Ep. 21- FREE INTENT DATA For ABM Pilot Programs w/ Sumner Vanderhoof from Propensity l Scrappy Playbooks
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In this episode of Scrappy ABM, host Mason Cosby interviews Sumner Vanderhoof, CEO of Propensity. They discuss practical approaches for small B2B growth teams to get started with account-based marketing...
mostra másKey Discussion Points:
- Propensity offers a free tier of its intent data platform geared towards small growth teams doing "homegrown ABM". This allows teams to streamline data gathering and list building. (00:02:20)
- The free tier provides intent data on your top 100 accounts from 6-10 different sources compiled into one report. You can explore any company's intent history over the past 90 days. (00:03:39)
- Two scrappy plays to validate intent data: LinkedIn ads to a custom audience, and giving the account list to SDRs for outbound calling. This verifies message-market fit before investing more into ABM. (00:07:26)
- For fastest lead gen, use time-based offers in ads to target urgent buyers. For a longer play, use a "guided experience" with valuable content over weeks to build trust. (00:15:24)
- Iterate on ad creative and messaging based on intent signals and conversion rates data. Propensity's "Persona Finder" uses AI to reverse engineer the best segments from customer profiles. (00:23:06)
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Autor | Mason Cosby |
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