EP. 116 - Building Effective Closed-Loss Programs in Account-Based Marketing

This is a podcast episode titled, EP. 116 - Building Effective Closed-Loss Programs in Account-Based Marketing. The summary for this episode is: <p>In this episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p><strong>(00:32)</strong> Introduction to closed-loss programs and their importance in Q4</p><p><br></p><p><strong>(01:36)</strong> Segmenting closed-loss opportunities based on verticals and past objections</p><p><br></p><p><strong>(02:17)</strong> Importance of reengaging through the same seller for higher success rates</p><p><br></p><p><strong>(03:27)</strong> Utilizing marketing programming and content assets to overcome past objections</p><p><br></p><p><strong>(04:34)</strong> Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts</p><p><br></p><p><strong>(05:29)</strong> The year-round potential of closed-loss programs</p><p><br></p><p><strong>(06:31)</strong> Champion tracking as a strategy for reengaging closed-loss opportunities</p><p><br></p><p><strong>(07:22)</strong> Customer win-back programs and their potential</p><p><br></p><p><strong>(08:13)</strong> Time-based triggers for reengaging closed-loss opportunities</p><p><br></p><p><strong>(09:04)</strong> Effective messaging strategies for reengagement</p><p><br></p><p><strong>(10:24)</strong> Opportunistic triggers for reengagement, such as industry changes or personnel shifts</p>