Why ABM Is the Only Marketing Choice for B2B with Joana Inch of HAT Media

In this episode, Joana shares the basic principles of Account-Based Marketing (ABM) and why ABM is the only marketing choice for B2B companies targeting mid- to enterprise-level accounts.

👉 Joana Inch is the founder of HAT Media, a B2B and Account-Based Marketing (ABM) Agency.

She is a best-selling author of Go To Market, a regular educator at the Sydney Microsoft Reactor, and a constant learner of ABM & B2B marketing strategies with a particular interest in consumer psychology.

Tune in to explore the evolution of B2B marketing and how to do ABM, from the basics to the strategic tactics.

Here are some of the key topics that Joana and Paris discussed in this episode:

• 00:00 Intro

• 02:10 The changing B2B buyer

• 03:55 Millennials in B2B roles (as decision-makers)

• 05:05 PLG, Demos & Sales Process and where it all goes wrong

• 11:14 Why ABM should be the only marketing choice for B2B

• 12:35 All things ABM - what is account-based marketing?

• 15:44 Tools to use to map decision-makers for your ABM strategy

• 17:18 The 3 levels of personalization with ABM 

• 20:12 The role of outbound marketing within an ABM strategy

• 22:12 The types of content you need to personalize your ABM strategy

• 25:28 What are good marketing KPIs or metrics for ABM?

• 29:18 When should companies use an Employee Advocacy Program

• 34:18 Recap: How to get started with ABM

🔥 With different themes, each PTM podcast episode provides a well-rounded perspective that includes our host's own insights. 

Don't miss out on the Marketing Strategy theme of our podcast!

Creators and Guests

Host

Paris Childress

Founder & CEO of Hop Online, Performance Marketing Agency | Ex-Googler

Producer

Desislava Arnaudova

Podcast Marketing Operations Manager | Marketing Specialist of Hop Online

What is Paris Talks Marketing?

Cybersecurity & MSSP Growth, Unlocked.

We’re the performance-marketing team that helps cybersecurity firms and MSSPs capture demand, fill pipelines, and pile on predictable MRR. As a Google Ads Premier Partner and a Moz-recommended SEO agency, we blend paid media precision with search authority to dominate the buyer journey end-to-end.

Why us?
• Transparency first. You see every task, test, and metric in real time via ClickUp—no smoke, no mirrors.
• Agility at scale. AI-powered workflows slash busywork and surface insights faster, so campaigns evolve at the speed of threats.
• True partnership. We’re not vendors—we’re an extension of your growth team, and our case-study portfolio proves it.

Whether you need razor-sharp PPC, technical SEO, conversion-obsessed CRO, or demand-fueling content, we build the mix that moves the needle for cyber and MSSP markets.

Ready to outpace the competition? Drop us a message and let’s get rolling.