Funky Flywheels Show – der Podcast für B2B SaaS- & AI-Founder zwischen 1–10 Mio. ARR. · Björn W. Schäfer | Entrepreneur, Business Angel & Book Author

Von Outbound zu Intent-Based ABM: Wie Paretos "durstige Elefanten" identifiziert - EP 133 🇩🇪 | Thorsten Heilig und Mario Maier

·32 min·2 clips

CXO-Docs helfen Champions, CFOs und Compliance intern zu überzeugen.

Thorsten Heilig explains that a strong outbound motion can still feel too slow when the sales cycle runs long. Mario Meier uses the elephant metaphor to make the point: find the account that is already thirsty and heading for the water source, then activate it in a structured way. The discussion keeps circling back to timing and to the mechanics of the motion. Pareto's ABM setup is presented as a response to that problem, built around intent signals and the playbook that follows once they appear. A big part of the episode is about content. The team says the product is still highly explainable, so it needs interaction formats that create dialogue. Those formats then feed ABX campaigns and the wider motion behind them. The team points to Trade-Off Dinners, a larger Trade-Off Messe, and recurring webinars as ways to bring in accounts that have shown enough intent. The logic is straightforward: once marketing has built trust, the human touchpoint can do more work. Face-to-face contact can improve sales velocity and shorten sales cycles. The result is a practical look at how to move from broad outbound to a more disciplined intent-led ABM motion.

As heard by us

Intent-based ABM works best when timing, signals, and activation line up.

The conversation shows why outbound ABM can stall when timing is off, and how the approach changes once a team starts reading intent instead of only accounts.

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Why you'd press play

You want outbound to reach accounts after intent has already surfaced.

Read the full recommendation in PlayNext →

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