Episode Summary
In this episode of Taking the Lead, host Christina Brady welcomes Kristina Jaramillo, President of Personal ABM. The conversation kicks off with a deep dive into Kristina’s journey, revealing how she accidentally found her way into the marketing world and evolved into her current role. Next, Kristina shares her company’s focus on the one-to-one portion of Account-Based Marketing (ABM), emphasizing the importance of interactions over scaling for securing higher-value deals.
The discussion then shifts to the tactical aspects of ABM. Kristina highlights the importance of tailoring for relevance and teaching away from the status quo. She underscores the need for a hyper-focused approach that differentiates from competitors and the status quo, ultimately convincing prospects that doing nothing is more costly than implementing a new tool.
The episode wraps up with a rapid reveal section, where Kristina shares her favorite board game, her irrational fear of sharks, and a piece of advice that everyone could benefit from: slowing down and being intentional. She encourages listeners to consider whether they are delivering the experience they want, both personally and professionally.
Guest Profile
- Name: Kristina Jaramillo
- What she does: President of Personal ABM.
- Company: Personal ABM
- Noteworthy: Kristina is an accidental marketer who emphasizes the importance of interactions over scaling in ABM.
Key Insights
- Personalizing Account-Based Marketing for Higher-Value Deals Kristina Jaramillo, President of Personal ABM, emphasizes the importance of personalizing Account-Based Marketing (ABM) to secure higher-value deals. She suggests focusing on interactions rather than scaling, a common mistake many marketers make. By being hyper-relevant and teaching away from the status quo, marketers can convince prospects that doing nothing is more costly than implementing a new tool. This approach can be a game-changer in conversations and can significantly improve the effectiveness of ABM strategies.
- Slowing Down and Being Intentional: A Key to Success Kristina shares a piece of advice that everyone could benefit from: slowing down and being intentional. She encourages listeners to consider whether they are delivering the experience they want, both in their personal and professional lives. This intentionality can be applied to every aspect of life, from emailing to business decisions. By being intentional, individuals and businesses can ensure that their actions align with their goals and values.
- Evolving Customer Success: From Quarterly Check-Ins to Continuous Engagement Kristina discusses the need for businesses to evolve their customer success strategies. So instead of relying on quarterly check-ins, she suggests that companies engage with their customers continuously. This could involve hosting webinars for clients, providing resources, or facilitating discussions between customers. By doing so, businesses can become "stickier" and better understand their customers' challenges. This continuous engagement can lead to improved solutions and better customer experiences.
Episode Highlights
The Accidental Marketer: Kristina Jaramillo’s Journey into ABM
The episode begins with host Christina Brady introducing Kristina Jaramillo, President of Personal ABM. Kristina shares her journey into the marketing world, which she describes as a “happy accident.” She talks about her early years out of school and how she evolved into her current role, focusing on the interactions in ABM rather than scaling.
“We find out a lot of people are focusing on scaling versus the interactions that are really gonna get you the higher-value deals.”
Tailoring for Relevance: The Game Changer in ABM
Kristina discusses the importance of tailoring for relevance in ABM. She emphasizes the need to be hyper-focused on what differentiates you from your competitors and the status quo.
“Doing nothing is more expensive to them versus implementing this tool is a game changer for a conversation. So that’s the type of thing you have to figure out, what’s going to work and what’s historically worked for you as a seller.”
Rapid Reveal: Kristina Jaramillo’s Favorite Board Game and Fear
In the rapid reveal section, Christina asks Kristina three quick questions. Kristina shares her favorite board game, which is “Sorry,” and her irrational fear of sharks. This light-hearted segment provides a glimpse into Kristina’s personal life and interests.
“Okay, so if you had asked me this like 20, oh no, now we’re looking at it 30 years ago, I would’ve said Monopoly. Obsessed with Monopoly. But right now, with my kids, I love Sorry.”
Slowing Down and Being Intentional: Kristina’s Advice to All
As the episode wraps up, Kristina shares a piece of advice that everyone could benefit from: slowing down and being intentional. She encourages listeners to consider whether they are delivering the experience they want, both in their personal and professional lives.
“What I was talking about earlier, about slowing down and being intentional with what you’re gonna do. Am I delivering the experience I want, whether a personal experience in your everyday life or a business experience in your nine-to-five life?”
