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
Feb 29, 2024 • 31min
EP. 44 - Limited Resources? NO PROBLEM! I Recorded on LinkedIn Live with Rob Fegan
Join Rob Fegan and Mason Cosby as they discuss strategies for Microsoft partners to add value and align their sales and marketing with Microsoft sellers. Listeners can expect to learn creative approaches to account-based marketing that don't require massive budgets or expensive tech stacks.
Feb 22, 2024 • 44min
EP. 42 - Find Your PERFECT Match I Recorded on Opensense's Valentine's Day Webinar
The best marketing is not just about casting a wide net; it's about building authentic and meaningful relationships.Building relationships is the heart of ABM. In this webinar with Opensense, Scrappy ABM, Rollworks, and Sendoso, they break down the most creative, compelling and scrappy ABM plays you could deploy to help your prospects feel the love - ultimately allowing you to secure your top accounts. The beauty of it all? You don’t need grand gestures or an expensive budget to implement a full funnel, multi-channel ABM program. All you need is a proof of concept - that’s where we can help.Discover top ABM tools and how you can use them to:Build a scrappy ABM approach to generate leads, win back lost deals, and expand current customers (without big budgets).Uncover simple, non traditional methods that build a solid ABM foundation.Generate memorable experiences that propel the entire organization forward.Watch now and spark strategies that will help you charm your accounts and find your perfect match.
Feb 19, 2024 • 28min
EP. 41 - Unlocking ABM Success on a Budget: Strategies with T.C. Jennings I Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby speaks with T.C. Jennings about how to run account-based advertising without needing an expensive ABM platform. They discuss strategies for building an ABM playbook using LinkedIn ads, creating the right content, tracking results, and aligning sales and marketing.Key Discussion Points:- Using LinkedIn ads, a target account list, and analytics platforms as the core components for DIY ABM- Leveraging document ads on LinkedIn as they are a new format with less competition- The importance of having a wide variety of ad creative to keep target accounts engaged- Setting a view-through conversion in LinkedIn ads to approximate account-level engagement- Getting sales team buy-in and feedback to improve performance
Feb 12, 2024 • 31min
EP. 40 - Solo Marketer Playbook for Vertical SaaS with Sam Kuehnle of Loxo | Scrappy Playbooks
In this episode, host Mason Cosby interviews Sam Kuehnle, VP of Marketing at Loxo, a recruitment software company. They discuss the strategies and tactics Sam used as a solo marketer to build Loxo's marketing program from the ground up, including focusing on operations and data, leveraging macro and micro content, and aligning marketing with sales.Key Discussion Points:Building the foundation by focusing on operations, data, and optimization first before scaling demand gen efforts (00:07:13)Using minimal tech stack - website, native ad platforms like LinkedIn and Facebook, HubSpot for reporting (00:06:06)Creating macro content via podcast and repurposing into micro content for multi-channel distribution (00:15:40)Changing BDRs from nuisance to advisor by leveraging product signups (00:19:07)Ruthlessly prioritizing as a solo marketer and figuring out whether to DIY, outsource or hire (00:24:02)
Feb 8, 2024 • 46min
EP. 39 - You DON'T Need 200K! I Recorded on Digital Banter
When people think of ABM, they often believe they need $200K in technology and an additional $200K in media spending. The good news is that this perception is completely inaccurate. In fact, you shouldn't invest a dime in either of these without a concrete strategy and a proof of concept.Tune in this week as Mason Cosby delves deep into how to initiate ABM and execute it effectively, even on a budget.
Feb 5, 2024 • 28min
EP. 38 - Getting the Attention of Microsoft or Any Large Partner with Rob Fegan of Venvito | Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby interviews Rob Fegan, founder of Venvito, about strategies for partnering with large technology companies like Microsoft to drive substantial revenue growth. They provide a practical 4-step playbook for getting the attention of and aligning with partners, with insights on messaging, programs, incentives and more.Key Discussion Points:Adopting the right mindset for win-win-win partner relationships (00:02:04)Understanding what partners care about: revenue, relationships and relevance (00:05:55)Leading with your "superpower" - the key things you uniquely deliver to customers (00:08:12)Identifying the right people to align with within massive partner organizations (00:12:15)Getting listed in partner marketplaces like Microsoft's (00:20:10)Tapping into incentives and funding programs partners offer (00:22:42)
Feb 1, 2024 • 20min
EP. 37 - Crawl, Walk, Run, or TRIP! I Recorded on The Sales Edge Podcast
In this episode, Celeste Berke welcomes Mason Cosby to discuss the intersection of marketing and sales. Mason shares his insights on helping companies build account-based marketing programs without a hefty tech stack. He emphasizes the importance of laying the right foundation and addressing the handoff between marketing and sales. Mason's "crawl, walk, run" approach to ABM is backed by real market feedback, establishing his unique position in the industry. Join Celeste and Mason as they delve into the challenges and myths surrounding ABM, the significance of change management, and the indicators that suggest the need for Mason's expertise.
Jan 29, 2024 • 22min
EP. 36 - Commodity to Category of 1 | Converting a Cookie into a Status Symbol with Grayson Hogard | Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby interviews Grayson Hogard, founder of Grove Cookie Company, about how he leveraged LinkedIn and partnerships to rapidly grow his cookie gifting business in the B2B space. Listeners can expect to learn scrappy marketing tactics like giving away free samples, engaging followers on social media, and targeting their partners' existing happy customers.Key Discussion Points:- Pivoting the company early on to focus on the financial/wealth management industry where they saw initial success (00:02:58)- Activating a LinkedIn presence and running a scrappy guerilla marketing playbook to connect with potential customers (00:03:25) - Leveraging partnerships with gifting platforms like Postal and reaching out to platform customers listed in their testimonials and case studies (00:05:00)- Turning positive social media engagement and mentions into sales opportunities (00:12:51)
Jan 25, 2024 • 50min
EP. 35 - The Leaner, The BETTER I Recorded on Metrics & Chill
In this episode, Mason Cosby shares the importance of aligning marketing and sales strategies for business growth. If want to learn more about ABM or want a way to start small and run a "lean ABM program", this episode is for you!
Jan 22, 2024 • 32min
EP. 34 - Account-Based Approach to LinkedIn Organic with Judd Borakove from Red Monkey Consulting | Scrappy Playbooks
In this episode of Scrappy ABM, hosts Mason Crosby and Judd Borakove discuss strategies for taking an account-based approach to LinkedIn's organic platform. They outline how to leverage LinkedIn to build relationships and generate pipeline by creating targeted content, optimizing profiles, and strategically connecting with key accounts.Key Discussion Points:-Leveraging larger accounts and influencers to expose yourself to wider audiences(00:07:43)- Technology recommendations (00:10:45)- Creating Content on LinkedIn (00:15:46)- Organic Approach to Account-Based Marketing on LinkedIn, creating relevant content, and engaging with prospects (00:22:42)
