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EP. 78 - Driving Alignment and Adoption For ABM with Brynne Hazzard | Scrappy Playbooks
Manage episode 437940924 series 3597488
This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.
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Best Moments:
(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams
(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way
(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool
(16:03) Building human connections with customers through on-site visits to make it easier to ask for content
(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging
102 episoder
Manage episode 437940924 series 3597488
This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.
=========================================================================================
Best Moments:
(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams
(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way
(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool
(16:03) Building human connections with customers through on-site visits to make it easier to ask for content
(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging
102 episoder
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