ABM isn’t a fancier way to run targeted demand gen. If you treat it that way, it fails.

In this episode, Kristina Jaramillo of Personal ABM breaks down what true one-to-one looks like, when you’re actually ready to go up-market, and why ABM should start with customers to drive expansion before net-new. 

We get into lagging “intent” signals, how to avoid tool-led strategy, what to measure, and the cross-functional rhythms Sales, Marketing, and CS need to progress deals and embed your solution across the account. 

If you’ve said “we’re doing ABM” but meant “we uploaded a list,” this one’s for you.

We discuss:

• 00:00 | Welcome + Meet Kristina: A passion for French culture
• 03:28 | ABM strategies: Is your “ABM” just targeted Demand Gen?
• 06:24 | The importance of one-to-one ABM and what’s required
• 11:01 | Start with customers & implementing ABM for expansion and retention
• 17:05 | ABM for new logos: strategies and considerations
• 18:46 | Becoming Embedded: Must-have strategies
• 19:26 | Long-term commitment to ABM
• 20:40 | Cross-functional alignment for success
• 21:13 | What to measure and the importance of NRR and GRR
• 23:01 | Ensuring a consistent customer experience
• 24:59 | How to facilitate effective team collaboration
• 26:53 | Benchmark metrics and internal change management
• 30:26 | Avoiding pitfalls in ABM implementation
• 33:30 | Final thoughts and recommendations

Connect with Kristina on LinkedIn: https://www.linkedin.com/in/kristinajaramillo/ or Personal ABM: https://www.personalabm.com/

If you enjoyed this episode, click subscribe below.