EP. 66 - Whiteboard Account Progression With Kacyn Goranson | Scrappy Playbooks

This is a podcast episode titled, EP. 66 - Whiteboard Account Progression With Kacyn Goranson | Scrappy Playbooks. The summary for this episode is: <p>In this episode of Scrappy ABM, <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> interviews <a href="https://www.linkedin.com/in/kacyngoranson/" rel="noopener noreferrer" target="_blank">Kacyn Goranson</a>, VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a small pilot program, repurposing existing marketing content, and gaining buy-in from sales.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(01:05) Discussion on whiteboard account progression in ABM</p><p><br></p><p>(01:41) Understanding account based marketing through whiteboard mapping</p><p><br></p><p>(02:59) Color coordination and account progression model</p><p><br></p><p>(07:16) Utilizing existing content for ABM success</p><p><br></p><p>(09:25) Manual account-based marketing approach</p><p><br></p><p>(10:37) Manual execution and lack of dedicated resources in ABM</p><p><br></p><p>(13:02) Challenges faced in account progression model implementation</p><p><br></p><p>(15:28) Challenges of implementing account-based marketing in financial services</p><p><br></p><p>(19:30) The journey of implementing an ABM program</p><p><br></p><p>(20:36) Importance of early results in account-based marketing</p><p><br></p><p>(22:31) Launching an ABM program in a long sales cycle environment</p><p><br></p><p><strong>Guest Bio:</strong></p><p><br></p><p><a href="https://www.linkedin.com/in/kacyngoranson/" rel="noopener noreferrer" target="_blank">Kacyn Goranson</a> is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.</p>