Episode 121 - Efficient ABM: Doing More with Less Featuring Tylor Jones

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In this episode of Scrappy ABM, host Mason Cosby speaks with Tylor Jones, Head of Digital Acquisition at SIB, about implementing a successful account-based marketing (ABM) program with limited resources. They discuss how to determine the right vertical to focus on, identify target audiences, develop effective channel mixes and content strategies, measure success, and overcome unexpected challenges during implementation.

Guest Bio:

Tylor Jones is the Head of Digital Acquisition at SIB. With extensive experience in digital marketing and ABM, Tylor has worked with various companies to implement effective account-based strategies. His approach focuses on aligning marketing efforts with sales goals and leveraging existing resources to create impactful campaigns. Tylor is passionate about creating efficient, results-driven marketing programs that contribute directly to revenue growth.

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01:21 Overview of the ABM program implemented at an HR tech company

02:50 Determining the right vertical to focus on for ABM

06:03 Identifying the target audience within the chosen vertical

08:42 Channel mix and content strategy for the ABM program

14:12 Measurement of success and key metrics for the program

23:34 Unexpected roadblocks and challenges during implementation

27:09 Aligning marketing compensation with sales incentives

31:53 Parting wisdom for those starting with ABM

Transcript not available.