EP. 116 - Building Effective Closed-Loss Programs in Account-Based Marketing

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.Best Moments:(00:32) Introduction to closed-loss programs and their importance in Q4(01:36) Segmenting closed-loss opportunities based on verticals and past objections(02:17) Importance of reengaging through the same seller for higher success rates(03:27) Utilizing marketing programming and content assets to overcome past objections(04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts(05:29) The year-round potential of closed-loss programs(06:31) Champion tracking as a strategy for reengaging closed-loss opportunities(07:22) Customer win-back programs and their potential(08:13) Time-based triggers for reengaging closed-loss opportunities(09:04) Effective messaging strategies for reengagement(10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts