The Truth: Why ABM Usually Fails (And How to Fix It)

The Truth: Why ABM Usually Fails (And How to Fix It)

From Between the Silos by Vye

October 15, 2025 · 27 min · Episode 15

About this episode

In this episode, Jen and Zane discuss the challenges and successes of Account-Based Marketing, sharing insights on how to improve strategies and humanize B2B relationships.

$600k in new business, all from an ABM campaign!? You read that right! In this episode of Between the Silos, host Jen sits down with Zane DeZeeuw, Senior Account Manager at Vye, to demystify the buzz around Account-Based Marketing (ABM). Together, they unpack how true sales and marketing alignment can win back decade-old lost clients, generate six-figure deals, and — most importantly — humanize B2B relationships. Zane shares an inside look at a real ABM campaign that flipped a 12-year-old negative perception into over $600K in new business, plus why most ABM strategies fail (and how to fix them). Whether you’re in sales, marketing, or trying to bridge the gap between both, this episode will have you rethinking how you connect with your best-fit accounts. Stay tuned till the end for the “Hot Seat” segment, where Zane shares his favorite (and least favorite) corporate jargon and why he’ll never say “circle back” again. Looking for more intel like this? 💼 Check out the C-Suite Lounge, where Jen shares her latest tips, tricks, insights, and lessons learned. https://www.linkedin.com/newsletters/the-c-suite-lounge-7233827798547636225/ ✨ Looking for more personalized support? Get in…

People in this episode

Host: Jen

Guest: Zane DeZeeuw

Topics covered

  • Account-Based Marketing
  • sales and marketing alignment
  • B2B relationships
  • client retention

Keywords

  • ABM
  • business development
  • corporate jargon

Mentioned in this episode

Books & works: Between the Silos

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