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The First Step to ABM Is Activation: How to Take the First Step of ABM so it Won’t Fail

SPEAKER: Mason Cosby
Mason-Cosby

MAY 7, MILWAUKEE: 10:45 – 11:35 a.m.
MAY 8, GREEN BAY: 10:45 – 11:35 a.m.

Session Description

In this session, Mason Cosby, founder of Scrappy ABM, reveals the key reasons why Account-Based Marketing (ABM) programs often fail and offers valuable solutions to help businesses overcome these challenges. By leveraging existing tools and data, organizations can establish a solid foundation for a comprehensive ABM program and optimize their ABM strategies. Discover how keeping things simple, starting small with trigger-based activation plays, and fostering alignment between sales and marketing can lead to greater success. If you're looking to start your ABM initiatives strong or improve your current programs, this session is a MUST!

Key Takeaways

  • Why ABM often fails (data-backed)
  • Why sales activation should be the foundation of an ABM program
  • How to convert simple plays into full ABM programs
  • How to build a sales activation play (framework)
Who Should Attend?

Those with an intermediate-level understanding of marketing

Mason Cosby specializes in building Scrappy ABM programs on low budgets that drive high impact. Serving as the marketing lead at numerous boutique, bootstrapped businesses, Mason has sourced over $3.38 million in the past two years, driving a 15X ROI. If you’re looking for no-nonsense practical marketing execution that drives revenue, Mason Cosby’s approach can guide practical low-tech ways for growth.

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INCLUDED IN

Your 2024 Ticket

  • Breakfast, lunch, and a free drink during our exclusive networking hour at the close of the event to connect with other attendees and speakers
  • Access to presentation slides and video recordings of all sessions following the conference

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