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Kristina Jaramillo And Eric Gruber

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ABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastDavid Anderson on Using ABM to Overcome Indecision & Win More Enterprises DealsSend us a textDavid Anderson (Co-Founder and COO at SellingInnovations) joined Eric Gruber and Kristina Jaramillo to discuss how GTM teams can drive greater stage progression and avoid accounts going dark - an issue that many companies like Uniphore struggle with today. Listen to this podcast to see how you can enable buyers to overcome their fear of risk, failure, disruption and spiraling costs. Learn how you can help buyers become uncomfortable in their current situation -- and comfortable with making change. 2025-05-2955 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy ABM Should Be Led by the Revenue Marketing Organization & How GE Healthcare Can See a Bigger Revenue Impact with ABMSend us a textOn 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. 2025-05-1553 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastAngie Assennato on Why ABM Programs Are Delivering Limited ReturnsSend us a textTwice in a row, Angie Assennato, Senior Director of Growth Marketing at Signifyd, came into a marketing team that was already doing ABM but was getting limited returns.  In this podcast, she discusses with Kristina Jaramillo and Eric Gruber the challenges they had, the reasons behind the failing programs and how intent data/ABM tech were not effectively being leveraged. As leadership at Signifyd also wants to go upmarket, we'll also discuss the changes that need to be made to engage and close higher-value deals. 2025-02-1151 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWinning with Your Big Bets with ABM - A Conversation with Marta GeorgeSend us a textMarta George, Head of EMEA ABM at Ping Identity, joined Eric Gruber and Kristina Jaramillo on the ABM Done Right Podcast to discuss the change management that needed to happen for them to win with their big bets, what their 1:few and 1:1 ABM program look like for their big bets and how they select their big bets. She also talked about the need to scale back to scale up the impact you have on revenue with your big bets.2025-01-2358 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow ABM Should Transform the Business and Your GTM - A Discussion with Joel HarrisonSend us a textMegan Bowen (CEO of Refine Labs) mentioned  on LinkedIn "The most important discipline that mid-market and enterprise B2B SaaS companies need to be cultivating is...Change management This is especially true for successful companies that have been around for 1-2 decades, that have been able to more easily manage the recent turbulence in B2B SaaS over the last few years and are still executing an outdated GTM strategyThe relative success of companies at this stage is hiding GTM inefficiencies so many don’t even perceive it’s a pr...2025-01-1655 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastGoing Beyond Intent Signals - A Discussion with Peter MollinsSend us a textIn 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. 2025-01-1630 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastAssessing Your GTM - A Conversation Between Mark Osborne and Eric GruberSend us a textOn LinkedIn, Kristina Jaramillo and Eric Gruber have been talking a lot about teams not being ABM-ready. They are simply retrofitting ABM on top of existing processes, content, messaging etc -- and they are not making the changes they need to land and expand high-value accounts.  As a result, they struggle with accounts going dark. They struggle with accounts becoming stuck or disengaged,. They struggle with accounts churning. Within this podcast, Mark Osborne and Eric Gruber talk about the GTM assessment that needs to be done before you even think about AB...2025-01-0648 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Sal Vilardo and Maverick Solutions Are Humanizing ABMSend us a textAt Personal ABM, we believe that ABM is not really about accounts. Everyone focuses on tiering, segmentation and prioritization of accounts but ABM is really about improving the interactions that teams have with the human buyers in the accounts we want to win, protect and expand. It's about improving the account experience for these human buyers. In this podcast, Sal Vilardo at Maverick Solutions talks with Personal ABM CEO (Eric Gruber) on how GTM teams can humanize ABM. You will learn:1. How ABM programs are going sideways...2024-12-1949 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastABM Hot Takes with David Keene - European CMO of WiproSend 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 A...2024-12-0848 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM Podcast1:1 ABM Conversation with Honni Marks at Red HatSend us a textHonni Marks (1:1 Strategic ABM Lead at Red Hat) joined Eric Gruber on the ABM Done Right Podcast to discuss:1. What it means to take a strategic 1:1 ABM approach.2. The role 1:1 ABM should play in an account-based GTM program and how it should be used to expand key accounts.3. The executive engagement that's needed for a 1:1 ABM program and how we should enable executive engagement teams.4. How to leverage data to tell the account story5. The 1:1 ABM content that's needed. 2024-11-1853 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy We Should Focus on ICP Opportunities vs. Intent LeadsSend us a textIntent should not be your biggest factor when it comes to account selection for ABM. In fact, intent-qualified leads tend to result in lower deal sizes as everyone is reacting to the same signals and predefined needs to the point that it becomes a cost-based decision for buyers. By focusing on the ICP, you can identify those accounts that are a best fit, match your business problem profile and are most likely ready for your solution even though they may not be showing intent. With these accounts, you can create the n...2024-11-0741 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastTyler Pleiss on How Movable Ink Is Moving Away From the ABM Pyramid and Toward an Account-Based GTMSend us a textLast time on the ABM Done Right Podcast, when he was at Clari, Tyler Pleiss shared why he was taking a 1:1 ABM approach to penetrate 3 markets that were years behind when it came to RevOps. Now, Tyler is at Movable Ink and is shifting the perspective on ABM and the triangle. Listen to the podcast to see how the ABM triangle is no longer relevant.  2024-10-3038 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastABM Hot Takes with Lindsay BaggettSend 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 d...2024-10-1758 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastJonathan Spier on Getting the Ideal Customer Profile (ICP) RightSend 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 w...2024-10-0753 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastFrom ABM to ABX: A Conversation with Briana Evans at MeltwaterSend 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 t...2024-09-2758 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastThe Role That AI and ABM Tech Should Play in ABMSend us a textWhile 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. 2024-08-2033 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow UiPath Takes a 1:1 ABM Approach to Drive Longer-Term Revenue GrowthSend us a textAt Personal ABM, we believe that while 1: many and 1: few are an important part of an account-based GTM  - it's not ABM. In this podcast, Kristina Jaramillo, Eric Gruber and Nancy Harlan (former ABM leader at UIPath) discuss what 1:1 ABM is and how it should be used for account expansion. Nancy also talks about customer-sponsored 1:1 ABM where you have a champion that will help make the big deal happen and make it as big as can be. 2024-08-0947 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastConversation with Edgar Baum on the Winnable, Addressable Market (WAM)Send us a textMany GTM teams focus on their TAM and ICP but not the winnable addressable market (WAM) that provides you with the greatest revenue growth. At Personal ABM, we believe that your winnable, addressable market is:1. The percentage of your ICP that matches a problem profile, they have a strategic priority in place and will provide you with the greatest long-term revenue growth.2. Your *best* customers -- and your next best customers that can provide greater revenue growth if they change how they work with you, use your solution and...2024-08-0552 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastAlex Pappas on Overhauling ABM for Riskalyze and VenafiSend us a textAs 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 st...2024-06-131h 10ABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastChris Rack on How Most Intent is Nothing More Than Intent to LearnSend us a textIn 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. 2024-03-2723 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastEric Dates on Why ABM Programs Fail & the ABM Readiness That Needs to Be CompletedSend us a textEric 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...2024-03-1555 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastScott Gillum on the Role of Challenger and Personality Based Marketing in ABMSend us a textWithin 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-hand2. 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...2024-03-0146 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Field Marketing is Leading ABM for DigiCert and How the Team is Taking a Crawl, Walk, Run Approach to Drive ABM SuccessSend us a textIn 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...2024-02-1251 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastABM Readiness: Eric Gruber and Tracy Wehringer Show How to Assess Your Content for ABMSend us a textMost 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 t...2023-12-1451 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastMatt Brown on How to Grow Your "Best" Customers with ABMSend us a textMatt 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 h...2023-12-1256 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastTurning Customer Success into a Credible Business Function with ABMSend us a textRecent 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...2023-11-3049 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow to Win More Account-Based Conversations That Win, Retain and Expand Key Accounts -- A Discussion with Doug Hutton at Corporate VisionsSend us a textAt 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...2023-11-0340 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastTop 25 Customer Success Strategist on How We Should Capture Customer Stories for ABMSend us a textDana 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 r...2023-11-0333 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy David Sakimoto at GitLab Pushes for ABM for Customer SuccessSend us a textDavid 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 hi...2023-10-0446 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastLiz Ronco From Madison Logic on Why GTM Teams Do Not See Maximum Returns From Their ABM Tech InvestmentSend us a textAs 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 p...2023-09-1543 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastBuilding a Demand Gen and ABM Powerhouse Featuring Deanna ShimotaSend us a textDespite marketers saying that spray and pray is dead, it is alive and kicking -- just in a different form as it's more targeted. Teams are still spraying messages and content out to their ICP hoping that it sticks instead of aligning with future and existing customers. There is no differentiation between a targeted demand gen motion and an ABM motion. Deanna Shimota joins Kristina Jaramillo and Eric Gruber on this ABM Done Right Podcast to discuss:The difference between ABM and demand genHow the two functions s...2023-09-1551 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastMandy Cole from Stage 2 Capital on How to Remove Sales Execution Risk to Win and Expand Tier 1 AccountsSend us a textIn 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 c...2023-09-1249 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastA Conversation with Matt Dixon - Author of the Challenger Sale, The Challenger Customer and The Jolt EffectSend us a textMatt 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.   2023-09-0749 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastIt's Not Just the Customer Success Team's Fault That Key Accounts Are ChurningSend us a textGallup 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. 2023-09-0345 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy GTM Teams Are Creating Disconnected Account Experiences -- And How to Improve the Buyer Experience.Send us a textMost 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...2023-07-221h 00ABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastPeter Mollins (CMO of Set Sail) Discusses the Role That RevOps Should Play in ABMSend us a textMost 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 a...2023-07-1142 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHumanizing LinkedIn Interactions with Target Buyers within Accounts You Want to Land and ExpandSend us a textKristina Jaramillo and Eric Gruber - (the hosts of the ABM Done Right Podcast) have mentioned many times that ABM is not really about accounts. It's about the human buyers in the accounts you want to win, protect and expand. This is why we need to stop thinking about campaigns and think about the moments we're creating along the buyer's journey and customer lifecycle. We have to think about the interactions we're having, including our social interactions. In this episode of the ABM Done Right Podcast, Kristina speaks to Justin Fordham...2023-06-1934 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastThe State of ABM in Cybersecurity and Other Undifferentiated IT MarketsSend us a textAccount-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...2023-06-0142 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastVladimir Blagojević From FullFunnel Reveals 17+ ABM Data Sources to LeverageSend us a textLong 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 Re...2023-05-1753 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastFull Funnel ABM on LinkedIn with Eric Gruber and Justin RoweSend us a textAs Kristina Jaramillo and Eric Gruber have mentioned many times on the ABM Done Right Podcast: ABM is about changing the interactions teams are having and the experiences they are delivering across all channels and across the buyer's journey and customer lifecycle. This includes each touchpoint and each interaction. In this ABM Done Right Podcast. Eric Gruber and Impactable's CEO and CMO will discuss full-funnel ABM using LinkedIn and how you can win, protect and expand accounts using social. Here's a Recap of the Learnings You Will Uncover:2023-04-2549 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy GTM Teams Are Not Aligning with Target Accounts and the Human BuyersSend us a textIn this quick, 9-minute podcast, Kristina Jaramillo shares why a call center conversational AI firm was challenged with accounts going dark. As you will hear, the content, messaging and outreach did not align with where target accounts were in their AI and digital transformation journey.  Our client wasn't aligning with the strategic priorities of the organization and showing target accounts their specific unconsidered gaps across the organization that would impact the achievement of the business vision. They weren't showing the impact their specific gaps would have on the different divisions, omnichannel operations, eCommerce, t...2022-12-0809 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Teams Are Failing to Take a Blue Ocean Approach When It Comes to ABMSend us a textIn Blue Ocean Strategy, INSEAD business professors W. Chan Kim and Renée Mauborgne argue that the solution to business growth and success is to operate in an uncontested market. They use the metaphor of a blue ocean to represent an uncontested market, and they contrast it with a red ocean, a marketplace where fierce competition has stained the water with the blood of the combatants. According to Kim and Mauborgne, crowded markets and red ocean strategies tend to produce minimal profit margins, while blue ocean strategies lead to more profitable gr...2022-12-0805 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Teams Are Failing to Get PersonalSend us a textABM 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 wa...2022-12-0808 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Teams Are Leaving Buyers Hanging Halfway Through Their JourneySend us a textDuring an ABM Done Right Podcast on Rebooting Content to Support ABM & Sales, Cassandra Jowett (PathFactory’s Senior Director of Marketing) mentioned that she likes to compare the buyer’s journey to the “floor is lava” game that kids play. This kids game also became a popular Netflix game show. Just like the game show you have all these jumping points to get buyers to the safe harbor and you want to make sure they don’t fall into the lava halfway through their journey. You want buyers to jump from one rock to...2022-12-0810 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Teams Are Failing to Protect and Expand Accounts with ABMSend us a text82% 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 ar...2022-12-0807 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow FIS Global Treats ABM as a PrivilegeSend us a textInitially, Kristina Jaramillo and Eric Gruber asked Christina Handy (VP of Account-Based Marketing) at FIS to be a guest on the podcast to talk about the enablement that’s needed to ensure stage progression and wins with target accounts as Christina was responsible for deal support in past roles. But then we found out in pre-podcast conversations that ABM is treated as a privilege at FIS, which is very rare. Listen to this podcast with Christina Handy to see how sales and marketing teams at FIS are working together because ABM...2022-11-1450 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy Davis Potter and Scale.AI Are Taking a 1:1 ABM Approach FirstSend us a textDavis Potter managed ABM programs for Google, Pegasystems and is now managing Scale.AI's ABM program. The program at Scale is very new (almost 4 months in from the start) and he's focusing first on the 1:1 with the company's most strategic accounts before going for scale. As many teams first focus on 1:few and 1: many BEFORE implementing 1:1, listen to this podcast with Davis, Kristina Jaramillo, and Eric Gruber to see why taking a counter-inutitive personal approach first will deliver stronger revenue results. 2022-09-1949 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastIvanti's Leslie Cocco Alore Shares the Do's and Don't of ABMSend us a textLeslie 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/web...2022-09-191h 03ABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Product Marketing is Driving ABM at GainsightSend us a textKristina Jaramillo recently asked on LinkedIn - what role aligns the closest to ABM: demand generation, field marketing or product marketing. She asked this question because Nick Bennett at Alyce mentioned that field marketing should be focused on the middle and bottom of the funnel.  They capture the demand that the demand generation team created. As ABM should be about accelerating higher-value deals to revenue -- and not sourcing the pipeline, he feels that ABM and field marketing are similar in many ways. At Personal ABM we agree that ABM aligns mo...2022-09-1440 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy You Shouldn't Just Focus on Accounts Showing IntentSend us a textIn 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...2022-08-1604 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Most Content Does Not Support ABM or SalesSend us a textStudies from eMarketer show that only 17% of B2B marketers worldwide say their ABM program was mature and driving strategic growth. The other 83% mentioned that their biggest challenge is ensuring you have the right content for an ABM approach. In a recent article, Dan Rosenberg at Octane11 mentioned that he’s surprised that “ensuring you have the right content for an account-based approach” is at the top of the list of challenges for us Marketing Professionals implementing ABM. He says, “you already have plenty of content for an ABM approach - in your s...2022-08-1224 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastNew Research From Corporate Decisions Shows That Companies Are Ineffectively Selecting, Segmenting and Prioritizing ABM Accounts.Send us a textWhen 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 AB...2022-08-1109 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow a Cybersecurity Firm Crafted Their POV and Story to Challenge the Status Quo and Teach for DifferentiationSend us a textLoyal 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 v...2022-08-0439 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastBeing Part of Your ICP and Showing Intent Is Not EnoughSend us a textMany of the GTM teams we talk to are already using ABM platforms like Demandbase and Terminus, predictive analytics platforms like 6sense and intent data tech like Bombora. They are driving the top-of-the-funnel and increasing pipeline KPIs. But, the common thread we're seeing across the different companies in different industries is that they are challenged to drive stage progression even though the accounts they are now targeting are in-market and are in their ICP. There is a huge discrepancy between the pipeline revenue and actual revenue. In many cases, when deals a...2022-08-0410 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Reachdesk is Winning with ABM and Demand GenSend us a textDeclan 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...2022-07-2737 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow to Get Greater Returns From Your Investment in Bombora and Other Intent Data PlatformsSend us a textPreviously,  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...2022-07-2612 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastKristina Jaramillo Shares Why a DemandScience Study Shows That 45% of Organizations Are Challenged to Convert Intent Leads to RevenueSend us a textAround 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 o...2022-07-2609 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow GTM Teams Are Irrelevant on LinkedInSend us a textRicha 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...2022-07-2111 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow You Have a GTM Problem & Not a Marketing, Sales or Customer Success Problem!Send us a textIn 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...2022-07-2006 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Nexthink is Taking an Account-Based Everything Approach to Create Custom Account-Based ExperiencesSend us a textRecently, a President/CMO of a sales and marketing tech AI firm that focuses on market research, messaging, and positioning wanted to learn more about ABM but he said let's take sales out of the equation as they are already doing account-based emailing and let's not speak to social as they were already doing LinkedIn ads. What this President/CMO failed to realize is that they're doing ABM in pockets and ABM  is about layering social, email, digital and live interactions in a way that creates the right experiences to move accounts forward.  It...2022-07-1545 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastKristina Jaramillo Shares How ABM is Misunderstood by CEOs, CMOs, CROs and GTM TeamsSend us a textIn a previous ABM Done Right Podcast, Mark Stouse (CEO of Proof Analytics) mentioned that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. Kristina and Mark discussed how ABM has wrongly become synonymous with ABM tech, how ABM using 3rd party data is only DM on steroids, how ABM measurement is off target, and how most ABM programs are creating headwinds for sales, slowing deal times and lowering deal sizes.   In this podcast, Kristina Jaramillo shares:1. How a sales and marketing AI firm that f...2022-07-1508 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy Most GTM Teams Cannot Follow Doug Landis's Advice & Come to Every Interaction with a Point of ViewSend us a textDoug 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 anot...2022-07-1406 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Teams Are Confusing ABM with Targeted Demand GenSend us a text Through conversations with sales, marketing and leadership teams, we find that most programs are just a more targeted “demand gen” and “digital advertising” function with technologies that can be found in the Forrester New Wave for ABM Platforms. Corrina Owens (Senior ABM Manager for Gong) mentioned on one of our podcasts that these ABM platforms have diluted the market on what ABM is about. Their big selling point is the targeted advertising approach -- and it has become the norm, where many have forgotten the principles of ABM. She says that we need to take a...2022-07-0509 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow B2B Fusion's Jon Russo Is Wrong About Retrofitting ABMSend us a textIn 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 w...2022-07-0111 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy Your Focus Shouldn’t Be on Scaling ABMSend us a textKristina 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 o...2022-06-2214 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM Podcast6sense, Demandbase, Terminus and Other ABM Tech Should Not Be Synonymous with ABMSend us a textITSMA's State of ABM report showed that only 1/3 of ABM organizations are seeing significant business improvement. Yet previous research shows – and intuitively we all agree – that ABM works.So where is the breakdown occurring? At Personal ABM, we believe that ABM’s definition and direction have gotten diluted. ABM has always been about focusing on the accounts that can provide maximum lifetime value – getting new key accounts to revenue and existing accounts to greater revenue. But the term “ABM” has become synonymous with the technology that enables it (6Sense, D...2022-06-2012 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Riverbed Technology is Going Beyond Demand Gen with ABMSend us a textIn 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 T...2022-06-1350 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Conduent and Thomson Reuters Matured Their ABM EffortsSend us a textJillian Gartner (Head of Digital Marketing and Demand Gen) recently joined Kristina Jaramillo on the ABM Done Right Podcast to discuss the ABM challenges that Thomson Reuters and Conduent faced and how she had to revamp the programs. Some of these challenges included:1. The definition and direction of ABM have become diluted. For example, before Jillian joined Thomson Reuters, the company had an opportunity to expand ABM in terms of the number of accounts and tactics leveraged in the program. ABM is not a tactic. It's not a thing...2022-05-2337 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Teams Need to Change Their ABM Program & How They GTM to Reach The Next Growth PhaseSend us a textJudd 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 a...2022-05-1746 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Go-to-Market Teams Need to Go on the Offensive with ABM - A Quick 5 Minute Rant with Kristina JaramilloSend us a textKristina 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 i...2022-01-1105 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow to Win with Status Quo Accounts Using Challenger and ABMSend us a text78% 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...2021-12-0350 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastUsing ABM Insights to Win with the 20% of Accounts That Can Deliver 80% of Your Revenue GrowthSend us a textThe 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 t...2021-11-0446 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy Longbow Advantage's CMO is Not Investing in Terminus and Other ABM Tech Yet - A Conversation with Leigh ChesleySend us a textOn 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) said it 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...2021-11-0238 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow ABM is MisunderstoodSend us a textIn a recent LinkedIn discussion, Mark Stouse (CEO of Proof Analytics) mentioned  that there is a near-total misunderstanding about the purpose and focus of a great ABM effort. In this podcast, Kristina Jaramillo and Mark discuss:1. How ABM is not synonymous with ABM tech like 6sense, Demandbase, and Terminus. You'll see that Mark describes ABM as an approach to reaching out to specific stakeholders within very specific, identified accounts and helping them understand their needs and the needs of their team.2. How ABM using 3rd party d...2021-10-2549 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Alyce is Using ABM to Improve Interactions with Tier 1 AccountsSend us a textAdam Goyette, VP of Marketing at Helpscout, once mentioned: There seems to be this thought that ABM is a silver bullet. Run some display ads, send some direct mail and do some targeted gifting,  But these are just tactics. It’s not what ABM should be about.  Peter Zawistowicz, Director of Growth Marketing at Gremlin, once stated that  ABM became the flag under which we deploy flashy, expensive, and often ineffective tactics, all in the name of driving up engagement. As the technology evolved, we believe that ABM’s...2021-10-1144 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM Podcast6 Critical Elements That Are Missing From 66% of ABM Programs - A Conversation with Jess LarkinSend us a textWith 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 A...2021-10-0441 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastGoing Beyond Pipeline KPIs and Marketing Sourced Revenue - How Marketing Can Increase Their Influence Over RevenueSend us a textCassidy 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 t...2021-08-2543 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Revegy Wins and Expands Accounts as One TeamSend us a textIn 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 wit...2021-08-0957 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Your ABM Strategies Should Impact More Than the PipelineSend us a textCassidy Shield, SVP of Marketing and Sales at Narrative Science (who will be on our podcast soon) mentioned that we need to focus our energy on sales velocity and its components including  # of opps, average deal size, win rate, and sales cycle time. We need to be talking about how to drive the fundamentals of revenue. When marketers start talking about these elements, where/how to move the needle, and the result on revenue - you will get the attention of leadership and boards.But we can't be talking about where a...2021-07-2103 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastABM Strategies That Led to a Collective $1 Trillion+ in Realized Revenue for ClientsSend us a text$1 trillion+ dollars was generated by clients of the Pedowitz Group through a customer-centric revenue marketing transformation. In 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...2021-06-2135 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow to Make Every Sales and Marketing Interaction with Buyers ImpactfulSend us a textBecause B2B buyers only spend 17% of their time with buyers when they are considering a purchase, every interaction must be impactful. Andy Paul, Host of RingDNA's Sales Enablement Podcast (930+ episodes) joined Eric Gruber on the Stop the Sales Drop Podcast to discuss how sales and marketing teams are limiting revenue growth with their volume plays.  How sales and marketing teams are disproportionately investing their time, energy, and resources at the top, middle, and bottom of the funnel and how we need more time on the interactions we're having once w...2021-06-2134 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Critical Start Rebooted the Stories That Sales and Marketing TellSend us a textCarrie Kelly (CMO)  led marketing programs at some insanely innovative places. Cisco, Ericsson, Nortel, CA Technologies, and now CriticalStart, a high-growth, Cybersecurity company that challenges the status quo across the managed detection and response market. Throughout her career, Carrie built global marketing campaigns and demand generation programs that have yielded millions in revenue. She kept customer acquisition costs low and steady, and growth objectives high. And yet, despite constantly being surrounded by technology, Carrie never forgot that we’re all just people trying to connect with other people. And the best way to do...2021-06-0645 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastEvolving Sales and Marketing Messaging, Content and Conversations for Greater Market AccessSend us a textWhen 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...2021-06-0654 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Product Marketers Can Create Stronger Connections with SalesSend us a textIn 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...2021-06-0142 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow to Use Challenger to Sell and Market Your Way to a Revenue ReboundSend us a textAt its core, Challenger is not about what you sell and market - it's about how you sell and market and the buying experience that you deliver to key accounts.  It's about leading with relevant insights and leading to your solution vs. the other way around which is often the default approach that sales and marketing takes.  On this podcast, Michael Randazzo, the host of "Winning the Challenger Way" joins Personal ABM President Kristina Jaramillo on the podcast to discuss:How we need to complete 3-3-3 research and go beyond industry an...2021-05-2428 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow BombBomb Rehumanizes Sales and Marketing with Videos and ABMSend us a textToo 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 ex...2021-05-2446 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Highspot Connects with the Disconnected Using ABMSend us a textOn 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  - an...2021-05-1759 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastWhy Product Marketing Drives ABM at UniphoreSend us a textVijai 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 a...2021-05-0545 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastRebooting the Complete Buying Experience – A Conversation with Joshua Fedie and Eric GruberSend us a textAccording 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 4...2021-04-2049 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastRebooting B2B Content and Storytelling to Drive DemandSend us a textJeff Sirkin (Sirkin Research) and Eric Gruber (Personal ABM) came together for this Stop the Sales Drop Podcast to show go-to-market teams why they are unable to drive demand and responsiveness with status quo accounts and those stuck in their buying journey. They start off the conversation talking about where content gaps exist and how most content does not support ABM, demand gen,  the buyer's journey and buyer enablement. You'll learn why your prospects and customers do not see themselves inside the stories that are being told - and how we can improve o...2021-04-1134 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastActivating Intent Data: Solving the #1 Challenge Sales and Marketing Teams Have with Intent DataSend us a textInside this Stop the Sales Drop Podcast episode, Eric Gruber (CEO of Personal ABM), David Crane (VP of Marketing at Intentsify), and Eric Belcher (Head of Sales at Intentsify) discuss the biggest challenge that 2/3 of organizations have after investing in Bombora, 6Sense, and other intent data platforms.   This challenge is...  how we can activate and leverage the data to connect with tier 1, in-market accounts -- and close them.The conversation starts off with the data that you should be paying attention to. For example, the Intentsify platform gets 50+ billion intent signals pe...2021-03-0742 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastRebooting Go-to-Market Planning and Execution with Mark StouseSend us a textMark Stouse (technology CMO turned software CEO of Proof Analytics) recently joined Eric Gruber (CEO of Personal ABM) to discuss how sales, marketing, and account management teams need to reboot their go-to-market (GTM) programs, including who owns it.Listen to this podcast to learn:1. Who needs to show up in the "battle" for revenue growth and how we need a one-team culture with the CEO at the helm. See how you need top-to-bottom and left-to-right alignment to achieve GTM goals faster.2. The role Mark Stouse plays in...2021-02-2859 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastRebooting Sales Engagement & OutreachSend us a textDustin Deno recently joined Kristina Jaramillo and Eric Gruber on the Stop the Sales Drop Podcast to discuss the shifts his team made in sales outreach and sales engagement last year due to C-19. In addition to finding out what worked, what didn't work and where the team remains challenged, you will also learn:The critical strategies that ShowPad is using to make every sales experience matter?How can we drive greater engagement with each social, email, and live interaction and create a better prospect experience?How marketing at ShowPad help to...2021-02-0825 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastRebooting the Customer Experience with Vikas Bhambri (SVP of Sales and CX at Kustomer)Send us a textVikas Bhambri (SVP of Sales and CX at Kustomer, which is being acquired by Facebook) recently joined Kristina Jaramillo to discuss how to reboot the customer experience. When you listen to this interview, you will learn why Vikas invested heavily in sales enablement as Kustomer expanded and the role it played when it came to improving the prospect and customer experience. You will also learn:* The sales process shifts that helped his sales team align with target accounts so prospects get the experience they desire. * The account ma...2021-02-0733 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow PathFactory Changed Content to Support ABM, the Buyer Journey & SalesSend us a textDuring this podcast, Cassandra Jowett (Senior Director, Marketing at Path Factory), discussed with Eric Gruber (CEO of Personal ABM and Stop the Sales Drop):1. How content consumption changed in 20202. Where friction in the buying journey exists - and the content shifts we need to make3. How does content need to evolve to support ABM, sales, and the complete buying journey2020-12-1640 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastRebooting the Pipeline with Matt HeinzSend us a textWithin this recent LinkedIn Live video interview, Matt Heinz spoke with Kristina Jaramillo from Stop the Sales Drop and Personal ABM. Matt provided a sneak preview into the information he’ll be sharing during our Rebooting the Pipeline panel that will also include Scott Vaughan from Integrate and Lisa Shepherd from Mezzanine Growth.Watch this interview to learn:1. Why many B2B firms were slow to recover from the sales drop that was created by C-19 and what changes can be made to minimize future pipeline disru[tions....2020-11-0916 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastMaking Marketing Accountable for RevenueSend us a textWithin this podcast episode, Kristina Jaramillo and Eric Gruber have a conversation with Deanna Ransom (Global Head of Marketing & Marketing Services for Televerde) on how marketing organizations need to be held accountable for driving revenue and business objectives. You will learn:1.  The internal "business" conversations and the reframes on how marketing should impact EBITDA that need to happen for marketing to earn its position at the table.2. How marketing should not be supporting sales and instead partnering with sales and customer success teams to drive customer acquisition, re...2020-10-2136 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastHow Most Sales & Marketing Teams Are Not Effectively Using ABM - Interview with James GilbertSend us a textDuring this Stop the Sales Drop episode, James Gilbert (CMO at CRMNext) calls out how even the big players are not effectively using ABM as they are not using it as a complementary strategy. In fact, he thinks that true ABM shouldn't even be called ABM and that it should be a "company strategy" as ABM means that marketing owns most of the lift. This is why it becomes very tactical and channel-focused which only leads to account-based awareness vs. account revenue growth.Listen to this podcast to see how CloudCherry...2020-08-0443 minABM Done Right - A Personal ABM PodcastABM Done Right - A Personal ABM PodcastAn ABM Fireside Chat With DemandbaseSend us a textDuring this Stop the Sales Drop podcast episode, Brandon Redlinger from Demandbase and Personal ABM CEO, Eric Gruber discuss:Why ABM programs are simply driving account-based awareness and are having little impact on pipeline performance with those that are stuck in status quo.The content that is needed to support sales in an account-based program.Personal account-based approaches that will help you deliver the relevant value that the C-suite wants.How ABM should be applied to social as most people think that they are doing ABM by going to sales navigator, identifying...2020-07-2643 minTAG! Sales & Marketing PodcastTAG! Sales & Marketing PodcastHow to Win, Protect and Expand Client Accounts Using Personalized Account Based Marketing with Kristina Jaramillo and Eric GruberWant to know how to use personalized account-based marketing (ABM) to win new clients as well as protect and expand existing accounts? On this podcast, we interviewed Kristina Jaramillo and Eric Gruber of Personal ABM. 

They share their story of how they shifted away from a content management agency into an AMB agency by creating their company ‘Personal ABM’. They share how they moved from “One-To-Many” marketing to a much more personalized form of marketing because while One-To-Many might drive awareness, it’s too impersonal to move hearts and minds.Kristina and Eric both work with supp...2019-10-0942 min