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

This is a podcast episode titled, EP. 87 - How to Create a Coordinated Sales and Marketing Program w/ Anna Tsymbalist of Influ2 | Recorded as a Webinar. The summary for this episode is: <p>In this episode of "Scrappy ABM," host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> and guest <a href="https://www.linkedin.com/in/anna-tsymbalist/" rel="noopener noreferrer" target="_blank">Anna Tsymbalist</a>, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).</p><p><br></p><p>=============================================</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(02:05) The importance of crawling before running in ABM</p><p><br></p><p>(07:51) Three core reasons why ABM programs fail</p><p><br></p><p>(11:02) Defining activation plays and their role in ABM</p><p><br></p><p>(13:18) The structure of activation play frameworks</p><p><br></p><p>(15:40) A closed-lost opportunity activation play example</p><p><br></p><p>(19:12) Practical examples of closed-lost reason segmentation and messaging</p><p><br></p><p>(28:09) A missed meeting activation play example</p><p><br></p><p>(29:20) Messaging strategies for missed meetings</p><p><br></p><p>(36:03) An event activation play example</p><p><br></p><p>(39:28) Messaging strategies for event activation plays</p><p><br></p><p>(42:33) Using sales context and ad engagement data to align sales and marketing</p><p><br></p><p>=============================================</p><p><br></p><p><strong>Guest Bio:</strong></p><p><br></p><p>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.</p>