Topic #1 What is Scrappy ABM?
[06:41] In the basic sense, scrappy account-based marketing (ABM) is a no-frills version of traditional ABM. “Most b2b tech companies that I know, or b2b companies in general, have a CRM, they've got some form of marketing automation, they have the ability to get a list somehow, some way”, Mason says, “so when I think about it, that's what I'm getting to is [that] it's accessible. And it's not it is not cost prohibitive”.
Topic #2 Podcasts, LinkedIn: Tools for Reaching Targeted Accounts
[24:17] “So if you remember I said CRM, marketing automation and some way to build a list”, says Mason. Once you’ve got your tools for targeting accounts sorted, Mason cites multiple ways to build your lists.
Topic #3 Encountering Roadblocks to Scrappy ABM
[29:11] Mason encourages listeners to focus on direction rather than the details of the ‘how’. For example, when he bumped up against resistance to building a podcast, he decided to start doing it on his own, which resulted in the company he worked for benefiting hugely at little risk to him. This then resulted in buy-in from that organization as they could see the value, illustrating his message, that there are multiple ways to reach these goals. So, What's the One Thing You Can Do Today? Mason’s ‘one thing’ is simple: “Build your list”, says Mason, it’s the critical first step.
