ABM Myths Busted: The Problem with Scaling & Personalization

Recently, we had the privilege to connect with Chris Rack, the founder and CEO of Mockingbyrd, to discuss all things Account-Based Marketing (ABM), demand generation, and the role of technology in creating personalized engagement at scale. 

Chris brings nearly two decades of experience in the space, having led growth at companies like Demand Science and Ferros IQ before launching Mockingbyrd.ai. 

With a mix of voice AI and deep engagement strategies, he’s on a mission to redefine how marketers qualify leads, profile accounts, and generate real intent data.

One big myth Chris busted is the idea that ABM can grow the same way as regular demand generation.

“ABM is inherently not scalable,” Chris pointed out. “The moment you try to scale it like a demand gen engine, you lose what makes it effective; targeted, creative, and human-first engagement.”

For years, companies have been trying to package ABM into a neat, repeatable formula with expensive platforms and automation tools. 

But according to Chris, that approach only dilutes its effectiveness. 

“Scaling ABM isn’t about doing more; it’s about doing it smarter, being hyper-focused, and staying true to the core principles of ABM.”

Interview with Chris Rack.

ABM Isn’t About Big Platforms; It’s About Strategy

Chris didn’t hold back when asked what advice he’d give his past self starting out in ABM: 

“Don’t buy a big platform to try to do ABM.”

ABM at its core is a scrappy, strategic approach. The moment a company tries to scale ABM in a traditional way, by investing in expensive software, it risks losing its essence. 

According to Chris, ABM works best when it remains targeted, creative, and collaborative. The problem is many companies try to fit it into a predictable, scalable framework, but ABM isn’t designed to scale like traditional demand gen.

“Conceptually, it’s simple,” Chris explained. “Find your ideal customer profile (ICP), figure out where they hang out, and go there.”

Technology in ABM: The Balancing Act

Sam Hall brought up an important point during the conversation; as soon as technology becomes the focal point of ABM, the sentiment behind it starts to fade.

As previous guest Vas pointed out, ABM is fundamentally about human-to-human engagement, and over-reliance on tech can dilute its effectiveness. 

There’s a fine line between using technology to enable ABM and letting it run the show. If you’re curious to dive deeper into this perspective, check out Vas' blog on How to Stop Faking ABM Personalization and Start Doing It Right.

First-Party Data: The Key to Smarter ABM

The conversation turned to first-party data and its growing importance in ABM. Chris defined first-party data as the data owned and created by a company itself; website traffic, CRM data, and internal metrics, free from any vendor influence.

Too often, businesses pay hefty sums for insights repackaged from their own data.

“What bugs me,” Chris said, “is when companies charge $150,000 just to resell you your own website and CRM data in a fancy dashboard.”

To make first-party data actionable, Chris suggests a few quick wins:

• Closed-lost campaigns: Go back 15 months (before their typical renewal cycle) and re-engage lost opportunities.

• Reactivating inbound leads: Target past demo requests that never converted with personalized outreach.

• Using AI-driven voice engagement: Mockingbyrd’s AI helps teams follow up with leads at scale, ensuring “no lead left behind.”

The Real Meaning of Personalization in ABM

Chris had a strong take on what personalization really means and what it doesn’t. 

“Personalization is not just scraping someone’s LinkedIn profile and regurgitating it back to them in an email.”

Instead, real personalization means connecting the dots between you and the buyer in a way that matters. 

Mockingbyrd’s approach Survey-based voice AI that gathers real, actionable insights like:

• What pains and challenges a company faces

• Whether they’re happy with their current vendor

• What projects they have coming up

With this level of intelligence, outreach stops feeling generic and starts feeling truly relevant. 

“The goal should be to find the right information so you can send fewer but more meaningful messages.”

ABM Isn’t Just About New Accounts; It’s a Retention Play

When people think ABM, they often think about targeting net-new accounts. But Chris was quick to remind us that ABM is just as valuable, if not more so, for customer retention.

“ABM should be used to retain customers,” he explained. “Pay attention to engagement signals like whether they attend meetings, fill out NPS surveys, or participate in customer advisory boards.”

If a customer stops showing up, it’s a warning sign. 

“If they’re not engaging, it’s probably because you’re not a priority for them. And if you’re not a priority, they’re more likely to churn.”

The Renaissance of Marketing and the End of Easy Sales

Chris sees ABM heading back to its roots: strategic, human-driven, and brand-focused.

From 2018 to 2022, companies poured money into demand gen and sales automation, creating a generation of salespeople who thrived in an easy-money environment. But now? 

“Email response rates are plummeting, and sales are just going back to normal.”

The shift means smaller sales teams and bigger marketing budgets, with a renewed focus on:

• Brand awareness (so prospects Google your company instead of just a generic keyword)

• Marketing and sales alignment (because ABM only works when both teams agree on what success looks like)

• Consultative selling (because great salespeople don’t just push; they guide buyers to the best decision)

The Question for ABM’s Future: Is the MQL Really Dead?

Chris left us with an eye-opening question for our next guest: Is the MQL (Marketing Qualified Lead) really dead, or are we just executing it wrong?

According to Chris, the MQL isn’t the problem; bad sales and marketing alignment is.

“The issue isn’t the MQL itself,” Chris argued. “The issue is that most companies don’t agree on what an MQL actually is. Marketing defines it one way, sales defines it another, and when things break down, everyone blames the MQL.”

For teams that define MQLs clearly and execute well, they remain one of the most valuable performance indicators available.

End Notes

Chris Rack’s insights prove that ABM is less about expensive tech and more about targeted, meaningful engagement. 

Whether it’s leveraging first-party data, rethinking personalization, or bringing ABM into retention, the key is strategic execution; not just throwing money at platforms.

We’ll be passing Chris’s MQL question along to our next guest, so stay tuned for more insights. 

And if you’re interested in where AI fits into the future of ABM, keep an eye on Mockingbyrd, for Chris is onto something big!