ASTRAD Talks

Building a target account list is easy, keeping it from becoming a static, calcified spreadsheet is where most ABM programs fail. In this episode of Astrad Talks, host Daniel Macia sits down with Emilia Korczynska, Co-founder at ZenABM and former VP of Marketing at Userpilot, to break down what it actually takes to operationalize Account-Based Marketing.
We cut through the noise to discuss:
What separates a true "good fit" account from a basic firmographic match
How to size your target list realistically based on budget without spreading spend too thin
Structuring your GTM around account funnel stages instead of isolated channel silos
Defining internal account ownership to prevent stage breakdowns between sales and marketing
Managing the "not ready yet" pile without burning accounts through retargeting fatigue
Whether you're launching your first ABM program or trying to fix a stalled pipeline engine, this episode delivers a practical blueprint for account-stage execution.

Most B2B segmentation models rely on static Ideal Customer Profiles (ICPs) and rigid job titles, assumptions that break down the moment a modern buying committee gets involved.
In this episode of ASTRAD Talks, Sam O'Brien breaks down why traditional STP (Segmentation, Targeting, and Positioning) needs an overhaul. We dive into how high-performing revenue teams move from static spreadsheets to dynamic, agile targeting models, and why chasing direct form-fill conversions misses the broader goal of warming up entire buying groups.

Is traditional B2B outbound completely broken?
In this episode, host Daniel Macia is joined by Steve Armenti, founder of 12th Agency and former Google marketer responsible for over $2 Billion in pipeline generation. Together, they tackle the massive shift happening across modern B2B revenue organizations and expose why high-volume, automated outbound email is facing a 50% decline in reply rates.
Silver shares his exact blueprint for shifting away from low-signal "reach" and moving toward high-impact "presence".
Inside the episode, we cover:
The Multi-Threading Playbook: How to map custom, signal-based experiences to target diverse decision-makers (from the CISO to procurement).
Spotting "Fake" ABM: Why dumping a 20,000 account list into generic ad sequences isn't an account-based strategy, and how to fix it.
The Evolution of Field Marketing: Shifting from boring booth handouts to highly personalized cohorts (private dinners, curated classes, and local meetups) that yield clear ROI.
Account Progression Frameworks: How to track holistic account velocity across the pipeline, measure channel incrementality, and align marketing tightly with your sales team.
Surviving the AI Slop Apocalypse: Striking the perfect balance between scaling data with AI agents while keeping the human connection alive to win enterprise-level deals.
Tune in to discover how to build strategic, highly effective relationships with your target accounts, instead of just making noise.

In this episode of Astrad Talks, we move past the buzzwords and get practical about account-based marketing (ABM). Dan sits down with Mike (Client Growth Lead) and Andy (Head of Client Strategy & Founder) from Hut 3, one of the UK’s top ABM specialist agencies, to unpack how ABM really works when you’re dealing with real targets, real data, and real sales teams.
They dive into how to:
Turn a messy target list into a structured ABM strategy across TAM, verticals, and hero accounts
Use programmatic, LinkedIn, DOOH, and events together instead of in silos
Build data stories that sales, marketing, and the C-suite can all understand
Decide when to go desktop vs mobile and where interactive formats (polls, HTML5, in-ad engagement) actually make sense in B2B
Use intent signals, log-level programmatic data, and site behaviour to move accounts from awareness → consideration → conversion
Align sales and marketing around marketing-qualified accounts instead of vanity “MQLs”
Set realistic timeframes (why 1-month “ABM” campaigns are a joke and why 3–9+ months is where the real value appears)
If you’re running ABM, thinking about it, or stuck with a one-month “ABM” test and impossible lead targets, this episode will give you a much more realistic and actionable view of what good looks like.

In our debut episode of Astrad Talks, we’re joined by the team from Lead Forensics, pioneers in B2B website visitor identification.We dive into how brands can unlock hidden demand by turning anonymous website traffic into real, actionable leads — and why this approach is revolutionizing account-based marketing and sales strategies.
We discuss:
Why "anonymous" traffic isn't really anonymous anymore
How data-driven insights are reshaping B2B lead generation
Real-world examples of companies turning website visits into closed deals
Best practices for integrating visitor intelligence into your marketing stack
If you're serious about maximizing your digital footprint and closing the gap between marketing and revenue, this episode is a must-listen.