In this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.
About the Signal Based Marketing Summit:
The Signal Based Marketing Summit is an event hosted by Signals, focusing on how marketers can listen, interpret, and engage buyer signals effectively. The summit brings together industry experts to share insights and strategies for leveraging buyer intent data to drive marketing success.
Note: This episode is a repurposed presentation from the Signal Based Marketing Summit, where Mason was a guest speaker.
00:32 Introduction to the episode and its focus on building ABM programs
01:21 The importance of implementing information learned in the episode
03:24 Definition of ABM and the confusion surrounding various terms
07:48 Three core reasons why ABM programs fail
11:30 The overwhelming number of marketing tools available
14:54 Introduction of the account progression model framework
17:51 Step-by-step guide to building an ABM program framework
24:48 Identifying gaps and optimizing existing programs
26:12 Free resources for further learning about ABM
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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