In this episode of Scrappy ABM, host Mason Cosby dissects newsletter reader Joe’s challenge: selling a 24/7 chat-service product to growth-minded operators at independent orthopedic practices—on a scrappy budget. Mason lays out a step-by-step ABM playbook, from pinpointing buying triggers to launching a niche podcast that doubles as a pipeline engine.

Best Moments:

(00:32) Introduction to Joe’s ABM hurdle—independent orthopedic practices

(01:35) Setting realistic conversion expectations & timeframes

(02:08) Budget-cycle insights and buying trends in indie practices

(03:03) Identifying the trigger point when practices need 24/7 chat

(03:58) Finding prospects in associations and private communities

(04:09) Geomapping accounts for hyper-targeted ads

(04:38) Content strategy: demos, testimonials & proof points

(05:37) Why launching a podcast for practice owners is a game-changer

(06:39) How the podcast can reliably book 10 meetings per month

(07:16) Soft-selling at the close of each podcast interview

Ep. 166 - ORTHO-ABM Playbook! Tactics to Land 10 Meetings/Month with 24/7 Chat for Practices 💬