ABM Done Right - A Personal ABM Podcast

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

Eric Dates (Head of Marketing for V Comply) recently joined Kristina Jaramillo and Eric Gruber on the ABM Done Right Podcast. They discussed: 1. Why previous ABM programs failed for Eric Dates -- and what he did differently with his most successful ABM programs. 2. The questions we should be asking internally before we even focus on building an demand gen strategy and an ABM strategy, 3. How GTM teams need to change their “mentalities”, “processes”, “interactions” and experiences so they can be more impactful. 4. How tech should support the ABM strategy vs. drive the ABM strategy. 5. The ABM program that Eric Dates is envisioning for V Comply.

Within this podcast, Scott Gillum from Carbon Design joins Eric Gruber (Personal ABM CEO) to discuss: 1. Why Challenger sales and marketing and ABM goes hand-in-hand 2. How GTM teams can deliver messaging that resonates - This includes how we should create our POV so we can come to each interaction with a POV about the customer's business, how we should create our account-based value proposition, and how to differentiate value from competitors. 3. How to connect with the human buyers in accounts we want to win, protect and expand. You'll learn how to shift the status quo prospects' thoughts in a way that leads them back to our solution. 4. Personality-Based Marketing and the role in ABM. You will learn about the 4 different personalities, how 1 personality is most likely to start the process, another one is most likely to advance it, and another one is likely to stop the deal in its tracks. You'll hear how personality drives behavior, how the different personalities interact, and how teams should navigate deals based on the personalities that make up the buying team.

In other ABM Done Right Podcasts, including the one with the CMO of Hushly, we talked about the state of ABM in cybersecurity and other industries that are in a crowded, undifferentiated space where transactional sales are prevalent. In this podcast with Michelle Radlowski (Senior Director, AMS & EMEA Regional Marketing and ABM at DigiCert), we explore: 1. Why most ABM programs in cybersecurity are not leading to higher deals and greater ARR, GRR and NRR growth. There are 4 main reasons! 2. Why many cybersecurity firms report 10% YoY drops in enterprise deals closed. 3. The role field marketing is playing in ABM, especially if you want to move accounts to revenue. 4. How teams should be integrating and taking an account-based GTM approach. 5. How DigiCert is taking a crawl, walk, run approach -- and the testing that the team completed before moving forward with ABM. 6. The account-based enablement that's needed across the board for marketing, sales, field marketing and customer success teams.

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

Matt Brown (CEO of CustomerOS) recently joined Eric Gruber (Personal ABM CEO) on the ABM Done Right Podcast to discuss how to grow your best customers and drive profitability with your next best customers to create a compounding customer growth engine. They discuss how customer success teams are still reactionary and playing defense and forgetting the ABM fundamentals that that helped companies drive revenue growth in the first place as there are no processes, frameworks and data visibility to distinguish between a high fit and low fit customer. You will learn how to leverage the right data and ABM to reduce customer retention costs (a KPI that most teams do not track) and increase GRR and NRR growth.

Recent ABM Done Right Podcasts have focused on using ABM to protect and expand key accounts as sales teams are struggling to bring in new business. Companies like Commvault report 8-10% drops in enterprise deals as budgets are limited or frozen. To sustain growth, companies need to protect and expand the existing revenue they do have. But because customers are not getting the experience they want with their vendors after the deal is closed, many companies are seeing churn and lost revenue – while not generating enough new revenue to replace it. We've had guests like Kristi Faltorusso at Client Success and David Sakamoto (VP of Customer Success at Gitlab). In the podcast below with Peter Armaly (VP of Customer Success at ESG – Customer Success as a Service), we continue the ABM and customer success conversations we've been having. You'll see how customer success teams need to evolve and grow up from a customer support function to a business relationship management function that drives retention and expansion revenue growth.

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.

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.

David Sakimoto (VP of Customer Success at Gitlab) joined the ABM Done Right Podcast to discuss: 1. The state of customer success in most organizations -- what are they doing right, where are they getting it wrong, and where do challenges exist. 2. Why many customer success teams struggle to keep VP and C-suite engagement after the deal is closed and where the process, conversation, and experience gaps lie that are keeping teams from retaining and expanding key accounts. 3. Why he's pushing for ABM for customer success and what his vision is on how it would help his team retain and expand key accounts. 4. The account-based enablement that would help his teams improve the experiences they deliver to the human buyers in the accounts they want to protect and expand?

As ABM has become synonymous with ABM tech, many GTM teams are not seeing maximum returns from their ABM tech investment as they continue to struggle to move high-value accounts to revenue. Many GTM teams are seeing accounts go dark and we've been seeing reports of 10%+ drops in enterprise deals (the ones that ABM should be focused on!) In this podcast, Liz Ronco from Madison Logic joins Personal ABM CEO (Eric Gruber)( to discuss why ABM tech clients are failing to get the greatest returns from their ABM tech investments as pipeline accounts go dark. They cover:

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

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

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

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

As many teams struggle with driving stage progression (accounts going dark), increasing win rates and ACV (many companies are reporting 10% drops in enterprise deals), protecting and expanding key accounts (82% of b2b buyers are indifferent, disengaged or actively looking to replace a vendor), we asked Steve Richard (SVP of Revenue Enablement at MediaFly) to join us on the ABM Done Right Podcast to discuss: Know your number and what it takes to get there. In many cases, ABM is being implemented without the teams taking a good look at the business -- and seeing where there are gaps and where do we need to change interactions/experiences/motions so we can get to the number that leadership wants. You'll learn what teams need to look for to see what we need to fix and prepare sellers for. Why sales enablement is not enough. You'll see the gaps in most sales enablement programs, how revenue enablement differs from sales enablement and how we need revenue enablement and account-based enablement to drive ARR, GRR, and NRR. We also talk about what revenue enablement and what account-based enablement should look like. The key areas where sellers need help. We discuss key challenges that sellers and customer success teams have with multithreading, influencing internal conversations, driving stage progression, and getting larger ACV. You'll see how you can enable teams to accelerate high-value tier 1 accounts to revenue at a higher deal size. Driving GRR and NRR We discuss how most customer success teams are managing accounts vs. being in protection/expansion selling conversations. We talk about the challenges that customer success teams have -- and where the gaps lie in their conversations/interactions that have them losing the interest of the C-suite and VPs after the close. We also discuss ABM for customer marketing and how teams go onto customer calls thinking they'll be able to upsell/cross-sell, and the conversation quickly turns to saving the account for renewal and why this is happening.

As GTM teams are building pipelines with ABM but are struggling with accounts going dark (especially after sales engagement), Spencer Wixom (former SVP of Sales and Marketing and Chief Customer Officer at Challenger and current CEO at The Brooks Group) joined us on the ABM Done Right Podcast to discuss: 1. The fundamentals that's needed for account-based selling that most organizations (both traditional and SaaS firms) are missing. 2. What is absent in most sales teams' communications and in their behavioral profile that is limiting success in account-based selling with tier 1 enterprises that are stuck in status quo. 3. How most sales enablement does not support sales teams and account-based selling -- and the account-based enablement that's needed to win the selling conversation and the internal buyer conversations that GTM teams are not part of. 4. Why buyer groups disappear -- and do not move forward in their buying journey 5. How leadership, sales, marketing and customer success teams can drive greater alignment with key future and existing strategic customer accounts.

There is confusion in the market on what intent data is -- and it's purpose. In this podcast discussion with John Steiner (CMO at Tech Target) and Bill Henry (SVP of Field Sales at Tech Target), you will learn: 1, Where the confusion lies and why it's happening. 2. What teams need to think about before they invest in an intent data platform - failure to do this will minimize the returns you get from intent data and ABM. 3. How GTM teams are not putting the right processes in place to prioritize, segment accounts -- and how they lack the processes to leverage intent in a way that allows sales and marketing teams to deliver more relevant buyer experiences. 4. How GTM teams are not using intent data to create new greenfield opportunities that are not yet showing intent, to prioritize where opportunities exist within specific parts of your portfolio, to prioritize accounts within an ABM list and to protect and expand key accounts. You'll see how marketing does not have precise enough intent data to enable sales to have the right interactions for each bucket. 5. Why teams need more than account-based intent and why the intent data they are using in isolation is meaningless. 6. How we should be using intent data as a springboard vs. something to react to and how GTM teams can increase their industry, company, persona, personal and customer relevance. 7. How you need to keep sales requirements in mind when looking into intent data platforms and in building out your intent data strategy -- and how you should enable sales to leverage intent data to capture more revenue.

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.