In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.
00:32 Introduction to closed-loss programs and their importance in Q4
01:36 Segmenting closed-loss opportunities based on verticals and past objections
02:17 Importance of reengaging through the same seller for higher success rates
03:27 Utilizing marketing programming and content assets to overcome past objections
04:34 Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts
05:29 The year-round potential of closed-loss programs
06:31 Champion tracking as a strategy for reengaging closed-loss opportunities
07:22 Customer win-back programs and their potential
08:13 Time-based triggers for reengaging closed-loss opportunities
09:04 Effective messaging strategies for reengagement
10:24 Opportunistic triggers for reengagement, such as industry changes or personnel shifts
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
Recommended Resource
The Marketing Ladder Podcast:
Hero on a Mission: A Path to a Meaningful Life by Donald Miller