In this episode of Scrappy ABM, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a small pilot program, repurposing existing marketing content, and gaining buy-in from sales.
Best Moments:
(01:05) Discussion on whiteboard account progression in ABM
(01:41) Understanding account based marketing through whiteboard mapping
(02:59) Color coordination and account progression model
(07:16) Utilizing existing content for ABM success
(09:25) Manual account-based marketing approach
(10:37) Manual execution and lack of dedicated resources in ABM
(13:02) Challenges faced in account progression model implementation
(15:28) Challenges of implementing account-based marketing in financial services
(19:30) The journey of implementing an ABM program
(20:36) Importance of early results in account-based marketing
(22:31) Launching an ABM program in a long sales cycle environment
Guest Bio:
Kacyn Goranson is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.
