Let’s talk ABM 82. ABM: An Account-based Mindset
Nov 6, 2025
Amanda Dyson, Vice President of Marketing at FourKites, shares her wealth of B2B software experience, focusing on account-based marketing (ABM). She discusses how to adopt an account-based mindset beyond traditional campaigns and strengthen sales and marketing alignment. Key strategies for identifying high-value accounts and measuring ABM success stand out, alongside the effective use of AI in marketing. Amanda emphasizes starting small to achieve quick wins, which can fuel further investment and growth.
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Account-Based Mindset Companywide
- Amanda stresses adopting an account-based mindset across the whole company, not just marketing.
- Treat ABM as a strategic lens that informs product, customer, and go-to-market decisions.
Make ABM A Revenue-Led Function
- Empower a revenue-marketing lead to run ABM because leaders can't micromanage every function.
- Align KPIs to pipeline and ARR so all teams focus on revenue impact.
Track ABM From Nomination To Win
- Track ABM from nomination to outcome by embedding requests in Salesforce and measuring account journeys.
- Use tools like HockeyStack to show attribution and win internal investment for ABM.