Let’s talk ABM 84. ABM: The Language of Relationships
Nov 14, 2025
Marta George, Head of EMEA ABM programs at Ping Identity, shares her journey in ABM strategy post-merger. She reveals how scaling down target accounts led to deeper engagement and better results. Marta emphasizes that ABM is about building long-term relationships, not quick wins. With insights on choosing fewer accounts, co-creating value with partners, and using AI to enhance personalization, she illustrates the importance of collaboration with sales and the need for leadership buy-in to measure success beyond metrics.
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From Campaigns To Relationships
- Treat ABM as a relationship program, not a launch-and-forget campaign, and obsess over ongoing adjustments.
- Shifting language from 'campaign' to 'relationship' changed conversion and engagement outcomes for Marta.
Promote Or Demote Accounts Quarterly
- Review account engagement regularly and promote or demote accounts between one-to-one and broader programs.
- Accept that many accounts are 'not in market now' and reclassify rather than abandon them.
Partner-Led ABM Pilots
- Marta piloted one-to-one ABM with channel partners to co-create value for shared accounts and double influence.
- She warns partner ABM adds alignment complexity but believes the upside justifies the effort.