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.

In this episode of Scrappy ABM, host Mason Cosby sits down with Mike Allton, Chief Storyteller at Agorapulse, to explore how podcasting can be a powerful tool for account-based marketing (ABM). They discuss targeting, tech stacks, and measuring podcast success beyond vanity metrics.

Best Moments:

(01:48) Targeting the right audience on LinkedIn for B2B SaaS

(06:29) Strategies to make guests comfortable joining the podcast

(10:49) Tech stack for podcast production and distribution

(15:46) Measuring success beyond vanity metrics like downloads

(21:34) Overcoming roadblocks and being patient with guests

Guest Bio:

Mike Allton is the Chief Storyteller at Agorapulse, a leading social media management tool. An experienced podcaster and content creator, Mike runs multiple shows for Agorapulse and his own AI-focused podcast. He is passionate about leveraging podcasting as a key ABM strategy and using AI to streamline the production process.

In this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach.

Best Moments:

(02:05) Introduction to Scrappy ABM and its rapid growth

(04:15) Meeting clients where they are and delivering in the short term

(06:11) Identifying reasons why ABM might fail in an organization

(09:56) The account progression model and its seven stages

(22:38) The Four D framework: Data, Distribution, Destination, and Direction

(29:50) Breaking down the components of the Four D framework

(34:47) Breaking down big problems into smaller, manageable tasks

(36:41) Statistics on ABM program success rates and the challenges involved

Special Note:

This episode is repurposed from Mason’s guest appearance on What’s Your Process? The Podcast by The Creative Brand.