In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.
00:32 Introduction to Melissa's specific account-based marketing challenge
01:28 Addressing potential data silo issues in large organizations
01:48 Overcoming sales compensation challenges for cross-selling
02:16 Implementing spiff programs to incentivize sales teams to facilitate meetings
03:29 Leveraging existing customer relationships to lower customer acquisition costs
03:47 Creating compelling offers like "covering the first trip" for construction crews
04:18 Using a product-led growth approach for service offerings
05:33 Integrating cross-sell opportunities during the card onboarding process
06:41 Utilizing news triggers to identify construction projects and expansion opportunities
08:09 Summary of four key strategies to implement the cross-sell program
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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