Unboxing ABM
Unboxing ABM
Episode: 2
In the second episode of Unboxing ABM, we speak with Varun Kohli, CMO at Sequence Security, who shares his deep insights into building marketing strategies that fuel growth and exits.
We discussed why ABM is not a one-size-fits-all “playbook,” but rather a constantly evolving sandbox that adapts to context, company stage, and customer behavior. Varun shared why empathy is central to ABM, how modern buyers are tuning out traditional channels, and how marketers must adapt through experimentation, agility, and a sharp focus on goals.
Varun’s ABM Framework:
Define & prioritize accounts: Start with ICPs, lookalike accounts, and buying committees.
Segment & personalize: Match engagement to actual behavior and stage, not assumptions.
Experiment & adapt: Use 20% of your efforts for experiments, and feed winning tactics back into your core 80%.
- 00:00 Unboxing ABM: Snippet
- 01:45 Introduction to Varun & his track record of exits
- 02:48 Coding to casting nets and now crafting magnets
- 04:30 Creating a “Not-To-Do” list as a strategic tool
- 07:18 Varun’s definition of ABM: empathy over intrusion
- 09:15 ABM as a sandbox, not a playbook
- 11:35 Message sequencing & flexible funnel design
- 14:20 ABM done is better than perfect: ABM 0.2 > ABM 2.0
- 15:40 ABM success metrics: The “Magic Ratio”
- 17:45 Putting together an ABM team & program
- 21:30 The future of outreach and the rise of GEO
- 22:40 Futuristic view of MarTech tools are essential
- 25:25 ABM isn’t a platform, it’s a promise to understand your buyer
