Scrappy ABM

Nick Zeckets, an expert in account-based marketing strategies, joins to shed light on the essentials of effective ABM programs. He emphasizes the crucial roles of relevance and context in outreach. The discussion dives into creating impactful content and the art of extracting insights from subject matter experts. Zeckets also highlights the significance of diverse mediums for content creation, while reassuring that businesses of all sizes can implement successful ABM strategies without excessive costs.

In this episode, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources.=========================================Best Moments:(01:13) Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program(05:17) Identifying target accounts using intent data, website activity, and partner insights from AWS(08:06) Leveraging existing channels and content assets for ABM outreach and engagement(14:21) Creating generative AI use case content to make the concept more tangible and actionable(19:06) Measuring success through engagement metrics, pipeline, revenue, and account coverage(22:46) Using different dashboards to report relevant KPIs to different internal audiences(25:49) Roadblocks faced —including data management and alignment challenges(28:10) Advice for building an ABM program — collaborate with sales, start small, and over-communicate=========================================Guest Bio:Dina Otero is the VP of Demand Generation at MissionCloud, a premier AWS consulting partner. With over a decade of experience in B2B marketing, she is responsible for driving demand generation strategies, including account-based marketing, to fuel MissionCloud's growth.

In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).=============================================Best Moments:(02:05) The importance of crawling before running in ABM(07:51) Three core reasons why ABM programs fail(11:02) Defining activation plays and their role in ABM(13:18) The structure of activation play frameworks(15:40) A closed-lost opportunity activation play example(19:12) Practical examples of closed-lost reason segmentation and messaging(28:09) A missed meeting activation play example(29:20) Messaging strategies for missed meetings(36:03) An event activation play example(39:28) Messaging strategies for event activation plays(42:33) Using sales context and ad engagement data to align sales and marketing=============================================Guest Bio:Anna Tsymbalist is the Head of ABM at Influ2, where she has fueled a 123% growth in ABM-influenced revenue in her first year. In her previous role, she contributed to a $52.5 million Series B fundraising round through a 4x ARR growth.

In this episode, host Mason Cosby is joined by Tara Pawlak, SVP of Marketing at Revenue Grid, to discuss a practical playbook for pipeline acceleration and enabling your sales team to create highly personalized experiences for best-fit potential customers.=============================================Best Moments:(01:16) Tara explains her focus on pipeline acceleration and enabling the sales team to create highly personalized experiences for best-fit potential customers(02:04) Emphasizing the importance of starting with highly engaged customers/prospects(03:09) Figuring out the data: roles, personas, pains, challenges, and targeting the full buying committee(04:03) Highlighting the importance of collaborating with sales from the beginning(06:07) Core metric of success: engaged and highly qualified accounts leading to demos or meetings with the right stakeholders(08:08) Building a map with sales and marketing ownership of different tactics, starting with marketing warming up the accounts(10:23) Sales team taking over and nurturing the account towards an opportunity, sometimes with joint calls alongside marketing(13:01) Using industry data, use cases, and customer stories to showcase their solution as a "need to have" for target accounts(15:54) Curating third-party research and data to add credibility and validation to their messaging(19:25) Challenge of personalization and multithreading taking longer than anticipated(22:25) Building around 20 new opportunities within the first 90 days, an incredible result for not being a net new, cold outbound program(25:49) Tara's advice: find a passionate, growth-minded partner on the sales side to collaborate with, even if it's not the sales leader=============================================Guest Bio:Tara Pawlak is the SVP of Marketing at Revenue Grid, a revenue intelligence platform that enables sales teams to create highly personalized experiences for their best-fit potential customers.

Dr. Jim Kanichirayil, VP of Growth at EngageRocket, shares insights on his innovative approach to market expansion. He discusses the importance of a content-led outbound strategy tailored to specific industries to better understand the U.S. market. Building relationships through genuine curiosity and making the buyer the 'hero' led to higher engagement rates. Jim emphasizes the need to pivot quickly when initial target theories don’t work out and the significance of executing strategies efficiently while listening to buyers.

In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins.=========================================Best Moments:(05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events.(06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts.(07:05) Why events are amazing for ABM programs: they are target-rich environments.(10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction.(11:18) Playbook 1: Pre-Event Outreach and Meeting Setup.(16:50) Playbook 2: Speaking Engagements and Content Distribution.(21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot).(30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events.(45:10) The importance of giving away expertise and building trust at events.

In this episode, host Mason Cosby is joined by Brandee Sanders, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources.=========================Best Moments:(03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and sales alignment(09:14) Avoiding shiny object syndrome and focusing on decisiveness when starting an ABM program(11:13) Setting clear expectations and goals with sales, customer success, and product teams for a successful ABM initiative(16:45) The importance of creating a high-trust environment for ABM to thrive, with collaborative leadership and change management(20:06) Low-trust environments and their negative impact on ABM success, often leading to analysis paralysis(25:07) The difficulty of transitioning from low-trust to high-trust environments and the lessons learned from challenging experiences(28:02) Recognizing that implementing ABM involves organizational change and potential conflict, but the goal should be fighting the problem together, not each other(31:09) The extraordinary payoffs of engaging in a high-trust environment with cross-functional collaboration for ABM=========================Guest Bio:Brandee Sanders is an award-winning CMO (now at Apromore) and CRO with over 10 years of experience building incredible ABM programs across various organizations. She shares her insights on overcoming analysis paralysis, fostering trust and alignment between teams, and achieving success with limited resources.

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.