The Truth: Why ABM Usually Fails (And How to Fix It)

2025-10-15

$600k in new business, all from an ABM campaign!? You read that right! In this episode of Between the Silos, host Jen sits down with Zane DeZeeuw, Senior Account Manager at Vye, to demystify the buzz around Account-Based Marketing (ABM). Together, they unpack how true sales and marketing alignment can win back decade-old lost clients, generate six-figure deals, and — most importantly — humanize B2B relationships. Zane shares an inside look at a real ABM campaign that flipped a 12-year-old neg...

$600k in new business, all from an ABM campaign!?

You read that right!

In this episode of Between the Silos, host Jen sits down with Zane DeZeeuw, Senior Account Manager at Vye, to demystify the buzz around Account-Based Marketing (ABM). Together, they unpack how true sales and marketing alignment can win back decade-old lost clients, generate six-figure deals, and — most importantly — humanize B2B relationships.

Zane shares an inside look at a real ABM campaign that flipped a 12-year-old negative perception into over $600K in new business, plus why most ABM strategies fail (and how to fix them). Whether you’re in sales, marketing, or trying to bridge the gap between both, this episode will have you rethinking how you connect with your best-fit accounts.

Stay tuned till the end for the “Hot Seat” segment, where Zane shares his favorite (and least favorite) corporate jargon and why he’ll never say “circle back” again.

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✨ Looking for more personalized support? Get in touch with Jen and her team: https://www.vye.agency/contact

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