EP. 66 - Whiteboard Account Progression With Kacyn Goranson | Scrappy Playbooks

In this episode of Scrappy ABM, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a small pilot program, repurposing existing marketing content, and gaining buy-in from sales.Best Moments:(01:05) Discussion on whiteboard account progression in ABM(01:41) Understanding account based marketing through whiteboard mapping(02:59) Color coordination and account progression model(07:16) Utilizing existing content for ABM success(09:25) Manual account-based marketing approach(10:37) Manual execution and lack of dedicated resources in ABM(13:02) Challenges faced in account progression model implementation(15:28) Challenges of implementing account-based marketing in financial services(19:30) The journey of implementing an ABM program(20:36) Importance of early results in account-based marketing(22:31) Launching an ABM program in a long sales cycle environmentGuest Bio:Kacyn Goranson is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.

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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!