In this episode of Scrappy ABM, host Mason Cosby interviews Sean Sullivan, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources.
Guest Bio:
Sean Sullivan is a go-to-market operations adviser with a focus on data strategy, segmentation, and ABM implementation. He is the host of Converge Coffee, a podcast where he interviews experts to learn from their experiences in marketing, technology, and growth. Sean helps companies optimize their tech stacks, ensure data quality, and build effective ABM strategies that drive business results.
02:00 The role of proper data segmentation in achieving marketing and sales alignment
03:00 Tips for connecting data to executive dashboards and ensuring business alignment
05:51 How to organize data effectively for ABM programs using a hub-and-spoke model
08:57 Sourcing and enriching audience data to power successful ABM strategies
15:26 The risks of poor-quality data and strategies for maintaining high data standards to avoid negative business impacts
22:41 How long it typically takes to build and execute an effective ABM strategy
28:25 Key recommendations for companies starting or refining their ABM initiatives
34:12 The critical role of technology in ABM and how to assess and improve your current tech stack
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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