EP. 87 - How to Create a Coordinated Sales and Marketing Program w/ Anna Tsymbalist of Influ2 | Recorded as a Webinar

In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).=============================================Best Moments:(02:05) The importance of crawling before running in ABM(07:51) Three core reasons why ABM programs fail(11:02) Defining activation plays and their role in ABM(13:18) The structure of activation play frameworks(15:40) A closed-lost opportunity activation play example(19:12) Practical examples of closed-lost reason segmentation and messaging(28:09) A missed meeting activation play example(29:20) Messaging strategies for missed meetings(36:03) An event activation play example(39:28) Messaging strategies for event activation plays(42:33) Using sales context and ad engagement data to align sales and marketing=============================================Guest Bio:Anna Tsymbalist is the Head of ABM at Influ2, where she has fueled a 123% growth in ABM-influenced revenue in her first year. In her previous role, she contributed to a $52.5 million Series B fundraising round through a 4x ARR growth.

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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!