This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring success.
01:15 Topic: Wiping out pipeline anxiety with signal-based ABM
03:27 Setting the context and goals for the discussion
06:42 Laying the groundwork for an ABM program (headcount, conversations, etc.)
11:06 Choosing the right signals to go after and aligning the team
17:00 What an MVP ABM program looks like
21:29 Measuring success and attributing efforts to ABM vs demand gen
27:01 Initial channels and tactics to use for an ABM program
32:37 Scaling an ABM program without increasing headcount
37:41 Balancing overall demand gen and ABM efforts
44:49 Using media channels like YouTube, Bright Talk, content syndication for ABM
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
Recommended Resource
The Marketing Ladder Podcast:
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