Scrappy ABM

This episode of Scrappy ABM features host Mason Cosby interviewing Tomasz Maciejewski, a LinkedIn trainer, B2B consultant, and founder of Content Way. They discuss Tomasz's podcast playbook and ABM strategy for engaging potential clients through thought leadership content.==========================================================================================Best Moments:(01:53) How Tomasz identifies his ideal customer profile and target account list(05:22) The account progression model Tomasz uses from awareness to conversion(10:00) Distribution channels Tomasz utilizes like LinkedIn, his podcast, email, and guest posts(11:59) Tracking account engagement through Sales Nav and Notion to know when to follow up(25:22) Discussion on enabling prospects to self-educate on Tomasz's services through content==========================================================================================Guest Bio:Tomasz Maciejewski is a LinkedIn trainer, B2B consultant, and founder of Content Way based in Poland. He creates thought leadership content and hosts LinkedIn meetups and podcasts to educate the Polish market about sales and marketing best practices.

This episode of Scrappy ABM features a discussion between host Ariana Shannon, sales intel director of marketing, and guest Mason Cosby, founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank.==========================================================================================Best Moments:(08:39) Why some ABM programs fail — trying to rely on just one intent signal rather than layering multiple triggers(09:51) Overview of different types of intent data that can be used, including news data, partner data, website intent, predictive intent, buyer intent, and review sites(05:48) Using the 4D framework (data, distribution, destination, direction) to build out activation playbooks(11:53) Prospecting campaigns like website re-engagement for visitors who previously hit key pages(14:05) Opportunities for closed-lost accounts and stalled pipeline(15:02) Customer retention and expansion campaigns==========================================================================================Guest Bio:Ariana Shannon: Director of Marketing at SalesIntel, focused on leveraging data and intent signals to create effective ABM campaigns.

In this episode of Scrappy ABM, host Mason Cosby interviews Parthi Loganathan, CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content planning.=============================================================================Best Moments:(03:08) Setting goals for a marketing podcast — content engine vs account-based approach(16:22) Defining the target listener persona in detail(27:45) Driving podcast promotion through existing channels(34:04) Developing a content strategy tied to product messaging(37:50) Recommendations for improvement: offers, audience focus, measurement, and promotion=============================================================================Guest Bio:Parthi Loganathan is CEO and Founder of Letterdrop, a software company selling marketing automation tools to B2B companies.

In this episode of Scrappy ABM, host Mason Cosby walks through a website re-engagement playbook using the 4D framework of data, distribution, destination, and direction. Learn a step-by-step approach for re-engaging website visitors through targeted outreach campaigns with the goal of booking meetings and driving conversions.Best Moments:(04:06) Using free tools like RB2B, Warmly, and Factor.ai to collect website visitor data and trigger outreach(07:33) Leveraging LinkedIn for distribution given RB2B provides visitor LinkedIn profiles(09:53) Sending visitors to 3rd party comparison pages to build trust and position yourself as a helpful resource(13:45) Tracking website visitors coming back to your site as an indicator of successful direction

In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal, Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally to gain alignment.Best Moments:(01:05) The challenge of inheriting a poorly set-up tech stack in a new organization(02:39) Developing a go-to-market tech stack map with process flow and ownership views and tool responsibilities(05:58) Forming a cross-functional ABM team and the importance of internal communication for buy-in(08:32) Persuasion through credibility, audience-tailored messaging, and demonstrating value using tools like ChatGPT(15:21) Setting realistic timelines for process completion — approximately a quarter(16:26) Achieving cost savings by eliminating underused tools and building trust with the finance departmentGuest BioSarah Sehgal is the Director of Growth Marketing at OpenSesame, specializing in building scrappy and effective account-based marketing programs.

In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology.Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.

In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.==========================================================================================Best Moments:(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input(09:29) Starting with content mapped to different stages of the account progression model(11:59) Using a digital salesroom to provide customized collateral to advance opportunities(18:43) Attribution focused on joint success rather than who should get credit(21:16) Ongoing alignment through regular check-ins between sales and marketing==========================================================================================Guest Bios:Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.

Learn how to build a complete ABM program on a budget using tools like LinkedIn and podcasting platforms. Discover tips on targeting key accounts, connecting with executives, creating engaging content, and generating referrals.

Mary Keough, Director of Product and Content Marketing at CoLab, shares insights on running a successful ABM playbook for a SaaS startup, generating $8M pipeline in 7 months. Topics include identifying bottlenecks, targeted playbook creation, revenue generation, and the importance of marketing fundamentals like STP and customer research.

Explore the shift to an Account Progression Model in ABM, focusing on stages like awareness, engagement, and qualification. Learn about tailoring the model to your sales cycle, building playbooks aligned with the 4D framework, and phasing the roll-out effectively. Dive into strategies for meaningful engagement, follow-ups, and account qualification in the B2B marketing landscape.