In this episode of Scrappy ABM, host Mason Cosby talks with Jessica Fewless, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.

Best Moments:

(01:24) Determining the right audience for ABM

(04:42) Segmenting the audience for targeted outreach

(08:45) Developing content for different stages of the buyer's journey

(14:38) Determining the best distribution channels for content

(16:48) Evaluating existing content for use in ABM programs

(19:52) Measuring success at various stages of ABM programs

(22:05) Common roadblocks in implementing ABM programs

(24:46) Parting wisdom for building a first ABM program

Guest Bio:

Jessica Fewless is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.