Ep. 560 | Why ABM should be the core of every B2B go-to-market strategy

This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization.

The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine.

Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy.

Key Takeaways

• ABM is the Go-to-Market Strategy

For enterprise organizations, ABM should be the central GTM strategy, not just another marketing program.

• Focus is Everything

An account-based approach forces you to concentrate your budget, resources, and people on the accounts that truly matter..

• Alignment is Non-Negotiable

Success depends on creating a "SWAT team" across sales, marketing, and customer success, all working toward shared account goals.

• Pilots Can Be a Trap

Treating ABM as a short-term pilot is a recipe for failure; it requires long-term investment and commitment from the top down.

• Measure What Matters

Move beyond MQLs and vanity metrics. Focus on moving the dial within target accounts, expanding your footprint, and creating real pipeline opportunities..

Quotes

"ABM is the glue that has the potential to really connect organizations and break down silos across different teams"

Best Moments 

(04:37) – The Evolution of ABM: Robert discusses how ABM grew from a one-to-one approach for large enterprises to a scalable, multi-tiered strategy.

(09:05) – The Case for Focus: Why concentrating on high-value accounts is the most critical decision a B2B business can make today.

(20:12) – The Biggest ABM Challenge: The most common mistake companies make is diving in without defining what ABM means for their organization and getting leadership buy-in.

(24:17) – The End of Silos: How an account-based approach fosters an equal partnership between sales and marketing.

(30:50) – Winning Over Leadership: Strategies for building a compelling business case for ABM and getting the C-suite excited.

(42:40) – The Role of AI: How AI will accelerate ABM, but human intelligence remains essential to brief, interpret, and quality-check the output.

Resource Recommendations

Books:

• Account-Based Marketing: The Definitive Handbook for B2B Marketers by Bev Burgess.

Shout-Outs

• Jon Miller - MarTech entrepreneur,Co-founder at Marketo and Engagio
• Marta George - Head of EMEA AMB Programmes, Ping Identity.
• Lianne O'Connor - Global Field & ABM Marketing Director, Fluke Corporation.
• Andy Johnson - Founder and Director of Client Strategy, HUT 3.
• Charlotte Graham-Cumming - CEO, Ice Blue Sky Corporation.

About the Guest

Robert Norum is a B2B Marketer with over 30 years experience. He has worked in magazine publishing, IT distribution, marketing agencies and for the last 20 years as an independent marketing consultant. During this time he has worked on brand, demandgen, channel, ecommerce and sales enablement. For the last 10 years he had specialised in ABM working with a number of leading agencies and directly for wide cross-section of global brands. Since 2017, he has delivered the ABM Essentials training course for B2B Marketing training over 750 marketing professionals in the process. Robert has also been the ABM and Demand Strategy Expert on Propolis since its launch.

Connect with Robert.