Scrappy ABM

Getting quality, qualified leads takes intention and purpose. And once you have the lead, you can't just pass them off to sales immediately. The market has changed, and as marketers we must move with it.Mason Cosby, Founder of Scrappy ABM, joins Kerry Guard on this episode of Tea Time with Tech Marketing Leaders to spill the tea on how to cultivate leads and then activate leads over time without needing fancy, expensive Martech.

In this episode of Scrappy ABM Live, host Mason Cosby discusses tailored account-based marketing strategies with Andy Binkley, Founder and CMO of Tourial. Specifically, they talk about how Turial runs interactive, personalized tech stack demos for key target accounts to provide value and demonstrate ROI.Key Discussion Points:- Building an ABM strategy with targeted interactive demos (00:00:53) - Necessary technology and budget considerations (00:05:15)- Step-by-step tactics to implement the playbook (00:08:56)- Managing potential roadblocks with mobile compatibility (00:23:27)- Achieving pipeline impact and results (00:24:39)

In this insightful recording, Mason Cosby, founder of Scrappy ABM, reveals the key reasons why Account-Based Marketing (ABM) programs often fail and offers valuable solutions to help businesses overcome these challenges. By leveraging existing tools and data, organizations can optimize their ABM strategies and establish a solid foundation for a comprehensive ABM program. Discover how keeping things simple, starting small with trigger-based activation plays, and fostering alignment between sales and marketing can lead to greater success. If you're looking to boost your ABM initiatives and improve your marketing outcomes, this episode is a must listen!

In this episode of Scrappy ABM, host Mason Cosby interviews Blake Williams who is the founder and CEO of Ampfactor. They discuss creative and budget-friendly strategies for leveraging account-based marketing (ABM) through partnership channels. Blake provides a playbook for how smaller organizations with limited resources can partner with key influencers at target accounts to create custom content and expand their brand presence.Key Discussion Points:The mindset for ABM through partnerships should be maximizing leverage to get an outsized return. Look to "borrow" the trust and awareness that partners have already builtOutline of the partnership influencer playbook. Focus on creating content together with partners for mutual target audiences to generate first-party data on what those accounts want/needKey steps: Identify rising star sellers as partners, sponsor them to create content tailored to their networks, and handle production but require them to distribute. Start with a pilotThis gets your brand directly into the minds of buyers and creates a one-to-many impact as those sellers promote your brandResults include a high volume of introductions to target accounts. One customer went from 1-2 introductions per quarter to 12 in the first month

Get ready for a conversation about marketing, podcasts, babies, and more!Lee speaks with Mason Cosby, who provides no-nonsense practical marketing execution that drives revenue. Mason is the founder of Scrappy ABM and specializes in crafting high-impact, low-budget Account-Based Marketing programs. He's been the mastermind behind campaigns and revenue growth at multiple boutique businesses.

In this episode of Scrappy ABM, host Mason Cosby interviews Sumner Vanderhoof, CEO of Propensity. They discuss practical approaches for small B2B growth teams to get started with account-based marketing on a limited budget. Sumner outlines Propensity's free tier of intent data and ways to leverage it for scrappy ABM plays. Key topics covered include validating message-market fit, integrating intent data with CRMs, exporting account lists for LinkedIn ads and SDR outreach, and iterating on messaging through ad sets. Listeners will learn actionable strategies to implement ABM in a lean yet impactful way. Key Discussion Points:- Propensity offers a free tier of its intent data platform geared towards small growth teams doing "homegrown ABM". This allows teams to streamline data gathering and list building. (00:02:20)- The free tier provides intent data on your top 100 accounts from 6-10 different sources compiled into one report. You can explore any company's intent history over the past 90 days. (00:03:39)- Two scrappy plays to validate intent data: LinkedIn ads to a custom audience, and giving the account list to SDRs for outbound calling. This verifies message-market fit before investing more into ABM. (00:07:26)- For fastest lead gen, use time-based offers in ads to target urgent buyers. For a longer play, use a "guided experience" with valuable content over weeks to build trust. (00:15:24)- Iterate on ad creative and messaging based on intent signals and conversion rates data. Propensity's "Persona Finder" uses AI to reverse engineer the best segments from customer profiles. (00:23:06)

In this episode, Blake talks with Mason Cosby, Director of Demand Generation at Sales Assembly.In it, they talk about how to get quick wins WITHOUT any additional ad spend.You can find Mason on LinkedIn at https://www.linkedin.com/in/masoncosby/, and you can reach Blake on LinkedIn at https://www.linkedin.com/in/blake-strozyk/

Let’s face it: times are tough across the board. With a lot of financial uncertainties to consider, companies are scrutinizing their expenses with finer tooth combs, ensuring that there is absolutely no wasted time or effort. For workers, this means being able to prove that your work is making an active difference for your company.While that doesn’t mean that you need to be directly responsible for revenues, it DOES mean that you should be moving the needle of productivity in some way.This week, we welcome Mason Cosby back to the show to discuss the necessary steps that workers should take to prove their worth as a marketer. Mason is a Podcast Host, Ambassador at GTM Partners, and the long-term Director of Demand Generation for Sales Assembly. Suffice to say, Mason knows quite a bit about the work, the skills, and the people it takes to bring a product to market. How did Mason get into his work, what were some of the mindsets that led him down this career path, and how did partner relationships drive many of his core decisions? Let’s get started!MINDSETS:🟠 Utilize Marketing Relationships - LinkedIn continues to be an incredible tool for building business relationships. For Mason, LinkedIn was an opportunity to generate leads through trusted partners and connections — trust is the name of the game!🟠 Scale Through Skills - As Mason puts it, you can’t over-index on headcount. Rather, you have the team you have, and you are better off improving the skills of your team. Your team deserves the nurturing through skills-building to help them do their jobs!🟠 Ensure the Pipeline - Nobody cares what marketing does, as long as the pipeline is full. When it’s NOT full, that’s where the issues come in - job loss, budget reductions, and other short & long-term issues.🟠 Soft Asks - Sometimes, the best thing you can do to start a conversation is ask someone if they need help. For Mason, this means sending out the occasional LinkedIn message to see what services people are looking for.SKILLSETS:🟠 Adaptability - Mason was one of the first marketers hired by his company – and for a time, the only marketer on the team. When a person loses their leader in a company, the assumption is that THEY are now the leader. Adaptability and openness to move swiftly in your role is crucial.🟠 Effective Content Production - When organic content is a huge component of your business, it better be good, or people will tune out.🟠 Filling Skill Gaps - Skill gaps are the quiet killer of growth. Without the right skills, a company’s growth will plateau. Being able to recognize those gaps and tend to them is a crucial skill set for any leader.🟠 Paid Ads - There is very significant value in being a paid ads specialist. On a team, diversifying your skillset by honing in on the data aspects of paid ads can be the key to securing your position.🟠 Addressing Bandwidth - You can’t be everywhere all of the time. For startups, that can be a delicate balance. How much of your bandwidth can be dedicated to each activity? Knowing the importance of your work from a zoomed-out perspective will prevent issues down the road.🟠 Video Editing - Editing is a skill and a tool. Like any skill, there are experts in the field that will do it A LOT better than you, especially if it’s not a top priority. As a skill, it is tremendously valuable for any marketing team.TOOLSETS:🟠 LinkedIn🟠 Video Editing Software🟠 Email🟠 PodSqueeze🟠 ChatGPT🟠 Niche-Podcast Tours🟠 Google🟠 Spotify🟠 The Content Matrix (Stephen G. Pope)RESULTS:For any business, at the end of the day, it is important to look at the correlation between its marketing efforts and its pipeline. Trackability ends up being one of the top focuses for a company like Mason’s — and with that comes the importance of having the skill to track specialized data in the first place. No single source of marketing is a single cause of success. What matters is that the actions are happening and that the pipeline continues to move and generate business.In a qualitative sense, Mason looks to tactics as simple as social media mentions, engagements, and other metrics to indicate how his company is breaking out of its existing mentions to larger audiences. In creating more publicly accessible content (the type that stretches beyond existing audiences), Mason and his team at Sales Assembly see more and more people viewing and talking about their operations.

Mason Cosby and Omprakash Karuppanan discuss specific strategies to foster Marketing and sales alignment.Mason Cosby, the director of demand gen with sales assembly, discusses the challenges and importance of marketing and sales alignment. He emphasizes that larger organizations need more help aligning these teams due to specialized roles and differing KPIs.Here they discuss on1. How to identify the total relevant market2. How can sales and marketing engage potential customers together?3. The metrics and Key Performance Indicators (KPIs) essential for teams regarding alignment.and more.

Mason Cosby joins Jason and Sam Yarborough on the show "Friends with Benefits" to discuss his mindset when it comes to building business relationships as a marketer. He shares his strategy for content creation and what motivates him in his career. He emphasizes the importance of being authentic throughout everything that you do.