The ABM Optimization Playbook: Balancing Strategy & Execution

Shownotes

In this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs.

With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts.

Best Moments

• 03:00
  Caroline shares her journey into ABM and how her experience shaped her strategic mindset.
• 10:00
  Defining the three tiers of ABM and finding the right balance for maximum impact.
• 15:00
  The role of technology in segmenting accounts and tracking engagement signals.
• 22:00
  How to justify increased ABM investments to stakeholders.
• 28:00
  The impact of AI on content creation and ABM execution.

About the Guest

Caroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey.

Connect with Caroline

Key Takeaways

• Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation.
• The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly.
• Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance.
• Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI.
• Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts.

Quotes

“The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement.”

Tech Recommendations

• Demandbase – For account intelligence and ABM execution.
• Sendoso – Direct mail platforms for personalized account engagement.
• Pipeline IQ – For account profiling and intelligence.
• Boardroom Insiders – Executive profiling tool for ABM personalization.
• Folloze – Landing page and campaign personalization tool.

Resource Recommendations

Books:

• Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.

Shout-outs

• Christian Lowery, ABM Programs Lead at CyberArk – ABM expert and thought leader.
• Rebecca Martins, Head of Revenue Marketing at Jellyfish – Revenue marketing leader with deep executive engagement expertise.
• Rick Catino Jr., Managing Director at Pipeline IQ – Account profiling expert with broad ABM insights.