Let’s talk ABM 72. ABM Strategy: From Pilot to Scale
Jan 21, 2025
Fabiana Brunetti, Director of Global ABM Worldwide Strategies at Pure Storage, shares her wealth of experience in ABM and marketing. She discusses the smooth transition from field marketing to ABM, emphasizing data-driven account prioritization and the importance of collaboration with sales. Fabiana reveals how AI is revolutionizing personalization and introduces a scoring model for account selection. She also highlights the significance of measuring success beyond just pipeline metrics and offers insights into rebuilding effective ABM strategies.
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Field Marketing Shaped Her ABM Approach
- Fabiana explains field marketing taught her deep sales partnership, customer-first thinking, and cross-functional collaboration.
- She says those skills made field marketers natural ABM practitioners who already align with sales goals.
Start Small And Get Mentored
- Be bold: pilot a one-to or small cluster ABM program and get certified or find mentors to guide you.
- Partner with sales leadership early and consider agency support to demonstrate ABM value quickly.
Clear Role Definitions Improve Scale
- Pure distinguishes field marketing (regional goals) from ABM (account-specific goals) to clarify scope and outcomes.
- They share ABM assets and account intelligence with field teams via a ticket process to amplify impact.