The Stigma of Being an Enigma: Jarred Young and ABM

 When I sat down with Jarred Young, Vice-President of Terminus, in a recent interview about his journey with account-based marketing (ABM), he told me that it took plenty of mistakes along the way before he and his team got things right. 

Our conversation also covered:

• Common misconceptions about ABM
• Why intent and syndication are not enough
• How his company changed its mindset about ABM

“Although ABM probably should have been a company-wide initiative, it did not start out that way,” Mr. Young said. “That’s because ABM has a stigma of being an enigma. People hear the term, and while they know it means account based marketing, they tend to have a different view around what it is and how to execute it.”

Young and his team decided to implement ABM despite the enigma. “The intent was to start looking at all the signals that are happening in the industry and how they might relate to their company and content syndication,” Young added.

He and his team quickly learned that they weren't thinking about ABM the right way. And that was okay. It helped him and his team understand they needed help. When Terminus stepped in, they soon saw that they had not done ABM before. He and his team weren’t account-based experts by any means, and they needed a little bit of guidance. 

Check out my video with Jarred Young for more details on his journey with ABM!