In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).
Guest Bio:
Anna Tsymbalist is the Head of ABM at Influ2, where she has fueled a 123% growth in ABM-influenced revenue in her first year. In her previous role, she contributed to a $52.5 million Series B fundraising round through a 4x ARR growth.
02:05 The importance of crawling before running in ABM
07:51 Three core reasons why ABM programs fail
11:02 Defining activation plays and their role in ABM
13:18 The structure of activation play frameworks
15:40 A closed-lost opportunity activation play example
19:12 Practical examples of closed-lost reason segmentation and messaging
28:09 A missed meeting activation play example
29:20 Messaging strategies for missed meetings
36:03 An event activation play example
39:28 Messaging strategies for event activation plays
42:33 Using sales context and ad engagement data to align 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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