Best place to start with ABM | Ep. 262

About this episode

Mason Cosby discusses the importance of targeting known accounts for successful ABM programs.

Roughly 80% of ABM programs fail. The main reason is that companies start by targeting accounts that have never heard of them. It takes three to six months for your brand to even be remembered. By that time, the program has usually been killed. Welcome to Scrappy ABM. Host Mason Cosby breaks down exactly where you should build your target account list to nearly guarantee a win. ㅤ If you focus on a completely net new audience, you are setting yourself up for a long wait. It can take anywhere from 3 to 24 months for those accounts to enter the pipeline. Mason explains why starting with people who already know you exist gives you the best potential for success. You already have a sheer amount of data on these accounts, making it easier to measure success. ㅤ We explore the four core places to look for these target accounts: website traffic, closed lost opportunities, your active sales pipeline, and your current customer base. By focusing on these engaged audiences, you can shorten sales cycles and directly address past objections. This approach builds trust and helps you secure buy-in before you go after cold prospects. ㅤ 📌 What We Cover Why targeting completely cold accounts causes…

People in this episode

Host: Mason Cosby

Topics covered

• ABM programs
• target account list
• sales cycles
• website traffic
• customer engagement

Keywords

• ABM
• account-based marketing
• targeting
• sales pipeline
• customer base
• website traffic
• engagement

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