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Content provided by Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
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Conversation with Icron's ABM Leader - Aura Lupascu

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Manage episode 500986637 series 2828523
Content provided by Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Send us a text

On this episode, Kristina Jaramillo and Eric Gruber talk ABM with Aura Lupascu - ABM leader at the supply chain tech company, Icron.

When you listen to this episode, you'll learn:

1. The collaboration with sales that is needed to drive revenue growth with ABM --- and how ABM cannot be done in pockets and reactive, like ABM was done at one of Aura's past companies.

2. How your ABM programs should have an impact beyond sourcing the pipeline.

3. The problem with 1:1 hyper-personalization with accounts that haven't proven they are worthy of the white-glove care and attention. You'll learn about an account-based GTM where there is a personalization journey.

4. The challenges the teams face with 6sense, including the fact that the platform only defines the total relevant market and not your ICP, and that intent data is speculative.
5. How Icron is lacking POV content and how it's limiting the success of Icron's program. You'll learn how many content marketers are great at creating account awareness, thought leadership content, but they lack the knowledge and know-how to create content that drives stage progression, enables buyers, and supports sales.

  continue reading

109 episodes

Artwork
iconShare
 
Manage episode 500986637 series 2828523
Content provided by Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Send us a text

On this episode, Kristina Jaramillo and Eric Gruber talk ABM with Aura Lupascu - ABM leader at the supply chain tech company, Icron.

When you listen to this episode, you'll learn:

1. The collaboration with sales that is needed to drive revenue growth with ABM --- and how ABM cannot be done in pockets and reactive, like ABM was done at one of Aura's past companies.

2. How your ABM programs should have an impact beyond sourcing the pipeline.

3. The problem with 1:1 hyper-personalization with accounts that haven't proven they are worthy of the white-glove care and attention. You'll learn about an account-based GTM where there is a personalization journey.

4. The challenges the teams face with 6sense, including the fact that the platform only defines the total relevant market and not your ICP, and that intent data is speculative.
5. How Icron is lacking POV content and how it's limiting the success of Icron's program. You'll learn how many content marketers are great at creating account awareness, thought leadership content, but they lack the knowledge and know-how to create content that drives stage progression, enables buyers, and supports sales.

  continue reading

109 episodes

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