OnBase: Smashing Sales and Marketing Misalignments Ep. 534 | Evolution of ABM: From Traditional Targeting to AI-Driven Precision
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today’s fast-paced Martech landscape.
Key Takeaways
- ABM is Old School Personalization with a New Name: ABM is an extension of the enterprise sales motion that has existed for decades but now incorporates modern tools and strategies
- Alignment is Critical: Sales and marketing teams need to collaborate closely, with shared goals and metrics, to make account-based strategies successful.
- AI Supercharges Personalization: AI enables cost-effective hyper-personalization but also risks oversaturating the market. Companies need to find ways to stand out amidst increasing competition.
- Intent Data Isn’t a Silver Bullet: Many companies fall victim to “intent hangovers”—placing too much faith in intent platforms as a standalone solution without building strategy or alignment first.
- Tools Are Not the Starting Point: Businesses should focus on strategy and human connection before investing in costly tools they might not fully utilize.
Quotes
"The best marketers are sellers at heart, and the best sellers are masterful storytellers."
Best Moments
- (03:25) – Jacek’s Career Beginnings : Reflecting on how enterprise sales in the early 2000s laid the foundation for his passion for ABM.
- (09:00) – Enterprise Sales Meets AI : Jacek highlights moments when human storytelling intersected with cutting-edge digital tools.
- (15:45) – Tips for Aligning Sales and Marketing : Practical advice on simplifying strategies and focusing on shared metrics like pipeline and bookings to unite teams.
- (26:48) – The "Intent Hangover" Phenomenon: Jacek’s critical analysis of businesses that over-invest in intent data without a coherent strategy.
- (33:20) – What’s Next for AI in ABM? : A candid discussion about how AI will expand capabilities for teams while creating new challenges in a saturated market.
Tech Recommendations
Resource Recommendations
Books:
- The 22 Immutable Laws of Marketing by David Drummond
- Obviously Awesome by April Dunford: How to Nail Product Positioning so Customers Get It, Buy It, Love It
- Trump: The Art of the Deal by Donald J. Trump
Movie:
Podcasts:
About the Guest
Jacek Materna is a 3x founder and seasoned technology executive who specializes in scaling growth-stage companies. With a track record of successful exits and deep experience in B2B SaaS, security, fintech, and edtech, Jacek brings a practical, no-fluff perspective on what it takes to drive real business outcomes.
He’s led global teams, launched products that generate tens of millions in ARR, and helped companies—from first-time founder startups to PE-backed platforms—unlock margin expansion, go-to-market velocity, and lasting cultural alignment. His leadership experience spans roles as CEO, COO, and CTO, with responsibilities across product strategy, corporate development, P&L oversight, and M&A.
Jacek currently serves as CEO of Full Circle Insights and is passionate about helping organizations turn complexity into clarity. Whether he's advising boards, restructuring teams, or speaking on stage, his mission is always the same: drive value, move fast, and scale smart.
Website: https://www.fullcircleinsights.com/