Taking the Lead: A Deep Dive into Account-Based Marketing with Kristina Jaramillo

In this episode of Taking the Lead, host Christina Brady welcomes Kristina Jaramillo, President of Personal ABM. The conversation kicks off with a deep dive into Kristina's journey, revealing how she accidentally found her way into the marketing world and evolved into her current role. Next, Kristina shares her company's focus on the one-to-one portion of Account-Based Marketing (ABM), emphasizing the importance of interactions over scaling for securing higher-value deals.

The discussion then shifts to the tactical aspects of ABM. Kristina highlights the importance of tailoring for relevance and teaching away from the status quo. She underscores the need for a hyper-focused approach that differentiates from competitors and the status quo, ultimately convincing prospects that doing nothing is more costly than implementing a new tool.

The episode wraps up with a rapid reveal section, where Kristina shares her favorite board game, her irrational fear of sharks, and a piece of advice that everyone could benefit from: slowing down and being intentional. She encourages listeners to consider whether they are delivering the experience they want, both personally and professionally.