Blog - Jen Picardo Marketing

ABM

What Is Social Selling—and How It Can Power Your ABM Strategy

Let’s clear the air: social selling isn’t just a buzzword—it’s a practical, proven way to build meaningful relationships with the right buyers.Yet, not many brands train their sales teams on how to do it well. Instead they’re handed quotas, tech stacks, and maybe a LinkedIn Sales Navigator license, with very little strategic guidance on how to engage digitally in a way that actually moves the needle. That’s where marketing can step in—not just with assets, …

ABM

From Guesswork to Growth: Why Account Scoring Is the Backbone of ABM Success

In the world of Account-Based Marketing (ABM), not all accounts are created equal — and treating them like they are is a fast track to wasted time, budget, and team energy. The truth is, success in ABM doesn’t come from casting a wide net. It comes from precision. From knowing which accounts are worth your time, when they’re ready for engagement, and how to meet them with exactly the right message at the right moment. …

ABM

The Do’s and Don’ts of ABM Programs

ABM programs are not all built the same. It’s critical to view ABM as a framework and not a campaign. If you haven’t operationalized your ABM Program yet, I encourage you to do so. In this blog I’m sharing my top tips to get you started on your ABM journey. These do’s and don’ts are best practices and can serve as guardrails for your ABM program. Let’s dive in! Getting started may seem overwhelming, but …

ABM

How Messaging and Content Strategy Powers Full-Funnel ABM

I’m a strong believer that content strategy is at the core of successful marketing programs, especially account based marketing (ABM). Your plan and G2M may not start with content strategy, but you won’t get very far without one. In a noisy, fast-moving landscape, brands need more than a content calendar — they need a strong messaging framework to guide what they say, how they say it, and who they say it to. When that framework …

ABM

Why Executive Visibility is Critical for ABM Success

Account-Based Marketing (ABM) is all about connecting with the right accounts, at the right time, and in the right place – and is more than just display ads. The work of building strong, personalized relationships with high-value and high growth potential accounts takes time and strategy. A key part of building strong relationships is ensuring that company leaders and subject matter experts are seen, heard, and engaged with target accounts. Let’s dive into why executive …

ABM

Reality Check: Why Your ABM Program Might be Missing the Mark

Account-Based Marketing (ABM) is a highly targeted, strategic approach where marketing and sales teams work together to engage specific high-value target accounts instead of broader audiences. Programs leverage data, personalization and multi-channel engagement to tailor content to each target account. It’s gained momentum in the last couple of years because it drives higher ROI, shortens sales cycles, and enhances customer relationships. In fact, according to HubSpot’s State of Marketing report, 70% of marketers have an …

Content Marketing

Storytelling That Resonates With Real People

While there are differences in B2B vs B2C marketing, it all really boils down to human connection. People make decisions based on emotions, experiences, and personal values, not just logic or corporate goals. When all things are equal, most choose to go with the brand or person they feel the most connection and chemistry with. Today’s marketers and communicators need to embrace B2H (business to human) for more impactful storytelling. In this blog I’ll discuss …