Account-Based Marketing (ABM) isn’t just a strategy—it’s an art form, and few know its nuances better than Paola Piccinno.
As the founder of Piccinno Strategic Marketing, Paola has spent over 20 years mastering B2B and B2C marketing.
She’s worked across continents, industries, and organizations like Microsoft, Google, and Save the Children. Recently, she joined Sam Hall on ABM Answered to share her insights into the challenges and opportunities in ABM.
Let’s dive into the conversation and explore the actionable advice Paola offered for marketers looking to refine their ABM strategies.
1. Knowing Where to Start with ABM
Starting an ABM program can feel daunting. Paola’s first piece of advice? Begin with a one-to-few approach and commit to at least six months.
“I wouldn’t accept a client who wants to do a pilot for less than six months. It’s just not enough time to demonstrate any meaningful results.”
Here’s how she recommends structuring your ABM launch:
Prioritize Research: Before diving into tactics, assess your organization’s ABM maturity. Are sales and marketing aligned? Do they understand the accounts you’re targeting?
Define Metrics: Paola focuses on the “Three Rs”: Revenue, Relationships, and Reputation. This ensures that both short- and long-term goals are captured.
Set Realistic Expectations: Leadership buy-in is essential, and that means clearly outlining what success looks like at each stage.
By laying a strategic foundation, you’re setting your ABM efforts up for measurable success.
2. Addressing Middle-of-the-Funnel Challenges
Stuck accounts can stall ABM momentum, but Paola warns against quick-fix tactics. Instead, she advocates for continuous monitoring and collaboration between sales and marketing.
“Keep sales on the journey with you. ABM isn’t a marketing island—it’s a team sport.”
To unblock stuck accounts:
Regularly assess which messages resonate with target personas.
Keep communication channels open with the sales team.
Adjust strategies based on what’s working (or not).
The key is staying agile and ensuring your team learns and iterates throughout the campaign.
3. Mastering the Upsell
Upselling within enterprise accounts requires strategic finesse. Paola highlights the importance of going beyond decision-makers and engaging influencers and partners in the ecosystem.
“We often focus too much on decision-makers. But the influencers around them can play a critical role in shaping decisions.”
For those considering price increases, Paola shared a simple yet effective piece of advice:
Increase prices incrementally, and let the market guide you. When you start getting pushback, you’ve found your ceiling.
This approach balances profitability with maintaining strong client relationships.
4. Embracing AI in ABM
AI isn’t just a buzzword—it’s a practical tool for modern marketers. Paola uses AI daily, leveraging it for:
Video Editing: Quickly creating short, branded clips from longer videos.
Research and Insights: Tools like Perplexity and Consensus help her uncover account insights.
Brainstorming: When working solo, AI acts as a creative partner, helping generate ideas or draft initial outlines.
However, Paola draws the line at using AI for developing core messaging or copywriting, emphasizing the importance of human creativity in these areas.
“Value propositions and messaging houses need to happen here [points to head]. AI can’t replicate that level of strategic thinking.”
5. Adapting to Shifting Buyer Behavior
In today’s economic climate, Paola sees a growing emphasis on strategy and personalization.
“Clients are still spending, but they’re more cautious. Your message has to solve their problems and resonate deeply.”
Her top tips for adapting:
Focus on relevance and consistency.
Invest in a personalized approach across all touchpoints.
Be patient—longer sales cycles demand persistence and thoughtful engagement.
In a world of mass communication, personalized messaging can be your secret weapon.
6. Navigating Intent Data and Cookie Changes
While Paola admits intent data isn’t her area of expertise, she acknowledges its limitations in regions like Australia.
For marketers relying on intent data platforms like Demandbase or 6sense, it’s worth keeping an eye on how these tools evolve in a cookie-less future.
7. A Career with No Regrets
When asked about mistakes she wouldn’t repeat, Paola gave a refreshingly optimistic answer:
“I don’t have any regrets. Every decision I made was conscious and led me to where I am today.”
Her advice? Trust your instincts and embrace the journey—even the tricky parts.
Final Thoughts: Personalization, Patience, and Strategy
Throughout the conversation, one theme stood out: the importance of strategy and human connection in ABM.
Whether you’re just starting or refining an existing program, Paola’s insights underscore the value of thoughtful planning, collaboration, and adaptability.
As Paola closed, she left us with a question for the next guest: “What is your superpower when facilitating a strategic workshop across marketing, sales, and customer success?”
It’s a fitting question from someone who has made collaboration a cornerstone of her success.
So, as you reflect on your own ABM efforts, consider this: How are you building relationships, refining your messaging, and aligning with your sales team to create lasting impact? In the world of ABM, those are the factors that truly drive results.
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