What not to do when launching an ABM program?
Jim Gilkey sits down with
Nakul Shetty, a self-described wannabe motorcycle racer turned accidental marketer, to share hard-won lessons from doing ABM the wrong way.
From chasing alignment across teams to questioning expensive platforms, Nakul reveals the pitfalls that drain time, budget, and focus. He explains why LinkedIn should be treated like a billboard—not a form-fill machine—and why website visits don’t always equal interest.
If you’re running in circles with tools, tactics, and campaigns, Nakul’s advice is clear: slow down, get your ICP right, and build a strategy before pouring money into tech. This episode is a candid look at the ABM missteps you can avoid to save budget and accelerate future success.
👤 Guest Bio- Nakul Shetty calls himself a wannabe motorcycle racer turned accidental marketer. With experience in growth and product marketing, Nakul has learned ABM through trial, error, and persistence. He shares practical lessons on alignment, ICP focus, and strategic discipline that help teams avoid costly missteps.
📌 What We Cover- Why alignment across all teams is the first ABM hurdle
- The hidden risks of investing early in platforms like Terminus or Demandbase
- How to think about LinkedIn as a billboard, not a lead-gen form machine
- Why form fills and downloads aren’t delivering value anymore
- Smarter ways to experiment with lower-cost display ads
- The danger of overreacting to anonymous website visits
- Focusing on a clear ICP and niche before scaling campaigns
- Why slowing down at the start saves budget and accelerates later wins
🔗 Resources Mentioned
