This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring success.

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Best Moments:

(01:15) Topic: Wiping out pipeline anxiety with signal-based ABM

(03:27) Setting the context and goals for the discussion

(06:42) Laying the groundwork for an ABM program (headcount, conversations, etc.)

(11:06) Choosing the right signals to go after and aligning the team

(17:00) What an MVP ABM program looks like

(21:29) Measuring success and attributing efforts to ABM vs demand gen

(27:01) Initial channels and tactics to use for an ABM program

(32:37) Scaling an ABM program without increasing headcount

(37:41) Balancing overall demand gen and ABM efforts

(44:49) Using media channels like YouTube, Bright Talk, content syndication for ABM