#110 - Getting internal buy-in for ABM with Jenna Chambers, Head of EMEA Partnerships at Terminus

FINITE: B2B Marketing Podcast for Tech, Software & SaaS

One of the biggest obstacles to great account-based marketing is an unsupportive senior leadership team. Without internal buy-in, young ABM programmes are faced with a lack of cross-functional alignment, low budgets and short timespans to prove effectiveness: limitations that inevitably prove gatekeepers correct.
On this FINITE Podcast episode, Jenna Chambers, Head of EMEA Partnerships at Terminus, shares her advice on gaining internal support to kickstart ABM programmes that see results.
This episode covers:
- Why its a challenge for B2B marketers to get internal buy-in for ABM
- The best starting point for ABM
- Kickstarting ABM with a pilot programme
- Defining budgets
- Getting the sales team on board
- Metrics to prove the value of an early ABM programme
The FINITE Podcast is made possible by Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.

Chapters

1. #110 - Getting internal buy-in for ABM with Jenna Chambers, Head of EMEA Partnerships at Terminus (00:00:00)

2. Why is it a challenge for many B2B marketers to get internal buy-in to start ABM programmes? (00:05:23)

3. What's the best starting point for ABM? (00:09:57)

4. Should ABM be used purely for existing accounts? Or net new ones as well? (00:13:15)

5. Should pilots be used to kickstart ABM programmes? (00:15:13)

6. How should you define budgets to start an ABM programme? (00:18:37)

7. Which teams should be brought in to the ABM journey at the start of a programme? (00:21:26)

8. How can a sales team come into play when starting an ABM programme? (00:23:48)

9. What metrics should you be measuring to prove the value of a young ABM programme? (00:25:40)