Unbundled ABM
Share 0
Tweet 0
Pin 0

What is Unbundled ABM and Why Should You Care

In this episode of The HealthTech Marketing Show, I am joined by Mark Erwich, Chief Strategy Officer, and Paul Vandre, Account Director and Digital Lead, to discuss the concept of “unbundled Account-Based Marketing”. The conversation explores the differences between enterprise-level ABM platforms like Demandbase and the unbundled approach that Health Launchpad has been implementing.

Mark provides a comprehensive breakdown of the nine components that make up a complete ABM platform, explaining the functions and benefits of each.

Paul then discusses the unbundled approach, selecting individual tools to handle specific ABM functions, which gives firms more flexibility and potentially cost savings in scaling ABM.

Learn how unbundled ABM can serve as a stepping stone for companies not yet ready for full enterprise ABM implementation while still delivering meaningful results.

Key Topics Covered:

  • “(00:04:00) Definition of unbundled ABM and how it differs from enterprise platforms”
  • “(00:05:50) The ABM journey from demand gen to targeted account marketing”
  • “(00:07:50) Definition of a true ABM platform as specialized software for account-based strategies”
  • “(00:08:45) Overview of ABM platform functions including account selection and intent data”
  • “(00:10:45) The nine components of an ideal ABM platform”
  • “(00:17:45) Resources required to run ABM at scale”
  • [00:20:45] Paul’s explanation of Health Launchpad’s approach to unbundled ABM
  • [00:23:45] Benefits of unbundled ABM for clients: flexibility, reduced risk, customization
  • [00:26:45] Comparison to “cutting the cable” – potential advantages and drawbacks
  • [00:29:45] ABM maturity model and implementation considerations
  • [00:33:00] Demandbase CEO’s perspective on different ABM approaches
  • [00:34:30] Importance of strategy over technology in ABM success
  • [00:35:45] ABM as change management focused on pipeline growth, not just MQLs

Resources:

These posts were mentioned in the epsiode

Interested in exploring whether unbundled ABM might be right for your organization? Reach out to me directly to schedule a no-obligation discussion. This isn’t a sales call—just an opportunity to talk through your ABM questions and challenges.

Learn more about Unbundled ABM in our detailed blog post.

Connect with me: https://www.linkedin.com/in/adamturinas/

Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Posted by Ian Schnepf
Posted in Healthtech Marketing Show on April 14, 2025
Previous
Next

Recent posts

Transforming Your Organization for Social Selling

Read More

Separating Signal from Noise: Understanding Healthcare Analysts

Read More

AI for Marketing Teams – An update from Casey Meehan

Read More
Share 0
Tweet 0
Share 0
About the Author Ian Schnepf

Hi, I am Adam Turinas, Health Launchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)Enter your text here...

Join over 3,000 marketers and sign-up for our weekly newsletter and get ideas, insights, ideas and unexpected perspectives on health tech marketing.

>