EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight Webinar

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.