The Minimum Viable Tools Required for Account-Based Marketing | Ep. 264

Episode notes

Building an effective account-based program brings up a lot of specific questions. On this episode of Scrappy ABM , host Mason Cosby answers the most frequent questions pulled directly from previous ABM in a Day workshops. Mason addresses exactly what re-engagement means and when accounts should cycle out of your program. ㅤ Mason details the minimum viable tools required to run a successful strategy. He warns against buying new software before establishing a clear plan. Instead, he explains how your strategy should inform the tools you use. You only really need a CRM, a marketing automation platform, and a sales outreach tool. ㅤ The conversation also addresses the common conflict between outbound sales outreach and marketing automation sequences. Mason explains how to turn sales into a distribution channel. This ensures target accounts get the same message across multiple channels, making your overall outreach more intentional. ㅤ What We Cover How the re-engagement stage targets accounts that received an offer but decided not to purchase right now. Why accounts that refuse to engage should cycle off your program to make room for higher propensity accounts.