In this episode of Scrappy ABM, host Mason Cosby interviews Scott Logan, SVP of Marketing and Demand Gen at Connex AI, about practical approaches to account-based marketing (ABM) that don't break the bank. They discuss how to find the right audience, involve sales teams in ABM planning, test new markets, align sales and marketing goals, and structure ABM campaigns effectively.

Best Moments:

(00:25) Introduction to the podcast's focus on scrappy ABM programs

(01:55) Finding the right audience for ABM campaigns

(07:37) Importance of involving sales teams in ABM planning

(10:49) Testing new markets before launching full ABM programs

(14:46) Aligning sales and marketing goals and metrics

(23:23) Structuring ABM campaigns in 3-6 month sprints

(24:59) Breaking down a full ABM program execution strategy

(30:58) Using events as conversion points in ABM campaigns

Guest Bio:

Scott Logan is the SVP of Marketing and Demand Gen at Connex AI. With a background as a salesperson at heart, Scott brings a unique perspective to marketing, focusing on aligning marketing efforts with sales goals. He emphasizes the importance of spending time with sales teams, using the same reporting metrics, and structuring ABM campaigns around tangible events to drive results.