Harmonizing Sales and Marketing for Account-Based Success

This episode focuses on building an ABM program for companies with limited resources using a 4-step framework. Mason Cosby is interviewed on the podcast Letterdrop, hosted by Parthi Loganathan.

Mason Cosby argues that the future of revenue is inbound and that companies should focus on building long-term relationships with customers. He outlines a 4-step framework to get started with ABM:

1. Data: Identify the right target audience.
2. Distribution: Choose the channels to reach your target audience.
3. Destination: Determine what content you will use to attract your target audience.
4. Direction: Track how your target audience is engaging with your content.

Mason Cosby also emphasizes the importance of understanding the buyer's journey and aligning your content with each stage of the journey.