Episode 119 - ABM Hacks for the Budget-Conscious Marketer with Scott Logan

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In this episode of Scrappy ABM, host Mason Cosby interviews Scott Logan, SVP of Marketing and Demand Gen at Connex AI, about practical approaches to account-based marketing (ABM) that don't break the bank. They discuss how to find the right audience, involve sales teams in ABM planning, test new markets, align sales and marketing goals, and structure ABM campaigns effectively.

Guest Bio:

Scott Logan is the SVP of Marketing and Demand Gen at Connex AI. With a background as a salesperson at heart, Scott brings a unique perspective to marketing, focusing on aligning marketing efforts with sales goals. He emphasizes the importance of spending time with sales teams, using the same reporting metrics, and structuring ABM campaigns around tangible events to drive results.

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00:25 Introduction to the podcast's focus on scrappy ABM programs

01:55 Finding the right audience for ABM campaigns

07:37 Importance of involving sales teams in ABM planning

10:49 Testing new markets before launching full ABM programs

14:46 Aligning sales and marketing goals and metrics

23:23 Structuring ABM campaigns in 3-6 month sprints

24:59 Breaking down a full ABM program execution strategy

30:58 Using events as conversion points in ABM campaigns

Transcript not available.