EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight Webinar

This is a podcast episode titled, EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight 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> shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins.</p><p><br></p><p>=========================================</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events.</p><p><br></p><p>(06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts.</p><p><br></p><p>(07:05) Why events are amazing for ABM programs: they are target-rich environments.</p><p><br></p><p>(10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction.</p><p><br></p><p>(11:18) Playbook 1: Pre-Event Outreach and Meeting Setup.</p><p><br></p><p>(16:50) Playbook 2: Speaking Engagements and Content Distribution.</p><p><br></p><p>(21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot).</p><p><br></p><p>(30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events.</p><p><br></p><p>(45:10) The importance of giving away expertise and building trust at events.</p>