EP. 78 - Driving Alignment and Adoption For ABM with Brynne Hazzard | Scrappy Playbooks

This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.=========================================================================================Best Moments:(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool(16:03) Building human connections with customers through on-site visits to make it easier to ask for content(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging

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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!