The Buyer-First ABM Playbook: Account Intelligence, Intent Signals and Personality AI
Most ABM programs die the same way.
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Most ABM programs die the same way. The accounts are right, the intent signals are firing, the ads are running, and then the pipeline report comes in and nothing moved.
What we covered
The problem is almost never account selection. It is that nobody worked out which person inside the account actually calls the shot, what they care about, or whether the message was built for them at all. Katya walks through the Buyer-First ABM playbook she has built and run: how to layer Account Intelligence, intent signals and personality AI so the message reaches the right person and lands.
What you will walk away with
- How to identify the actual decision-maker inside an in-market account, not just the account itself
- Where intent data ends and personality intelligence begins, and why that gap is where most ABM fails
- A playbook you can bring back and run on your next campaign
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Who should watch
Demand gen and ABM marketers whose programs generate activity but not pipeline.
About the guest
Katya Tarapovskaia ran ABM and demand generation across EMEA at Snowflake, Twilio and Mastercard before co-founding YOUSTELLAR, an AI-driven ABM agency for B2B SaaS companies.
