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.