In this episode of Scrappy ABM, host Mason Cosby dives into the steps for planning and executing a scrappy Account-Based Marketing (ABM) campaign. He shares insights on how to qualify whether ABM is the right fit for your organization, the importance of aligning sales and marketing teams, and strategies for measuring the success of your ABM efforts.

Best Moments:

(00:32) Introduction to the episode and its format

(01:35) Mason's career background and expertise in ABM

(03:53) Steps for planning a scrappy ABM campaign

(04:58) Qualifications for implementing an ABM program

(07:54) Importance of sales and marketing alignment in ABM

(12:32) The account progression model and four D framework

(16:29) Balancing brand building and sales activation

(20:53) The role of podcasts in ABM and brand building

(24:46) Measuring and understanding results in ABM campaigns

This is a repurposed episode from the podcast AssetMule Podcasts, a podcast about all things go-to-market. Hosted by Jorge Soto, Co-Founder at AssetMule, the show interviews top business leaders from CEOs to product marketing professionals to learn how the best go-to-market strategies are implemented.