EP. 78 - Driving Alignment and Adoption For ABM with Brynne Hazzard | Scrappy Playbooks

This is a podcast episode titled, EP. 78 - Driving Alignment and Adoption For ABM with Brynne Hazzard | Scrappy Playbooks. The summary for this episode is: <p>This episode of Scrappy ABM features host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> interviewing <a href="https://www.linkedin.com/in/brynnehazzard/" rel="noopener noreferrer" target="_blank">Brynne Hazzard</a>, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil &amp; gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.</p><p><br></p><p>=========================================================================================</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams</p><p><br></p><p>(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way</p><p><br></p><p>(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool</p><p><br></p><p>(16:03) Building human connections with customers through on-site visits to make it easier to ask for content</p><p><br></p><p>(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging</p>