Episode 147 - Launching Your ABM Program! Kelley Vallone on Targeting, Tiering & Measuring Success

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In this episode of Scrappy ABM, host Mason Cosby interviews Kelley Vallone, Director of Global Growth Marketing at Prove, about building an Account-Based Marketing (ABM) program from the ground up. They delve into identifying target accounts, creating tiering models, and executing engagement strategies—all while measuring success and ensuring scalability.

Guest Bio:

Kelley Vallone is the Director of Global Growth Marketing at Prove, an identity verification and authentication company. With extensive experience in ABM, demand generation, and growth marketing, Kelley has successfully implemented and scaled ABM programs. She’s passionate about sharing her knowledge and insights on marketing strategies, particularly in the B2B space.

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01:30 Identifying and prioritizing target accounts for ABM

05:33 Building a real target account list with company names

07:37 Creating an account tiering model and engagement strategies

10:54 Specific tactics for each tier of accounts

22:12 Measuring success in an ABM program

25:53 Advice for getting started with ABM

Transcript not available.