In this special episode of Scrappy ABM, host Mason Cosby joins Natalie Furness and Andrei Zinkevich to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes.

Best Moments:

(01:56) The importance of technology stack in ABM

(04:33) Essential processes for starting an ABM program

(07:06) The 4D framework for building an ABM program

(10:51) Using third-party intent data in ABM playbooks

(17:42) Balancing account-focused and contact-focused approaches

(23:31) Measuring lifecycle stages at account vs. contact level

Guest Bios:

• Natalie Furness: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.
• Andrei Zinkevich: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.

About RevOps Automated:

RevOps Automated is a platform powered by CEO Natalie Furness, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.