Scrappy ABM

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.

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