Scrappy ABM
Mason Cosby
Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!
Episodes
Mentioned books
Apr 1, 2024 • 23min
EP. 53 - Past Customers = 25% Annual Revenue I Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby interviews Trinity Nguyen, VP of Marketing at UserGems, about how to implement champion tracking to generate predictable pipeline from existing customers and prospects. Listeners will learn best practices for setting up champion tracking, including who to track, what sequences to use, how to distribute content, and key results from UserGems' program.Key discussion points:- What is champion tracking?- Track customers, users, champions as they move through careers- Re-engage when they join target/ICP accounts- Who UserGems tracks- Closed-won opportunity contacts- Admins and power users- Sequences used- 6 sequences segmented by past customer vs. prospect and role level- Key pipeline and revenue results- 16% of sales accepted pipeline- 23% of total closed-won revenue
Mar 28, 2024 • 54min
EP. 52 - ELEVATE Your Marketing! I Recorded on The MAGNETIC Podcast
Whether you're a seasoned marketer or new to the field, this episode is packed with wisdom and advice to elevate your ABM and content strategies. Join Steve Schmidt and Mason as they delve into the nuances of creating magnetic content that not only attracts but also retains the attention of your most valued accounts.Key Highlights:- Demystifying ABM - Mason breaks down the fundamentals of ABM, elucidating its significance in the B2B landscape and how it differs from traditional marketing approaches.Strategic Content Creation - Discover the art and science behind crafting content that resonates with specific accounts, driving engagement and fostering lasting relationships.Real-World Applications - Mason shares compelling case studies and real-life examples, illustrating the transformative impact of a well-executed ABM and content strategy.Practical Tips and Strategies - From identifying target accounts to measuring the success of your campaigns, gain actionable insights that you can implement in your own ABM endeavors.The Future of ABM and Content - Explore emerging trends and predictions for the future, ensuring your strategies remain cutting-edge and effective.
Mar 25, 2024 • 23min
EP. 51 - Lean Coffee is the NEW Structured with Jim Gilkey I Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, an Account Manager at Terminus and host of the podcast "Account Based Beverages." They discuss a $0 budget account-based marketing playbook that uses a "lean coffee" style roundtable event to connect prospects and customers.Key Discussion Points:- What a lean coffee roundtable event is and how it works- Tips for determining who to invite to the roundtables- Planning considerations like timing and potential roadblocks- Why focusing deeply on researching just one target account can yield insights that apply more broadly
Mar 21, 2024 • 1h 2min
EP. 50 - SOUR Takes on GTM SaaS I Recorded on The Sour GTM SaaS Takes Podcast
Hot takes are fun, but have you heard of Sour GTM SaaS takes?Tune in with Jason Hasenburg to find out if Mason Cosby can deliver critical insights while trying the sourest candies in the world!Mason's Sour Takes:Most organizations are starting with ABM entirely in the wrong way.Most organizations should start their ABM program focused on customer expansion.The current lack of alignment between marketing and sales is largely marketing's fault.ABM should be the only marketing strategy for Vertical SaaS companies.The best low-cost ABM playbook is peer-led influencer marketing.
Mar 18, 2024 • 25min
EP. 49 - Pain is GAIN I Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby interviews Mike Montague, Head of Franchise Strategy at Sandler, about using buyer intent to create targeted marketing campaigns that accelerate the sales process. Listeners will learn Mike's framework for segmenting buyer intent into four categories and how to tailor messaging and content offers based on each intent. If you want a good laugh, go head over to Mike's comedic podcast, Playful Humans!Main Discussion Points:- There are 4 main buyer intents: Pain in the Present, Fear (Pain in the Future), Pleasure in the Present, Pleasure in the Future- Messaging focused on immediate pain drives the most conversions and sales meetings- Created targeted campaigns for each intent type with tailored messaging- Leveraged intent signals from content offer clicks to route contacts into appropriate nurture flows- Further segmented campaigns by DISC communication styles using AI to optimize messaging- Focus on buyer pain and interest is more effective than generic product-focused messaging- Carefully test messaging variations to uncover what best resonates with each segment
Mar 14, 2024 • 38min
EP. 48 - PITFALLS to AVOID with ABM I Recorded on The Revenue Stream Podcast
Vikash Koushik and Mason Cosby discuss how to set up ABM campaigns for success and dive into the things that usuall lead to its failure. If you're thinking about spinning up a new ABM campaign, this episode will give you the framework on how to best launch your campaign with SUCCESS!
Mar 11, 2024 • 23min
EP. 47 - DIRECT MAIL and ABM with Chris Rack I Scrappy Playbooks
In this episode of the Scrappy ABM podcast, host Mason Cosby talks with Chris Rack about using direct mail as part of an ABM strategy. They discuss how direct mail can help stand out from the noise and drive pipeline generation in a cost-effective way. Christopher explains the details of his "old school direct mail playbook with a modern twist" and provides advice on executing campaigns.Discussion Points:- Using direct mail instead of just email as more mailboxes are empty but inboxes are full- Playbook works for pipeline generation and customer cross-sell/upsell acceleration- Very low-tech implementation - direct mail printer and landing page with QR code connectivity- Standard flow: $5 gift card incentive offer for survey, questions to provide value for sales team- Budget around $25k for 1,000 direct mail pieces- 2% meeting rate, half from survey followup and half direct hand raisers- Simple toolset but finding the right printer and audience targeting are key challenges
Mar 7, 2024 • 33min
EP. 46 - Find the RIGHT People I Recorded on The Good Advice Podcast
What's the play to get your business in front of the right people?Blake Binns and Mason Cosby talk all things marketing and specifically ABM related as they unpack the journey of starting a business, LinkedIn networking, and some of the best SaaS products available to small businesses.
Mar 4, 2024 • 26min
EP. 45 - Revolutionize Your ABM Strategy with Personalized Direct Mail with Alex Olley I Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby interviews Alex Olley, CRO and co-founder of Reachdesk, about using 1:1 custom gifting to get 100% response rates in account-based marketing campaigns. They discuss practical tips and examples for creating highly personalized physical gifts to re-engage stalled deals and accelerate your pipeline.Main Discussion Points:- 1:1 gifting can be used throughout the customer lifecycle but works especially well for pipeline acceleration- For a scrappy approach, all you need is a landing page to capture addresses and a printer with nice paper- Create personalized, vertical-specific content then print and mail physical copies- Theme gifting campaigns around holidays and seasons for extra impact- Have always-on campaigns running alongside seasonal ones- Involve sales and marketing together in campaigns to get buy-in
Feb 29, 2024 • 24min
EP. 43 - Your BEST Startup Growth Strategies with Adam Shaw I Scrappy Playbooks
In this episode of Scrappy ABM, Mason Cosby is joined by Adam Shaw of Marketing For Founders to discuss practical tactics for converting LinkedIn connections into newsletter subscribers. Listeners can expect to learn simple yet effective techniques to build an audience on LinkedIn, create valuable lead magnets, and foster engaging conversations that convert prospects into customers.Main Discussion Points:- Using LinkedIn Sales Navigator to find and target potential customers- Crafting a compelling offer and connection request message- Getting prospects to double opt-in to your newsletter- Having engaging conversations that uncover customer needs- Transitioning newsletter subscribers into paying customers
