Data-driven precision targeting: Workday’s winning ABM formula

Shownotes

In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX).

Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth.

Best Moments

• 04:49
  Craig’s journey from marketing writer to enterprise marketer at Workday.
• 08:33
  The $250M deal that closed in three months due to perfect timing.
• 10:49
  Data quality challenges and why startups must fix data before scaling.
• 14:13
  How intent signals flipped pipeline from sales-led to 56% marketing-driven.
• 16:59
  How Workday balances ABX, ABM, and demand gen using data and FHIR scores.
• 22:07
  Finding the sweet spot between personalization and scale.
• 26:54
  How AI helps, but never replaces, strategic human insight.
• 29:21
  Lightning round: the biggest challenge in B2B sales—“Messaging.”
• 33:25
  Craig’s go-to reads: Neil Patel Blog, Martech Blog, and content from Demandbase, HubSpot, and Marketo.

Key takeaways

• Data quality is the foundation
  “Garbage in, garbage out” isn’t a cliché, it’s a law. Whether at a startup or Workday, the success of ABM hinges on accurate, verified, and purposeful data. A bad contact record can derail an entire funnel.
• Timing is the game-changer
  Intent data and predictive scoring help pinpoint the exact moment an account is ready to engage. Craig’s own campaign once closed a $250M+ enterprise deal in just three months, half the usual cycle, simply because the timing was right.
• Start small, learn fast
  Even at large companies, Craig applies a startup mindset: test, pivot, refine. His early ABM wins came from focusing on a narrow list of accounts with shared pain points rather than broad campaigns.
• ABX and demand gen create harmony, not competition
  At Workday, the ABX team focuses on the top 15% of high-scoring accounts, while demand gen drives scale. Together they operate like retail tiers, demand gen as the “big box store,” ABX as the “personal shopper,” and 1:1 ABM as the “bespoke tailor.”
• Messaging makes or breaks sales
  Even the best solution fails with the wrong message. Alignment between marketing and sales must start with consistent, audience-specific messaging that speaks to pain points, not features.
• AI is the amplifier, not the author
  Craig uses AI tools like Gemini to analyze data sets in hours instead of days but stresses the importance of human instinct: “AI can’t feel what will resonate, but it can help you see what you’d otherwise miss.”

Quotes

“The right message at the wrong time is just as bad as the wrong message altogether.”

Tech recommendations

• Demandbase
• Salesforce 
• Google Gemini
• Marketo
• HubSpot

Resource recommendations

Blog:

• Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of Ubersuggest

Podcast:

• Martech Podcast: Marketing technology trends and tools.

Shout-outs

• Matthew Miller – Sr Principal, Global ABX. Workday.

About the Guest

Craig Abramson is a strategic and results-driven marketing leader with extensive experience driving growth for B2B software companies. He has proven expertise in developing and executing full-funnel marketing strategies that dramatically increase brand awareness, accelerate lead generation and drive pipeline, consistently exceeding KPIs. A master of implementing bootstrap marketing techniques to achieve outstanding results regardless of budget, he is skilled in Go-to-Market planning, AI optimization, SEO/SEM, Marketo automation, content strategy, and analyst relations, with a history of leading companies from startup to successful acquisition. Craig most recently was brought on to lead marketing at Zimit, a services configure price quote SaaS solution. Zimit was acquired by Workday in 2022. Craig continues to work at Workday on the Account Based Experience team, running global programs to drive pipeline from the top 15% of accounts that are most likely in the market for Workday’s solutions.

Connect with Craig.