In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs.
02:04 Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting
07:02 Distribution - The channels used to reach your accounts, including email, phone calls, and social media
07:27 Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution
08:04 Direction - Tracking engagement to surface accounts ready for further sales follow-up
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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