Scrappy ABM π¨ EP. 100 π¨ - Data Segmentation and Building ABM w/ Sean Sullivan | Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby interviews Sean Sullivan, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources.
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Key Discussion Points:
(02:00) The role of proper data segmentation in achieving marketing and sales alignment
(03:00) Tips for connecting data to executive dashboards and ensuring business alignment
(05:51) How to organize data effectively for ABM programs using a hub-and-spoke model
(08:57) Sourcing and enriching audience data to power successful ABM strategies
(15:26) The risks of poor-quality data and strategies for maintaining high data standards to avoid negative business impacts
(22:41) How long it typically takes to build and execute an effective ABM strategy
(28:25) Key recommendations for companies starting or refining their ABM initiatives
(34:12) The critical role of technology in ABM and how to assess and improve your current tech stack
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Guest Bio:
Sean Sullivan is a go-to-market operations adviser with a focus on data strategy, segmentation, and ABM implementation. He is the host of Converge Coffee, a podcast where he interviews experts to learn from their experiences in marketing, technology, and growth. Sean helps companies optimize their tech stacks, ensure data quality, and build effective ABM strategies that drive business results.