EP. 89 - The Importance of Relevance and Context For Your ABM Program with Nick Zeckets | Scrappy Playbooks

In this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank.================================Best Moments:(04:45) Discussing the target audience for Scrappy ABM's services(09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well(14:58) The importance of relevance and context in ABM outreach(20:27) The hallmarks of a phenomenal ABM program(28:29) The process of creating effective content for ABM campaigns(34:31) Strategies for extracting subject matter expertise from SMEs for content creation(44:31) The importance of covering various mediums (podcasts, webinars, events) for content creation(50:50) The ideal criteria for organizations to implement ABM programs successfully