In this episode of Scrappy ABM, host Mason Cosby chats with Jenna Bayler, Director of Marketing Operations at Kinective, about implementing account-based marketing (ABM) programs without overspending. Jenna shares actionable insights on identifying ideal customers, crafting engaging content, and aligning metrics with sales objectives for effective ABM campaigns.

Best Moments:

(01:41) Identifying the ideal customer profile for ABM

(04:53) Building a target account list

(07:25) Creating engaging content for ABM campaigns

(13:43) Aligning content with the buyer's journey

(17:21) Measuring success in ABM programs

(20:54) Unexpected challenges in ABM implementation

(22:33) Final advice for launching ABM programs

Key Insights:

The importance of involving multiple departments to define the ideal customer profile.
How to utilize progressive form strategies and align marketing metrics with sales objectives.
Leveraging existing successful strategies creatively to scale ABM programs.

Guest Bio:

Jenna Bayler is the Director of Marketing Operations at Kinective, a company connecting various banking software systems. With expertise in HubSpot and data-driven marketing, Jenna specializes in aligning marketing efforts with sales goals and implementing scalable ABM strategies tailored to the financial technology sector.

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