Scrappy ABM

In this episode, learn the secrets of running a successful content marketing strategy in just 5 hours a week, all thanks to the power of AI.Mason Cosby & Justin Simon reveal how AI tools have maximized content creation and enabled scaling efforts like never before.Discover the exact techniques they use to incorporate AI into content marketing and how they contribute to success.

Mason joins us on Growth Marketing Camp, to break down the ABM-A-Thon event they hosted, insights on who ABM is not for, who it’s for, and how marketing can be a strategic partner that helps drive sales.Plus, we touch on podcasting, how beneficial it is for personal growth and brand, and specific examples of how he uses different content channels to impress his audience, build brand trust, and ultimately, authority.Finally, he shares what motivated him to start his own podcast, The Marketing Ladder.Mason Cosby is the walking example of how marketers that focus on long-term brand building strategies vs. short-term micro conversions always come out ahead. This is the episode you were waiting for, so tune in and enjoy!

Mason today discusses his company’s framework for developing customer engagement, how to discover the right marketing niche for your skillset, and the importance of nurturing your personal network.Busted Myths:~ Marketing and Sales aren’t aligned and marketing is to blame. All the sales team needs are meetings booked but the marketing team is focused on celebrating meaningless wins because they can’t generate those new meetings. Traditionally, the sales team takes a more personalized approach to closing deals and generating revenue, while marketing takes on a broader approach to building relationships and creating awareness. By combining their strengths, they can deliver a seamless and exceptional buying experience to enhance customer satisfaction.Takeaways:~ One way to align marketing and sales is to connect content engagement with generating pipeline. When marketing sees that a piece of content is generating engagement with the right audience, they should alert sales so they can go start having conversations around that content.~ Develop content calendars for your executive teams and provide them with content that drives quality engagement with their existing audience and ideal customers. These posts can highlight the company and product in front of the target decision-makers.~ A goal for Sales Assembly is to see a future with a Google Drive hierarchy and efficient automation (zaps) to automate content distribution across profiles and platforms. Implementing this automated infrastructure requires dedication which includes manually entering data into a spreadsheet and calendar to track content assets. This approach acts as a starting point before scaling and automating the process.~ It is crucial to understand what channels drive demand creation and demand capture within a target audience. This ensures optimal prioritization of resources for each channel, such as podcasts, social, or email, based on their performance.~ Marketing involves more than just employing tactics to sell products, so it’s important to understand the range of options that complement your individual interests and strengths such as sales, brand building, and customer focus.~ Career advancement in marketing requires you to specialize while also developing secondary skills continually over time. Becoming an expert in all functional aspects of marketing takes years of devotion and intentional focus.~ A personal network is an important part of a marketer’s skillset that stays with you throughout your career. Cultivating a community that accompanies you throughout your professional journey ensures ongoing support and maintains a loyal audience.Quote of the Show:~ “To continue to grow long term, you have to get different experiences. You have to view your foundational skillset as the thing that propels you forward and gives you credibility in the room. ” - Mason Cosby

Mason Cosby is the Director of Demand Generation at Sales Assembly, a leading organization that offers Elevated Learning & Development for GTM Teams, where he leads the development of impactful B2B programs. His journey in sales and marketing began as a means to pursue flexibility for seminary studies. In addition to his role at Sales Assembly, Mason hosts "The Marketing Ladder" podcast and serves as a GTM Ambassador at GTM Partners, solidifying his influence in the marketing community.In this episode, we cover: 00:00 - Intro 01:25 - Mason's 200 Dollar Tech Stack05:52 - Growing Reach and Driving SQLs on a Limited Budget07:53 - Comparing Costs and ROI of Podcasting12:31 - Pitching Podcast Guests into a SQL Conversation16:14 - Maximazing Reach in the Post Recording Phase20:41 - Purpose of Your Podcast + Guest Engagement25:01 - Podcasting Results and Investment Return28:45 - The Future of Digital Marketing with Artificial Intelligence30:14 - Mason's Favorite Activity To Get Into a Flow State30:40 - Mason's Piece Of Advice For His Younger Self32:22 - Mason's Biggest Challenges at Sales Assembly 33:17 - Instrumental Resources For Mason's Success36:03 - What Does Success Mean for Mason Today 37:33 - Get In Touch With Mason

Mason Cosby has driven $1.44M in pipeline, about half of which has turned into revenue, through personal branding on social media.Listen to this episode to learn why sharing your company’s posts is a bad thing, why connecting with ideal clients will change your growth trajectory, & how to genuinely help others & invest in relationships on platforms like LinkedIn.

Mason brings the real actionable suggestions related to:finding success as a one-person teamcommitting to results and revenue as a way to focus your marketing effortsusing LinkedIn events as a way to tell and show people what you do - a basis of brand trust and awareness that ultimately drives to qualified leadsand a trick for how to bring together your customer and your own needs when it comes to event registrationA talented podcaster in his own right, Mason delivers a lively conversation you won't want to miss.

Mason Cosby the Lion King of ABM and Laura the Sales Witch are going live to discuss everything ABM and how to build a successful ABM Strategy.Account-based marketing is a powerful strategy, but how do you do it effectively? 1) Targeting2) Demand Generation3) Repeatable Plays With Sales4) Clear Conversion Points5) Gap Analysis with a Vision for the Future

In this episode of Audience Growth School, host Dan Sanchez interviews Mason Cosby about his successful podcast, The Marketing Ladder.Mason shares his strategies for connecting people through the podcast, leveraging LinkedIn, and building a loyal audience.He also discusses the value of deep relationships and the impact of the podcast on his career.Timestamps:[00:02:05] Podcast focuses on marketing careers and ABM.[00:04:30] LinkedIn: 16K followers, 80 downloads/episode, 250 dedicated listeners.[00:08:23] Delicate balance on LinkedIn for career professionals.[00:11:49] Podcast host grew audience through engagement and tagging.[00:16:32] Connecting people through podcasts for mutual benefit.[00:21:24] LinkedIn notifies me when guests post, allowing engagement. I focus on building relationships with guests.[00:23:36] Building audience, trust, and achieving business goals.[00:26:31] Personalized engagement deepens connection and retains audience.[00:33:04] Early traction requires unscalable personal messages, handwritten cards.[00:34:31] Taking the next step in marketing consulting.[00:39:55] TV show changed lives, transitioning for audience.[00:43:51] Podcast audience leads to career growth and opportunities.[00:49:32] Takeaways: personalized messaging, staying in touch.[00:50:57] LinkedIn to launch new show on scrappy ABM, adding consultants and developing playbooks. Scrappyabm.com will be main resource hub.

B2B Marketing is changing.Now more than ever, customers are looking to work with companies that understand their situation, anticipate their challenges and offer value above and beyond their expectations.If you're a B2B marketer, it's not about creating more, it's about creating something different and more meaningful. In our next webinar, we're going to cover the value and importance of using content and community to build a deeper connection with your customers. We'll be talking about:Why fearless experimentation is key to standing out in a crowded marketWhat community means and what B2B brands should be thinking aboutHow to build and maintain consistency even when you do not see immediate results

In a sea of marketing agencies, or many other service providers for that matter, the most common value prop is “we won’t screw you over” or “we actually do what we say we are going to”. Neither of these is a great way to go-to-market.What is a great way, you ask?Do something large and make yourself known for being an expert in something.This is exactly what Mason Cosby did with the ABM-athon at Mojo Media Labs.MINDSETS: 🟠 Abundance mindset - give away your best content and ideas because there are plenty of fish in the sea - it’s about maximizing engagement and content consumption from the right people rather than worrying about giving things away for free.🟠 What do you want to be known for?🟠 Flip the script, and control the narrative - focus on owning the conversation instead of renting attention from others.🟠 Have a longer time horizon when evaluating your major investments in things like events. The revenue will come later.🟠 Focus on content and promotion, not fancy tech to start with🟠 Think through what you want to learn from the initial test up front, and design the measurement around those things.SKILLSETS:🟠 People management is key - you need to know how to handle different personalities who are contributing to the event. Your job is to make them feel good about spending their time on this and feel valued. 🟠 You need to be a good content and copywriter - you will inevitably need to create all the assets for promotion of the event, and also possibly for some of the speakers.🟠 Understanding of marketing technology and how to make them all work together.🟠 Customer research - understand what content your customers actually care about so you can create content they will show up to see. Consider surveying your existing customers about what they want.TOOLSETS:🟠 Zoom Events🟠 HubSpot🟠 LinkedIn (organic and paid ads)🟠 SalesIntel - for building target account lists🟠 Sendoso - for swag and thank you gifts🟠 Veed.io - for video editingRESULTS: Mason’s event generated the following results:🟠 1.1 million impressions within the marketing suite of their 1000 target accounts🟠 700 registrants🟠 300 attendees🟠 4 deals influenced🟠 2 deals sourced🟠 15 deals sighted the event as part of what convinced them to move forwardOh, and by the way, the event helped Gravity Global evaluate the entire team as part of the acquisition. Mojo Media Labs is now owned by, and is the center of excellence for ABM at Gravity Global.Proofpoint’s POV: There are two major shifts happening in the marketing landscape that we touched on during this episode, and are worthwhile to highlight and elaborate on further.