Metrics & Chill - Predictable Growth for B2B

155: How To Run a Lean ABM Program (w/ Mason Cosby, Scrappy ABM)

Jan 17, 2024
Guest
Mason Cosby
Mason Cosby, founder of Scrappy ABM, discusses the importance of aligning marketing and sales strategies in account-based marketing (ABM). Topics include lean ABM, collaboration between sales and marketing, measuring and monitoring ABM success, implementing ABM strategies, roles and ownership in ABM, and balancing data-driven decisions with gut instincts in marketing.
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Episode notes
1
Introduction
00:00 • 5min
2
Account-Based Marketing (ABM)
05:25 • 6min
3
The Importance of Measuring and Monitoring for ABM Success
11:48 • 2min
4
Implementing an Account-Based Marketing Strategy
14:08 • 8min
5
Roles and Ownership in ABM
21:59 • 26min
6
Striking a Balance Between Data-Driven Decisions and Gut Instincts in Marketing
47:41 • 2min
7
Ways to connect with Mason Cosby and learn from him
49:39 • 2min