Ep. 30 - Building a Successful Account-Based Marketing Program with Limited Resources w/ Ryan Gunn l Scrappy Playbooks
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Descripción
This episode of Scrappy ABM features Ryan Gunn, Director of Demand & Operations at Aptitude Eight, discussing how to build the operational foundation for account-based marketing. Ryan outlines practical steps...
mostra másMain Discussion Points:
- Prerequisites before building ABM operations: alignment across sales, marketing, and leadership on account-based approach and metrics (00:29:40)
- Ideal target account list size and tiering to enable sufficient focus and customization (00:10:10)
- Account scoring tips using tiering, time bounds, and spikes to identify sales opportunities (00:15:57)
- Simple account stage model: stranger > visitor > contact/lead > opportunity > customer (00:20:25)
- Enable bi-directional stage transitions to adjust programs if companies disengage (00:25:26)
- Assess gaps before adopting expensive ABM platforms; build strategy before adding technology (00:27:16)
Información
Autor | Mason Cosby |
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