Gone are the days when marketers relied on broad, generic campaigns in hopes of catching a few leads. There’s a better way: focusing on the right accounts with a more targeted and strategic approach.

In this replay episode, Casey Carey, CMO at TCP Software, discusses the process of shifting from traditional lead-based sales to Account-Based Marketing (ABM). Casey shares how to tackle common challenges like gaining sales alignment and crafting a strong Ideal Customer Profile (ICP). He also highlights why the biggest barrier to ABM success isn’t technology—it’s change management.

In this episode, you’ll learn:

How to align cross-functional teams around a unified ICP

Why ongoing iteration and adaptation are critical for ABM success

How to measure engagement beyond traditional lead metrics

Jump into the conversation:

(00:00) Introducing Casey Carey

(02:23) What is an Account-Based Strategy?

(05:02) Marketing and sales alignment

(08:49) Identifying your ICP

(13:22) Getting stakeholders on board for ABM

(19:29) The overlap between MQL, ABM, and PLG

(23:38) Casey’s successful ABM campaign

(30:17) Using tech to connect the dots

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