Most B2B teams don’t fail for lack of effort. They publish thought leadership, launch campaigns, and chase every form fill that hits the inbox. Dashboards stay busy, but the few high-value accounts that could actually change the business still feel just out of reach.
Account-based marketing puts control back in marketers’ hands. By shifting focus from “more leads” to “better accounts,” teams concentrate on the companies and decision-makers that matter most — and stop wasting energy on those that don’t.
Arnaud Desprez, CEO and Founder of HexaGroup, sat down with Prajwal Gadtaula on the Hex-Files Energy Marketing Podcast to explore the disconnect between what is and isn’t working in B2B marketing — and how account-based marketing offers an intuitive solution.
Prajwal is the Founder and Managing Partner of Business Brains, a Member of the Investment Committee at Alpha Plus Ventures Limited, Chairperson of the Board at Impact Hub Kathmandu, and a Member of the Board of Advisors at Chakraviu Nepal.
He’s also no stranger to account-based marketing that actually works. Let’s explore how Prajwal defines a strong ABM campaign, how to measure progress, and where teams most often XXX.
Have an hour to spare? Listen to the full episode now.
The best sales teams have practiced account-based marketing’s core logic for years: if a small number of accounts drive a large share of your revenue, they should get a different level of focus.
The idea is simple: focus beats noise.Tools can help with data, tracking, and personalized outreach — but the real engine of ABM is still human judgment. You decide which accounts matter. You commit to understanding them. You shape your message and motions around their world.
A solid ABM approach typically includes:
This mindset shifts you from passively waiting for whoever shows up in your funnel to actively pursuing the accounts that can transform your business. It feels direct and simple because at its core, it is.