Full-Funnel B2B Marketing Show Episode 161: How to run a successful ABM program
Apr 28, 2025
Tomasz Brzonkawa, Brianna Minrique, Joseph Threlfall, and Amy Loesch share their expertise in running effective Account-Based Marketing (ABM) programs. They discuss how to gain buy-in from sales and leadership while setting up pilot ABM programs. The guests explore overcoming sales challenges and the need for collaboration between teams. Real-life examples demonstrate successful ABM strategies that drive pipeline and revenue, emphasizing the importance of customized content for target accounts.
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ABM Solves GTM Challenges
- Account-based marketing solves major go-to-market challenges by providing focus and strategic direction.
- It aligns sales effort on targeted accounts, defines true business value, and demonstrates marketing's revenue impact.
Handling Long Buying Cycles
- BenchPrep faced long buying cycles with multiple stakeholders delaying sales for 6 to 12 months or more.
- They used hyper-personalized content and relationship building via LinkedIn to stay relevant and top of mind.
Gain Buy-In with Pilots
- Use a small-scale pilot campaign to introduce ABM and build buy-in from leadership.
- Present a clear business case upfront, focusing on measurable improvements like pipeline forecasting and collaboration.