In this episode of Scrappy ABM, host Mason Cosby is joined by ABM consultant Tania Saez to explore a practical playbook for executing a robust account-based marketing program using LinkedIn, email, and direct mail, specifically tailored for SMB and mid-market organizations.

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Best Moments:

(02:05) Finding your target audience through sales team input and data enrichment tools

(06:28) Leveraging LinkedIn, email, personalized videos, and direct mail as core ABM channels

(10:58) Tools like Vidyard for personalized videos and Snov.io for outbound sequencing

(14:33) Crafting content like event key takeaways, free consultancy sessions, checklists, and assessments for personalized outreach

(20:19) Measuring success via engagement metrics, meetings, opportunities, and revenue impact

(25:04) Starting small, scaling gradually, and operationalizing your ABM strategy

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Guest Bio:

Tania Saez is an ABM consultant who shares daily insights on LinkedIn, focusing on effective and practical ABM strategies. She helps organizations build and scale ABM programs with limited resources, making them accessible and impactful.