In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins. ========================================= Best Moments: (05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events. (06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts. (07:05) Why events are amazing for ABM programs: they are target-rich environments. (10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction. (11:18) Playbook 1: Pre-Event Outreach and Meeting Setup. (16:50) Playbook 2: Speaking Engagements and Content Distribution. (21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot). (30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events. (45:10) The importance of giving away expertise and building trust at events.