Full-Funnel B2B Marketing Show Episode 168: Audit ABM with Andrei & Vladimir
Nov 10, 2025
Vlad and Andrei dive into the world of auditing account-based marketing (ABM) programs. They discuss the gap between perceived ABM activities and actual results, highlighting common pitfalls like poor account selection. Dynamic prioritization of target accounts based on awareness and intent is emphasized, along with the importance of robust account research. The duo outlines metrics that reveal ABM health and calls out the limitations of static playbooks while advocating for adaptable strategies. It's a practical guide to enhancing ABM effectiveness!
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ABM Is Commonly Misunderstood
- Many organizations call what they do ABM but lack formal education and consistent practices.
- This widespread confusion explains why many ABM programs exist but underperform.
Build Qualification From Real Deals
- Define account qualification and disqualification criteria from real deal analysis and lost deals.
- Extract buying committees and repeatable patterns to create usable qualification rules.
Personalization Can Be Misleading
- Personalization tools (e.g., Clay) are powerful but often misapplied to create "uniquely irrelevant" outreach.
- Personalization must connect research to a tailored value proposition, not a generic pitch.