Скачать или смотреть From Marketing to Sales-Led ABM: How Alex Baud Runs High-Impact Programs | Ep 72

What happens when a marketer joins the sales team — and never looks back? Meet Alex Baud, Head of ABM at CMSPI, who’s running deal-driving programs with no fluff, minimal martech, and maximum alignment.

In this episode of ABM Answered, Sam chats with Alex about how he “accidentally” built an ABM function that’s more sales than marketing — and why that’s exactly the point. From tracking real conversations (not clicks) to scoring 80% conversion from a vertical campaign, Alex shares grounded, battle-tested tactics anyone can steal — solo marketer or seasoned pro.

Discussion Breakdown

📈 Attribution Without the BS:
Why marketing metrics don’t tell the full story
How Alex tracks real progress (hint: coffee chats - clicks)
Using sales debriefs and content re-requests to prove ROI

💰 ABM on £0 Budget:
His #1 rule: alignment - ad spend
Why personalized SDR outreach beats automated invites
Making budget constraints a creative advantage

🧠 Underrated ABM Power Moves:
The surprising tactic that works every time: asking better questions
Why interviews with sales reps are your secret weapon
How to build trust with buyers before you pitch

🎯 Targeting & Tactics:
Why one-to-few is the best starting point for most ABM teams
How to build scalable templates without losing personalization
The vertical campaign that turned into 80% client conversion 🤯

📦 From Lost Deals to Comebacks:
Why asking for feedback after losing a deal matters
How to plant the right seeds for re-engagement
Why context beats cleverness every time

Timestamps

00:00 – Meet Alex Baud: accidental ABM-er turned sales-side strategist
01:30 – How he built an ABM function inside CMSPI from scratch
04:00 – Challenge 1: Attribution that matters (and what doesn’t)
06:40 – Aligning with sales metrics vs. chasing MQLs
08:35 – How content re-requests = your hidden ROI signal
09:50 – Challenge 2: ABM with no budget (Jillian at Akamai)
11:10 – Why sales alignment is worth more than fancy tech
12:00 – Challenge 3: Unconventional tactics that just work (Kyla at MongoDB)
13:15 – Building relationships, not just marketing campaigns
14:30 – Ask. For. Feedback. (Even after a loss.)
16:00 – Challenge 4: Where to find campaign inspiration (Jim at Scrappy ABM)
17:30 – Why past internal wins beat generic external examples
20:15 – Challenge 5: One-to-one vs. one-to-few ABM split (Robert at B2B Expo)
21:40 – How to run one-to-few without losing personalization
24:00 – Challenge 6: Success story – the 2020 vertical webinar play
26:30 – 80% of targets became clients (eventually 😏)
28:00 – Challenge 7: Is the MQL dead? (Chris at Mockingbird)
29:00 – How the MQL deepens the marketing/sales divide
30:15 – Why ABM needs unified goals, not legacy labels
31:30 – Bonus Q: Dream tool? A CRM that actually remembers things
33:00 – Closing Q: What to do when no one responds to your campaigns

Resources & Mentions
CMSPI: Global payments consultancy where Alex leads ABM
Mockingbird: Customer success + ABM insights tool from Chris Rack
Scrappy ABM podcast by Jim Jilke – worth a listen for tactical stories
The “one-to-few” ABM webinar that became a masterclass in vertical success
Pager, MongoDB, Akamai, Opportunus — shoutout to the ABM community for sending in 🔥 questions

Got a challenge for our next guest?
Drop it in the comments or tag us with #ABMAnswered. We’ll get it answered — no fluff, no jargon, just real talk. 💬

#ABM #SalesAlignment #B2BMarketing #AccountBasedMarketing #NoFluffMarketing #CMSPI #PipelinePower #ABMOnABudget #ScrappyABM #ABMSuccess #ContentROI #B2BSales #ABMStrategy #HumanFirstMarketing #CommunityLedGrowth