Data-driven precision targeting: Workday’s winning ABM formula | OnBase podcast

Описание: What does it take to build a winning account-based marketing (ABM) strategy at scale?

In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson, Senior Marketing Leader at Workday, to uncover how data-driven precision targeting fuels smarter, faster, and more personalized go-to-market strategies.

Craig shares his journey from startup scrappiness to enterprise excellence—revealing how clean data, timing, and human intuition drive real ABM success. From turning intent data into deals to balancing personalization with automation, this episode is packed with actionable insights for every B2B marketer.

💡 In this episode, you’ll learn:

Why data quality is the foundation of every successful ABM strategy.

How to use intent signals and predictive scoring to strike at the perfect moment.

The secret to balancing ABX and demand gen for maximum impact.

Why messaging alignment between sales and marketing makes or breaks deals.

How AI amplifies performance—but can’t replace human instinct.

🧠 Key takeaway:

ABM isn’t just about technology, it’s about precision, timing, and the power of clean, actionable data.

Chapters:
00:00 – Intro
04:49 – Craig’s journey from marketing writer to enterprise marketer at Workday.
08:33 – The $250M deal that closed in three months due to perfect timing.
10:49 – Data quality challenges and why startups must fix data before scaling.
14:13 – How intent signals flipped pipeline from sales-led to 56% marketing-driven.
16:59 – How Workday balances ABX, ABM, and demand gen using data and FHIR scores.
22:07 – Finding the sweet spot between personalization and scale.
26:54 – How AI helps, but never replaces, strategic human insight.
29:21 – Lightning Round: the biggest challenge in B2B sales—“Messaging.”
33:25 – Craig’s go-to reads: Neil Patel Blog, Martech Blog, and vendor content from Demandbase, HubSpot, and Marketo.

Guest: Craig Abramson |   / craignabramson  
Host: Chris Moody |   / chrismoody  

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