Scrappy ABM

In this episode, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building ABM programs with limited resources. They discuss the 'whiteboard account progression' model, manual tracking of target accounts, repurposing content for ABM success, challenges in financial services, and importance of early results in ABM.

In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs.Best Moments:(02:04) Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting(07:02) Distribution - The channels used to reach your accounts, including email, phone calls, and social media(07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution(08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up

In this episode of Scrappy ABM, host Mason Cosby interviews Jess Cook, Head of Content & Comms at Island and Co-host of That's Marketing, Baby, about using a podcast to create a "rockstar experience" for key customers. They discuss how Island helped select customers get on high-profile C-suite podcasts to share their stories and advocate for Island's enterprise browser product.Best Moments:(02:59) Island wanted customers to educate potential buyers on their enterprise browser rather than having all content come directly from Island(03:21) The "rockstar treatment": Getting key customers on far-reaching c-level podcasts to talk about how they use Island's product(06:58) Carefully selecting the right customers who are comfortable on camera and charismatic(04:32) Helping customers craft their narrative and prep for podcast interviews to showcase Island effectively(19:12) Repurposing podcast clips across owned channels and for sales enablement(14:30) The difficulties of getting enterprise customers to publicly endorse a cybersecurity product(22:31) How this sets the foundation for future targeted ABM strategiesGuest Bios:Jess Cook - Head of Content and Comms at Island, creator of the "That's Marketing Baby" podcast. Island provides the first enterprise web browser designed specifically for the workplace with built-in security, compliance and productivity tools.

In this solo episode, host Mason Cosby provides an in-depth definition of "Scrappy ABM" and how it differs from traditional account-based marketing approaches. He explains why starting with a scrappy, budget-friendly ABM strategy focused on people and processes is crucial for validation before investing heavily in technology and scaling.Best Moments:(03:10) Scrappy ABM is a revenue strategy centered around aligning marketing, sales and customer success on a targeted account list using existing resources for validation(08:17) It's focused on the fundamentals of good B2B marketing (personalization, distribution, messaging) tailored to specific high-value accounts(07:07) Your goal is to prove that ABM works for your business BEFORE investing hundreds of thousands in platforms and tech(09:25) ABM drives some of the highest ROI of any B2B marketing when executed correctly

Davis Potter, CEO of ForgeX, discusses key metrics and benchmarks for ABM success, challenges in measuring engagement, and tips for tracking engagement in a scrappy way. They emphasize tracking buying group engagement, including all team touches, and starting with manual tracking before advanced tech.

Is ABM a good fit for your biz?Sam talks to Mason Cosby, Founder @ Scrappy ABMThey cover:👉 What kind of b2b companies should be running ABM (Account Based Marketing)?👉 Min budget or resources needed to run ABM effectively👉 Some practical plays you can start from today📌 Mason Cosby📢 LinkedIn

Guest Mike Rizzo, founder of MarketingOps.com, shares insights on streamlining marketing operations without breaking the bank. Topics include auditing data, creating intentional processes, and aligning metrics across sales and marketing. Practical tips for optimizing campaigns and defining success metrics are discussed.

In this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough grasp of product-market fit, and an acknowledgment of longer sales cycles.You'll hear practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging triggers to engage potential clients. Additionally, Mason addresses prevalent misconceptions and pitfalls encountered in ABM execution, enriching listeners with insights garnered from his extensive experience in the field.Best Moments:(04:35) Common mistakes in implementing Account Based Marketing(08:46) ABM strategy and its implementation(15:14) Using data to target B2B leads with ABM(20:03) Unique triggers and data to personalize sales outreach(24:45) Using existing data to target potential clients(29:09) ABM strategies and growth with Mason Cosby

In this episode of Scrappy ABM, host Mason Cosby is joined by Trevor Grimes, Lead Content Strategist at Scrappy ABM, to discuss strategies for repurposing existing content assets to support account-based marketing programs. You'll get a practical playbook for taking inventory of current content and identifying opportunities to reuse and reframe it to fill gaps in the buyer's journey.Best Moments:(01:38) Exploring content repurposing for ABM programs(03:18) Mapping out content distribution strategy with Trevor Grimes(07:36) Maximizing content repurposing opportunities through podcasts(11:08) Repurposing content for ABM programs(21:08) Tips for creating marketing content on a budget(25:42) Overcoming roadblocks in content repurposingGuest Bio:Trevor Grimes is the lead content strategist at Scrappy ABM, where he builds robust ABM strategies on limited budgets. He brings creative problem-solving skills and an entrepreneurial mindset to content development.

In this episode, recorded on Demand Wars and hosted by Bolaji Oyejide, Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career.In the later part of the video, Mason Cosby discusses a scenario where a marketer has $1,000 a month to market a B2B product or service. Here are the steps Mason Cosby recommends:Use LinkedIn Sales Navigator to target and connect with potential customers.Build an audience and nurture relationships with them.Once you have a pipeline built, use a daylong virtual conference to establish yourself as a thought leader and to educate potential customers.Mason Cosby also talks about the importance of qualitative data and active job search during the time you are building these long-term demand creation programs.