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On this episode, Kristina Jaramillo and Eric Gruber talk ABM with Aura Lupascu - ABM leader at the supply chain tech company, Icron.

When you listen to this episode, you'll learn:

1. The collaboration with sales that is needed to drive revenue growth with ABM --- and how ABM cannot be done in pockets and reactive, like ABM was done at one of Aura's past companies.

2. How your ABM programs should have an impact beyond sourcing the pipeline.

3. The problem with 1:1 hyper-personalization with accounts that haven't proven they are worthy of the white-glove care and attention. You'll learn about an account-based GTM where there is a personalization journey.

4. The challenges the teams face with 6sense, including the fact that the platform only defines the total relevant market and not your ICP, and that intent data is speculative.

5. How Icron is lacking POV content and how it's limiting the success of Icron's program. You'll learn how many content marketers are great at creating account awareness, thought leadership content, but they lack the knowledge and know-how to create content that drives stage progression, enables buyers, and supports sales.

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David Anderson (Co-Founder and COO at SellingInnovations) joined Eric Gruber and Kristina Jaramillo to discuss how GTM teams can drive greater stage progression and avoid accounts going dark - an issue that many companies like Uniphore struggle with today.

Listen to this podcast to see how you can enable buyers to overcome their fear of risk, failure, disruption and spiraling costs. Learn how you can help buyers become uncomfortable in their current situation -- and comfortable with making change.

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On this ABM Done Right Podcast episode, Eric Gruber sits down with Jodie Lail (Revenue Marketing Leader at GE Healthcare) to discuss why teams need a revenue marketing organization if they are engaging in ABM.

Eric also digs into the GE Healthcare ABM program and discusses what's working for them - and where there are opportunities to have a stronger revenue impact.

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

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Marta George, Head of EMEA ABM at Ping Identity, joined Eric Gruber and Kristina Jaramillo on the ABM Done Right Podcast to discuss the change management that needed to happen for them to win with their big bets, what their 1:few and 1:1 ABM program look like for their big bets and how they select their big bets.

She also talked about the need to scale back to scale up the impact you have on revenue with your big bets.

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Megan Bowen (CEO of Refine Labs) mentioned on LinkedIn

"The most important discipline that mid-market and enterprise B2B SaaS companies need to be cultivating is...Change management This is especially true for successful companies that have been around for 1-2 decades, that have been able to more easily manage the recent turbulence in B2B SaaS over the last few years and are still executing an outdated GTM strategy

The relative success of companies at this stage is hiding GTM inefficiencies so many don’t even perceive it’s a problem. This is the biggest risk for these companies - they are not seeing and acknowledging this is a real threat to their long term survival. If companies don’t start to change now, their ability to grow sustainably will degrade with increasing speed"

At Personal ABM, we believe that change goes beyond evolving just the digital marketing strategies and it must include a mindset shift, a measurement shift and changes across the entire GTM strategy and execution. The issue we often see is that GTM teams retrofit ABM on top of existing sales/marketing processes, content, messaging and experiences. They make it about better targeting vs. changing the account experiences that are delivered. ABM should change...

• How you think about your business
• How you differentiate from competitors
• How you package your solutions
• How you communicate your value
• How you engage buyers across the organization across the buyiong journey and customer lifecycle
• How you structure your GTM teams
• How you win, protect and expand accounts as 1 team
• How you measure success.
• Plus much more...

During this episode, Kristina Jaramillo, Eric Gruber and Joel Harrison (Founder and Editor-at-Large at B2B Marketing) discuss the changes that ABM should bring.

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In this ABM Done Right Podcast episode, Peter Mollins (a 2X guest on the podcast and CMO of Nooks) joined Eric Gruber to discuss the "signals" that GTM teams should pay attention to that go beyond intent data.

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On LinkedIn, Kristina Jaramillo and Eric Gruber have been talking a lot about teams not being ABM-ready. They are simply retrofitting ABM on top of existing processes, content, messaging etc -- and they are not making the changes they need to land and expand high-value accounts. As a result, they struggle with accounts going dark. They struggle with accounts becoming stuck or disengaged,. They struggle with accounts churning.

Within this podcast, Mark Osborne and Eric Gruber talk about the GTM assessment that needs to be done before you even think about ABM,