EP. 87 - How to Create a Coordinated Sales and Marketing Program w/ Anna Tsymbalist of Influ2 | Recorded as a Webinar

In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).=============================================Best Moments:(02:05) The importance of crawling before running in ABM(07:51) Three core reasons why ABM programs fail(11:02) Defining activation plays and their role in ABM(13:18) The structure of activation play frameworks(15:40) A closed-lost opportunity activation play example(19:12) Practical examples of closed-lost reason segmentation and messaging(28:09) A missed meeting activation play example(29:20) Messaging strategies for missed meetings(36:03) An event activation play example(39:28) Messaging strategies for event activation plays(42:33) Using sales context and ad engagement data to align sales and marketing=============================================Guest Bio:Anna Tsymbalist is the Head of ABM at Influ2, where she has fueled a 123% growth in ABM-influenced revenue in her first year. In her previous role, she contributed to a $52.5 million Series B fundraising round through a 4x ARR growth.