EP. 116 - Building Effective Closed-Loss Programs in Account-Based Marketing

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.Best Moments:(00:32) Introduction to closed-loss programs and their importance in Q4(01:36) Segmenting closed-loss opportunities based on verticals and past objections(02:17) Importance of reengaging through the same seller for higher success rates(03:27) Utilizing marketing programming and content assets to overcome past objections(04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts(05:29) The year-round potential of closed-loss programs(06:31) Champion tracking as a strategy for reengaging closed-loss opportunities(07:22) Customer win-back programs and their potential(08:13) Time-based triggers for reengaging closed-loss opportunities(09:04) Effective messaging strategies for reengagement(10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

Om Podcasten

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!