EP. 139 - AFFORDABLE ABM STRATEGIES! Jenna Bayler on Practical, Scalable Campaigns
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DESCRIPTION
In this episode of Scrappy ABM, host Mason Cosby chats with Jenna Bayler, Director of Marketing Operations at Kinective, about implementing account-based marketing (ABM) programs without overspending. Jenna shares actionable insights on identifying ideal customers, crafting engaging content, and aligning metrics with sales objectives for effective ABM campaigns.
Best Moments:
(01:41) Identifying the ideal customer profile for ABM
(04:53) Building a target account list
(07:25) Creating engaging content for ABM campaigns
(13:43) Aligning content with the buyer's journey
(17:21) Measuring success in ABM programs
(20:54) Unexpected challenges in ABM implementation
(22:33) Final advice for launching ABM programs
Key Insights:
- The importance of involving multiple departments to define the ideal customer profile.
- How to utilize progressive form strategies and align marketing metrics with sales objectives.
- Leveraging existing successful strategies creatively to scale ABM programs.
Guest Bio:
Jenna Bayler is the Director of Marketing Operations at Kinective, a company connecting various banking software systems. With expertise in HubSpot and data-driven marketing, Jenna specializes in aligning marketing efforts with sales goals and implementing scalable ABM strategies tailored to the financial technology sector.