The ABM Way!

Episode 16: Signal-Based ABM: How Enterprise Deals Are Actually Won| Webinar with Yulia Olennikova-Senior Marketer and Evangelist at N.Rich

Signal-Based ABM: How Enterprise Deals Are Actually Won In this Webinar episode of The ABM Way, Omprakash sits down with Yulia Olennikova Senior marketer and evangelist at N.Rich We’re breaking down why signal-based ABM underperforms & what enterprise teams do differently to turn signals into real sales conversations. In one focused hour, we’ll discuss: 1.Why most signal-based ABM programs stall after early engagement 2.The subtle signals that tell you a deal is real & not just curiosity 3.Why “high intent” accounts still ghost your sales team 4. How serious enterprise teams combine first-party and third-party signals to create momentum 5.Real signal frameworks used at N.Rich [http://n.rich/] and across enterprise SaaS programs If any of this feels uncomfortably familiar, you should probably join: – Intent spikes, but the pipeline doesn’t move – SDRs fire sequences based on a single data point – Third-party intent runs the strategy – Marketing celebrates engagement while sales sees no urgency – You still can’t confidently say when a buying committee is forming Thanks for listening. What can we do to improve the show? [https://www.buzzsprout.com/1873330/fan_mail/new] Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews. Join here [https://omprakashabm.substack.com/]

Episode 15: Cracking the European IT Market: GTM Strategies & Masterclass with Peter Dibbern|CMO @Cosmo Consult

Cracking the European IT Market: GTM Strategies & Masterclass with Peter Dibbern. In this powerhouse episode of The ABM Way, Omprakash sits down with Peter Dibbern, CMO of Cosmo Consult, one of Europe’s top Microsoft partners, who will reveal the real-world challenges and strategies of building a pipeline in a conservative, engineering-driven market like Germany.  From building your pipeline without vendor dependency to crafting field events that convert, this conversation is a must-listen for founders, GTM leaders, and marketers navigating the European IT services landscape. In this Episode, we discussed: 1. Building a pipeline without vendor dependency 2. How to win trust in conservative markets like Germany 3. Aligning sales and marketing for real outcomes 4. How to make events generate real revenue Thanks for listening. What can we do to improve the show? [https://www.buzzsprout.com/1873330/fan_mail/new] Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews. Join here [https://omprakashabm.substack.com/]

Episode 14: From Decks to Deals: Mastering Account-Based Marketing Execution with Vineeta Makhija

From Decks to Deals: Mastering Account-Based Marketing Execution with Vineeta Makhija. In this episode, We meet Vineetha – a powerhouse in ABM and digital strategy. With leadership roles at Autodesk and IBM, Vineetha brings over a decade of deep expertise in account-based advertising and marketing. She’s led high-impact 1:1, 1:Few, and 1:Many ABM programs across global markets—helping enterprise brands accelerate pipeline, boost deal velocity, and elevate customer experience. Her career has spanned countries, agencies, and industries—always anchored in digital. From campaign strategy to performance optimization, Vineetha knows how to turn data into decisions and intent into revenue. On this episode, she shares her bold playbook for modern ABM, what’s broken in today’s approach, and how to fix it. We discussed: * How to Prioritize Execution and Focus on implementing practical ABM strategies rather than just theoretical plans. * Fostering collaboration between sales, marketing, and customer success to achieve shared goals. * Tailor Your Messaging: Customize content and messaging based on the specific needs of each account. * Leverage Intent Data: Combine third-party intent signals with first-party insights to accurately assess account readiness. * Create Engaging Content: Develop relevant and timely content that resonates with your target audience and repurpose successful assets. Thanks for listening. What can we do to improve the show? [https://www.buzzsprout.com/1873330/fan_mail/new] Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews. Join here [https://omprakashabm.substack.com/]

Episode 13:Why Marketing Ops Is Your GTM Pit Crew and Not a Tech Helpdesk| Darrell Alfonso

Why Marketing Ops Is Your GTM Pit Crew — Not a Tech Helpdesk. In this powerhouse episode, I’m joined by Darrell Alfonso, Director of Marketing Strategy & Operations at Indeed and one of the most respected voices in the global marketing ops community. We dive deep into the evolving role of marketing ops, far beyond dashboards and tools. Darrell shares why ops should be the strategic backbone of GTM, how to architect a bowtie funnel that drives expansion revenue, and what most SaaS teams get completely wrong when evaluating new martech. You’ll also hear Darrell’s take on: * Why ABM tools alone won’t fix your GTM execution gap * The pit crew vs race car analogy that every sales & marketing team needs to hear * How to build a 5-person marketing ops team for $10M–$100M SaaS orgs * What good ops looks like in an ABM motion and why most teams fail to align * Why GTM leaders should obsess over outcomes, not just projects or tools If you’ve invested in tools but still can’t tie them to a pipeline, then this episode will reshape how you approach marketing operations and tech in 2025. Thanks for listening. What can we do to improve the show? [https://www.buzzsprout.com/1873330/fan_mail/new] Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews. Join here [https://omprakashabm.substack.com/]

Episode 12: The Bold ABM Moves No One Talks About (But You Should Try in 2025)|Emilia Korczynska

The Bold ABM Moves No One Talks About (But You Should Try in 2025)  In this episode of The ABM Way, Omprakash Karuppanan and Emilia Korczynska, VP of Marketing at Userpilot, discuss the ABM strategies that many teams are hesitant or slow to adopt. Emilia shares why display ads are overrated, how contact-level attribution can be misleading to your team, and why most ABM campaigns tend to lose steam after 90 days. From building account-level scoring models to de-anonymizing engagement without reverse IP lookups, she walks us through lean ABM plays that scale. We also explore: * How to make ABM work in a PLG or freemium motion * When not to buy tools (and what to do first instead) * Why LinkedIn is still the most underrated ABM distribution channel * The difference between real ABM experiments and vanity campaigns * Letting go of funnel fantasies and adapting to how SaaS buyers move If you’re a SaaS CMO or GTM leader gearing up for 2025, this episode is a must-listen. Thanks for listening. What can we do to improve the show? [https://www.buzzsprout.com/1873330/fan_mail/new] Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews. Join here [https://omprakashabm.substack.com/]