In this solo episode, host Mason Cosby provides an in-depth definition of "Scrappy ABM" and how it differs from traditional account-based marketing approaches. He explains why starting with a scrappy, budget-friendly ABM strategy focused on people and processes is crucial for validation before investing heavily in technology and scaling.
Best Moments:
(03:10) Scrappy ABM is a revenue strategy centered around aligning marketing, sales and customer success on a targeted account list using existing resources for validation
(08:17) It's focused on the fundamentals of good B2B marketing (personalization, distribution, messaging) tailored to specific high-value accounts
(07:07) Your goal is to prove that ABM works for your business BEFORE investing hundreds of thousands in platforms and tech
(09:25) ABM drives some of the highest ROI of any B2B marketing when executed correctly
Scrappy ABM