There are hundreds of ways to fail at Account-Based Marketing. In the inaugural episode of the MyDigipal Podcast, our ABM experts dive deep into why so many B2B companies struggle with ABM implementation—and more importantly, how to fix it.
Watch the Full Episode
Meet the Experts
This episode brings together three seasoned ABM practitioners with decades of combined experience:
- Bruce Eidsvik - Former enterprise sales leader turned ABM strategist, bringing insights from both sides of the funnel
- Alizee Varloud - ABM program architect who has designed and executed campaigns for Fortune 500 companies
- Paul Andre - MyDigipal founder and B2B marketing veteran with expertise spanning Google Ads, Paid Social, and integrated ABM campaigns
Episode Deep Dive
The ABM Reality Check
According to SiriusDecisions research, 70% of ABM programs fail to meet expectations in their first year. Our experts break down why this happens and what separates successful programs from the rest.
| Common ABM Failure | Root Cause | Solution Discussed |
|---|---|---|
| Poor account selection | Relying on gut feeling vs. data | ICP development framework |
| Siloed execution | Sales and marketing misalignment | Shared metrics and cadences |
| One-size-fits-all content | Generic messaging to named accounts | Personalization at scale |
| Measurement gaps | Vanity metrics over pipeline impact | Revenue attribution models |
Key Topics Covered
1. Why Product-Led Growth (PLG) Isn’t Enough
Bruce opens with a provocative take on the PLG movement. While self-serve models work for certain products, enterprise B2B sales require human connection and personalized engagement. The data supports this:
- Enterprise deals involve 6-10 decision makers on average (Gartner)
- 77% of B2B buyers describe their purchase experience as complex
- Self-serve only captures a fraction of potential deal value
This is why a strategic B2B & ABM approach remains essential for high-value opportunities.
2. Doing More with Less
Paul addresses the elephant in the room: shrinking marketing budgets. With many companies facing resource constraints, the conversation shifts to prioritization:
- Tier your accounts ruthlessly: Not every named account deserves the same investment
- Leverage intent data: Focus energy on accounts showing buying signals
- Automate the automatable: Use technology for scale, humans for relationships
- Measure what matters: Attribution models that prove ROI to leadership
Use our marketing calculator to understand what an efficient ABM program could cost for your organization.
3. Quality Over Quantity: The Paradigm Shift
Alizee challenges the traditional lead generation mindset that has dominated B2B marketing for decades:
“The number of MQLs you generate is meaningless if they never become customers. ABM forces us to focus on accounts that can actually become significant revenue.”
This quality-first approach requires:
- Deep understanding of your Ideal Customer Profile (ICP)
- Multi-threaded engagement across the buying committee
- Patience—ABM is a marathon, not a sprint
- Alignment between sales and marketing on what “qualified” means
4. AI and ABM: The 2024 Intersection
The episode concludes with a forward-looking discussion on how artificial intelligence is transforming ABM:
- Predictive account scoring: Identifying which accounts are most likely to convert
- Content personalization: AI-generated variations tailored to specific personas
- Intent signal processing: Making sense of vast amounts of behavioral data
- Conversation intelligence: Mining sales calls for insights to improve messaging
For organizations interested in leveraging AI across their marketing operations, explore our AI Solutions services.
Key Takeaways for Your ABM Program
After listening to this episode, you’ll have actionable insights on:
- Building an ICP that actually works - Moving beyond demographics to behavioral and firmographic signals
- Aligning sales and marketing - Creating shared definitions, metrics, and accountability
- Prioritizing accounts effectively - Using data to focus resources where they’ll have the most impact
- Measuring ABM success - Moving beyond MQLs to pipeline influence and revenue attribution
- Scaling personalization - Balancing 1:1 customization with operational efficiency
Who Should Listen?
This episode is essential viewing for:
- Demand Generation Leaders struggling to hit pipeline targets with traditional approaches
- Sales VPs frustrated with the quality of marketing-generated leads
- CMOs evaluating ABM as a strategic initiative
- Marketing Operations Managers tasked with implementing ABM technology
Related Resources
To complement this episode, explore these additional resources:
- Download our comprehensive ABM Deck - Frameworks and templates for ABM success
- View ABM case studies - Real results from our ABM implementations
- Understanding Intent Data in B2B Marketing - Deep dive into buying signals
Continue the Conversation
Have questions about implementing ABM at your organization? Our team has helped companies across B2B tech and enterprise software build programs that deliver measurable pipeline impact.
Schedule a free ABM consultation to discuss your specific challenges and opportunities.
Subscribe to the MyDigipal Podcast for more episodes on B2B marketing strategy, ABM execution, and digital marketing innovation.
