🚨 EP. 100 🚨 - Data Segmentation and Building ABM w/ Sean Sullivan | Scrappy Playbooks

In this episode of Scrappy ABM, host Mason Cosby interviews Sean Sullivan, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources.======================================Key Discussion Points:(02:00) The role of proper data segmentation in achieving marketing and sales alignment(03:00) Tips for connecting data to executive dashboards and ensuring business alignment(05:51) How to organize data effectively for ABM programs using a hub-and-spoke model(08:57) Sourcing and enriching audience data to power successful ABM strategies(15:26) The risks of poor-quality data and strategies for maintaining high data standards to avoid negative business impacts(22:41) How long it typically takes to build and execute an effective ABM strategy(28:25) Key recommendations for companies starting or refining their ABM initiatives(34:12) The critical role of technology in ABM and how to assess and improve your current tech stack======================================Guest Bio:Sean Sullivan is a go-to-market operations adviser with a focus on data strategy, segmentation, and ABM implementation. He is the host of Converge Coffee, a podcast where he interviews experts to learn from their experiences in marketing, technology, and growth. Sean helps companies optimize their tech stacks, ensure data quality, and build effective ABM strategies that drive business results.

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Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!