ABM Event Recordings - PersonalABM

ABM Content to Revenue: How to Engage, Land and Expand Key Accounts with Your Content

Rob Young (CMO at LockThreat GRC) and Sloan Newman (North American ABM Leader at NTT Data) joined Eric Gruber to discuss the content that’s needed once accounts are in the pipeline and what’s needed after the sale.

You’ll learn:

1. How most mid-funnel and bottom-of-the-funnel content is really camouflaged top-of-the-funnel content as it does not shape or support selling, retention, expansion, or internal buying conversations.

2. How you need to be relevant at the industry, persona/individual buyer, account, buying group, situational and conversational levels.

3. Why your case studies, ROI calculators, analyst reports, and thought leadership content are not enough — and what content you need to effectively orchestrate decision-making.

4. The content that will support customer success conversations and help them reshape the customer relationship to increase profitability, retain key accounts and expand deals into new business units, markets, and regions.

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1:1 ABM Roundtable Discussion

Nancy Carlyle Harlan (former ABM leader at Uipath and current ABM consultant to companies like Databook) joined Kristina Jaramillo and Eric Gruber to discuss how teams can win with 1:1 ABM.

When you watch the on-demand video, you’ll learn:

1) How your perception on 1:1 ABM needs to change and why most companies’ 1:1 ABM programs do not deliver revenue results.

2) How tech firms are wrong when they say you can scale 1:1 and why you shouldn’t fall into the trap of doing a camouflaged 1: few and 1: many approach.

3) Why 1:1 ABM should be part of your program even though it’s not scalable — and how you should use it.

4) When you should use 1:1 ABM as many GTM teams are wasting time, resources and money on accounts that haven’t proven they are worthy of the white glove service.

5) How to build your 1:1 ABM program.

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Driving Account-Based Revenue Growth

Kristina Jaramillo and Eric Gruber (Personal ABM leadership) discussed:

1. How GTM teams are not aligned or integrated – and the impact the misalignment is having on the team’s ability to drive account-based revenue growth.

2. The role marketing should play in helping sales and CS teams go upmarket, drive stage progression and penetrate accounts to land and expand high-value enterprise accounts.

3. The enablement that sales and customer success teams want and need to deliver high-touch, personal 1:1 messages and content that shows how you are aligned with the prospects’ business visions, you understand their specific gaps and how it would impact the key decision-makers – as well as their department and the company as a whole.

You’ll learn from real examples of companies that are driving stage progression, increasing win rates by 200%, doubling their deal sizes and creating greater long-term revenue growth.

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How GTM Teams Can Tell a More Relevant, Valuable Story

Kristina Jaramillo and Eric Gruber (Personal ABM leadership) share how B2B sales, marketing and customer success teams can tell a more relevant and valuable story within their “Why Change”, “Why Now”, “Why You”, “Why Stay”, “Why Evolve” and “Why Expand” conversations.

When you watch the video to the left you’ll learn how:

How Uniphore went from accounts going dark to winning $500K deals with stuck accounts like Bank of America
How Apptricity Corporation created their largest wins ever
How Ascension Logistics created greater account expansion and margin growth with Sephora
How KeyShot Dock (formerly Digizuite) took market share away from competitors like Bynder, Sitecore and Adobe, increased enterprise win rates by 200% and doubled their deal sizes.

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ABM Answered – Video Interview

Sam Hall recently invited Kristina Jaramillo (Personal ABM President) onto his ABM Answered video series.

During this interview, Kristina provides her insights into:

When implementing an ABM program, what do the first steps look like? What goals are important to align on? And what’s a good timeline for a pilot?
How can GTM teams accelerate deal velocity and unblock those accounts stuck middle of the funnel (ie. after initial contact has already been made)?
How can GTM teams go upmarket and increase their deal size 2X to 3X?
How can we improve KPI effectiveness?

Click the image to the left to watch the video interview.

An Account-Based GTM –
Balancing 1:Many, 1:Few and 1:1

Eric Gruber (CEO of Personal ABM) joined Shaela Nelson (ABM leader at Motive) on her ABM Networking Monthly Meeting to discuss why most ABM programs seem like marketing as usual — just smarter and more targeted. He also shares how teams need to use 1: many, 1: few and 1:1 approaches to move accounts from contact to deal closure (a key challenge for most ABM programs according to recent CMO Council and Momentum ITSMA report.)

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Winning with 1:1 ABM

Personal ABM leadership (Kristina Jaramillo and Eric Gruber) share why starting with a 1:few and 1:many program is like playing with fire (although many ABM leaders say the direct opposite. They cover how teams doing 1: few and 1: many are simply doing targeted demand gen and why they are struggling to drive stage progression as reported by CMO Council and Momentum ITSMA.

By sharing real case studies, Kristina and Eric show the role that 1:1 ABM should play in an account-based GTM, the accounts that you should be doing 1:1 ABM with, and what is needed to deliver the right account experience with a 1:1 ABM program.

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ABM Tech Is Not Synonymous with ABM

In this presentation for the Martech Conference which was ranked 4.3 out of 5, Kristina Jaramillo shares why 69% of ABM programs underperform when it comes to driving account-based revenue growth. For example, you will see why a channel sales technology firm consistently lost high-value deals to legacy platforms like Salesforce, why a cybersecurity firm only engages low-value deals, why the pipeline for a fintech firm went nowhere, and why accounts like Bank of America went dark for a conversational AI firm.

You will learn what you have to think about before you focus on ABM platforms, why your ABM stack is not a fit for ABM’s true purpose, how you’re leaving buyers hanging half-way through their journey, and how companies like Digizuite impacted win rates, ACV and NRR.

Click the video to watch the presentation that received comments like: “This was so helpful! I plan to share this presentation with my complete team.”

Winning Deals with 1:1 ABM Engagement

Most ABM and demand gen teams focus on 1:Few or 1:Many approaches that offer greater personalization than broad “spray and pray” campaigns and greater scalability. But, they struggle to increase pipeline velocity, deal sizes, enterprise win rates and ARR, GRR and NRR growth as they are not taking a 1:1 ABM approach to improve account experiences that move accounts to revenue.

Within Lead 2 Pipeline’s Breaking the Funnel webinar series, Kristina Jaramillo shares what 1:1 ABM is, the role it should play in an account-based GTM and how it’s helping clients to improve its enterprise account acquisition, retention and expansion.

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ABM Case Study: How to Accelerate Key Accounts to Revenue with ABM

In this ChatFunnels Demand Gen Summit webinar, Kristina Jaramillo shared why teams are challenged with accounts getting stuck in the pipeline. You will see how ABM should be used to capture demand across the organization with accounts that show engagement with demand gen campaigns and the account-based enablement that teams need to move accounts forward. And you will learn from an actual client case study where Kristina shows how an ITSM client created, captured, and converted demand with status quo accounts and created the revenue growth they needed to become acquired by a larger, global ITSM organization.

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Webinar with Demandbase: The Stupid Things That 66% of GTM Teams Do That Lead to ABM Under-Performance

In this webinar, Eric Gruber, Kristina Jaramillo and Demandbase’s Former VP of ABX (Beki Scarbrough) share how GTM teams are ineffectively planning, executing, measuring and optimizing their ABM programs. You will see why teams are challenged to drive stage progression and win with higher-value accounts. You’ll learn how you can influence greater revenue growth and make a business impact with your ABM program vs. just driving pipeline growth.

Click the video to watch this on-demand webinar with Personal ABM and Demandbase.

How ABM and Demand Gen Should Work Together to Drive Account-Based Engagement

As we discussed in our articles on MarketingProfs, CMO Council and others, Personal ABM finds that most ABM programs are nothing more than targeted demand gen. In this ABE Summit presentation, Kristina Jaramillo discusses how and why ABM is being confused with demand gen and the impact it has on the business. You’ll learn from real stories based on the conversations that Kristina had with CEOs, CMOs and VPs. Then, you will see how the two functions can work together and support each other as demand gen should source the pipeline and ABM should accelerate accounts to revenue.

Click this video to watch the ABE and ABM presentation

How to GTM and Accelerate Accounts to Revenue with ABM

All of the presentations from this summit except Kristina Jaramillo’s and one other focused on using ABM to source the pipeline, even though ABM should be about driving revenue vs. pipelines. In this presentation, you’ll learn why accounts are going dark, why sales cycles are too long, and why there’s a huge discrepancy between pipeline numbers and actual revenue. Plus you’ll learn how an ITSM firm was able to penetrate status quo CIOs and business leaders in new markets and drive wins so the firm can create the revenue growth it needed to become acquired.