key accounts. 5.  What's wrong with most customer stories (case studies) and how it does not influence retention and expansion conversations nor support selling conversations with new accounts.6. How customer marketing teams should take an account-based approach and enabling customer success teams.

Most companies have dived into ABM tech and other platforms that promised a path to greater growth with more focus and partnership with sales leaders. However, ITSMA, Tech Target and others report that only 17% have a mature stage 4 program and 69% of ABM programs under-perform when it comes to revenue growth.Most GTM teams are still trying to build the foundation. Unfortunately, even though we live in the experience era, GTM teams are creating disconnected experiences, wasting sales and marketing dollars and creating an anemic sales pipeline that goes dark after engagement. They're not thinking about how they make their future AND existing customers feel with each interaction and each touchpoint along the journey and lifecycle.In this podcast, Etai Beck (CEO of Folloze) joins Eric Gruber (CEO of Personal ABM) to discuss why experiences are disconnected and how to improve buyer and account experiences across all touchpoints (social, digital, email and live). After you listen to this podcast, sign up the webinar with Etai where we'll go into greater detail on how to improve buyer experiences:http://personalabm.com/improving-buyer-experiences-webinar

Most ABM teams and the marketing firms they are using are rushing into ABM and retrofitting ABM into existing processes vs. changing interactions and experiences across the buyer's journey and customer lifecycle. While marketing may be more targeted now than ever - and the focus is on high-intent ICP accounts that are more likely to buy, there is very little change in how teams go-to-market. Then companies wonder why accounts go dark, sales cycles are too long and deal sizes are lower than expected. They wonder why they struggle to protect and expand key strategic accounts and why there isn't significant business revenue improvement from ABM. The problem is that ABM is being used to fix the pipeline vs. fixing the red in the business (the red that RevOps should be looking for and identifying). In this podcast, Peter Mollins (CMO of Set Sail) and Eric Gruber (CEO of Personal ABM) talks about the role that RevOps should play when it comes to ABM.

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.

Account-based marketing and selling became a must for cybersecurity firms and others looking to drive higher-value deals in an undifferentiated, crowded market. In fact, 92% of B2B marketers have some kind of ABM strategy or program in place as companies dove into ABM tech and other platforms that promised a path to greater growth with more focus and partnership with sales leaders. However, ITSMA, Tech Target and others report that only 17% have a mature program and 69% of ABM programs underperform when it comes to revenue growth.GTM teams are building pipelines with ABM but….Accounts go dark after initial engagement – Teams are challenged with driving stage progressionSales cycle time with tier 1 enterprises are not accelerating - They're still way too longDeal sizes aren't increasing when it should be 2X-3X with ABM accountsToo many accounts are at-risk as ABM isn't being used to protect high-value accountsLimited impact on NRR as ABM is only being used for the pipelineIn this webinar, James Kessinger (CMO of Hushly) and Eric Gruber (CEO of Personal ABM) discuss:The current state of ABM in cybersecurity and how most are in the experimentation stage as they have not figured out how to orchestrate ABM across the organization to impact more than just the pipeline. They are doing ABM lite or targeted demand gen vs. what ABM is supposed to be which is about creating the right experiences and having the right interactions across the buyer's journey and customer lifecycle.  How teams are missing the mark with their ABM content and the experiences that are delivered to the buyers in the accounts teams want to win, protect and expand. What cybersecurity teams are doing right to build muscle memory and prove out the ABM model -- and where ABM is broken. Many cybersecurity GTM teams jumped into ABM before they built out the foundation. In ABM, you want to come to each interaction with a perspective about your prospect's business but this cannot happen because many cybersecurity firms and others do not have a POV about their business so GTM teams are pushing out the same content and messaging, just making it more targeted. Teams jumped into ABM  without looking across the buyer's journey and customer lifecycle to find the "red" in the business and see where ABM should be applied. It was automatically used to fix the pipeline when the pipeline is not the key issue for many cybersecurity firms. And, they didn't use any data to make ABM decisions including who they'd target.  Many ABM programs especially in cybersecurity are half-assed as there is no orchestration and they did not think about the complete digital, social, email and live experience. They are retrofitting ABM and doing marketing as usual vs. making the necessary changes that need to happen to drive desired outcomes from ABM. The challenges that GTM teams will face with ABM in 2023 as buyers are beoming more savvy where sales and marketing alignment is not enough. We need the teams to work in lockstep and to integrate to land and expand key strategic accounts., Marketing needs to shift from pre-sales support to helping teams to protect and expand accounts. 

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.

82% of B2B customers are indifferent, disengaged or are actively looking to replace a vendor. Yet companies are still focused on applying ABM to just source the funnel. For example,  Kristina Jaramillo (Host of the ABM Done Right Podcast and President of Personal ABM) was having conversations with a SaaS firm that recently got growth funding. They put a heavy focus on the pipeline and getting more opportunities. But...when looking at existing clients, there's a lot of red. There's a lot of account revenue at risk. And, there are very few opportunities to expand accounts. By failing to look at what's happening in the business and where misalignments are occurring, marketing is not able to change the motions of sales and customer success teams. They are putting long-term revenue growth at risk. They are buying churn.Here are Some of the Misalignment Issues Kristina Discusses in This Podcast That Are Limiting Longer-Term Growth.1.    There is no alignment around the supposedly unique value that sales and marketing is promising. For example, you will hear how a partner firm of ours created positioning and messaging for a joint venture between an accounting firm and an MSP. It was around aligning IT with the CEO, CFO and COOs growth ambitions. However, this positioning and messaging was not being carried beyond sales. The assessments that sales and marketing were pushing did not speak to the C-suite. It spoke to the IT managers and directors that did not have further purchasing power and it reported on where security risks may exist and what legacy systems should be replaced or removed. They did not go on-site and see where technology gaps existed and how it impacted operations, employees, finance and customers and how it would impact leadership's ability to achieve growth. Failing to align all communications and processes with the promised unique value leads to a breakdown in trust and the eventual loss of a customer2.       There is no alignment with the customer's KPI growth needs. Sales and marketing tend to react to the customer's predefined needs and predefined customer requirements that are communicated to them. Account management and customer success teams then create a solution based on the customer's checklist rather than all teams aligning on the customer's KPI growth objectives.3.       There is no alignment with the client's employees. Account management and customer success teams need to take a more personal account-based approach to drive adoption. If we want to prove to employees, managers and directors, their unseen gaps, impacts and how adopting the new technology or approach will benefit them personally, then we cannot rely on templates and campaigns. Failing to align with employees leads to little adoption, sticking with the status quo and non-renewal.  4.       There's little alignment, integration, and orchestration between sales marketing and customer success teams. Even though it's easier to sell and get a quicker sales cycle with existing customers, sales and marketing teams focus their time and resources on new logo acquisition. Because account management and customer success teams do not get the support they need, their conversations are often focused on activities completed and general benefits received. They are challenged to gain top-to-bottom engagement around gaps filled and the impacts at the company, division, rank, employee and customer levels. This is why vendors quickly become single-threaded with buyers after the deal is signed. This is why one of our clients, RGL Logistics, almost lost their P&G account to Ryder until we changed the team's interactions and the experiences they delivered to the P&G buying team. 

ABM Needs to Be Personal to Drive Enterprise Account-Based Growth – Not Just Personalized, When you have complex solutions, lengthy sales cycles, accounts going dark after sales engagement, high annual contract value and “at risk” enterprise accounts, you need a more personal account-based approach that focuses on the individual social, digital, email, and live interaction. You need less automation, more humanization, and more relevance across all levels to tackle the group of struggling moments that sit at the center of every enterprise deal (before, during and after the close.)Moments just waiting to be listened to, understood, catered to, solved and reframed. These are moments that most sales, marketing and customer success teams are ignoring as they focus on scaling vs. driving account-based revenue growth with the accounts that matter the most to the bottom line.On this podcast. Kristina Jaramillo (President at Personal ABM) shares:1. How in most cases, you have one chance to win, protect and expand accounts you want. One communication misfire and one wrong interaction will result in unresponsiveness and inaction. 2. How GTM teams engaging in account-based approaches often speak at accounts with the same messaging and do not consider that value is different for each account and each person within those accounts. 3. What personal  account-based sales and marketing looks like as most 1:1 programs are camouflaged 1: few and 1: many programs.  4. What GTM teams need to do to build a personal experience5. How to go from personalized experiences to more personal interactions

Declan Mulkeen (CMO at strategicabm and host of the Let's Talk ABM Podcast) recently posted on LinkedIn that his firm just won a new client - a billion dollar business. And, the source: his Let's talk ABM Podcast.At Personal ABM, we also recently won a new client, Uniphore, a conversational AI firm with a 2.5-billion-dollar valuation, and the source was our ABM Done Right Podcast. Vijai Shankar (VP of Global Marketing at Uniphore) was one of our podcast guest experts, and we talked about why product marketing should lead ABM. Listen to this podcast to see how and why a decision-maker podcast strategy should be part of your ABM program.

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 

In this ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) shares why you should not focus just on in-market accounts. This is something that the intent data platforms like 6sense, Bombora and others do not want me to talk about. In fact, in her book, “No Forms, No Spam, No Cold Calls – The Next Generation of Account-Based Sales and Marketing”, Latane Conant tells GTM teams to wait until there's intent. On page 14, she writes: “Target accounts are essentially living under a rock. They're not actively researching products and solutions and they're showing no signs of intent. How to connect with accounts in the target state: Don't. There's no reason to waste any resources that aren't even poking their heads out from under the rock.” On page 18, she writes how the target stage should get zero dollars or effort.Listen to the podcast  to see why Latane Conant and others that are just focusing on in-market accounts are wrong.

When you hit the core the right way, that's when win rates go up, stage progression accelerates, sales cycles go faster and deal sizes increase. When you build relationships and align with your core, you build retention, you drive customer lifetime value and expand with your core as you provide greater value to them. ABM is about building customer lifetime value with the 20% of accounts that can deliver 80% of your revenue growth. But GTM teams are challenged with defining their ICP. They are challenged with segmenting, selecting and prioritizing accounts to execute ABM on. And, as a result, they build a pipeline that goes nowhere. In the ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) discusses the challenges that teams have when selecting accounts and she shares recent research from Corporate Visions. 

Loyal listeners of the ABM Done Right Podcast know that Personal ABM believes that ABM and the Challenger Sale go hand-in-hand as ABM is not about sourcing the pipeline. It's about how are we going to win with those tier 1 accounts that do not respond to campaigns. It's about accelerating stuck accounts to revenue and how are we going to get a higher deal size and then expand accounts. This requires sales, marketing, and customer success teams to tailor for relevance,  teach for differentiation and come to each interaction with a point of view about our future and existing customers' businesses so we can reframe them. This is especially important in industries like cybersecurity, employee engagement, and others where enterprises already invested - and have used their platforms for 10+ years.  However, as we mentioned in previous podcasts, sales and marketing teams are unable to come to a POV about their prospects' businesses as they do not have a strong POV about their business.  How these teams are positioning themselves and differentiating themselves -- and the positions they take are off.  This is why Eric Gruber (Personal ABM) CEO and branding expert David Brier talks about the foundation that companies need to build before they can effectively execute ABM. Along with providing their insights, you'll hear how a cybersecurity firm recrafted their POV and story to challenge the status quo and to teach to differentiate against all of the other competitors in this crowded space. You'll see why the rebranding won -- and how the cybersecurity company is taking market share from competitors.   

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.  

Previously,  Kristina Jaramillo (President of Personal ABM and host of the ABM Done Right Podcast) shared the intent data challenges that GTM teams face including the fact that most intent data is siloed making it meaningless, most of the intent that is shown is not from decision makers and influencers, intent data is not predictive, teams usually lack an intent data strategy and GTM teams are not aligned on what intent data is and how to use it. So what should GTM teams do differently to overcome intent data challenges? Listen to the podcast below to find out.

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 recent LinkedIn post, Cassidy Shield (Chief Growth Officer for Refine Labs) recently talked about how high-quality sales feedback to marketing is lacking in most organizations and how most marketers are happy to rush off and execute on sales requests. Only to have sales come back a week later with a new set of requests. Prioritization is either by the seniority of the sales leader or who makes the most noise. Marketers lack real insights and are beholden to who yells the loudest on the sales team. Marketing is not talking to sales with a clear outcome and set of learnings. He mentioned that if you have no real dialogue with sales, the issue isn't a sales problem; it's a MARKETING problem.To us at Personal ABM, it's not a sales or marketing problem – it's a GTM problem as teams should be working together as 1 team to get tier 1 accounts to revenue faster at a higher deal size. In the podcast, Kristina Jaramillo (President of Personal ABM) shares how teams need to go beyond aligned and become integrated to GTM as one team. You'll also see that it's not a sales problem that accounts are going dark after sales engagement and it's not a sales or closing problem that sales cycles are too long. You'll see that it's not a customer success problem that 82% of accounts are indifferent, disengaged or actively looking for a new vendor. 

Doug Landis (Growth Partner at Emergence Capital and Advisor to companies like Sales Assembly) 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, and you will just be another item on their list of things to do eventually.You cannot come to every interaction with a point of view about your future customers' businesses if your team does not have a clear point of view about their business. Unfortunately, too many teams do not have a POV and even the experts are getting POVs wrong.  In the podcast below, Kristina Jaramillo (President of Personal ABM) shares:·         Why a VR tech firm targeting the Fortune 1000 with solutions to help with employee training and engagement are only getting interest from Directors and below and are not capturing attention from VPs and the C-suite. ·         Why a digital asset management tech firm was challenged to compete with Bynder that would win on price and with suites like Adobe and Sitecore.·         How top marketers like Sangram Vajre are getting POVs wrong and how its limiting the ability of GTM teams to create a category, drive demand with status quo accounts and teach for differentiation.  ·         How you need to build the foundation (including creating your POV) before you can effectively complete ABM where you can come to each interaction with a POV about your future clients' businesses. We need to build the foundation to change sales and marketing motions as it is our POV that you are just doing targeted demand gen if you are not changing sales and marketing motions, interactions, and experiences. This is why companies are challenged to go upmarket, why they have accounts go dark after sales engagement and why sales cycles are too long. 

In a LinkedIn post and video, Jon Russo from B2B Fusion mentioned that he listened to a best practice firm and an account-based platform vendor talk about how you need to burn down your lead infrastructure, start from scratch and rebuild your reporting as well as your ABM engine.  He thought that they have it wrong and that you can retrofit ABM just like homeowners have a choice to burn down a run-down house to the ground and start from scratch or to retrofit around the existing framework and structure, retrofitting their windows, doors, and siding. Like many others, he believes that you can retrofit your lead process, lead technology, and most importantly, your lead reporting in and around what already exists for your new ABM reporting and approach. He thinks you don't necessarily have to "burn things to the ground" to adopt an account-based marketing strategy. But as Kristina Jaramillo (President of Personal ABM) discusses in the podcast below, if you retrofit ABM then you're not changing sales, marketing, and customer success motions, interactions, and experiences. This means you're just marketing and selling to accounts. You're simply doing targeted demand gen, targeted lead gen and targeted advertising. She shares how many CMOs and many ABM firms (including B2B Fusion) are confusing ABM with targeted demand gen as the focus is on sourcing the pipeline vs. getting more tier 1 accounts to revenue faster, with greater deal sizes.

Kristina Jaramillo (President of Personal ABM and host of the ABM Done Right Podcast) cringes every time she hears people talk about scaling ABM as scaling for sales and marketing means reaching more potential buyers. It means that.... Sales and marketing teams are focused on the quantity of interactions vs. the quality of interactions. GTM  teams are treating ABM as something to do. ABM is simply becoming account-based advertising, account-based lead gen, and marketing as usual but more targeted using tech like Terminus, 6sense, and Demandbase. Our desire to scale is one of the biggest reasons why ITSMA reports that 2/3 of ABM programs do not drive significant business improvement and why Tech Target reports that 66% of ABM programs underperform. As Kristina talks about in her rant, we should first focus on using ABM to fix business challenges beyond the pipeline. We should use ABM to fix the interactions we're having with tier 1 target accounts and the experiences we're delivering them. Then take the ABM lessons and scale for tier 2 and 3 accounts.

In social, email, and live conversations with CMOs, VPs of Marketing, and other marketing leaders, Kristina Jaramillo (President of Personal ABM) is often asked what is the difference between an ABM motion and a targeted demand gen motion. Because of the confusion between ABM and competitive strategies, Kristina even wrote a POV article for the CMO Council blog on how CMOs are confusing ABM with targeted demand gen.  On this ABM Done Right Podcast, Kristina, Eric Gruber (CEO of Personal ABM), and Cristina Daroca (Senior Director, Global Demand and Americas Marketing at Riverbed Technology) discuss how Riverbed is trying to go beyond demand gen with ABM. When you listen to this podcast, you will learn:How sales and marketing were not aligned and integrated with sales to win and expand key, tier 1 accounts that are resistant to change as demand gen is campaigned-focus to build a category and drive awareness.  The differences between a demand gen motion and an ABM motions. Why you need to go beyond campaigns and take a more personal 1:1 approach -- and how and when 1:1 ABM should be executed. How ABM is not about just getting accounts into the pipeline and how ABM should be used to drive retention and expansion. You'll learn how Riverbed Technology is using ABM to continue to expand within top banks like Bank of America and to expand into the regional banks that are under the large brand's umbrella. 

Judd Borakove (Host of Peak Community and Sangram Vajre's partner at Red Monkey Consulting and GTM Partners) recently joined Eric Gruber (CEO of Personal ABM) on the ABM Done Right Podcast.  Judd has worked with some of the top executive leaders and venture capital firms to make GTM simple through growth plays that accelerate growth.During this episode, Eric and Judd discuss how:1. ABM is not about campaigns. If you talk about doing ABM campaigns then you're simply doing targeted demand gen, account-based advertising, or account-based gifting with platforms like Alyce, Sendoso, and ReachDesk. ABM should be an all-encompassing GTM function and lifecycle experience.2. ABM is not about the pipeline - All marketing can generate a pipeline even though some approaches better than others! But pipeline means nothing if it doesn't translate to revenue. ABM is about improving interactions and account experiences to accelerate high-value deals to revenue faster.  3.  The nomenclature breakdown and the alignment you need across leadership, sales, marketing, customer success, and product teams. 4. How ABM efforts quickly turn to standard sales and marketing motions because there's a hand-off vs. a hand-shake where marketing supports sales and customer success conversations.  5. How marketers can get buy-in from sales when most sales teams had bad experiences with pseudo-ABM programs and prove to sales how they can get larger deals faster. 6.   How sales and marketing teams are treating all accounts the same -- they're giving their champagne clients seltzer vs. differentiating the interactions and the account experience across the prospect and customer lifecycle. 

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.

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.

The focus of ABM should be on the 20% of accounts that would provide 80% of today's and tomorrow's revenue growth. Each of these enterprise accounts needs to be treated as a market of one. We need to design interactions and experiences that are specific and relevant to each individual account and to the human buyers within those accounts. However, most sales and marketing teams are unable to because they lack the right ABM insights.  In this podcast, Rick Catino (CEO of Pipeline IQ) and Eric Gruber (CEO of Personal ABM) talk about the need for account profiles and account planning for the 20% vs. the marketing to accounts approach that many teams take. Listen to learn:1. Why you should not be targeting an account just because they are in a certain industry, in a certain region with a certain revenue amount, and how you need to have a greater reason behind your interactions. 2. The account insights that should be part of your account profile and how the profiles should help you align your messaging with your future customers. 3.  The value of human-based research and human-based interactions and why you should not be looking to automation or AI for your account profiles and for outreach to your tier 1 ICP accounts that can deliver 80% of your revenue. 4. Why the industry and company relevance that most GTM teams stop at are not enough.5. How account profiles can eliminate most of your discovery time, enable sales to have higher-level conversations faster, and drive greater deal sizes by focusing on where accounts want to go vs. reacting to predefined needs. 6. How you should be continuing to optimize account profiles and account plans after the close as customer success/account management teams are having the wrong conversations and 80% of B2B companies are either indifferent, disengaged, or actively looking to replace a vendor.After you listen to this podcast interview:1. Listen to our podcast with Jess Larkin from Okta where she talks about the 6 elements that are missing from ABM programs. (Account profiles are one of the key elements!)2. Read our article on our personal account-based approach that is discussed in today's episode.3. Download our on-demand ABM webinar. If you are not doing account profiles, you'll also want to see what other ABM mistakes you are making.

On LinkedIn, Kristina Jaramillo (President of Personal ABM and today's host) asked: What is ABM to you and what is it not. Leigh Chesley (VP of Marketing at Longbow Advantage) is a business growth strategy and an organizational approach --- not a technology. In this podcast roundtable with Kristina, Leigh and Eric Gruber (CEO of Personal ABM), you will learn:Why you should not rush into investing in ABM tech like 6sense, Terminus, Demandbase, and others and how ABM should be an organizational decision and not a tech decision. How technology is only amplifying issues that are keeping accounts from getting to revenue. How a focus on technology and digital ads led to an under-performing ABM program  for a large enterprise competitor of JDA/BlueYonderHow Leigh would approach ABM differently at Longbow Advantage, how she'd build her ABM program and what the ABM strategy may look like. How sales and marketing at Longbow Advantage are working together to get accounts to revenue. Kristina also talks about ABM should not be synonymous with ABM tech in this podcast rant. As we discussed ABM strategy, you may want to read Kristina's article on the G2 blog:"Rethink your ABM strategy to drive revenue growth"You may also want to listen to our other ABM conversations, with leaders like:Mark Stouse (CEO of Proof Analytics)Nick Bennett (Director of Field Marketing and ABM at Alyce)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)

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.

With guests like Jeff Pedowitz (CEO of the Pedowitz Group), we've talked a lot about why 2/3 of ABM Programs fail. In this podcast, Kristina Jaramillo, Eric Gruber and their guest Jess Larkin (one of Okta's top strategic ABM marketers) will talk about the 6 key elements that are missing from most ABM programs:1. A clear understanding of what ABM is.2. An ABM strategy that is not just a list of tactical activities and cadences.3. The right ABM vendors (a partner like Personal ABM) 4.  A balanced approach as only 1/3 of ABM programs are executing 1:1, 1:few AND 1:many.5. An account plan for how sales and marketing teams will prospect, nurture and close tier 1 accounts. 6. Greater relevancy with the human buyers in the accounts that GTM teams want.Listen to this podcast to uncover:How and why  ABM is misunderstoodWhy you need to have an ABM strategy before investing in techWhat needs to be part of your ABM strategy How GTM teams are getting 1:1 ABM wrongHow your GTM teams need an account plan and how they should be aligning with the strategic priorities and business visions of target accounts. Here are the resources that were discussed in this podcast:1. G2 article on ABM strategy2. ABM strategy and account plan template 3. Podcast on why ABM should not be synonymous with ABM tech 4.  Podcast on how ABM should go beyond pipeline generation. 5. Article on how a more personal 1-to-1 ABM approach will help you win with status quo enterprises.  6. ABM Case Study: How an ITSM Used ABM to Drive Stage Progression and Buyer Journey Acceleration

Kristina Jaramillo, president of Personal ABM creates revenue engines for mid-market firms that want enterprize sized deals. Her team creates wins with accounts that were previously unresponsive to sales and marketing for the last five years. Reversing "no" to a yes, protecting at risk accounts, and driving expansion with others. Under Kristina's leadership, her team impacts stage progression, sales cycle, win rates with tier one accounts, deal sizes, ARR and customer lifetime value! These are all Kristina's favorite topics - so grab your earphones and prepare to dive into building the revenue engine partnership! Connect with Kristina https://www.linkedin.com/in/kristinajaramillo/ (https://www.linkedin.com/in/kristinajaramillo/ ) Connect with Jeff https://www.linkedin.com/in/jeffbethechange/ (https://www.linkedin.com/in/jeffbethechange/)

Cassidy Shield, VP of Marketing and Sales at Narrative Science, says that marketing sourced revenue is a weak metric that sounds trivial and runs hollow in most C-suite conversations. He also talks about how pipeline KPIs can be your north star but it becomes meaningless when your win rate is down, your deal size is down and your sales cycle time is up. Listen to this conversation with Cassidy and Eric Gruber (CEO of Personal ABM) to learn:1.  Why you do not want to be part of the  60% of marketers that primarily focus on measuring pipeline KPIs and marketing sourced revenue - and why these marketers do not get the respect they deserve from the C-Suite and the board. 2. How marketing is misaligned with the business.3. How marketing needs to hit re-set, build an operational foundation and earn a seat at the table where the focus is on EBITDA.4. The marketing KPIs that CMOs and Marketing VPs and Directors need to pay attention to if they want to go beyond awareness and leads and actually make an impact.5. How marketing can tie their programs to the fundamentals of revenue with a strong focus on how and where to move the needle?6. How marketing can have a greater impact on sales velocity,7.  The role that marketing can play in helping sales and customer success teams shape and reshape buying behavior so larger deals can be won, revenue can be protected and accounts can be penetrated?After you listen to this podcast, check out these additional resources that will help you rethink the marketing function:Quick 4 Minute Podcast - How ABM Should Impact More Than the PipelineVideo with Deanna Ransom: Making Marketing Accountable for RevenuePanel Discussion: Rebooting Marketing Planning and Measurement

In this episode, Dan Sanchez talks with Kristina Jaramillo who is the president of Personal ABM. Kristina shared her approach for how to get the attention of large accounts through a high customized and personal approach as well as some ideas for companies targeting small accounts.

In this episode, Joseph Monastiero from Revegy shares how most companies are just buying churn as sales, marketing, and customer success programs, communications and conversations are disjointed.Within this podcast, you'll see:How the Revegy team is using ABM to drive account acquisition, retention, and expansion.Why teams need to stop handing off the baton as we're in a relay race and how sales, marketing, and account management/customer success teams should be working as 1, especially when it comes to tier 1 accounts. The challenges GTM teams are having starting with account selection and planning  -- and why these challenges are occurring. How sales, marketing, account management and RevOps teams need to align cross-functionally to create a tailored CX that positively impacts revenue KPIs.How GTM teams should be working together to accelerate accounts to revenue. We'll discuss why accounts are getting stuck in their journey and what the teams can do together to ensure a win.How the race is not over once a deal is signed and how teams should be working together to retain and expand accounts. After you listen to this webinar, you'll want to check out these additional resources that will help you win, protect and expand key accounts using ABM:1. Rethinking Account-Based Sales Strategies Beyond Customer Acquisition - A Webinar with Personal ABM and Revegy2. Why 2/3 of ABM Programs Fail - A Webinar with Personal ABM and the Pedowitz Group3. How GTM Teams Are Winning and Expanding Key Tier 1 Accounts Using ABM - a Sales Hacker article.4. How ABM Should Impact More Than the Pipeline - A Quick 3-Minute Podcast with Kristina Jaramillo

Most sales and marketing teams are speaking at accounts and at buyers. That's why we added "Personal" to our company name - Personal ABM. It's about speaking to and with the buyers at accounts you want to win, protect and expand. Today we're going to discuss how you should reboot your social, email and live selling conversations so you are more authentic, you have more integrity, you add more substance and you make a stronger connection with buyers.  Listen to this conversation between Kristina Jaramillo and Larry Levine -  author of Selling from the Hear. You'll learn:1. What it means to be selling "to" and "from" the heart as both are needed to make a real connection with buyers.2.  How business is personal and the more personal you make it, the faster you will connect with buyers at the heart level and the faster you will win their hearts, minds, and wallets. 3.  The modern myths that many sales leaders believe which has them approaching and engaging buyers in ways that do not often lead to a closed deal.4. How  we need to be more intentional on platforms like LinkedIn and sell from and to the heart.5. How are sales teams missing the mark with social, email, and live conversations by just personalizing vs. getting personally relevant?6. How we should be adding value and substance with each social, email, and live interaction.Here Are Additional Resources to Help You Sell "to" and "From" the Heart:How to Make Every Sales and Marketing Interaction with Buyers ImpactfulEvolving Sales and Marketing Messaging, Content and ConversationsRehumanizing Sales and Marketing: A Conversation with Ethan BeuteSocial Prospecting Guide by Personal ABM and VanillaSoft

At the beginning of this year, ITSMA came out with their State of ABM report and it 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. After you listen to this podcast, check out these additional ABM resources:Webinar with Personal ABM & The Pedowitz Group: Why 2/3 of ABM Programs FailDemandGen Summit Video: How ABM Should Open, Engage and Close AccountsABM Article on Sales Hacker - Rethinking ABM Strategies for the Next Revenue OpportunityABM Examples - How 3 GTM Teams Are Driving More Tier 1 Wins with ABM

$1 trillion+ dollars was generated by clients of the Pedowitz Group through a customer-centric revenue marketing transformation. On this podcast episode, Kristina Jaramillo (President of Personal ABM) discusses with Jeff Pedowitz why 2/3 of organizations engaging in ABM are not seeing the results his clients experience. When you listen to this ABM podcast, you will learn:How you cannot just throw Terminus, Demandbase and other ABM tech at your ABM program and challenges -- and how the technology needs to fit your strategy and not the other way around.The change management and  "mindset" shifts that must take place if you want ABM success. How ABM should change the sales process and motionHow and why you should be taking a customer-portfolio management approach How ABM should be about building lifetime customer value vs. driving pipeline anjd how we should be using ABM to improve the customer onboarding experience, retain at-risk accounts, and to expand the accounts that can provide the greatest returns. After the podcast, check out these additional ABM interviews:How to use ABM to open, engage and close accounts - Kristina Jaramillo's DemandGen Summit presentationHow the right ABM approach can create greater wins - Kristina Jaramillo on the B2B Marketers on a Mission PodcastRebooting ABM for the next revenue opportunity - A Stop the Sales Drop panel with Eric Gruber, Roger Beharry Lall, Rob Leavitt and Arpine BabloyanAn ABM Conversation with Uniphore's VP of Product MarketingEpisode is LivePublished: May. 05, 2021 @10AM EditUnpublishAdd a TranscriptGet episode better indexed by search engines.Add Chapter MarkersListeners can tap through & see what's coming up.Create a Visual SoundbiteBest way to share to social media for engagement.Share Episode OnFacebookTwitterLinkedInMore OptionsEmail Link to Episode CopyDirect Link to MP3 Copy Download MP3Embed this ONE Episode

When marketing speaks to one-to-many, we're addressing industries. When we speak to one-to-few, we're addressing personas. But personal relevance in one-to-one messaging means that we speak to how unconsidered gaps will affect that individual specifically. In this episode, I interview Kristina Jaramillo, Founding Partner at Personal ABM, about the difference between personalized and personal ABM — and why the key is CX. Kristina talked with me about: - What putting the customer first really means - How you should be using LinkedIn - Personalized vs. personal ABM - Who to target and how to target them - The relationship between ABM and CX Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play, or Google Podcasts, and find more episodes on our blog. Listening on a desktop & can't see the links? Just search for The Customer Experience Podcast in your favorite podcast player.

When LinkedIn came out with its report in 2020 that showed that 44% of organizations are facing significant declines in responsiveness, we at Personal ABM mentioned that it was not pandemic related. COVID may have exacerbated the situation but it's because we need a new way to market and sell to prospects. Recent studies from Challenger, support the claims that Kristina Jaramillo and Eric Gruber made last year. Despite many companies rebounding in 2021 and despite sales and marketing teams increasing their prospecting by more than 5%, more than 50% of respondents mentioned that the biggest barrier to getting deals done is getting prospects to respond. On this podcast, Tom Pisello (Chief Evangelist at Mediafly) and host of the Sales Evolved Podcast and Eric Gruber (Personal ABM CEO) discuss:1) How we need to be much more relevant and important to a much fewer set of people than this mass industrial-scale attitude we have today where it's about as much outreach, activity, and opportunities as possible. 2)  How we need to improve messaging, develop new content to present it, and engage with a broader group of customer stakeholders to share it if we want to get greater market access. 3) How marketing can shift content and carry the internal conversation for sales. You must remember that only 5% of the decision-making journey takes place with the seller in the room – and in the room with the seller is a small subset of the buying committee. 4) How you need to build your storytelling and integrate it with your content and messaging to answer the questions "why change", "why now" and "why you."After you listen to this podcast with Tom Pisello, you'll want to check out these additional resources to help you with your ABM content and storytelling:Rebooting the Stories That Sales and Marketing Are Telling - A Podcast Conversation with Carrie KellyWhy Content Does Not Support ABM Nor Sales – Eric's article on Content Marketing WorldRehumanizing Sales and Marketing – a Conversation with BombBomb's Ethan BeauteRebooting Content to Support ABM, Sales and the Customer Journey – A Conversation with PathFactory's Cassandra JowettRebooting Content Performance Panel

Kristina Jaramillo is the founder of Personal ABM. Today we talk about how to win, protect and expand the EXACT accounts you want. We also dive into a larger sales problem: namely that sales is still stuck trying to push buyers through their sales process. Instead of sellers helping buyers create a buying vision so strong that buyers pull sales, marketing and account teams through the buying process. As Kristina shares, short sales-cycles, high margins, and high client retention rates are common rewards for sales people who allow their prospects to pull them into next steps. All very interesting. This and much much more. Learn more about your ad choices. Visit megaphone.fm/adchoices

It is well known that Account Based Marketing (ABM) can be leveraged for better outreach and generating closable opportunities, but less know how it can also be used to better get new accounts to revenue and existing accounts to renewal and expansion. In this interview we tap the expertise of Kristina Jaramillo, host of the Stop the Sales Drop podcast and founder of Personal ABM, to explore how an ABM approach, content and mindset can best be leveraged to drive performance. https://www.linkedin.com/in/kristinajaramillo/ #ABM #valuemarketing #valueselling #ChallengerSale #salesenablement

In a recent PMA article, Julien Sauvage (VP of Product Marketing at Gong)  mentioned that the top product marketers this year will create a strong connection with sales and measure their success in a tangible way. In many cases,  at Personal ABM, we find that marketing is focused on getting accounts into the pipeline. They aren't thinking about how they can influence each part of the buyer's journey and how they can support sales.  In this podcast, Julien talks to Personal ABM CEO Eric Gruber about the connection that's needed with sales and how everyone should win a complex sale. Listen to this episode to learn: 1. Why most content does not have an impact on revenue growth and why it doesn't make an emotional connection with prospects, customers, and partners. 2. How marketing should shift their content strategy and be provide content that supports sales and their selling conversations.3, How sales and marketing can work together to re-engage those ICP tier 1 accounts that disconnected and to move accounts that are stuck in their buying journey. 4.  How can marketing influence the conversations sales are having with buyers and how can we influence the conversations that sales are not invited to?5. How sales and marketing need to measure their joint success in a tangible way vs. the squishy metrics that marketing tends to focus on?If you like this podcast with Julien Sauvage, listen to our podcasts with these other Product Marketing VPs:Jarod Greene - VP of Product Marketing at HighspotVijai Shankar - VP of Product Marketing at UniphoreRoger Beharry Lall - VP of Product Marketing at Traction Guest

Too often, sales and marketing have dehumanized their processes and have dehumanized their social, email, and live conversations with human buyers. Ethan Beute (Chief Evangelist at BombBomb) and Eric Gruber (CEO of Personal ABM) discuss how it's time to be more intentional and conscious about how we are reaching out to partners, customers and prospects. You'll learn: How we have dehumanized sales and marketing by system or circumstance -- and how we are dehumanizing experiences with our prospects, customers, and partners. The most important part of the customer experience that sales, marketing, and customer success teams are forgetting and how we are missing emotional resonance by looking at CX from a mechanical perspective.How and why sales and marketing are failing to make a connection with the human buyers.How we should be focusing on better interactions vs. more interactions. How we should truly bespoke with our content and nurturing for tier 1 accounts that can provide the greatest revenue growth.If you like the podcast above, you should also listen to:Connecting with the Disconnected  - A Conversation with Highspot's VP of Product MarketingRebooting the Customer Experience with Vikas BhambriRebooting Sales Engagement and Outreach with Dustin Deno at ShowPadMaking ABM Personal - The Why and the Buy Podcast Featuring Kristina Jaramillo

On this podcast, Jarod Greene, Highspot's VP of Product Marketing shared with Eric Gruber (CEO of Personal ABM and host of the Stop the Sales Drop Podcast) the lessons he learned from being a math teacher on how to connect with the disconnected.  As a math teacher, he needed to re-engage with students that "checked out" and give students that did not "care" about math a reason to get excited. He needed to create an environment where the students will want to learn. It's about the experience and the interactions you have  - and that is what Jarod believes is what many sales and marketing teams are forgetting and they are thinking about scaling to reach more people. They also talk about:How sales and marketing need to elevate their conversations across all channels to make the connection with those that do not see themselves in the story that is already being told. How you will get more revenue growth with tailored content and messaging - and impact win rates, deal sizes, and sales cycle time vs. taking an approach for critical mass. Why there are too many "false positives" and "sand" in the pipelineWhere the disconnect is happening after the signed deal - and why account management and customer success teams are challenged to protect and expand key accounts. Why "ABM" being owned by the wrong "team" is leading to disconnects throughout the buyer's journey. See why demand gen teams should not own or drive ABM. They play an important role but demand gen should be one piece of the puzzle.How sales and marketing should be changing their positioning, messaging, stories and approaches with tier 1 ICP accounts that once showed intent but stopped engaging.Why accounts are lost - it's not because sales and marketing failed to show the right features and it's not because buyers disagreed with the value that can be delivered.How you can influence the "internal" conversations and facilitate discussions that connect the disconnected within key accounts so you can get a buying consensus.How you can meet your buyers where they are at right now and serve the right level of content and messaging that communicates the right differentiation beyond the product.If you liked this podcast, you'll want to check out our other podcasts including an "ABM Conversation with Uniphore's VP of Product Marketing." 

Vijai Shankar, VP of Product Marketing for Uniphore, says that the biggest mistake companies can make when it comes to ABM is to have demand gen and other "marketing areas" drive ABM programs. Account-based sales and marketing is a business strategy where leadership, sales, marketing and account management teams work together to get more accounts to revenue and existing accounts to greater revenue.  Product marketing is the connector between the teams and ABM should be part of their revenue engine. When you hand ABM to demand gen, ABM often turns into account-based lead gen, account-based advertising or account-based awareness programs that focus on the top of the funnel vs. the complete buyer's journey. Vijai,  Kristina Jaramillo (President of Personal ABM), Eric Gruber (CEO of PersonalABM) discuss this in greater detail, plus you'll see their thoughts on...Why ITSMA reports that less than 1/3 of companies see significant business improvement with ABM.How companies are starting ABM on the wrong foot and how you should be starting with ABMWhy you should focus ABM on the complete journey and how companies are leaving revenue opportunities on the table by not using ABM for existing accountsThe challenges that Vijai faced while implementing ABM programs for 2 other companies besides Uniphore and why the Uniphore program is workingAfter listening to this podcast with Vijai Shankar and Personal ABM, you may want to check out these additional ABM resources:How to use ABM to open, engage and close accounts - Kristina Jaramillo's DemandGen Summit presentationHow the right ABM approach can create greater wins - Kristina Jaramillo on the B2B Marketers on a Mission PodcastRebooting ABM for the next revenue opportunity - A Stop the Sales Drop panel with Eric Gruber, Roger Beharry Lall, Rob Leavitt and Arpine Babloyan

On this episode of the Winning the Challenger Sale podcast, hosts John Shea and Mike Randazzo discuss the importance of  showing up with credibility in your first interaction with a new client or prospect. Our first guest Jen Allen, Key Account Executive at Challenger, will share her experience with demonstrating credibility and making a strong first impression on the first sales interaction with a prospect, and the prep work you can do to make sure you're prepared.Our second guest, Kristina Jaramillo, Founder and President of Personal ABM will be talking all how you can build credibility with social selling techniques. 

On this episode of the Winning the Challenger Sale podcast, hosts John Shea and Mike Randazzo discuss the importance of  showing up with credibility in your first interaction with a new client or prospect. Our first guest Jen Allen, Key Account Executive at Challenger, will share her experience with demonstrating credibility and making a strong first impression on the first sales interaction with a prospect, and the prep work you can do to make sure you're prepared.Our second guest, Kristina Jaramillo, Founder and President of Personal ABM will be talking all how you can build credibility with social selling techniques. 

On this episode of the Winning the Challenger Sale podcast, hosts John Shea and Mike Randazzo discuss the importance of  showing up with credibility in your first interaction with a new client or prospect. Our first guest Jen Allen, Key Account Executive at Challenger, will share her experience with demonstrating credibility and making a strong first impression on the first sales interaction with a prospect, and the prep work you can do to make sure you're prepared.Our second guest, Kristina Jaramillo, Founder and President of Personal ABM will be talking all how you can build credibility with social selling techniques. 

According to a recent PwC study, 86% of B2B buyers would rather pay more for a better experience. Inside this recent webcast and podcast, Eric Gruber (CEO of Personal ABM) speaks with Joshua Fedie from Sales Outreach on how sales and marketing teams can increase the buyer experience especially the “in-between stages” and drive greater “digital” engagement with the human buyers:How to bring the human element into your digital-first sales and marketing strategy.How sales and marketing leaders are not making the “connection” with buyers on digital channels and why it’s leading to 44% of organizations experiencing a significant drop in responsiveness.How sales and marketing need to go beyond “personalization” and just infusing our personalities into videos and messaging. You’ll see the element that’s missing in most social, email, and live selling conversations.Where marketing messaging falls short – and how we’re missing stage-appropriate content that supports prospect and customer-facing teams after the qualifying stage. You’ll see how marketing needs to support the complete buyer’s journey.How sales and marketing can drive a memorable experience for the “internal” conversations that they are not part of – and how you can create a buying consensus when sales is not in the room with decision-makersHow sales and marketing’s focus on “scaling” is hurting the buyer experience.If you like this conversation with Joshua Fedie and Eric Gruber, then you will want to register for our Reboot Friday series. Our next panel will be on Rebooting the Revenue Growth Engine with leaders from RingLead and Lessonly.Click here to sign up for our Reboot Friday panel series.

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

Hashtags, merge tags, trending topics, pressure for daily content and replying to every comment. It can all get a little forced and stale. The same can be said in the real world of sales and marketing when people stick to their scripts. Many view account based marketing negatively because too much has become cookie-cutter and templated.  But Jeff and Christie's guest today, Kristina Jaramillo, President of Personal ABM and partner at Stop The Sales Drop, doesn't stand for it. She talks about the importance of creating genuine personal connections and speaking to business people as actual human beings with unique perspectives. She is passionate about creating content and messaging for specific sales conversations, focusing on marketing, brand and ultimately - revenue. Find out more about Kristina here WANT MORE WHY AND THE BUY? Join our new listener group for discussions about episodes and other helpful resources for your business! Get access to the greenroom. Go behind the scenes with past, present and future guests! Follow us on LinkedIn! Don't forget to subscribe, rate and review our podcast. It only takes a second and helps us make more podcasts for you. The Why and The Buy is a Pod About It Production.

Kristina Jaramillo, President of Personal ABM and Stop the Sales Drop, has a reputation for building strategic social programs that drive sales cycles and revenue. In fact, she's featured in LinkedIn's own “Sophisticated Marketer's Guide to LinkedIn” and her articles can be found in Forbes, MarketingProfs, Salesforce.com, Sales & Marketing Management magazine, CMO magazine, CMO Council, and many others. In addition, she's a key instructor for MarketingProfs ABM courses.  While her partner, Eric Gruber, is responsible for the firm's strategy and the team's content developers, Kristina manages the execution. Through her focus on building personal relationships with one-to-one communications that speak to specific decision-makers and influencers, her team builds top to bottom engagement, relationships, and trust with previously untouchable enterprises. It's through these personal communications that her team reversed “No” positions, saved accounts, and created wins with accounts that were unresponsive to sales and marketing messaging for more than five years. Learn more about your ad choices. Visit megaphone.fm/adchoices

Your clients are basically in 1 of 3 situations right now: devastated, paused, or thriving. Over half are paused… but they don't have to be. I had the opportunity to chat with Eric Gruber, CEO of Personal ABM and Stop the Sales Drop, about how to reach out to companies that are paused. What we talked about: -Account-based awareness isn't the same as account-based marketing -Tips for personalization that goes beyond the first 2 sentences -How to scale the personalized ABM approach For more engaging sales conversations, subscribe to The Sales Engagement Podcast on Apple Podcasts, on Spotify, or on our website.