ABM Done Right - A Personal ABM Podcast
by Kristina Jaramillo and Eric Gruber
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- Per-Episode Audience
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5,001 - 25,000 - Active Followers
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5,001 - 15,000
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On the show
From 1 epsHost
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Recent episodes
How to Apoproach ABM When You're in IT Services or an Integrator
Apr 1, 2026
1h 19m 35s
How Spreedly Is Changing Their GTM to Engage, Land and Expand Enterprise Accounts
Mar 24, 2026
44m 26s
How Marketing Was a Tax at Skillsoft - and the Changes The Organization is Making to Drive Enterprise Growth
Mar 19, 2026
38m 49s
How GTM Teams Lack Strategic Clarity, Customer Understanding and Human Interpretation That's Needed for ABM
Feb 2, 2026
1h 04m 59s
Why Carlos Araujo Says Swapcard Is NOT Doing ABM
Jan 27, 2026
50m 13s
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| Date | Episode | Topics | Guests | Brands | Places | Keywords | Sponsor | Length | |
|---|---|---|---|---|---|---|---|---|---|
| 4/1/26 | How to Apoproach ABM When You're in IT Services or an Integratorβ¨ | ABMIT services+3 | David Myer | Personal ABMClarify | β | ABMIT services+3 | β | 1h 19m 35s | |
| 3/24/26 | How Spreedly Is Changing Their GTM to Engage, Land and Expand Enterprise Accounts | Send us Fan Mail In this podcast episode. Eric Gruber (CEO of Personal ABM) and Pamela Velentzas (VP of Marketing at Spreedly) discuss: 1. Why does a strategic account-based enterprise sales and marketing approach require a completely different GTM than the GTM for SMB? 2. The sales/marketing foundation that needs to be built from a brand, demand, land, and expand perspective before you can effectively do ABM for the enterprise. 3. How you need to go beyond account-level intent... | 44m 26s | ||||||
| 3/19/26 | How Marketing Was a Tax at Skillsoft - and the Changes The Organization is Making to Drive Enterprise Growth | Send us Fan Mail In this podcast episode, Mike Randall (Head of Enterprise Marketing at Skillsoft and former demand gen leader at JLL and Red Hat) mentioned that leadership, sales, and other parts of the organization thought that they were being taxed by marketing. The budget was being taken by marketing programs that would only drive account awareness and build a pipeline that, in most cases, went nowhere. Revenue was stuck in the pipeline due to acquisition waste, leakage and sales cycle de... | 38m 49s | ||||||
| 2/2/26 | How GTM Teams Lack Strategic Clarity, Customer Understanding and Human Interpretation That's Needed for ABM | Send us Fan Mail Eve Chen, CEO of Growth Engine and Fractional CMO for Tech Companies, joined Eric Gruber on the ABM Done Right Podcast to discuss: 1. How GTM teams and organizations lack the strategic clarity that's needed for ABM. 2. How most GTM teams do not understand their customers enough - even the ones that think they nailed their ICP. You'll learn about the 5 levels of customer maturity knowledge. 3. The interpretation gap that can be found in AI and all ABM platforms.&... | 1h 04m 59s | ||||||
| 1/27/26 | Why Carlos Araujo Says Swapcard Is NOT Doing ABM | Send us Fan Mail In this episode of the ABM Done Right Podcast, Eric Gruber (CEO of Personal ABM) and Carlos Araujo (VP of Marketing at Swapcard) discuss the difference between what ABM should be -- and what's being done today by most companies. Now Carlos built and executed ABM programs at his previous companies. You'll hear what he's doing today at Swapcard and why he says Swapcard is not doing ABM, even though it sounds like a lot of what most ABMers are doing today. | 50m 13s | ||||||
| 1/13/26 | Matt Hummel at Pipeline360 on Why Marketing Needs to Focus More on Post-Pipeline Than Driving Pipeline | Send us Fan Mail While CMOs, VPs of marketing, and others are concerned that deals are stalling in the mid-funnel and last-mile nurture, they continue not to invest in it. In fact, when Eric Gruber, CEO of Personal ABM, talked to Matt Hummel from Pipeline360 (the guest for this episode), Matt mentioned that he had just spoken with a CMO customer of his on this exact topic. Now, the Pipeline360 platform helps with lead generation, automated campaigns. and appointment scheduli... | 58m 29s | ||||||
| 1/8/26 | How ABM for Services is Different from ABM for SaaS | Send us Fan Mail In this episode of the ABM Done Right Podcast, Peter Mikael at Globant joined Eric Gruber (CEO of Personal ABM to discuss: 1. The foundation building that's necessary before you do ABM for services. 2. How execution of ABM for services differ when it comes to new customer acquisition 3: How execution of ABM for services differ when it comes to account retention and expansion | 38m 48s | ||||||
| 10/21/25 | How ABM Equals "Almost But Meh" for Most ABM Programs | Send us Fan Mail The guest on this ABM Done Right Podcast mentioned on LinkedIn recently that in many cases ABM = Almost But Meh. ππ¨π’π§π βππ₯π₯ π’π§β π¨π§ πππ π’π¬π§βπ π«π’π¬π€π². ππ¨π’π§π π‘ππ₯ππ°ππ² π’π¬. He also said that - Most teams say they βdo ABM.β What they really mean is they run a few ads to a named account list, and call it strategy. Thatβs not Account-Based Marketing. It's βAlmost But Meh.β ABM only works if youβre all in and deeply focused. The end state is that each account becomes effectively a ma... | 1h 12m 41s | ||||||
| 10/14/25 | Jayashree Rajan and Eric Gruber on How CMOs Need to Rethink Their Approach to ABM | Send us Fan Mail Brandon Redlinger posted on LinkedIn that marketing doesnβt deserve a seat at the table by default. Marketing doesnβt have the respect of the CRO by default. Marketing should have a seat at the table and earn the respect of the CRO and sales, but other members of the C-suite lose confidence in Marketingβs ability to contribute more broadly than just branding and campaigns. They need to see that: You develop strategies that directly align with the companyβs financial objective... | 1h 03m 34s | ||||||
| 9/29/25 | The Role of ABM in Snyk's Customer Marketing Program - A Conversation with Rachel Donner | Send us Fan Mail In this episode of the ABM Done Right Podcast, Eric Gruber (CEO of Personal ABM) talks to Rachel Donner at Snyk about their ABM programs in relation to their customer success programs. You will hear: 1. How true ABM belongs closer to sales and CS than marketing, and why the CRO and CCO should own it. 2. What true 1:1 ABM is - and how Snyk is using it to drive adoption, retention, and account expansion. 4. The 1:1 ABM content that is needed to protect a... | 47m 40s | ||||||
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| 9/9/25 | Challenging Demandbase's CEO on His Thoughts on Buyer Group Marketing | Send us Fan Mail A couple of months ago, Gabe Rogl, the CEO of Demandbase, posted: BGM, or Buying Group Marketing, is the new ABM. Yes, ABM was named wrong in the first place. It should have been account-based go-to market, or account-based experience. But it's because it's just not a marketing thing. And yes, it's still foundational for businesses that market complex solutions with long sales cycles, but there's been a clear evolution the last 15 years that's led us to the criticality ... | 45m 10s | ||||||
| 9/9/25 | Andy Monahan and Personal ABM Talks About Buyer-Led ABM, ICP, Fit and Readiness | Send us Fan Mail Everyone makes ABM about accounts - and better account targeting. But ABM is not really about accounts. It's about the buyers inside the accounts you want to land and expand. It's about improving the interactions you have with these buyers and the account experiences you deliver to them. In this episode, Andy Monahan at Yield Group joins Kristina Jaramillo and Eric Gruber to discuss what it means to be buyer-led and how ABM programs should be buyer-led. They also discus... | 50m 22s | ||||||
| 8/18/25 | Conversation with Icron's ABM Leader - Aura Lupascu | Send us Fan Mail On this episode, Kristina Jaramillo and Eric Gruber talk ABM with Aura Lupascu - ABM leader at the supply chain tech company, Icron. When you listen to this episode, you'll learn: 1. The collaboration with sales that is needed to drive revenue growth with ABM --- and how ABM cannot be done in pockets and reactive, like ABM was done at one of Aura's past companies. 2. How your ABM programs should have an impact beyond sourcing the pipeline. 3. The problem... | 1h 04m 34s | ||||||
| 5/29/25 | David Anderson on Using ABM to Overcome Indecision & Win More Enterprises Deals | Send us Fan Mail David Anderson (Co-Founder and COO at SellingInnovations) joined Eric Gruber and Kristina Jaramillo to discuss how GTM teams can drive greater stage progression and avoid accounts going dark - an issue that many companies like Uniphore struggle with today. Listen to this podcast to see how you can enable buyers to overcome their fear of risk, failure, disruption and spiraling costs. Learn how you can help buyers become uncomfortable in their current situation -- and c... | 55m 36s | ||||||
| 5/15/25 | Why ABM Should Be Led by the Revenue Marketing Organization & How GE Healthcare Can See a Bigger Revenue Impact with ABM | Send us Fan Mail On this ABM Done Right Podcast episode, Eric Gruber sits down with Jodie Lail (Revenue Marketing Leader at GE Healthcare) to discuss why teams need a revenue marketing organization if they are engaging in ABM. Eric also digs into the GE Healthcare ABM program and discusses what's working for them - and where there are opportunities to have a stronger revenue impact. | 53m 19s | ||||||
| 2/11/25 | Angie Assennato on Why ABM Programs Are Delivering Limited Returns | Send us Fan Mail Twice in a row, Angie Assennato, Senior Director of Growth Marketing at Signifyd, came into a marketing team that was already doing ABM but was getting limited returns. In this podcast, she discusses with Kristina Jaramillo and Eric Gruber the challenges they had, the reasons behind the failing programs and how intent data/ABM tech were not effectively being leveraged. As leadership at Signifyd also wants to go upmarket, we'll also discuss the changes that need to be ma... | 51m 28s | ||||||
| 1/23/25 | Winning with Your Big Bets with ABM - A Conversation with Marta George | Send us Fan Mail Marta George, Head of EMEA ABM at Ping Identity, joined Eric Gruber and Kristina Jaramillo on the ABM Done Right Podcast to discuss the change management that needed to happen for them to win with their big bets, what their 1:few and 1:1 ABM program look like for their big bets and how they select their big bets. She also talked about the need to scale back to scale up the impact you have on revenue with your big bets. | 58m 20s | ||||||
| 1/16/25 | How ABM Should Transform the Business and Your GTM - A Discussion with Joel Harrison | Send us Fan Mail Megan Bowen (CEO of Refine Labs) mentioned on LinkedIn "The most important discipline that mid-market and enterprise B2B SaaS companies need to be cultivating is...Change management This is especially true for successful companies that have been around for 1-2 decades, that have been able to more easily manage the recent turbulence in B2B SaaS over the last few years and are still executing an outdated GTM strategy The relative success of companies at this stage... | 55m 38s | ||||||
| 1/16/25 | Going Beyond Intent Signals - A Discussion with Peter Mollins | Send us Fan Mail In this ABM Done Right Podcast episode, Peter Mollins (a 2X guest on the podcast and CMO of Nooks) joined Eric Gruber to discuss the "signals" that GTM teams should pay attention to that go beyond intent data. | 30m 30s | ||||||
| 1/6/25 | Assessing Your GTM - A Conversation Between Mark Osborne and Eric Gruber | Send us Fan Mail On LinkedIn, Kristina Jaramillo and Eric Gruber have been talking a lot about teams not being ABM-ready. They are simply retrofitting ABM on top of existing processes, content, messaging etc -- and they are not making the changes they need to land and expand high-value accounts. As a result, they struggle with accounts going dark. They struggle with accounts becoming stuck or disengaged,. They struggle with accounts churning. Within this podcast, Mark Osborne and... | 48m 55s | ||||||
| 12/19/24 | How Sal Vilardo and Maverick Solutions Are Humanizing ABM | Send us Fan Mail At Personal ABM, we believe that ABM is not really about accounts. Everyone focuses on tiering, segmentation and prioritization of accounts but ABM is really about improving the interactions that teams have with the human buyers in the accounts we want to win, protect and expand. It's about improving the account experience for these human buyers. In this podcast, Sal Vilardo at Maverick Solutions talks with Personal ABM CEO (Eric Gruber) on how GTM teams can humanize ABM. Y... | 49m 46s | ||||||
| 12/8/24 | ABM Hot Takes with David Keene - European CMO of Wipro | Send us Fan Mail David Keene, the European CMO for Wipro, recently joined Eric Gruber (CEO of Personal ABM) on the ABM Done Right Podcast to discuss his ABM hot takes including: 1. How ABM shouldn't replace demand gen and brand marketing pillars. 2. How we shouldn't think so much about MQLs or even MQAs and how we need a narrow view of the funnel where we are focused on accounts that have a very low chance of losing and a very high chance of moving to revenue at a high ACV 3. How 1:1... | 48m 48s | ||||||
| 11/18/24 | 1:1 ABM Conversation with Honni Marks at Red Hat | Send us Fan Mail Honni Marks (1:1 Strategic ABM Lead at Red Hat) joined Eric Gruber on the ABM Done Right Podcast to discuss: 1. What it means to take a strategic 1:1 ABM approach. 2. The role 1:1 ABM should play in an account-based GTM program and how it should be used to expand key accounts. 3. The executive engagement that's needed for a 1:1 ABM program and how we should enable executive engagement teams. 4. How to leverage data to tell the account story 5. The 1:1 ABM content that's need... | 53m 04s | ||||||
| 11/7/24 | Why We Should Focus on ICP Opportunities vs. Intent Leads | Send us Fan Mail Intent should not be your biggest factor when it comes to account selection for ABM. In fact, intent-qualified leads tend to result in lower deal sizes as everyone is reacting to the same signals and predefined needs to the point that it becomes a cost-based decision for buyers. By focusing on the ICP, you can identify those accounts that are a best fit, match your business problem profile and are most likely ready for your solution even though they may not be showing ... | 41m 32s | ||||||
| 10/30/24 | Tyler Pleiss on How Movable Ink Is Moving Away From the ABM Pyramid and Toward an Account-Based GTM | Send us Fan Mail Last time on the ABM Done Right Podcast, when he was at Clari, Tyler Pleiss shared why he was taking a 1:1 ABM approach to penetrate 3 markets that were years behind when it came to RevOps. Now, Tyler is at Movable Ink and is shifting the perspective on ABM and the triangle. Listen to the podcast to see how the ABM triangle is no longer relevant. | 38m 31s | ||||||
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