Scrappy ABM

EP. 55 - 4 Steps to ABM-ing Your Marketing I Recorded on Letterdrop

Apr 11, 2024

Marketing expert Mason Cosby discusses the 4-step ABM framework on building relationships with customers. He emphasizes data, distribution, destination, and direction in ABM. Understanding the buyer's journey and aligning content is key. The podcast explores harmonizing sales and marketing, tailored engagement strategies, personalization, intent data, and the stages of engagement in the account progression process.

42:39

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Episode guests

Mason Cosby

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Episode notes

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Quick takeaways

ABM focuses on long-term relationships with customers for revenue growth.

Align marketing and sales teams with effective incentives and collaboration for successful ABM strategies.

Deep dives

Podcast Overview and Approach to ABM

The podcast discusses groundbreaking approaches to Account-Based Marketing (ABM) that emphasize creativity and effectiveness without requiring significant financial investment. It features marketing experts who redefine ABM with unconventional methods focusing on limited resources and innovation. The key insight is that the podcast celebrates problem-solving and tenacity in implementing successful ABM strategies that resonate with marketers aiming for scalable and efficient marketing tactics.

Introduction

3min

Harmonizing Sales and Marketing for Account-Based Success

12min

Crafting a Successful ABM Strategy Through Tailored Engagement

16min

Exploring Personalization, Intent Data, and Uniqueness in Marketing Strategies

6min

Stages of Engagement in the Account Progression Process

4min

Online Presence and ABM Resources

2min

This episode focuses on building an ABM program for companies with limited resources using a 4-step framework. Mason Cosby is interviewed on the podcast Letterdrop, hosted by Parthi Loganathan.

Mason Cosby argues that the future of revenue is inbound and that companies should focus on building long-term relationships with customers. He outlines a 4-step framework to get started with ABM:

Data: Identify the right target audience.
Distribution: Choose the channels to reach your target audience.
Destination: Determine what content you will use to attract your target audience.
Direction: Track how your target audience is engaging with your content.

Mason Cosby also emphasizes the importance of understanding the buyer's journey and aligning your content with each stage of the journey.

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Scrappy ABM

EP. 55 - 4 Steps to ABM-ing Your Marketing I Recorded on Letterdrop

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Podcast Overview and Approach to ABM

Transition from Sales to Marketing Insights

Alignment Between Marketing and Sales

Role of Podcasting in ABM Programs

Remember Everything You Learn from Podcasts