In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.
Guest Bios:
Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.
02:04 The importance of alignment between sales and marketing when implementing an ABM strategy
07:03 Scoring accounts based on firmographics, intent signals from their website, and sales team input
09:29 Starting with content mapped to different stages of the account progression model
11:59 Using a digital salesroom to provide customized collateral to advance opportunities
18:43 Attribution focused on joint success rather than who should get credit
21:16 Ongoing alignment through regular check-ins between sales and marketing
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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