About this episode

Mason Cosby revisits key conversations on running an account-based program effectively without a large budget.

A best-of pulls the moments worth keeping, and this one runs from getting internal buy-in all the way to proving the ads nobody clicks. On Scrappy ABM , Mason Cosby revisits four conversations that each solve a different part of running an account-based program without an enterprise budget. ㅤ Hannah Forson explains how to bring channel managers along without wrecking their metrics. Payton Christopher builds a target list from CRM data and customer-service influence. Greg Rokisky turns organic social into an account channel. Adam Holmgren connects LinkedIn ad data to the CRM so brand awareness stops being invisible. ㅤ 👤 Guests Hannah Forson , Senior Manager of Demand Generation at BambooHR, layers account-based motions on top of a primarily inbound engine. ㅤ Payton Christopher , Head of Demand Generation and Growth Marketing at Delivery Solutions, runs an enterprise-focused program built on CRM data, events, and paid social. ㅤ Greg Rokisky , Senior Social Media Marketing Manager at Calendly, built the organic social ABM program discussed here during his time at Sprout Social. ㅤ Adam Holmgren , Co-Founder and CEO of Fibbler, created a tool to measure LinkedIn ad influence after…

People in this episode

Host: Mason Cosby

Guests: Hannah Forson, Payton Christopher, Greg Rokisky, Adam Holmgren

Topics covered

• account-based marketing
• internal buy-in
• CRM data
• organic social
• LinkedIn ads
• demand generation

Keywords

• account-based marketing
• demand generation
• CRM
• organic social media
• LinkedIn advertising
• marketing strategies

Mentioned in this episode

Organizations: BambooHR, Delivery Solutions, Calendly, Sprout Social, Fibbler

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