ABM is Like Dating – Don’t Propose Before You Date
- hajar boulagjam
- May 12
- 4 min read
While many marketers dream of the creative sizzle of B2C, Megan Klingaman found her passion in the complex, data-driven world of B2B. Now, as the Director of Go-to-Market and ABM at Gravity Global, she’s blending brand strategy with precision targeting to make ABM work in the real world. Here’s what she had to say about building a winning ABM.
From B2C to B2B – A Non-Traditional Path
Megan didn’t start her career in the world of multi-touch funnels and buying committees. She actually began in B2C, working on paid media, account planning, and strategy for the automotive industry. But when she got her first taste of B2B, something clicked.
"B2C is like selling to a cheetah," Megan explained. "One individual, one decision. B2B is a pack of wolves. Everyone has a role, and you have to win over the whole group."
It’s this complexity, with its longer sales cycles and layered decision-making, that kept Megan hooked. She dove deep into B2B, mastering platforms like 6sense and Demandbase, and learning the nuances of ABM for clients across multiple industries.
Today, she still dabbles in B2C, but her heart is firmly set on the challenge of B2B.
Building Sales and Marketing Alignment: More Data, Less Gut Feeling
When asked what she’d change about sales and marketing alignment, Megan got straight to the point: "Data over gut feeling."
From her perspective, real alignment means treating sales like true partners. That means not just handing over leads but collaborating on account strategies, defining intent signals, and agreeing on what really counts as a hot lead.
She’s not a fan of sales teams chasing rumors or hunches.
"I like to operate on facts, which is data," she emphasized.
Her advice is to make sure sales trusts the data. That way, you’re fishing with spears, not nets. Focusing on high-probability opportunities instead of just anyone who visits your website.
Setting ABM Objectives That Drive Real Results
For Megan, the key to setting effective ABM objectives is simple but often overlooked: "Always tie them back to real business goals."
Whether it’s net new logos, reducing churn, or accelerating deal cycles, every marketing action should align with the company’s broader objectives.
She recommends thinking through the full funnel:
Top of Funnel: Build awareness and reach new audiences.
Middle of Funnel: Drive engagement and nurture leads with content that builds familiarity.
Bottom of Funnel: Close deals and create warm handoffs to sales.
Picking Target Accounts: Don’t Propose Before You Date
When it comes to account selection, Megan follows a practical approach that starts with building a Total Addressable Market (TAM). But she’s careful not to jump straight to the pitch.
"Don’t propose to your prospects before dating them," she said.
It’s about building multiple touchpoints before pushing for a sale, especially if you’re trying to win over a complex buying committee.
Her advice is to think in layers:
Start with broad awareness for unfamiliar accounts.
Nurture engagement through personalized content.
Move to sales conversations only after you’ve warmed them up.
She shared that this process isn’t just about finding the right companies but understanding where they are in their buying journey.
For example, mature businesses might already have high brand awareness, while others might need more initial nurturing before they’re ready for a sales conversation.
Top Engagement Channels: Media, Search, and Events
Megan’s top three engagement channels are:
Paid Media: For real-time optimization and high-intent targeting.
LinkedIn: For precise B2B targeting and retargeting.
Events and Email: To build deeper connections and understand client pain points.
Content Creation: Less Gating, More Multi-Touch
When it comes to content, Megan recommends a multi-touch strategy, keeping most content ungated until the final conversion stage. This means using a mix of videos, infographics, and snackable insights to nurture leads without scaring them away with endless forms.
"Gating too early skews your data," she warned.
Instead, focus on engagement and intent signals before asking for contact details.
“Don’t ask for contact info just to download an ebook if the buyer isn’t ready to talk to sales yet,” she advised.
Tech Stack Wish List: The All-in-One Dream
If Megan could invent one tool, it would be an all-in-one platform that combines CRM, ABM, intent data, and media buying into a single, user-friendly dashboard.
She’s tired of juggling multiple platforms and wants a seamless, data-driven approach to account targeting.
Until then, she encourages marketers to focus on alignment, data, and targeted, personalized content to drive better results.
Final Thoughts
Before we said goodbye, Megan shared two thoughtful questions for our next ABM expert:
Where do personas fit into ABM when targeting a buying committee?
How do you explain go-to-market as a strategy?
As always, we’ll make sure these get addressed and who knows, we might even spark a few debates along the way.
Thank you so much, Megan, for being so generous with your time and wisdom. We appreciate you walking us through the world of ABM and sharing your hard-won lessons.
For more of Megan’s insights on ABM and go-to-market strategy, connect with her on LinkedIn.
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