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The guest on this ABM Done Right Podcast mentioned on LinkedIn recently that in many cases ABM = Almost But Meh. 𝐆𝐨𝐢𝐧𝐠 ‘𝐚𝐥𝐥 𝐢𝐧’ 𝐨𝐧 𝐀𝐁𝐌 𝐢𝐬𝐧’𝐭 𝐫𝐢𝐬𝐤𝐲. 𝐆𝐨𝐢𝐧𝐠 𝐡𝐚𝐥𝐟𝐰𝐚𝐲 𝐢𝐬.

He also said that - Most teams say they “do ABM.” What they really mean is they run a few ads to a named account list, and call it strategy. That’s not Account-Based Marketing. It's “Almost But Meh.”

ABM only works if you’re all in and deeply focused. The end state is that each account becomes effectively a market of one.

- Sales and marketing are aligned on the same few accounts
- Content is built for specific buying committees, not just personas in theory
- Every touchpoint is orchestrated

Brad Fehler, Head of Growth Marketing for Prolific joined Kristina Jaramillo and Eric Gruber to discuss:

1. How and why most ABM programs are almost, but meh.

2: How most teams are not ABM-ready before they launch.

3 How teams are using legacy frameworks and approaches that were created 22 years ago.

4: How teams are trying to scale ABM (even 1:1 ABM) and failing -- and how ABM cannot be automated even though platforms like Mutiny and Tofu are talking about scaling 1:1.

5. How we need to think about content when doing ABM

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Brandon Redlinger posted on LinkedIn that marketing doesn’t deserve a seat at the table by default. Marketing doesn’t have the respect of the CRO by default. Marketing should have a seat at the table and earn the respect of the CRO and sales, but other members of the C-suite lose confidence in Marketing’s ability to contribute more broadly than just branding and campaigns. They need to see that:

• You develop strategies that directly align with the company’s financial objectives.
• You collaborate more effectively with sales, customer success, product, and finance.
• You drive measurable impact on business, revenue, and margin growth – and not just pipeline.

In this podcast episode, Jayashree Rajan (CMO of Nexla) joined Eric Gruber (CEO of Personal ABM to discuss:

1. How CMOs need to rethink what ABM is --- and their approach? You'll see how most CMOs and their teams are only doing list-based marketing or account-based demand gen vs. changing the interactions that all teams have and the account experiences that are delivered across the buying journey and customer lifecycle.

2. How CMOs need to approach ABM readiness and execution.

3. How we should take a data-driven evaluation approach for actual impact

4. How CMOs need to change their thoughts on scaling and AI when it comes to ABM -- and how we should focus on scaling for impact vs. just scaling activities.

5. How to align your CEO, CRO, CFO, and CCO with marketing when it comes to ABM or a strategic account program.

After listening to this episode, you may want to check out the supporting article below:

https://www.personalabm.com/how-cmos-need-to-change-their-thinking-of-what-abm-is/

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In this episode of the ABM Done Right Podcast, Eric Gruber (CEO of Personal ABM) talks to Rachel Donner at Snyk about their ABM programs in relation to their customer success programs.

You will hear:

1. How true ABM belongs closer to sales and CS than marketing, and why the CRO and CCO should own it.

2. What true 1:1 ABM is - and how Snyk is using it to drive adoption, retention, and account expansion.

4. The 1:1 ABM content that is needed to protect and expand accounts.