Ep. 6 - Building ABM from the Ground Up: An Unforgiving Journey | Phenom

In this episode of the ForgeX Files, host Davis Potter welcomes Ken Almack, Field & ABM Marketing Manager at Phenom. Ken shares his journey from sales to ABM and field marketing, highlighting his proactive and personalized approach to business growth.Key Takeaways:Building ABM from Ground Up: Ken discusses the inception of ABM at Phenom, transitioning from traditional sales-driven strategies to a more targeted ABM approach.Challenges in ABM Implementation: Insights into the initial challenges faced while implementing ABM, such as bandwidth and understanding ABM's depth.Tactics and Tools: Exploration of effective tactics like direct mail and targeted ads, and the use of tools for better account targeting and personalization.Collaboration with Sales and SDR Teams: Discussing the importance of internal champions and collaboration across teams for successful ABM execution.Evaluating and Measuring ABM Success: Insights into how he measures the success of their ABM efforts, focusing on net new business and the role of MQLs.Closing Note:Ken Almack's experience at Phenom provides a real-world example of the evolution and challenges of ABM in a growing company. His insights into personalization, collaboration, and measurement offer valuable lessons for anyone involved in or interested in ABM strategies.