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.