In this ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) shares why you should not focus just on in-market accounts. This is something that the intent data platforms like 6sense, Bombora and others do not want me to talk about. In fact, in her book, “No Forms, No Spam, No Cold Calls – The Next Generation of Account-Based Sales and Marketing”, Latane Conant tells GTM teams to wait until there’s intent.
On page 14, she writes: “Target accounts are essentially living under a rock. They’re not actively researching products and solutions and they’re showing no signs of intent. How to connect with accounts in the target state: Don’t. There’s no reason to waste any resources that aren’t even poking their heads out from under the rock.”
On page 18, she writes how the target stage should get zero dollars or effort.
Listen to the podcast to see why Latane Conant and others that are just focusing on in-market accounts are wrong.