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In this episode of "Women in B2B Marketing," host Jane Serra delves into Account-Based Marketing (ABM) with Kristina Jaramillo, President of Personal ABM. They discuss the evolution of ABM, emphasizing its role in driving revenue and aligning sales and marketing efforts. Kristina highlights best practices, such as understanding the entire buyer's journey and creating tailored content. She also stresses the importance of strategic alignment and collaboration between sales and marketing teams. The episode provides valuable insights for marketing professionals looking to implement or refine their ABM strategies for better business outcomes.

Jane and Kristina talk through:

The definition and evolution of Account-Based Marketing (ABM)
Best practices for implementing ABM strategies
The importance of aligning sales and marketing efforts
Focus on driving revenue rather than just filling the pipeline
The role of tailored content and messaging in ABM
Strategies for identifying and targeting key accounts
The significance of understanding customer needs and organizational context
Collaboration between sales and marketing teams for effective ABM
Challenges and common mistakes in ABM implementation
The long-term commitment required for successful ABM strategies

Key Links:

Guest: Kristina Jaramillo: https://www.linkedin.com/in/kristinajaramillo/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Personal ABM: https://www.personalabm.com/

96: Is Your Account Based Marketing Strategy Driving Revenue or Just Filling the Pipeline? - with Kristina Jaramillo, President at Personal ABM 44:09 Share

Women in B2B Marketing

Shownotes Transcript

96: Is Your Account Based Marketing Strategy Driving Revenue or Just Filling the Pipeline? - with Kristina Jaramillo, President at Personal ABM