The true essence of Account-Based Marketing isn't just adopting new tactics—it requires a fundamental shift in how B2B organisations structure their revenue operations. In this illuminating conversation, Andrew Seidman, co-founder of Digital Reach Agency, cuts through the buzzwords to reveal why many ABM initiatives fail despite good intentions.
Most companies struggle with ABM because they change their inputs without adjusting their goals and incentives. When sales teams are still measured by meeting volume rather than account quality, they'll naturally prioritise easy wins over strategic accounts. Successful ABM demands restructuring KPIs at every level of the organization—from marketing to sales to customer success—to properly value high-value accounts. As Seidman explains, "Instead of a quota of 10 meetings, we'll give you one point for Joe's Crab Shack and a hundred points for IBM."
Beyond metrics, we explore why word-of-mouth remains the most powerful growth engine for B2B companies. The path to sustainable growth isn't just acquiring customers but converting them into advocates. "The biggest and most effective medium for new business, especially new logos, is word of mouth," Seidman emphasises. This requires exceptional customer experiences, thoughtful relationship building, and truly understanding what makes your customers love your product.
Perhaps most compelling is Seidman's insight on trust-building in B2B relationships. In technical sales, customers face "the auto mechanic problem"—they often lack the expertise to evaluate claims objectively, making trust the primary basis for decisions. While digital channels play important roles, "nothing in the entire world builds trust like being in the same room as someone." This profound truth explains why the most sophisticated ABM programs still prioritise human connection alongside digital sophistication.
Whether you're just starting with ABM or looking to optimise your existing strategy, this episode provides actionable frameworks for aligning resources with opportunity value, measuring what truly matters, and building the trust that drives revenue growth.

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