On-Demand Presentation

The First Step to ABM is Activation: How to Launch Your First ABM Activation Playbook in 8 Weeks

Demand Gen Summit Spring 2024

Mason Cosby discusses how to launch your first playbook in 8 weeks. Cosby highlights the importance of ABM awareness programs by saying, "Nobody wants to run an ABM awareness program, but nobody can buy from you if they don't know that you exist."

Key Points

  • When building an ABM program, it's common to prioritize technology. However, without the right tools and foundation, investing in technology first can be a waste of resources.
  • The primary reason for ABM failure is the lack of alignment between sales and marketing. Misalignment in terminology leads to ineffective communication.
  • Focusing on website re-engagement can form the basis of a comprehensive ABM program, as it involves engaging visitors with product pages, pricing information, and scheduling calls.
  • The marketing goal is to drive more customers to these pages and ultimately increase conversions after the initial trigger. To achieve this, it's crucial to understand your data sources, develop new playbooks involving multiple decision-makers in the sales cycle, and engage sales teams in re-engagement efforts to qualify leads for a follow-up call.

About the Speaker:

Headshot of Mason Cosby

Mason Cosby

Founder & CEO

ScrappyABM company logo

Mason is the Founder of Scrappy ABM, and specializes in building Scrappy ABM programs on low budgets that drive high impact. Serving as the Marketing Lead at numerous boutiques, and bootstrapped businesses, Mason has sourced over $2.5M as a marketer and a seller in the past 2 years, driving an 8X ROI. Mason has experience at Sales Assembly, Gravity Global, Mojo Media Labs, and more.

Check out the other presentations from the 2024 Demand Gen Summit!