In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).

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Best Moments:

(02:05) The importance of crawling before running in ABM

(07:51) Three core reasons why ABM programs fail

(11:02) Defining activation plays and their role in ABM

(13:18) The structure of activation play frameworks

(15:40) A closed-lost opportunity activation play example

(19:12) Practical examples of closed-lost reason segmentation and messaging

(28:09) A missed meeting activation play example

(29:20) Messaging strategies for missed meetings

(36:03) An event activation play example

(39:28) Messaging strategies for event activation plays

(42:33) Using sales context and ad engagement data to align sales and marketing

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Guest Bio:

Anna Tsymbalist is the Head of ABM at Influ2, where she has fueled a 123% growth in ABM-influenced revenue in her first year. In her previous role, she contributed to a $52.5 million Series B fundraising round through a 4x ARR growth.