In this informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.

Key Moments:

(02:48) How to determine and select target accounts for an ABM initiative.

(05:52) Best practices for choosing distribution channels to reach the target audience.

(11:03) Tips for creating content that resonates with specific accounts.

(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.

(25:33) Common challenges and unexpected roadblocks in ABM implementation.

(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools.

Guest Bio:

Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.