#238 S2 Episode 107 - How To Get Started With An ABM Strategy with Kristina Jaramillo

In this episode of the Sales Transformation Collin podcast, Collin Mitchell talks to Kristina Jaramillo, the President and Founder of PersonalABM. Kristina talks about the primacy of Account-based Marketing (ABM), and why more sales and marketing teams should use the approach instead of the traditional methods that focus on mass messaging. One of the things that Kristina advocates is synergy between sales and marketing teams to focus on unique attributes of a set of accounts. For this to work, marketing needs to create specific and relevant content that the sales team can use to create a story, instead of just focusing on filling the pipeline. This way, sales teams can win what she refers to as “internal conversations” that the customers are having between themselves. Kristina also talks about being extra mindful when qualifying prospects to ensure that you’re giving enough attention to deals that are most likely to close and provide the best revenue sizes for the company.