In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins.
05:56 The current logic around ABM and the challenges of sending inexperienced SDRs to events.
06:30 Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts.
07:05 Why events are amazing for ABM programs: they are target-rich environments.
10:21 The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction.
11:18 Playbook 1: Pre-Event Outreach and Meeting Setup.
16:50 Playbook 2: Speaking Engagements and Content Distribution.
21:18 Playbook 3: Engaging with Event Sessions (without a speaking slot).
30:21 Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events.
45:10) The importance of giving away expertise and building trust at events.
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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