In this episode of Scrappy ABM, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a small pilot program, repurposing existing marketing content, and gaining buy-in from sales.
Guest Bio:
Kacyn Goranson is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.
01:05 Discussion on whiteboard account progression in ABM
01:41 Understanding account based marketing through whiteboard mapping
02:59 Color coordination and account progression model
07:16 Utilizing existing content for ABM success
09:25 Manual account-based marketing approach
10:37 Manual execution and lack of dedicated resources in ABM
13:02 Challenges faced in account progression model implementation
15:28 Challenges of implementing account-based marketing in financial services
19:30 The journey of implementing an ABM program
20:36 Importance of early results in account-based marketing
22:31 Launching an ABM program in a long sales cycle environment
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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