In this episode of Scrappy ABM, host Mason Cosby dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.
Best Moments:
(00:48) Overview of ABM and its components
(01:39) The one-page ABM program exercise
(03:09) Mason's background and company introduction
(04:08) Definition and breakdown of ABM
(07:37) Why ABM programs often fail
(10:37) The importance of product-market fit in ABM
(14:16) What sales teams want from marketing
(20:25) Balancing brand building and sales activation
(26:55) Operationalizing ABM partnerships
(35:36) The 4D framework for structuring ABM playbooks
(46:55) Three stages of ABM implementation
(49:34) Mason's personal ABM program breakdown
Scrappy ABM