Don't do ABM | E104 with Marta George
Thu Feb 05 2026
Why does “ABM” so often become a logo-swap landing page and a prayer? In this episode, Emma and Ruta sit down with Marta George (ex-Head of ABM, now Field & Channel Marketing) to get brutally honest about what real ABM takes—and when you shouldn’t do it at all.
We get into:
✅ Why “ABM Lite” isn’t real (and why it keeps getting sold anyway)
✅ The village ABM needs: sales, SDRs, CS, product marketing, brand, design
✅ Account selection done right (data > opinions, relationships matter)
✅ Start small: 2–4 accounts, bottom-of-funnel first, then scale
✅ Timelines & expectations: quarters to years—not weeks—and what to report
✅ What to track (and why MQLs are the wrong question for ABM)
✅ When to skip ABM and do personalised demand gen instead
✅ Tools & AI: faster personalisation ≠ ABM
✅ Spicy take: why growth teams deserve bonuses/commission
We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing.
If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.
Visit blameitonmarketing.com and let’s get this show on the road.
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Why does “ABM” so often become a logo-swap landing page and a prayer? In this episode, Emma and Ruta sit down with Marta George (ex-Head of ABM, now Field & Channel Marketing) to get brutally honest about what real ABM takes—and when you shouldn’t do it at all. We get into: ✅ Why “ABM Lite” isn’t real (and why it keeps getting sold anyway) ✅ The village ABM needs: sales, SDRs, CS, product marketing, brand, design ✅ Account selection done right (data > opinions, relationships matter) ✅ Start small: 2–4 accounts, bottom-of-funnel first, then scale ✅ Timelines & expectations: quarters to years—not weeks—and what to report ✅ What to track (and why MQLs are the wrong question for ABM) ✅ When to skip ABM and do personalised demand gen instead ✅ Tools & AI: faster personalisation ≠ ABM ✅ Spicy take: why growth teams deserve bonuses/commission We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it. Visit blameitonmarketing.com and let’s get this show on the road.