EP. 78 - Driving Alignment and Adoption For ABM with Brynne Hazzard | Scrappy Playbooks

This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.

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Best Moments:

(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams

(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way

(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool

(16:03) Building human connections with customers through on-site visits to make it easier to ask for content

(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging