The ABM Long Game: Signals, Multithreading, and Cross-Functional Execution

About this episode

Kristina Jaramillo discusses the true essence of Account-Based Marketing (ABM) and its strategic implementation for customer expansion and retention.

ABM isn’t a fancier way to run targeted demand gen. If you treat it that way, it fails. In this episode, Kristina Jaramillo of Personal ABM breaks down what true one-to-one looks like, when you’re actually ready to go up-market, and why ABM should start with customers to drive expansion before net-new. We get into lagging “intent” signals, how to avoid tool-led strategy, what to measure, and the cross-functional rhythms Sales, Marketing, and CS need to progress deals and embed your solution across the account. If you’ve said “we’re doing ABM” but meant “we uploaded a list,” this one’s for you. We discuss: 00:00 | Welcome + Meet Kristina: A passion for French culture 03:28 | ABM strategies: Is your “ABM” just targeted Demand Gen? 06:24 | The importance of one-to-one ABM and what’s required 11:01 | Start with customers & implementing ABM for expansion and retention 17:05 | ABM for new logos: strategies and considerations 18:46 | Becoming Embedded: Must-have strategies 19:26 | Long-term commitment to ABM 20:40 | Cross-functional alignment for success 21:13 | What to measure and the importance of NRR and GRR 23:01 | Ensuring a consistent customer experience 24:59 | How to…

People in this episode

Guest: Kristina Jaramillo

Topics covered

• ABM
• demand generation
• customer expansion
• cross-functional execution
• sales alignment
• marketing strategy

Keywords

• intent signals
• tool-led strategy
• customer experience
• team collaboration
• benchmark metrics

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