Let’s talk ABM 84. ABM: The Language of Relationships
Nov 14, 2025
Marta George, Head of EMEA ABM programs at Ping Identity, shares her journey in ABM strategy post-merger. She reveals how scaling down target accounts led to deeper engagement and better results. Marta emphasizes that ABM is about building long-term relationships, not quick wins. With insights on choosing fewer accounts, co-creating value with partners, and using AI to enhance personalization, she illustrates the importance of collaboration with sales and the need for leadership buy-in to measure success beyond metrics.
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Scaling Down To Scale Up
- Marta started ABM at Ping by targeting 87 accounts as a solo lead and found she was very busy but ineffective.
- She then scaled down to fewer accounts with a team and achieved deeper impact.
Position ABM As A Long-Term Investment
- Do not treat ABM as a quick-win tactic; it requires company-wide buy-in and time to deliver value.
- Explain to leadership that ABM is a long-term investment, not an instant revenue driver.
Build Multi-Year Programs For Must-Win Accounts
- Choose strategic 'must win' and 'must keep' accounts and design multi-year programs for them.
- Involve sales, CS and product to co-create value and move relationships from transactional to strategic.