EP. 147 - Launching Your ABM Program! Kelley Vallone on Targeting, Tiering & Measuring Success

In this episode of Scrappy ABM, host Mason Cosby interviews Kelley Vallone, Director of Global Growth Marketing at Prove, about building an Account-Based Marketing (ABM) program from the ground up. They delve into identifying target accounts, creating tiering models, and executing engagement strategies—all while measuring success and ensuring scalability.Best Moments:(01:30) Identifying and prioritizing target accounts for ABM(05:33) Building a real target account list with company names(07:37) Creating an account tiering model and engagement strategies(10:54) Specific tactics for each tier of accounts(22:12) Measuring success in an ABM program(25:53) Advice for getting started with ABMGuest Bio:Kelley Vallone is the Director of Global Growth Marketing at Prove, an identity verification and authentication company. With extensive experience in ABM, demand generation, and growth marketing, Kelley has successfully implemented and scaled ABM programs. She’s passionate about sharing her knowledge and insights on marketing strategies, particularly in the B2B space.

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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!