Scrappy ABM

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.

In this episode, Anj Bourgeois speaks with Mason Cosby about the fundamentals of account-based marketing (ABM) and what it means to have a scrappy ABM approach.They also discuss the rise of outbound strategies for immediate sales activation, the power of podcasting for career acceleration, and why a holistic view of business growth is necessary in today's market.Mason shares insights from his personal experience with the Marketing Ladder podcast and how it has helped him build relationships with thought leaders in the industry.If you're looking to improve your ABM strategy or learn more about the latest growth strategies, this episode is for you. Learn more about Mason by checking out his LinkedIn at https://www.linkedin.com/in/masoncosby/

Topics discussed: 30/60/90 day demand gen strategy without paid ads, importance of a referral program and champion program, role of podcasting in market identification and communication, focusing on skill development instead of deal coaching, leveraging niche podcasts for original thought leadership, building a strong foundation for demand in the first 90 days, leveraging customer champions for referrals and renewals, effective strategies for podcast outreach and content creation, tactics for creating a scrappy marketing program

Mason Cosby, Director of growth, shares how he used his personal LinkedIn account to generate over $1.44M in new pipeline and $267k in revenue. Topics include connecting with target accounts, creating valuable content, building relationships, giving answers to potential customers, and the power of trust in generating revenue and referrals on LinkedIn.

This episode was from a conversation between Matt Heinz and Mason Cosby on "ABM Maximum Results on a Minimal Budget".Tune in to hear more about:Marketing and sales role in serving the revenue teamCommon reasons why marketing and sales don't operationally get alongHow companies can start aligning their marketing and sales teamsThings to prioritize to drive short-term impact and the building blocks for long-term revenue impact

Topics in the podcast include the definition of Scrappy ABM and its accessibility, tools for reaching targeted accounts like LinkedIn and podcasts, encountering roadblocks to Scrappy ABM and finding alternative solutions, and the importance of building a list as a critical first step.

What's the benefit of being the least knowledgeable person in a room? It exposes you to the greatest opportunities for learning in your career.In this episode, Mason Cosby discusses the advantages of surrounding yourself with a diverse range of networks, which can eventually lead to finding your tribe. He also recommends intentionally building a network on LinkedIn by sending out connection requests to targeted accounts and writing one's own obituary to live life in a way that aligns with career goals.Mason started as an account executive at a parenting magazine in Mississippi before transforming into a marketing director for a FinTech company in the B2B tech SaaS space. He emphasizes the importance of accountability and the lifetime value of a customer.His journey wasn't as smooth as it sounds; he was laid off due to the pandemic. But he sees every setback as a chance to stand taller and grow stronger, and he shares how he spent his time self-educating to make himself more employable.Show Highlights:1:44 A background on Mason's business
4:21 The first job that led to Mason's growth as a marketer7:55 You're held accountable for the lifetime of the customer
14:48 When Mason realized the importance of dedicating himself to self-education20:15 Benefits of learning account-based marketing in the agency world21:41 Difference between account-based and scrappy account-based marketing23:08 ABM is not a strategy, it is a mindset24:13 Why it's good to start your account-based program without any technology34:31 The reason why sales and marketing are not aligned together40:58 The 30, 60, and 90-day review with sales assembly47:16 What should be the goal of every marketer in the first 90 days48:13 Ways how to effectively track your success52:10 Getting into the minds of people despite lack of experience as a CRO56:14 How the LinkedIn community can help you find your tribe58:55 The blessing of being the dumbest person in a group1:08:10 Alternatives to starting a podcast and a script for how to reach out to cool people1:14:14 Why it helps to start writing your obituary nowLINKS MENTIONEDConnect with Mason Cosby on:LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmasonThe Marketing Ladder Podcast: https://podcasts.apple.com/us/podcast/the-marketing-ladder/id1596462333Hero on a Mission: A Path to a Meaningful Life by Donald Miller
:https://www.amazon.com/Hero-Mission-Path-Meaningful-Life/dp/1400226945