In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.
Best Moments:
(00:32) Introduction to Melissa's specific account-based marketing challenge
(01:28) Addressing potential data silo issues in large organizations
(01:48) Overcoming sales compensation challenges for cross-selling
(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings
(03:29) Leveraging existing customer relationships to lower customer acquisition costs
(03:47) Creating compelling offers like "covering the first trip" for construction crews
(04:18) Using a product-led growth approach for service offerings
(05:33) Integrating cross-sell opportunities during the card onboarding process
(06:41) Utilizing news triggers to identify construction projects and expansion opportunities
(08:09) Summary of four key strategies to implement the cross-sell program
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