In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn.
Best Moments:
(00:31) Introduction to the playbook breakdown format for ABM strategies
(00:49) Overview of Lance's specific situation targeting enterprise insurance companies
(01:21) Why Mason's first ABM program failed by targeting CEOs directly
(01:57) Strategy of targeting manager and director levels instead of C-suite executives
(02:25) Rationale for targeting lower-level employees (more accessible, less flooded inboxes)
(03:13) Cost-effectiveness of targeting below C-suite level (lower CPMs)
(03:33) How to use bottom-up approach to eventually reach decision makers
(03:43) LinkedIn connection strategy and why starting lower increases acceptance rates
(04:39) Building pain awareness with end users who understand day-to-day challenges
(05:53) Implementation through LinkedIn advertising and social selling
(05:59) Suggested cadence of 20 connections per day across multiple accounts
(06:56) Importance of having conversion points like online workshops or events
(07:24) Follow-up strategy to encourage sharing content with higher-level decision makers
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