Tech Marketing Rewired Podcast

High-Impact ABM Starts with Sales Thinking: Bolton Graham on Where ABM Goes Next

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About the Episode

The term "account-based marketing" gets thrown around so casually these days that its meaning has become diluted. Is ABM just targeted advertising to a list of accounts, or is it something deeper? According to Bolton Graham, Head of Marketing at JRNI, we've moved past the golden age of ABM into what he calls a "dark age" where everything is labeled ABM without the personalization that made it special.

Bolton brings a wealth of perspective from his time building ABM programs from scratch, scaling them across organizations, and now applying these principles at Journey. What makes his insights particularly valuable is his candid assessment of what works and what doesn't when taking the one-to-one approach with high-value accounts.

He argues that the best ABM practitioners occupy a unique space between sales and marketing—they need the analytical mind of a marketer with the relationship-building hunger of a salesperson. In fact, Bolton makes the provocative suggestion that perhaps ABM roles should include commission structures similar to sales positions.

Beyond the philosophical discussion, Bolton shares tactical advice on launching successful ABM initiatives, from managing the relationship with sales teams to defending your program from the inevitable pressure to scale beyond what's effective. He highlights the potential of "pattern interrupts" like direct mail, billboards, and in-person events as increasingly valuable tools as digital channels become saturated with AI-generated content.

As Bolton puts it, "The personal connection angle is going to be one of the last things we're left with."

Whether you're just starting your ABM journey or looking to refocus your existing program, this conversation offers fresh perspectives on an approach that, when done right, still delivers exceptional results for B2B marketers targeting high-value accounts. Connect with Bolton on LinkedIn to continue the conversation about the future of marketing in an increasingly noisy digital landscape.

Connect with Bolton on LinkedIn or check out his company, JRNI

🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.

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Guest Bio

Bolton Graham

Graham Bolton FRSA is a distinguished software quality expert and the founder of SQMI, a Dutch consultancy specializing in software quality measurement and improvement since 1985. With over four decades of experience, Graham has conducted technical due diligence for more than 80 private equity transactions, earning him the moniker "software detective" for his ability to uncover hidden risks and growth barriers within source code.

Graham's expertise lies in assessing software maintainability, scalability, and performance. He collaborates with a global network of over 60 programmers to evaluate codebases, providing insights that help investors and companies make informed decisions.

Beyond his consultancy work, Graham is an active thought leader, regularly publishing articles on software quality and technical debt.  He also offers fractional executive services, assisting startups and scale-ups in navigating the complexities of software development and growth.

https://www.linkedin.com/in/bolton-graham/

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