How to Succeed Podcast How to Succeed at Scrappy ABM with Mason Crosby
This week, tune in as Mason Crosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. In this riveting conversation, Mason unravels the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason elucidates the prerequisites for successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough grasp of product-market fit, and an acknowledgment of longer sales cycles.
Throughout the discussion, Mason offers practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging triggers to engage potential clients. Additionally, he addresses prevalent misconceptions and pitfalls encountered in ABM execution, enriching listeners with insights garnered from his extensive experience in the field.
Don't miss out on this enlightening episode, where Mason Crosby navigates the landscape of account-based marketing, equipping businesses with the tools to tailor their marketing and sales efforts effectively.
Timestamp
0:12 Account-based management (ABM) strategies for sales success.
1:09 Account Based Marketing for B2B sales.
4:35 Common mistakes in implementing Account Based Marketing.
8:46 ABM strategy and its implementation.
15:14Using data to target B2B leads with ABM.
20:03 Using triggers and data to personalize sales outreach.
24:45 Using existing data to target potential clients.
29:09ABM strategies and growth with Mason Crosby.
Key Takeaways
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Account-based marketing (ABM) is a B2B growth strategy that aligns marketing and sales efforts around a set of shared target accounts.
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ABM is most effective for B2B companies with a higher average contract value, a dedicated sales team, and a longer sales cycle.
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Starting ABM with existing customers can be a great way to prove the model and generate results.
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The four key elements of ABM are data (identifying target accounts and reasons to reach out), distribution (choosing the right channels to engage prospects), destination (where to direct prospects), and direction (tracking engagement to determine if prospects are moving closer or further away).
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ABM can be implemented in a scrappy and cost-effective manner, starting with one trigger, one channel, and one piece of content.
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