Webinar • Jul 24, 2024

How to Create a Truly Coordinated Sales and Marketing Program, with Scrappy ABM & Influ2

How do you get sales and marketing to win more business? Use proven frameworks that are inherently collaborative, easy to implement, and simple to track. In this webinar, Mason Crosby, Founder of Scrappy ABM, and Anna Tsymbalist, Head of ABM at Influ2, give a masterclass in creating systematic marketing and sales programs that get results.

Speakers

Mason Cosby

Founder of Scrappy ABM

Anna Tsymbalist

Head of ABM at Influ2

Key Points

[00:00]	Intro
[01:00]	How to get the most out of this session
[02:08]	The “crawl, walk, run” approach to ABM
[06:14]	What is ABM?
[06:49]	Why ABM fails
[09:50]	What is an activation play?
[11:03]	Why activation plays work
[12:11]	How activation plays work
[13:06]	Activation play structure
[14:29]	Closed-lost opportunities playbook
[18:01]	Segmentation triggers for a closed-lost play
[19:55]	Closed-lost: “functionality” ad play examples
[21:03]	Closed-lost: “person blocker” ad play examples
[22:10]	Closed-lost: “strategy change” ad play examples
[23:10]	Closed-lost: “budget” ad play examples
[24:27]	Where to get the funding signal data
[25:42]	Closed-lost: “lost connection” ad play examples
[26:39]	Missed meetings playbook
[28:39]	Missed meeting ad play examples and setup
[34:14]	How to separate one-to-one or one-to-few programs from larger demand gen programs
[35:27]	Event activation playbook
[38:19]	Event activation ad play examples and setup
[42:13]	On contact-level intent
[44:46]	On audience size limitations
[45:52]	On video ads for event plays
[46:54]	Outro

Transcript

Hello and welcome to “How to create a coordinated sales and marketing program.” This is a webinar done with Scrappy ABM and Influ2. And let me tell you, I am incredibly, incredibly excited to be doing this today with the wonderful Anna, who's the head of ABM at Influ2. She's going to share a lot of actually practical things. I'm going to blabber on around frameworks and processes and all that kind of stuff. She's going to give you some really practical and tactical examples. So if you're joining us live today, thank you so much for being here. Go ahead and drop in the comments what you're hoping to get out of today. With that Anna, thank you so much for being here.

Oh my God, thank you so much for having me. I didn't know you're such a good speaker. I stumbled. You switched professionally.

For whatever reason, they just keep showing up for podcasts. So I just turn on my podcast voice and it's a good time. So all that to say, we've got a ton of very actionable tactical content to get through today. And I want to make sure we dive right into it. So again, thank you so much for being here.

Key takeaways

Activation plays are the repeatable processes for when sales or CS becomes involved in specific customer conversations. To start with your first activation play, you just need to identify a trigger, build and operationalize an outbound sequence, and run the play over and over again.

To kickstart your activation strategy, consider these three foundational playbooks: reviving closed-lost deals, following up on missed meetings, and promoting event activation. These playbooks offer a solid framework for any organization.

Leveraging contact-level intent data is crucial for maximizing the impact of activation plays. By aligning sales and marketing efforts around ad engagement, teams can prioritize high-potential prospects and deliver unified messaging. For instance, sales can align the subject line and email body with the ads prospects engaged with.

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