In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.
Best Moments:
- (01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business
- (01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition
- (02:24) Why narrowing down from “retail brands” to specific store types is crucial
- (03:06) Recommendation to focus on geographic regions to make targeting more manageable
- (03:43) Suggestion to showcase before/after store transformations as compelling content
- (04:24) Benefits of narrowing the target list to a manageable 50 companies
- (05:04) Personal example of directly texting prospects identified as best-fit customers
- (05:56) Recommendation to segment by organization size and specific roles
- (06:32) Strategy to focus on geographic-based programs with in-person demonstrations
- (07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks
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