Scrappy ABM

Ryan Gunn, Director of Demand & Operations at Aptitude Eight, shares practical steps for building ABM operations, including target account lists, scoring, and account stage automation. Key topics: aligning sales and marketing for ABM, ideal target account list sizes, account scoring tips, simple account stage model, assessing gaps before adopting expensive ABM platforms.

The term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively.In this episode, Mason Cosby discusses the true definition of account-based marketing and how it can be a viable strategy for smaller organizations. He emphasizes the importance of focusing on the strategy rather than the tools and technology associated with ABM. Mason shares his concept of "scrappy ABM," which involves using existing resources and tools to target strategic accounts and drive results. He also highlights the need for alignment between sales and marketing and provides insights into activation plays and the use of podcasts as an ABM tool.Key Takeaways:ABM is fundamentally a B2B growth strategy that aligns sales and marketing around a set of shared target accountsSmaller organizations can implement a scrappy ABM strategy by leveraging existing resources and tools to target strategic accounts and drive resultsActivation plays, such as close lost campaigns and missed meetings, can be effective in re-engaging target accounts and driving pipeline growthPodcasts can be a powerful tool in ABM as they provide an opportunity to build one-to-one relationships with target accounts

In this episode of Scrappy ABM, host Mason Cosby talks with Nick Bennett, Chief Customer Officer at TAC, about a playbook Nick created to generate customer reviews and referrals at his previous company. Listeners will learn the step-by-step tactics Nick used, as well as additional ideas for getting more value from happy customers.Main Discussion Points:- Pulling a list of promoters from NPS surveys and targeting them for reviews (00:01:52)- Keeping the outreach sincere and personal with a simple email (00:04:12)- Incentivizing honest feedback, not just positive reviews (00:05:01)- Getting leadership buy-in on the budget (00:06:07)- Automating gift card delivery rather than manual fulfillment (00:12:18)- Using resulting reviews for product improvements and training (00:14:20)- Asking happy customers for referrals and videos (00:18:49)

Part of #B2Bgrowtrends content series, where Tom engages with marketing and sales leaders from B2B service companies, he interviews founder of Scrappy ABM, Mason Cosby.Mason discusses the trends he is seeing in B2B growth. Tune in to hear how he is noticing that many companies bought ABM tools planning to eventually learn how to use them, but many of them never did.Mason provides insight on how you, too, can do ABM marketing without spending a ton of money! Give it a listen!

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)