In this episode of "Scrappy ABM," host Mason Cosby is joined by Tyler Pleiss, the Growth Marketing Manager at Movable Ink. Together, they dive into Tyler's practical approach to building and scaling an account-based marketing (ABM) program from the ground up, without relying on expensive technology platforms.
Guest Bio:
Tyler Pleiss is the Growth Marketing Manager at Movable Ink, an email personalization platform for B2C brands. He is responsible for building and scaling the company's account-based marketing program from the ground up. Tyler is known for his insightful newsletter on ABM strategies and approaches, which offers practical advice and real-world experiences.
02:05 Tyler introduces Movable Ink, an email platform that provides personalization for B2C brands
03:19 Defining account-based go-to-market and the key pillars of the strategy
06:01 Using first and third-party data to prioritize accounts and align messaging
10:48 The process of creating the targeted account list, involving cross-functional stakeholders
16:04 The importance of collaboration in developing messaging and content for ABM campaigns
19:00 Measuring success through KPIs and a framework for reporting on progress
24:21 A specific win-back strategy being implemented, leveraging internal data insights
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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