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My clients are David. Their competitors? Goliath. Most of my clients are European companies trying to break into the US market. It’s an unfair fight. The outcome isn’t guaranteed. But chances are low. How do you compete when the category leader is your biggest competitor? Keep this in mind: nobody ever got fired for choosing IBM… TRUST People don’t buy the “best” solution. They buy the one that feels the least risky from the outside. So how do you fight back when you’re a small startup with limited resources? You don’t need a bigger budget. You need a smarter playbook. You need to build trust at scale: ▶️Build a flexible/customizable product. ▶️Run hyper laser-focused campaigns: - Displacement campaigns  to target your competitor’s customer base. - Deal acceleration campaigns. - Retargeting campaigns that last longer that your sales cycles. Renew messaging and tie messaging to each funnel stage. ▶️Monitor competitors and know their Achilles’ heel and lean into it in your campaigns. ▶️Be crystal clear about your positioning. Clarity builds trust. ▶️Focus on great customer care. ▶️Double down on the human touch. Especially those things that don’t scale. David or Goliath?

Some clients don’t just drain your time. They drain you. The ones who micromanage, then disappear. Who expect miracles, but ghost on basics. Who question your value after asking for your help. Who treat people like vendors, not partners. No matter how experienced you are, that kind of energy takes a toll. You start second-guessing your work. You carry that tension into your next call. You finish the day exhausted, not from the work, but from the dynamic. Here’s the truth we don’t say enough: → Not every client is worth keeping. → Not every project is worth the paycheck. Boundaries matter. Mental health matters. Respect matters. So here’s a reminder for everyone out there hiring consultants, freelancers, and fractional leaders: → Be clear. → Be kind. → Treat people like partners. The best work doesn’t come from pressure. It comes from trust. Let’s make business human again.

ABM fails to evolve in new B2B world. ABM should not be something theoretical we learn at schools or from an old-outdated leadgen book. It shouldn't really on companies inertia and bad routines either. My 2024 takeaway that I am applying this 2025: ABM isn’t just for super long and complex sales cycles. ABM is for you, too, if your sales process has become longer and more complex lately. If in 2022: - Your buyers' sales process was straightforward: 1-2 months to close - Only 1 or 2 people were involved in the sales process - No other strategies work. Neither do traditional channels work. But if in 2025: - Your sales process has dragged out to over 3 months, very often 6 months or more. - More than 4 people are now involved in the sales process ABM Lite might be your solution! One caveat: Check your ACV. Your level of personalization, attention & resources allocation will depend on your ACV. 💡Take this ABM diagnosis test to find out your next steps💡 PSS. DM me 'Tougher B2B sales process this 2024' if your sales process is getting more and more complex.

As you know I used to consult on ABM. Now, I do ABM as a fractional CMO. And the difference changed everything. As a consultant, I’d drop in, build the strategy, design the playbooks… Then hand it off. 3 months. Maybe 6. And I was out. But here’s the thing: ABM isn’t a program. It’s not a sprint. It’s a mindset and it takes time to work. → You need to know the buyers → Align with sales → Build trust with leadership → Test. Iterate. Refine. → Stay long enough to see real traction And that kind of work? It needs consistency. Continuity. Connection. So I stopped consulting on ABM, and started becoming an embedded ABMer. Now I work inside the team. I don’t just build the strategy and give the tips and tricks. I execute it. End-to-end. I stay. I listen. I tweak. I own the outcomes. And I get to build the one thing that makes ABM work long-term: Trust. That’s the shift that changed everything for me. ABM isn’t something you give advice on from the outside. It’s something you build from the inside. And I’m here for it for the long game, the deep work, and the real results.

Final countdown! Just a few hours to go before our ABM & GTM event in Paris this afternoon. Josh Shulman challenged me to shoot a quick video so here it is! 🎥 A little behind-the-scenes look at what we’ve got planned for you. Can’t wait to see you there! Link in the comments! Ps. If your registration doesn't come through, just give me a heads-up. It seems we just havearound 4 seats left.

Feeling that kind of Sunday blues that’s terrifying... but exciting at the same time because... This tuesday I am animating a second workshop around ABM in Paris. The first one? It was last November at LinkedIn’s offices. And I have now all the same questions running through my head: → Is my presentation too basic? → Is it too complex? → Is it too advanced? You know how complex and overwhelming ABM can be. But the results and feedback were really good acoording to the attendees: hands-on, actionable and easy. So when N.Rich asked me to lead their workshop in Paris. It was an easy yes. Come meet me and other fellow marketers, sales professionals and ABMers this tuesday. Registre here https://lnkd.in/dZXA443z It seems there are no many seats available so if your registration doesn't come through just LMK you are coming in the comments/DM.