This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.
01:45 Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams
06:59 Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way
10:38 Driving tool adoption by highlighting wins and successes through the lens of the tool
16:03 Building human connections with customers through on-site visits to make it easier to ask for content
25:00 Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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