6 Critical Elements That Are Missing From 66% of ABM Programs - A Conversation with Jess Larkin

ABM Done Right - A Personal ABM Podcast

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With 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 ABM programs are executing 1:1, 1:few AND 1:many.
5. An account plan for how sales and marketing teams will prospect, nurture and close tier 1 accounts.
6. Greater relevancy with the human buyers in the accounts that GTM teams want.
Listen to this podcast to uncover:

• How and why ABM is misunderstood
• Why you need to have an ABM strategy before investing in tech
• What needs to be part of your ABM strategy
• How GTM teams are getting 1:1 ABM wrong
• How your GTM teams need an account plan and how they should be aligning with the strategic priorities and business visions of target accounts.

Here are the resources that were discussed in this podcast:
1. G2 article on ABM strategy
2. ABM strategy and account plan template
3. Podcast on why ABM should not be synonymous with ABM tech
4. Podcast on how ABM should go beyond pipeline generation.
5. Article on how a more personal 1-to-1 ABM approach will help you win with status quo enterprises.

6. ABM Case Study: How an ITSM Used ABM to Drive Stage Progression and Buyer Journey Acceleration