# Right People, Right Companies: How to Launch ABM as a Manufacturer w/ Sangram Vajare

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-08-25
- Length: 34m
- Episode: 11
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-cdbb54b7-7b51-4eda-b2e8-e65bbe23e7a6

## Summary

Sangram Vajre, co-founder of Terminus and author of 'ABM is B2B', explains Account-Based Marketing (ABM) as a focused strategy to align sales and marketing around high-value target accounts. He discusses using intent data from providers like Bombora to identify buying signals early in the process and emphasizes the importance of tiering accounts to allocate resources effectively. Vajre argues that mid-sized manufacturers with large deal sizes and long sales cycles are ideal candidates for ABM, warning against chasing vanity metrics like website traffic in favor of pipeline quality.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar#t=0) Introduction to ABM and the Host
- [3:28](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar#t=208) Defining ABM and Sales Empathy
- [9:42](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar#t=582) Using Intent Data to Identify Opportunities
- [16:11](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar#t=971) Tiering Accounts and Personalizing Experiences
- [21:07](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar#t=1267) Vanity Metrics vs. Revenue Impact
- [24:49](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar#t=1489) Applying ABM to Mid-Market Manufacturers
- [28:39](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar#t=1719) The Future of B2B Marketing and Community

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

companies scaling up

## Mentioned

- Terminus (company)
- Bombora (company)
- Salesforce (company)
- ExactTarget (company)
- ParDot (company)
- Gorilla 76 (company)
- Home Depot (company)
- Snowflake (company)
- Promada (company)
- ABM is B2B (product)
- Flip My Funnel (product)

## Related episodes from other shows

- [143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-06-27-143-how-to-identify-and-speak-to-your-ideal-customer-with-emily-joann-wilkins-fo) (Manufacturing Happy Hour)
- [Building an Industrial Marketing Roadmap with Joe Sullivan](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan) (Manufacturing Happy Hour)
- [133: Using Email Marketing to Sell Physical Products](https://hardwarepodcasts.com/podcast/product-startup/2022-07-20-133-using-email-marketing-to-sell-physical-products) (Product Startup)
- [228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-03-25-228-industrial-marketing-from-smbs-to-the-enterprise-live-from-the-2025-industri) (Manufacturing Happy Hour)
- [Leveraging Data to Stop Selling Naked | Sales & Marketing Game Changers Mini-Series | Ep. 2 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-18-leveraging-data-to-stop-selling-naked-sales-marketing-game-changers-mini-series) (Manufacturing Happy Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-25-right-people-right-companies-how-to-launch-abm-as-a-manufacturer-w-sangram-vajar. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.