Gone are the days when marketers relied on broad, generic campaigns in hopes of catching a few leads. There’s a better way: focusing on the right accounts with a more targeted and strategic approach. In this replay episode, Casey Carey, CMO at TCP Software, discusses the process of shifting from traditional lead-based sales to Account-Based Marketing (ABM).
Casey shares how to tackle common challenges like gaining sales alignment and crafting a strong Ideal Customer Profile (ICP). He also highlights why the biggest barrier to ABM success isn’t technology—it’s change management.
In this episode, you’ll learn:
- How to align cross-functional teams around a unified ICP
- Why ongoing iteration and adaptation are critical for ABM success
- How to measure engagement beyond traditional lead metrics
Jump into the conversation:
00:00 Introducing Casey Carey
02:23 What is an Account-Based Strategy?
05:02 Marketing and sales alignment
08:49 Identifying your ICP
13:22 Getting stakeholders on board for ABM
19:29 The overlap between MQL, ABM, and PLG
23:38 Casey’s successful ABM campaign
30:17 Using tech to connect the dots
