Welcome to another season of CMOs Off Script!
We’re back in 2025 with new energy, fresh topics, and a few changes. In this episode, the team kicks off the season with reflections on the year so far, a toast to absent friends, and a deep dive into one of marketing’s most talked-about tactics: Account-Based Marketing (ABM). Is ABM really the magic wand marketers hope for—or is it a long-term mindset shift? Join us as we break it down candidly.

Key Topics Discussed:

What’s New for This Season

• Julia and Bethany are sitting out this season, but the panel sends them love and plans to catch up later.

• New focus: Bringing in guest voices from adjacent roles to CMOs to offer fresh perspectives on healthcare marketing.

• Emphasis on authentic, collaborative, and multi-faceted conversations reflecting the wild ride that is 2025.

ABM: The Big Question

Why ABM?

• The team stresses starting with why: What problem are you solving, and is ABM the right fit for your organization’s stage, goals, and maturity?

• ABM shines when you need long-term, targeted engagement—not a quick revenue boost.

ABM Mindset Shift

• Moving from individual lead-based thinking to account-based engagement—focusing on buying committees rather than single contacts.

• Recognizing that healthcare tech buying cycles are complex and long, making ABM’s strategic, solution-focused approach highly relevant.

Lessons from the Field

When ABM Goes Wrong

• ABM is not a quick fix. If you need to triple pipeline in 6 months, ABM alone won’t save you.

• Pilots often fail because organizations pull the plug too early—six weeks is not enough to see meaningful results.

The Role of Iteration

• Success comes from long-term commitment, testing, learning, and refining strategy based on data.

• Clients who stick with it and iterate thoughtfully tend to see better results over time.

Tactical Insights

Combining Strategies

• ABM works best when layered with other demand-gen efforts. It’s not all-or-nothing.

Running Pilots

• Start small: Select a few target accounts, test, refine, and scale. Don’t expect instant gratification.

Support Roles & Tools

• Marketing Ops & RevOps are crucial partners—helping you collect, analyze, and act on data.

• Example tech stack mentioned: HubSpot, Salesforce, LinkedIn, Corral Data, Dreamdata, and 6sense.

• Tools like 6sense help identify high-fit accounts, which can significantly improve conversion rates.

Takeaways

• ABM requires a long-term, strategic mindset and organizational alignment.

• It’s about thoughtful, client-centered solutions—tailored to each account’s unique challenges.

• Pilots are valuable but must be given enough time to gather data and iterate.

• Success depends heavily on data-driven refinement and collaboration across marketing, sales, and operations teams.

Closing Thoughts

The team is excited to explore more about ABM throughout the season, including deeper dives into the tech stack and the roles that support successful ABM programs. Stay tuned for candid insights, guest interviews, and more unfiltered conversations about the future of healthcare marketing.

Cheers to a New Season!

Thanks for joining us as we jump into 2025 with curiosity, collaboration, and a touch of Midwest “I’m here” energy mixed with East Coast “love that for you” vibes.
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