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A Practical Approach to Account-Based Marketing w/ Mason Cosby
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The term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively.
In this episode, Mason Cosby discusses the true definition of account-based marketing and how it can be a viable strategy for smaller organizations. He emphasizes the importance of focusing on the strategy rather than the tools and technology associated with ABM. Mason shares his concept of "scrappy ABM," which involves using existing resources and tools to target strategic accounts and drive results. He also highlights the need for alignment between sales and marketing and provides insights into activation plays and the use of podcasts as an ABM tool.
Key Takeaways:
- ABM is fundamentally a B2B growth strategy that aligns sales and marketing around a set of shared target accounts.
- Smaller organizations can implement a scrappy ABM strategy by leveraging existing resources and tools to target strategic accounts and drive results.
- Activation plays, such as close lost campaigns and missed meetings, can be effective in re-engaging target accounts and driving pipeline growth.
- Podcasts can be a powerful tool in ABM as they provide an opportunity to build one-to-one relationships with target accounts
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