In this episode of Scrappy ABM, host Mason Cosby and guest Abhi Yadav from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively.

Best Moments:

(00:06) Introduction to Scrappy ABM and its focus on practical playbooks

(02:00) Overview of topics to be covered in the episode

(04:24) Defining ABM and its core principles

(04:56) Common reasons why ABM programs fail

(09:36) Aligning sales and marketing goals and time horizons

(14:53) The importance of data in ABM decision-making

(20:02) Structuring activation plays for ABM programs

(27:42) Examples of effective ABM plays and their implementation

(43:23) Maturing an ABM program beyond initial playbooks

(51:54) Strategies for building and prioritizing target account lists

Guest Bio:

Abhi Yadav is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.

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