The ABM Way!

Hosted by Omprakash Karuppanan

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Latest episode

Mar 2026

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EN-US

About the show

Welcome to "The ABM Way." A B2B Marketing podcast hosted by Omprakash Karuppanan from Fuego Systems. Here we discuss and learn hands-on strategies and best practices in Account Based Marketing, Demand Generation, B2B Marketing strategy, Marketing and sales metrics, alignment, content, and more. Through Interviews, fireside chats, and Lunch & Learn sessions, we share invaluable insights and learnings for B2B Marketers, CXOs, and Founders looking forward to starting or improving their ABM programs.

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16 recent

March 24, 2026Episode 1648 min

Episode 16: Signal-Based ABM: How Enterprise Deals Are Actually Won| Webinar with Yulia Olennikova-Senior Marketer and Evangelist at N.Rich

Signal-Based ABM: How Enterprise Deals Are Actually WonIn this Webinar episode of The ABM Way, Omprakash sits down with Yulia Olennikova Senior marketer and evangelist at N.RichWe’re breaking down why signal-based ABM underperforms & what enterprise teams do differently to turn signals into real sales conversations.In one focused hour, we’ll discuss:1.Why most signal-based ABM programs stall after early engagement2.The subtle signals that tell you a deal is real & not just curiosity3.Why “high intent” accounts still ghost your sales team4. How serious enterprise teams combine first-party and third-party signals to create momentum5.Real signal frameworks used at N.Rich and across enterprise SaaS programsIf any of this feels uncomfortably familiar, you should probably join:– Intent spikes, but the pipeline doesn’t move– SDRs fire sequences based on a single data point– Third-party intent runs the strategy– Marketing celebrates engagement while sales sees no urgency– You still can’t confidently say when a buying committee is formingThanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

July 17, 2025Episode 1447 min

Episode 15: Cracking the European IT Market: GTM Strategies & Masterclass with Peter Dibbern|CMO @Cosmo Consult

Cracking the European IT Market: GTM Strategies & Masterclass with Peter Dibbern.In this powerhouse episode of The ABM Way, Omprakash sits down with Peter Dibbern, CMO of Cosmo Consult, one of Europe’s top Microsoft partners, who will reveal the real-world challenges and strategies of building a pipeline in a conservative, engineering-driven market like Germany. From building your pipeline without vendor dependency to crafting field events that convert, this conversation is a must-listen for founders, GTM leaders, and marketers navigating the European IT services landscape.In this Episode, we discussed:Building a pipeline without vendor dependencyHow to win trust in conservative markets like GermanyAligning sales and marketing for real outcomesHow to make events generate real revenueThanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

July 14, 2025Episode 1447 min

Episode 14: From Decks to Deals: Mastering Account-Based Marketing Execution with Vineeta Makhija

From Decks to Deals: Mastering Account-Based Marketing Execution with Vineeta Makhija.In this episode, We meet Vineetha – a powerhouse in ABM and digital strategy.With leadership roles at Autodesk and IBM, Vineetha brings over a decade of deep expertise in account-based advertising and marketing. She’s led high-impact 1:1, 1:Few, and 1:Many ABM programs across global markets—helping enterprise brands accelerate pipeline, boost deal velocity, and elevate customer experience.Her career has spanned countries, agencies, and industries—always anchored in digital. From campaign strategy to performance optimization, Vineetha knows how to turn data into decisions and intent into revenue.On this episode, she shares her bold playbook for modern ABM, what’s broken in today’s approach, and how to fix it.We discussed:How to Prioritize Execution and Focus on implementing practical ABM strategies rather than just theoretical plans.Fostering collaboration between sales, marketing, and customer success to achieve shared goals.Tailor Your Messaging: Customize content and messaging based on the specific needs of each account.Leverage Intent Data: Combine third-party intent signals with first-party insights to accurately assess account readiness.Create Engaging Content: Develop relevant and timely content that resonates with your target audience and repurpose successful assets.Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

July 10, 2025Episode 1348 min

Episode 13:Why Marketing Ops Is Your GTM Pit Crew and Not a Tech Helpdesk| Darrell Alfonso

Why Marketing Ops Is Your GTM Pit Crew — Not a Tech Helpdesk.In this powerhouse episode, I’m joined by Darrell Alfonso, Director of Marketing Strategy & Operations at Indeed and one of the most respected voices in the global marketing ops community.We dive deep into the evolving role of marketing ops, far beyond dashboards and tools. Darrell shares why ops should be the strategic backbone of GTM, how to architect a bowtie funnel that drives expansion revenue, and what most SaaS teams get completely wrong when evaluating new martech.You’ll also hear Darrell’s take on:Why ABM tools alone won’t fix your GTM execution gapThe pit crew vs race car analogy that every sales & marketing team needs to hearHow to build a 5-person marketing ops team for $10M–$100M SaaS orgsWhat good ops looks like in an ABM motion and why most teams fail to alignWhy GTM leaders should obsess over outcomes, not just projects or toolsIf you’ve invested in tools but still can’t tie them to a pipeline, then this episode will reshape how you approach marketing operations and tech in 2025.Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

July 10, 2025Episode 1242 min

Episode 12: The Bold ABM Moves No One Talks About (But You Should Try in 2025)|Emilia Korczynska

The Bold ABM Moves No One Talks About (But You Should Try in 2025) In this episode of The ABM Way, Omprakash Karuppanan and Emilia Korczynska, VP of Marketing at Userpilot, discuss the ABM strategies that many teams are hesitant or slow to adopt.Emilia shares why display ads are overrated, how contact-level attribution can be misleading to your team, and why most ABM campaigns tend to lose steam after 90 days. From building account-level scoring models to de-anonymizing engagement without reverse IP lookups, she walks us through lean ABM plays that scale.We also explore:How to make ABM work in a PLG or freemium motionWhen not to buy tools (and what to do first instead)Why LinkedIn is still the most underrated ABM distribution channelThe difference between real ABM experiments and vanity campaignsLetting go of funnel fantasies and adapting to how SaaS buyers moveIf you’re a SaaS CMO or GTM leader gearing up for 2025, this episode is a must-listen.Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

December 15, 2024Episode 1131 min

Episode 11: From the Dawn of the Internet to AI-Insights from a 3-Decade Expert in Branding,SEO and ABM-Patricia McParland

In this episode of The ABM Way, Omprakash discusses with Patricia McParland, VP of Marketing at MetricStream, a leader in governance, risk, and compliance (GRC) software solutions. With over three decades of B2B marketing experience, Patricia shares her expert insights on how marketers can navigate the evolving digital landscape while staying rooted in the timeless fundamentals of marketing success.This episode discusses:The Evolution of Marketing, from the rise of the Internet to the integration of AI, shows how technology has shaped modern marketing strategies.This episode offers a practical guide that focuses on Audience, Behavior, Content, Design, and Evaluation, providing actionable steps to drive marketing effectiveness.They also discuss the significance of personalization and relationship-building in account-Based Marketing (ABM). This strategy is crucial for engaging high-value accounts and is a key focus of the conversation.Patricia and Omprakash also underscore the value of Core Marketing Principles. These principles, including understanding your audience, crafting authentic messaging, and building trust through thought leadership, are the bedrock of successful marketing strategies.This episode is packed with actionable advice, timeless marketing truths, and fresh perspectives for today’s digital-first era. Don’t miss this engaging conversation with a marketing trailblazer!Thanks for listening. What can we do to improve the show?Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

June 5, 2024Episode 1032 min

Episode 10: Why your ABM advertising doesn't work and how to fix it with Yulia Olennikova

In this episode of The ABM WAY Omprakash karuppanan and Yulia Olennikova from N.Rich discuss on:Why your ABM advertising doesn't work and how to fix it!Are display ads worth the cost?Do Display ads still work?How can I personalize ads in scale?Do we need expensive ABM ad platforms?These and many more questions,In this episode, we discussed:Personalization beyond just having logos and names on landing pages.Importance of buyer journey-specific content and Personalization throughout the sales cycle.Running one-to-many and one-to-one campaigns.Combining programmatic ads with LinkedIn ads for better insights and efficiency.Measuring ROI through sales velocity rather than just one metric.The impact of ABM ads on shortening sales cycles and increasing win rates.How to conduct a self-test to ensure alignment with sales and identify lower-hanging fruits.Utilize first-party data to understand current engagement levels.How to start a pilot program to test the effectiveness of ABM ads.and much more.Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

June 5, 2024Episode 938 min

Episode 9: Why crafting a Human-First ABM Copy always wins, making your audience feel understood and valued!| Naomi Soman

Why crafting a Human-First ABM Copy always wins, making your audience feel understood and valued!In this episode of the The ABM Blitz series, Naomi Soman from Storylogick Consulting and Omprakash Karuppanan discuss:A well-ideated narrative and UVP backed by research help you:✔️Connect Emotionally✔️Stay Engaging and Memorable✔️Show Differentiation: ✔️Address Customer Pain Points: ✔️Build Trust✔️Simplify Complex Solutions✔️Align Stakeholders✔️Influence Long Sales Cycles🚀 Importance of Unique Value Proposition in ABM💬Tailored Messaging in B2B Tech: Importance of tailored messages for different decision-makers and funnel stages. 📊Data-Driven Copywriting: Significance of verifying messaging through customer interviews and testing. 💡Storytelling Structure: Crafting messaging like a story with key elements to engage users effectively. 📝Measuring Message Success: Using qualitative and quantitative metrics to gauge message effectiveness. 📢Brand Consistency: Aligning brand consistency with messaging across various marketing channels.and more.,Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

May 21, 2024Episode 738 min

Episode 8: Growth ABM vs Enterprise ABM-The Future of Account-Based Marketing and Growth Strategies with Davis Potter.

Join Omprash Karuppanan, the Founder of Fuego Systems, in THE ABM Way Episode.Topic: Growth ABM vs Enterprise ABM-The Future of Account-Based Marketing and Growth Strategies with Davis Potter.In this episode, we dive deep into the evolving world of Account-Based Marketing with Davis Potter from Forgex. Davis shares extensive experience and insights on the nuances between Growth ABM and Enterprise ABM. We discussed:1. Understand the key differences between growth ABM vs. Enterprise ABM and how these frameworks can complement each other.2. Discover the essential resources and team structure needed to successfully implement a Growth ABM strategy.3. Managing ad budgets effectively, especially with large enterprise clients.4. The effective Tech Stack to get started with ABM without overspending.5. Key metrics to monitor before engaging in a sales pitch and how to track engagement effectively.6. Strategies for scaling your ABM program, including the importance of a centralized ABM center of excellence.7. Insights from audits into common mistakes companies make and how to avoid them.8. Davis's vision for the future of Account-Based Marketing and how AI and signal-based marketing will play a role.Tune in to gain actionable insights and elevate your ABM strategies to the next level!Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here

March 11, 2024Episode 730 min

Episode 7: ABM Horror Stories and How to Avoid them|ABM Blitz Series|Omprakash Karuppanan

Join Omprash Karuppanan, the Founder of Fuego Systems, in the ABM Blitz Episode.Topic: ABM Horror Stories and How to Avoid Them.Here, Omprakash discusses on1. How ABM is a powerful strategy but requires meticulous execution.2. Rushing into ABM can cause a lot of wasted budgets, resources, and time. 3. There are some common pitfalls to expect in your ABM execution if not executed strategically.4. ABM Execution and how you can avoid the nightmares.Thanks for listening. What can we do to improve the show?Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.Join here