EP. 30 - Building a Successful Account-Based Marketing Program with Limited Resources w/ Ryan Gunn l Scrappy Playbooks

This episode of Scrappy ABM features Ryan Gunn, Director of Demand & Operations at Aptitude Eight, discussing how to build the operational foundation for account-based marketing. Ryan outlines practical steps for developing target account lists, account scoring, account stage automation, and evaluating additional technologies to support ABM strategies. Listeners can expect to learn key considerations for transitioning from general marketing operations to operations tailored for account-based approaches.Main Discussion Points:- Prerequisites before building ABM operations: alignment across sales, marketing, and leadership on account-based approach and metrics (00:29:40)- Ideal target account list size and tiering to enable sufficient focus and customization (00:10:10)- Account scoring tips using tiering, time bounds, and spikes to identify sales opportunities (00:15:57)- Simple account stage model: stranger > visitor > contact/lead > opportunity > customer (00:20:25)- Enable bi-directional stage transitions to adjust programs if companies disengage (00:25:26)- Assess gaps before adopting expensive ABM platforms; build strategy before adding technology (00:27:16)

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!