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
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
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
