Scrappy ABM

In this episode, Blake talks with Mason Cosby, Director of Demand Generation at Sales Assembly.In it, they talk about how to get quick wins WITHOUT any additional ad spend.You can find Mason on LinkedIn at https://www.linkedin.com/in/masoncosby/, and you can reach Blake on LinkedIn at https://www.linkedin.com/in/blake-strozyk/

Let’s face it: times are tough across the board. With a lot of financial uncertainties to consider, companies are scrutinizing their expenses with finer tooth combs, ensuring that there is absolutely no wasted time or effort. For workers, this means being able to prove that your work is making an active difference for your company.While that doesn’t mean that you need to be directly responsible for revenues, it DOES mean that you should be moving the needle of productivity in some way.This week, we welcome Mason Cosby back to the show to discuss the necessary steps that workers should take to prove their worth as a marketer. Mason is a Podcast Host, Ambassador at GTM Partners, and the long-term Director of Demand Generation for Sales Assembly. Suffice to say, Mason knows quite a bit about the work, the skills, and the people it takes to bring a product to market. How did Mason get into his work, what were some of the mindsets that led him down this career path, and how did partner relationships drive many of his core decisions? Let’s get started!MINDSETS:🟠 Utilize Marketing Relationships - LinkedIn continues to be an incredible tool for building business relationships. For Mason, LinkedIn was an opportunity to generate leads through trusted partners and connections — trust is the name of the game!🟠 Scale Through Skills - As Mason puts it, you can’t over-index on headcount. Rather, you have the team you have, and you are better off improving the skills of your team. Your team deserves the nurturing through skills-building to help them do their jobs!🟠 Ensure the Pipeline - Nobody cares what marketing does, as long as the pipeline is full. When it’s NOT full, that’s where the issues come in - job loss, budget reductions, and other short & long-term issues.🟠 Soft Asks - Sometimes, the best thing you can do to start a conversation is ask someone if they need help. For Mason, this means sending out the occasional LinkedIn message to see what services people are looking for.SKILLSETS:🟠 Adaptability - Mason was one of the first marketers hired by his company – and for a time, the only marketer on the team. When a person loses their leader in a company, the assumption is that THEY are now the leader. Adaptability and openness to move swiftly in your role is crucial.🟠 Effective Content Production - When organic content is a huge component of your business, it better be good, or people will tune out.🟠 Filling Skill Gaps - Skill gaps are the quiet killer of growth. Without the right skills, a company’s growth will plateau. Being able to recognize those gaps and tend to them is a crucial skill set for any leader.🟠 Paid Ads - There is very significant value in being a paid ads specialist. On a team, diversifying your skillset by honing in on the data aspects of paid ads can be the key to securing your position.🟠 Addressing Bandwidth - You can’t be everywhere all of the time. For startups, that can be a delicate balance. How much of your bandwidth can be dedicated to each activity? Knowing the importance of your work from a zoomed-out perspective will prevent issues down the road.🟠 Video Editing - Editing is a skill and a tool. Like any skill, there are experts in the field that will do it A LOT better than you, especially if it’s not a top priority. As a skill, it is tremendously valuable for any marketing team.TOOLSETS:🟠 LinkedIn🟠 Video Editing Software🟠 Email🟠 PodSqueeze🟠 ChatGPT🟠 Niche-Podcast Tours🟠 Google🟠 Spotify🟠 The Content Matrix (Stephen G. Pope)RESULTS:For any business, at the end of the day, it is important to look at the correlation between its marketing efforts and its pipeline. Trackability ends up being one of the top focuses for a company like Mason’s — and with that comes the importance of having the skill to track specialized data in the first place. No single source of marketing is a single cause of success. What matters is that the actions are happening and that the pipeline continues to move and generate business.In a qualitative sense, Mason looks to tactics as simple as social media mentions, engagements, and other metrics to indicate how his company is breaking out of its existing mentions to larger audiences. In creating more publicly accessible content (the type that stretches beyond existing audiences), Mason and his team at Sales Assembly see more and more people viewing and talking about their operations.

Mason Cosby and Omprakash Karuppanan discuss specific strategies to foster Marketing and sales alignment.Mason Cosby, the director of demand gen with sales assembly, discusses the challenges and importance of marketing and sales alignment. He emphasizes that larger organizations need more help aligning these teams due to specialized roles and differing KPIs.Here they discuss on1. How to identify the total relevant market2. How can sales and marketing engage potential customers together?3. The metrics and Key Performance Indicators (KPIs) essential for teams regarding alignment.and more.

Mason Cosby joins Jason and Sam Yarborough on the show "Friends with Benefits" to discuss his mindset when it comes to building business relationships as a marketer. He shares his strategy for content creation and what motivates him in his career. He emphasizes the importance of being authentic throughout everything that you do.

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.