Scrappy ABM

In this episode, host Mason Cosby shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers.===============================================Best Moments:(01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months(04:02) Positioning yourself, engaging buyers, and engaging the community(05:10) The "Condensed Connections, Comments, Content, Community" framework(09:11) Defining your personal and professional identity for your personal brand(10:23) Condensing your brand into consistent personality traits(11:33) Mason's approach to personal branding: founder, family man, and supporting traits(13:39) Questions to ask yourself when defining your professional identity(18:55) Tactics for connecting with prospects, opportunities, customers, and team members on LinkedIn(26:28) The importance of commenting on influencers' posts to engage their audiences(29:09) Determining what to talk about on social media and the 3-1-1 content strategy(35:55) The role of community in personal branding and finding interesting offline activities to share online

AJ Wilcox, CEO of B2Linked, shares insights on leveraging LinkedIn ads for ABM, highlighting Thought Leader Ads for high engagement, document ads for carousel-style content, and LinkedIn's Conversions API for closed-loop attribution. He discusses starting ABM programs with a $1,000 budget, predictive audiences targeting, and potential roadblocks. Also, a beta feature allowing sales teams to integrate prospects directly into LinkedIn ads is mentioned.

Adam Robinson, CEO of Retention and RB2B, shares practical playbooks for de-anonymizing website traffic using RB2B. He emphasizes quick outreach to high-intent visitors and provides tips on using email, LinkedIn, and phone for personalized engagement. Robinson discusses overcoming GDPR concerns, using thought leadership ads, and providing detailed playbooks for successful RB2B implementation.

This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring success.==========================================================================================Best Moments:(01:15) Topic: Wiping out pipeline anxiety with signal-based ABM(03:27) Setting the context and goals for the discussion(06:42) Laying the groundwork for an ABM program (headcount, conversations, etc.)(11:06) Choosing the right signals to go after and aligning the team(17:00) What an MVP ABM program looks like(21:29) Measuring success and attributing efforts to ABM vs demand gen(27:01) Initial channels and tactics to use for an ABM program(32:37) Scaling an ABM program without increasing headcount(37:41) Balancing overall demand gen and ABM efforts(44:49) Using media channels like YouTube, Bright Talk, content syndication for ABM

This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.=========================================================================================Best Moments:(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool(16:03) Building human connections with customers through on-site visits to make it easier to ask for content(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging

In this episode, host Mason Cosby dives into effective event activation strategies to generate revenue. Listeners can expect to learn practical tactics to capture attendee data, distribute relevant content, direct people to next steps, and track engagement to convert event connections into sales pipeline opportunities.==========================================================================================Best Moments:(02:52) Speaking at events makes conversion easier since you have the microphone and full attention of the audience(05:08) Ways to capture attendee data even without lead scanning capabilities(09:02) Leverage the event app, LinkedIn connections, and in-person interactions to distribute follow-up messaging(11:36) Direct attendees to logical next step content like your podcast to keep them engaged(13:28) Tracking metrics like QR code scans, LinkedIn connections, and meetings booked(15:19) The importance of compelling content that solves audience problems to facilitate further engagement

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