Unboxing ABM (Episode: 2)

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In the second episode of Unboxing ABM, we speak with Varun Kohli, CMO at Cequence 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%.

He wrapped up with practical advice for marketers hesitating on ABM: “Don’t wait for perfection, just start. ABM doesn’t require a massive team or budget; just focus, empathy, and experimentation.”

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