B2B Marketing: The Provocative Truth · 2026-01-15 · 57 min
ABM is still spoken about as a silver bullet. A way to open doors, personalise at scale and finally align sales and marketing. The problem is that most organisations expect it to behave like magic rather than work. In this conversation, Benedict speaks with Lauren Daly and Andrew Shepherd from Palo Alto Networks about where ABM breaks down in reality. Drawing on experience running ABM in a large, complex organisation, they unpack the gap between how ABM is sold internally and what it actually demands operationally, culturally and commercially. Rather than treating ABM as a tactic, the discussion reframes it as a privilege that requires clarity on account selection, shared ownership of outcomes and a willingness to confront uncomfortable trade-offs. From data fragmentation and misaligned incentives to the limits of personalisation at scale, the episode is clear-eyed about what works and what does not. This is not a conversation about tooling or frameworks. It is about discipline, expectation-setting and why good ABM often looks a lot like good marketing done properly.
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