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
