EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight Webinar

In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins.

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Best Moments:

(05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events.

(06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts.

(07:05) Why events are amazing for ABM programs: they are target-rich environments.

(10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction.

(11:18) Playbook 1: Pre-Event Outreach and Meeting Setup.

(16:50) Playbook 2: Speaking Engagements and Content Distribution.

(21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot).

(30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events.

(45:10) The importance of giving away expertise and building trust at events.