What is Unbundled ABM and why you should care?

Why do so many healthcare technology marketers want to do ABM but can't get started?

A. The technology investment can be very expensive

B. The technology is complicated and a bit overwhelming

C. Other reasons

This episode focuses on a possible solution to A and B. It's called Unbundled ABM.

It's a concept that can lower the barrier to entry to starting with ABM, but proceed with caution.

It's not all sunshine and lollipops.

In this episode, we explain unbundled ABM and its pros and cons. We start by unbundling the mother of all ABM systems, Demandbase, into its core functions. This will help you figure out what lego blocks you need to get to reconstitute a system that emulates what enterprise-grade ABM applications deliver.

For this episode of The HealthTech Marketing Show, I am joined by Mark Erwich, Chief Strategy Officer, and Paul Vandre, Account Director and Digital Lead, to discuss "Unbundled Account-Based Marketing”.

Mark is a veteran ABM practitioner and he provides a comprehensive breakdown of the nine components that make up a complete ABM platform, explaining the functions and benefits of each. 

Paul then discusses the unbundled approach, selecting individual tools to handle specific ABM functions, which gives firms more flexibility and potentially cost savings in scaling ABM.

Key Topics Covered:

• "(00:00) Intro"
• "(03:34) Definition of unbundled ABM and how it differs from enterprise platforms"
• "(04:32) The ABM journey from demand gen to targeted account marketing"
• "(07:05) Definition of a true ABM platform as specialized software for account-based strategies"
• "(08:21) Overview of ABM platform functions including account selection and intent data"
• "(09:51) The nine components of an ideal ABM platform"
• "(16:46) Resources required to run ABM at scale"
• "(18:36) Paul's explanation of Health Launchpad's approach to unbundled ABM"

• "(24:16) Comparison to "cutting the cable" - potential advantages and drawbacks"
• "(26:47) ABM maturity model and implementation considerations"
• "(29:32) Demandbase CEO's perspective on different ABM approaches"

• "(31:24) ABM as change management focused on pipeline growth, not just MQLs"

Resources:

These posts were mentioned in the epsiode

• Demandbase CEO’s thoughts on Unbundled ABM
• I’m pro ABM, but skeptical of “ABM Platforms”
• Unbundled ABM | B2B Marketing

Interested in exploring whether unbundled ABM might be right for your organization? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your ABM questions and challenges.

Learn more about Unbundled ABM in our detailed blog post.

Connect with me: https://www.linkedin.com/in/adamturinas/

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