Product market fit. Account-based marketing (ABM). Ideal Customer Profile. Target Accounts. These are the most critical and talked about topics for go-to-market leaders. And they’re also most misunderstood and oftentimes poorly executed. 

That’s why we’re talking with Mason Cobsy, CEO of Scrappy ABM. Mason has built scrappy marketing programs that deliver millions in revenue. While serving as a marketing leader at numerous boutique and bootstrapped businesses, Mason saw firsthand the power of trading a shiny ABM program with all the fancy tech tools for a scrappy account-based program that instead sourced over $15M in the three years, driving a 20x ROI.

In this episode, Stephanie and Mason talk about what it means to really have product market fit (PMF), why ABM strategy requires PMF, who should be in the room to define your ICP and target accounts, and a bunch of acronyms you need to know. 

Key Takeaways:

1. Product market fit means sales is EASY. If it isn’t easy to sell your product, then you don’t have it. No exceptions. 
2. It doesn’t make sense to launch an ABM program until you have product market fit.
3. Marketing, sales, customer success, and finance need to collaborate on defining your ICP and creating a target account list. It cannot be owned by only one functional area. It’s also imperative that you consider how many customers you want to add within the next five years when you create the target account list. 
4. Content marketing should make up half of your ABM strategy because it’s both destination and distribution.
5. Five plays can help your business consistently create pipeline: closed lost, customer winback, website engagement, event activations, and podcasting. You should be running these plays every single month.