The Human Element in Sales and the Power of Belief in Products

In this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank.

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Best Moments:

(04:45) Discussing the target audience for Scrappy ABM's services

(09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well

(14:58) The importance of relevance and context in ABM outreach

(20:27) The hallmarks of a phenomenal ABM program

(28:29) The process of creating effective content for ABM campaigns

(34:31) Strategies for extracting subject matter expertise from SMEs for content creation

(44:31) The importance of covering various mediums (podcasts, webinars, events) for content creation

(50:50) The ideal criteria for organizations to implement ABM programs successfully