Ep. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging Solutions

In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.

Best Moments:

(00:32) Introduction to Melissa's specific account-based marketing challenge

(01:28) Addressing potential data silo issues in large organizations

(01:48) Overcoming sales compensation challenges for cross-selling

(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings

(03:29) Leveraging existing customer relationships to lower customer acquisition costs

(03:47) Creating compelling offers like "covering the first trip" for construction crews

(04:18) Using a product-led growth approach for service offerings

(05:33) Integrating cross-sell opportunities during the card onboarding process

(06:41) Utilizing news triggers to identify construction projects and expansion opportunities

(08:09) Summary of four key strategies to implement the cross-sell program