Most ABM teams align with sales — but overlook a crucial partner: product marketing. In this punchy episode,
Jim Gilkey sits down with
Jordan Cullen, a marketing leader with deep B2B tech experience, to break down where the real alignment opportunities live. Jordan explains how product marketers offer hyper-targeting advantages most ABMers don’t tap — especially across industries or persona-specific offerings. He shares a dead-simple tip: show up on win-loss calls. You’ll learn what content actually helped deals close — or what gaps lost them entirely. And the best part? These insights help you sharpen your ABM plays fast. If your product suite changes by industry or persona, this is the collaboration you can’t afford to skip.
👤 Guest Bio- Jordan Cullen is a marketing leader with nearly 20 years of experience, including over a decade in B2B tech. He’s launched products with Microsoft, Apple, Meta, and across AI-powered fintech solutions — and knows firsthand how high-performing ABM and product marketing teams win together.
📌 What We Cover- Why ABM teams should align closely with product marketing
- How to target by persona and match the offering to that persona
- The role of win-loss analysis in improving ABM execution
- What to ask on win calls beyond product feedback
- How loss insights can guide future account engagement
- Why different verticals need different early-stage content
- A practical way to hyper-target ABM based on product suite variation
🔗 Resources Mentioned
