Episode 127 - BUILDING A WINNING ABM PROGRAM! | Jessica Fewless Shares Strategy & Insights

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Podcast cover for Scrappy ABM with Mason Cosby, Episode 127, featuring Jessica Fewless, Senior Director at Inverta, discussing strategies for building a successful ABM program. A microphone graphic is on the right.

In this episode of Scrappy ABM, host Mason Cosby talks with Jessica Fewless, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.

Guest Bio:

Jessica Fewless is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.

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01:24 Determining the right audience for ABM

04:42 Segmenting the audience for targeted outreach

08:45 Developing content for different stages of the buyer's journey

14:38 Determining the best distribution channels for content

16:48 Evaluating existing content for use in ABM programs

19:52 Measuring success at various stages of ABM programs

22:05 Common roadblocks in implementing ABM programs

24:46 Parting wisdom for building a first ABM program

Transcript not available.