In this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough grasp of product-market fit, and an acknowledgment of longer sales cycles. You'll hear practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging triggers to engage potential clients. Additionally, Mason addresses prevalent misconceptions and pitfalls encountered in ABM execution, enriching listeners with insights garnered from his extensive experience in the field. Best Moments: (04:35) Common mistakes in implementing Account Based Marketing (08:46) ABM strategy and its implementation (15:14) Using data to target B2B leads with ABM (20:03) Unique triggers and data to personalize sales outreach (24:45) Using existing data to target potential clients (29:09) ABM strategies and growth with Mason Cosby