The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#186: Strategy | How to Simplify ABM with Mason Cosby, Founder of Scrappy ABM

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Oct 21, 2024

Mason Cosby, founder of Scrappy ABM and an authority in account-based marketing, joins to share insights on simplifying ABM for tangible business outcomes. He emphasizes the importance of starting small with re-engagement rather than overwhelming tech stacks. Mason discusses tracking engagement signals to effectively warm up prospects, treating sales as a marketing channel, and creating personalized campaigns. His framework for ABM programming focuses on aligning narratives and marketing efforts to drive success.

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ANECDOTE

Personalized Outreach

Mason Cosby began his career selling ads for a parenting magazine, making cold calls with generic pitches.
By creating personalized reasons for outreach, he became the top seller, demonstrating the power of personalization.

ADVICE

Ideal ABM Candidates

B2B companies with dedicated sales teams and ACVs over $50,000 are ideal for ABM.
Product-market fit, expansion opportunities, and a clear ICP are crucial.

ADVICE

Demand Generation vs. ABM

Companies with lower ACVs should focus on demand generation with broader content.
ABM requires highly personalized content, making it less suitable for transactional sales.

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In this episode, Dave Gerhardt sits down with Mason Cosby, a leader in account-based marketing (ABM) strategy and founder of Scrappy ABM. Dave and Mason unpack how to simplify ABM, create meaningful engagement, and build personalized campaigns that drive real business results.

Dave and Mason cover:

Why companies should crawl before they walk or run” with ABM by starting with re-engagement programs instead of complex tech stacks.
Why you need to track key signals of engagement and align marketing efforts to warm up prospects before sales outreach.
Why you should be treating sales as an integrated marketing channel.

Timestamps

(00:00) - - Intro to Mason
(05:20) - - Should you be using ABM?
(08:16) - - Breaking down the process — awareness to acquisition
(11:34) - - Why you should be treating sales as a marketing channel
(16:19) - - Insights and data you need for effective ABM
(21:24) - - Distribution strategies
(25:27) - - When to adjust your outreach strategy
(27:09) - - Awareness, engagement, and high-intent follow-up strategies
(31:26) - - Re-engagement vs awareness for ABM
(34:27) - - Why your story and positioning drive marketing success
(35:42) - - Mason’s framework for ABM programming
(39:24) - - Learn before scaling ideas (crawl, walk, run)

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