In this episode of Scrappy ABM, host Mason Cosby speaks with Tylor Jones, Head of Digital Acquisition at SIB, about implementing a successful account-based marketing (ABM) program with limited resources. They discuss how to determine the right vertical to focus on, identify target audiences, develop effective channel mixes and content strategies, measure success, and overcome unexpected challenges during implementation.

Best Moments:

(01:21) Overview of the ABM program implemented at an HR tech company

(02:50) Determining the right vertical to focus on for ABM

(06:03) Identifying the target audience within the chosen vertical

(08:42) Channel mix and content strategy for the ABM program

(14:12) Measurement of success and key metrics for the program

(23:34) Unexpected roadblocks and challenges during implementation

(27:09) Aligning marketing compensation with sales incentives

(31:53) Parting wisdom for those starting with ABM

Guest Bio:

Tylor Jones is the Head of Digital Acquisition at SIB. With extensive experience in digital marketing and ABM, Tylor has worked with various companies to implement effective account-based strategies. His approach focuses on aligning marketing efforts with sales goals and leveraging existing resources to create impactful campaigns. Tylor is passionate about creating efficient, results-driven marketing programs that contribute directly to revenue growth.