This episode of Scrappy ABM features a discussion between host Ariana Shannon, sales intel director of marketing, and guest Mason Cosby, founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank.

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Best Moments:

(08:39) Why some ABM programs fail — trying to rely on just one intent signal rather than layering multiple triggers

(09:51) Overview of different types of intent data that can be used, including news data, partner data, website intent, predictive intent, buyer intent, and review sites

(05:48) Using the 4D framework (data, distribution, destination, direction) to build out activation playbooks

(11:53) Prospecting campaigns like website re-engagement for visitors who previously hit key pages

(14:05) Opportunities for closed-lost accounts and stalled pipeline

(15:02) Customer retention and expansion campaigns

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Guest Bio:

Ariana Shannon: Director of Marketing at SalesIntel, focused on leveraging data and intent signals to create effective ABM campaigns.