In this episode of Real ABM our guest is Richa Pande, the Head of Global ABM Programs at HP. Richa covers the foundational aspects of success with ABM. One aspect of success is the functions of the marketing team: ensuring rich customer insight to enable you to identify and build your personas, as well as your customer journey. Richa also covers identifying accounts: the importance of planning rather than letting sales fend for themselves, outlining firmographics, cutting the account list to ensure maximum efficiency.

In this episode of Real ABM our guest is Brandon Redlinger, Senior Director of Product Marketing at ringDNA. Brandon covers the importance of starting out by focusing on alignment. Building around alignment means adopting the same metrics across the board, as well as compensation for success. In order for this to work, you have to have buy-in from the top down. Alignment also comes from marketing intentionally creating a client list that will ensure sales has the maximum opportunity to make clients happy.

In this episode of Real ABM our guest is the ABM Manager at Degreed, Amber Bogie. Amber started as a team of one, and has worked her way to grow her team and grow her influence. One of the most difficult stages of growing your team when starting from a team of one is sales enablement. When you get to a point where you can start to bring other people in, teaching them to fish is the key to success and scalability.

In this episode of Real ABM our guest is the author, speaker and current Head of Marketing at CRMNEXT, James Gilbert. James provides insight on redefining success in ABM. Delving beyond the standard ABM strategy, James takes time to analyze ways to improve and rethink ABM. What if ABM was seen through the lens of GTM? What would happen if a niche target audience was the goal rather than a broad target audience? James consistently challenges the standard and moves the needle forward through constant innovation. This episode talks about how to increase the velocity of the funnel, what does the intent cake do to influence your process and how to create out-of-the-box strategies that develop a cycle of ingenuity.

This week on Real ABM our guest is the Director of Growth at Metadata.io, Mark Huber. Mark flips the script when it comes to ABM and views ABM as a tool for the bigger picture of generating demand. Mark believes in the crawl, walk, run method, but creates custom tactics for a more personalized and premium feel. Mark believes the difference in his approach is to show the customer not just how they can be a client of Metadata, but how Metadata can actually help them.

In this episode of Real ABM our guest is Jen Leaver, the Senior Global ABM Director at Bazaarvoice. Jen talks through her journey of creating interest and influence for ABM at Bazaarvoice. Jen starts by talking through how ABM as a strategy is worth pursuing because of its effectiveness. Once the success was seen, Jen took time to reeducate teams through stage-based campaigns to help look at accounts through a different lens. Her next step was focusing on strategic, one to few and one to one campaigns to hone in on the real needs and wants of the clients.