Why You Don't Need New Tech to Start ABM (Live Session with Dreamdata) | Ep. 252

Episode notes

Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, and the program gets cut. ㅤ Mason Cosby joins Andrea Coloma , Product Marketer at Dreamdata , for a live session on the Attributed podcast to discuss building repeatable account-based marketing plays. Mason explains why companies should prove ABM works using their current tooling before investing in expensive software. They discuss how to navigate the shift from lead generation to ABM over a 12-to-24-month timeframe without starting over completely. The discussion outlines specific frameworks for tracking account progression and activating playbooks that move best-fit customers through the pipeline. ㅤ What We Cover Why buying technology first creates a false sense of progress and wastes the initial grace window given by leadership. The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement.