Illuminating the Path to ABM Mastery with Mason Cosby
Feb 20, 2024
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Discover the secrets of ABM success with Mason Cosby, including building efficient ABM programs on a budget, using podcasts for revenue generation, and implementing real-time sales activation plays. Learn about the challenges of entrepreneurship, creating valuable ABM relationships, and the importance of aligning marketing and sales teams for ABM program success.
Creating ABM programs without big budgets by focusing on practical strategies and strong customer engagement.
Transforming podcasts into revenue-generating ABM plays through targeted content and inviting ideal accounts.
Implementing efficient ABM strategies through targeted plays, first-party data, and aligning sales and marketing efforts.
The blend of dedication and sacrifices in the entrepreneurial journey reflects the growth and development in business and life.
Deep dives
Building an ABM Program
Starting with the alignment between marketing and sales, Mason Cosby shares practical steps for building an account-based marketing (ABM) program from scratch. By focusing on creating targeted sales activation plays, identifying triggers, and engaging with the right fit customers, organizations can establish repeatable and effective ABM strategies that drive revenue.
Leveraging Podcasting for Revenue
Mason highlights the potential of using podcasts as a revenue source beyond sponsorships. By inviting target accounts onto the show, engaging in podcast swaps, and building valuable content for listeners, companies can strengthen relationships, drive engagement, and eventually convert podcasting into a revenue-generating channel.
Sales Activation and Fundamental Strategies
Promoting the significance of sales activation plays, Mason emphasizes the importance of practical and foundational strategies for driving successful ABM initiatives. By focusing on targeted plays, leveraging first-party data, and aligning marketing efforts with sales, companies can establish sustainable revenue-generating practices.
Season of Sacrifice: Joy in Sacrifice
Reflecting on a decade of sacrifices and joys in building Scrappy ABM, Mason underlines the dedication and commitment required for entrepreneurial success. The blend of sacrifice and joy encapsulates the journey of growth and development in business and life.
Value in Swag and Personal Connection
Sharing insight into the sentimental value of Scrappy ABM swag personally crafted by family members, Mason highlights the significance of personal touches and brand representation. The unique connection to handmade swag illustrates the blend of personal and professional elements in building a brand.
Distinctive Professional Belief: Practical ABM Execution
Emphasizing the practical execution and fundamentals of ABM, Mason sheds light on his steadfast belief in focusing on practical and actionable strategies for successful account-based marketing. The commitment to executing foundational ABM practices underscores his approach to achieving tangible results.
Key Figures Making Impact
Mason recommends inviting Jay Swettleson, founder of Outcome Media and Buru Events, Trey Sheniman, founder of Harold, and Adam Shaw, creator of Marketing for Founders, as guests on the show. Noting their unique perspectives and innovative approaches in marketing and entrepreneurship, these individuals bring valuable insights and diverse experiences to share with the audience.
With a wealth of experience and relentless commitment to adding value to clients, Mason Cosby, the Founder of Scrappy ABM, transforms the ABM landscape through his business. And the insights he’s introducing to the marketing world is a game-changer.
In this Growth Marketing Camp’s Founder Stories episode, we share Mason's entrepreneurial journey and peel back the layers of numerous aspects (& plays) of ABM, including:
🔥 The steps for building an ABM program from scratch without enormous budget
🔥 Account-Based Podcasting & how to transform a podcast into a revenue-generating ABM play
🔥 How businesses can implement efficient and tangible ABM strategies
🔥 The world of perpetual sales activation plays and how real-time signals can drive conversions and cultivate a steady stream of customers
Mason also uncovers the realities of choosing an entrepreneurial journey, especially one that requires overturning conventional marketing methods. Tune in to this episode and uncover how you can illuminate your business with ABM.
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