#225: Account Based Marketing (ABM) - When Is It The Right Option in B2B, And How To Do It?

#225: Account Based Marketing (ABM) - When Is It The Right Option in B2B, And How To Do It?

From The B2B Playbook by Kevin Chen & George Coudounaris

April 8, 2026 · 31 min · Season 8 · Episode 12

About this episode

This episode discusses the effectiveness of Account-Based Marketing in B2B and the common pitfalls teams face.

Is Account-Based Marketing Worth It? (Most Teams Get This Wrong) Most B2B teams jump into ABM without asking the one question that actually matters: should you even be doing it? In this episode, we break down what account-based marketing really is, where it fits in your go-to-market strategy, and why most ABM efforts fail before they even start. We go beyond theory and show you the practical decisions you need to make, including how to define your target list, why deal size changes everything, and why “cataloguing the market” is the missing piece most teams ignore. Tune in and learn: When ABM actually works (and when it doesn’t) Why most teams waste money targeting the wrong accounts How to use cataloguing to stop guessing and start closing If you’re a B2B marketer trying to drive real pipeline, not just activity, this is a must-watch. SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/ 00:00 Why Everyone Is Talking About ABM (But Few Get It Right) 00:35 The Big Question: Should You Even Do ABM? 01:10 Why Most B2B Marketing Still Feels Like “Spray…

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