EP. 127 - BUILDING A WINNING ABM PROGRAM! 🎯 Jessica Fewless Shares Strategy & Insights 🚀 Senior Director at Inverta

This is a podcast episode titled, EP. 127 - BUILDING A WINNING ABM PROGRAM! 🎯 Jessica Fewless Shares Strategy & Insights 🚀 Senior Director at Inverta. The summary for this episode is: <p>In this episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Mason Cosby</a> talks with <a href="https://www.linkedin.com/in/jfewless/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Jessica Fewless</a>, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(01:24) Determining the right audience for ABM</p><p>(04:42) Segmenting the audience for targeted outreach</p><p>(08:45) Developing content for different stages of the buyer's journey</p><p>(14:38) Determining the best distribution channels for content</p><p>(16:48) Evaluating existing content for use in ABM programs</p><p>(19:52) Measuring success at various stages of ABM programs</p><p>(22:05) Common roadblocks in implementing ABM programs</p><p>(24:46) Parting wisdom for building a first ABM program</p><p><br></p><p><strong>Guest Bio:</strong></p><p><a href="https://www.linkedin.com/in/jfewless/" rel="noopener noreferrer" target="_blank">Jessica Fewless</a> is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.</p>