Scrappy ABM

In this episode, recorded on Demand Wars and hosted by Bolaji Oyejide, Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career.In the later part of the video, Mason Cosby discusses a scenario where a marketer has $1,000 a month to market a B2B product or service. Here are the steps Mason Cosby recommends:Use LinkedIn Sales Navigator to target and connect with potential customers.Build an audience and nurture relationships with them.Once you have a pipeline built, use a daylong virtual conference to establish yourself as a thought leader and to educate potential customers.Mason Cosby also talks about the importance of qualitative data and active job search during the time you are building these long-term demand creation programs.

In this episode of Scrappy ABM, host Mason Cosby talks with Peter Mollins, CMO at SetSail, about how to develop effective feedback loops between sales and marketing teams. They discuss the importance of alignment on key definitions, goals, and processes to make collaboration easier.Best Moments:(00:05) Groundbreaking ABM approaches without breaking the bank(01:09) Effective Feedback Loops with Sales Teams(02:00) Tips for Sales and Marketing Alignment(03:50) Defining Account Progression Models for Effective Sales Feedback(05:24) Balancing Feedback Between Marketing and Sales(07:43) Importance of Feedback in Sales and Marketing Alignment(10:34) Feedback Loop Between Marketing and Sales(13:52) Building Trust Between Marketing and Sales Teams(16:11) Importance of Shared Definitions and Culture in Marketing and Sales Alignment(17:50) Building Effective Feedback Loops in Marketing Organizations(19:24) Effective Feedback Strategies for Product Improvement(21:56) Starting an ABM Program: Customer-Centric Approach(23:43) Discussion on the Importance of Asking Dumb Questions in MarketingGuest Bio:Peter Mollins is the CMO at SetSail, a data and AI solution for sales teams to capture insights from customer interactions and inform better sales conversations.

Marketing expert Mason Cosby discusses the 4-step ABM framework on building relationships with customers. He emphasizes data, distribution, destination, and direction in ABM. Understanding the buyer's journey and aligning content is key. The podcast explores harmonizing sales and marketing, tailored engagement strategies, personalization, intent data, and the stages of engagement in the account progression process.

Sam Dunning, Founder of Breaking B2B, talks about aligning SEO with ABM, creating niche content, high-intent keywords, and backlinking strategies. Learn to avoid common SEO mistakes, engage target audiences, and build effective organic traffic.

In this episode of Scrappy ABM, host Mason Cosby interviews Trinity Nguyen, VP of Marketing at UserGems, about how to implement champion tracking to generate predictable pipeline from existing customers and prospects. Listeners will learn best practices for setting up champion tracking, including who to track, what sequences to use, how to distribute content, and key results from UserGems' program.Key discussion points:- What is champion tracking?- Track customers, users, champions as they move through careers- Re-engage when they join target/ICP accounts- Who UserGems tracks- Closed-won opportunity contacts- Admins and power users- Sequences used- 6 sequences segmented by past customer vs. prospect and role level- Key pipeline and revenue results- 16% of sales accepted pipeline- 23% of total closed-won revenue

Whether you're a seasoned marketer or new to the field, this episode is packed with wisdom and advice to elevate your ABM and content strategies. Join Steve Schmidt and Mason as they delve into the nuances of creating magnetic content that not only attracts but also retains the attention of your most valued accounts.Key Highlights:- Demystifying ABM - Mason breaks down the fundamentals of ABM, elucidating its significance in the B2B landscape and how it differs from traditional marketing approaches.Strategic Content Creation - Discover the art and science behind crafting content that resonates with specific accounts, driving engagement and fostering lasting relationships.Real-World Applications - Mason shares compelling case studies and real-life examples, illustrating the transformative impact of a well-executed ABM and content strategy.Practical Tips and Strategies - From identifying target accounts to measuring the success of your campaigns, gain actionable insights that you can implement in your own ABM endeavors.The Future of ABM and Content - Explore emerging trends and predictions for the future, ensuring your strategies remain cutting-edge and effective.

In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, an Account Manager at Terminus and host of the podcast "Account Based Beverages." They discuss a $0 budget account-based marketing playbook that uses a "lean coffee" style roundtable event to connect prospects and customers.Key Discussion Points:- What a lean coffee roundtable event is and how it works- Tips for determining who to invite to the roundtables- Planning considerations like timing and potential roadblocks- Why focusing deeply on researching just one target account can yield insights that apply more broadly

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.

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

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!