Building Customer Connections and Leveraging Podcasting for Business Growth

In this episode of Scrappy ABM, host Mason Cosby interviews Mary Keogh, Director of Product and Content Marketing at CoLab, about an account-based marketing (ABM) and demand generation playbook she ran for an early-stage SaaS startup. They discuss identifying bottlenecks in the business, building a targeted playbook with limited resources, generating pipeline and revenue, and key lessons learned.

Best Moments:

(10:27) "We saw tons of leads coming in, and within maybe 5 to 6 months of running the playbook, we have 8 million in pipeline"

(15:19) Only needing 2 customers a month with a $20-30k ACV to get a 3-4x ROI on a $15k/month ad spend budget

(23:38) In 6 months, generated $1 million in revenue from the account-based marketing program, an 11x ROI on the ad spend

(25:34) "Make sure you have those fundamentals super, super solid. And what I define as marketing fundamentals is, like, STP, segmentation targeting positioning, classic marketing stuff, and all of that has to be predicated by a customer research"

Guest Bio:

Mary Keogh is the Director of Product and Content Marketing at CoLab, co-host of The Purposeful Marketing podcast