In the fast-paced, ever-evolving world of Account-Based Marketing (ABM), staying ahead of the game can feel like trying to navigate a labyrinth. That’s why we connected with Sudhir Kumar, Founder and Head of Technology at Being Human Marketing Agency, on the ABM Answered interview series, hosted by Sam Hall.
Sudhir, with over 16 years of marketing expertise and a passion for human-to-human marketing, shared his insights on the biggest challenges facing account-based marketers today.
Here are the highlights of their conversation, packed with practical advice for maximizing the impact of your ABM efforts.
The ABM Tech Stack: Taming the Platform Beast
One of the biggest headaches for marketers is managing an ever-growing tech stack. According to Sudhir, step one is always to evaluate your current tools. Often, you may inherit legacy platforms that are underutilized or misunderstood. Take a deep dive into what you already have:
Assess your existing stack – Identify what’s working and what’s not.
Clarify your integration goals – What data, tools, or workflows are missing?
Build on a solid foundation – Your CRM should act as the hub of your operations.
Integration is key, and APIs can help connect disparate platforms to create a seamless, efficient system. Sudhir joked “don't be surprised if some businesses are still using spreadsheets as their central database.”
Pro Tip:
If budgets are tight, focus on tools that deliver immediate ROI while enhancing collaboration and efficiency.
Data: Your Golden Ticket (If It’s Reliable)
"Data is king," Sudhir reminded us. But data is only useful if it’s clean, accurate, and actionable. Regular data verification checks—quarterly, if possible—are essential to maintaining quality.
For richer insights, tools like Bombora, Sixth Sense, and ZoomInfo can provide intent data to help you segment and profile audiences more effectively. However, Sudhir warned against falling for every vendor’s claim of having “the best data.”
Sudhir’s Golden Nugget:
Leverage tools like OpenRefine for data cleansing and enrichment. It can save hours and ensure your CRM isn’t a cluttered mess.
Personalization at Scale: Striking the Balance
Personalization is at the heart of ABM, but achieving it at scale can be daunting. Sudhir distinguished between one-to-one ABM, which allows for deep personalization, and one-to-many ABM, which requires clever segmentation and intent-driven strategies.
For one-to-many campaigns:
Use intent data to group audiences by topic or behavior.
Tailor your content by job role and function.
For one-to-one or one-to-few campaigns:
Explore AI tools like HeyGen or Synthesia to create hyper-personalized video content.
Add a human touch with direct mail campaigns that stand out in today’s digital deluge.
Keeping Up with Martech Trends
In a world brimming with shiny new tools, how do you choose which ones are worth your time? Sudhir emphasized the importance of:
Setting clear objectives – If a tool doesn’t align with your goals, it’s just noise.
Doing your due diligence – Check reviews on G2, ask peers, and test use cases.
Balancing cost and ROI – Look at both upfront and ongoing expenses, including training.
“It’s easy to get lost in the hype,” Sudhir admitted. Stay focused on tools that enhance efficiency or provide strategic value.
AI in ABM: A Game-Changer or Overhyped?
AI is here, and it’s making waves in ABM. From saving time on admin tasks to transforming data analysis, the potential is enormous. Sudhir’s advice? Start small:
Use AI-powered assistants like Microsoft’s Copilot to simplify tasks like Excel formulas or PowerPoint creation.
Experiment with chat-based AI tools for quick wins in content ideation and process automation.
AI adoption isn’t without its hurdles. Sudhir stressed the importance of training teams to use these tools effectively—without overcomplicating the learning curve.
Lessons from Risky ABM Campaigns
No journey in ABM is complete without a few missteps. Sudhir recounted a campaign where pressure to speed up outreach led to premature contact with prospects, ultimately affecting performance.
His takeaway?
Stick to the process – ABM is a marathon, not a sprint. Rushing through the awareness and nurture phases can damage relationships.
Manage expectations – Educate stakeholders about the long-term nature of ABM for better buy-in.
Bridging the Gap Between MQLs and SQLs
The traditional model of passing every MQL (Marketing Qualified Lead) to sales is outdated. Sudhir advocated for a more personalized, sophisticated approach:
Focus on consistent messaging across the buyer’s journey.
Use AI tools and intent data to enhance outreach.
Don’t underestimate the power of direct mail—it’s tangible, memorable, and cuts through the digital noise.
Ultimately, the key to high-quality SQLs (Sales Qualified Leads) lies in alignment between sales and marketing. Equip your sales team with detailed engagement data and insight into a prospect’s journey to foster consultative, human-centric interactions.
Final Thoughts: Learning Never Stops
To wrap up, Sudhir posed a thoughtful question for the next ABM Answered guest: “What’s one book you’d recommend and why?” For marketers looking to grow, continuous learning and curiosity are non-negotiable.
If you want to connect with Sudhir or grab a copy of his book Being Human: Marketing and Social Selling in a Digital World, you can find him on LinkedIn.
Takeaway for ABM Enthusiasts:
ABM isn’t a quick fix—it’s a methodology, a culture, and a commitment to truly understanding your audience. With the right tools, a clear strategy, and a human touch, you can create campaigns that don’t just generate leads but build lasting relationships.
Whether you’re just starting out or refining your approach, these insights from Sudhir Kumar offer a roadmap to ABM success.
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