Why You Should Not Build Net-New Content for ABM (with Hannah Forson from BambooHR) | Ep. 247

Episode notes

BambooHR built a massive brand on inbound marketing for small businesses. As the company looks to move upmarket to target larger, growing organizations, its strategy must evolve to cut through the noise. Hannah Forson joins Mason Cosby to explain how she layers account-based strategies on top of an existing inbound engine without bringing the bank. ㅤ The conversation focuses on the practical steps of defining a target audience by analyzing closed-won opportunities rather than guessing. Hannah explains why marketers should rarely start an ABM pilot by creating net-new content and how to repurpose what already works. She also shares the honest reality of managing internal expectations when ABM sales cycles take twice as long as standard inbound deals, and how to partner with channel managers who worry about how targeted campaigns affect their metrics. ㅤ About Hannah Forson Hannah Forson is the Sr. Manager of Demand Generation at BambooHR, where she leads the programs team focused on mid-to-bottom funnel demand generation. She specializes in building efficient strategies that drive high-quality leads and pipeline.