Scrappy ABM

In this episode, Celeste Berke welcomes Mason Cosby to discuss the intersection of marketing and sales. Mason shares his insights on helping companies build account-based marketing programs without a hefty tech stack. He emphasizes the importance of laying the right foundation and addressing the handoff between marketing and sales. Mason's "crawl, walk, run" approach to ABM is backed by real market feedback, establishing his unique position in the industry. Join Celeste and Mason as they delve into the challenges and myths surrounding ABM, the significance of change management, and the indicators that suggest the need for Mason's expertise.

In this episode of Scrappy ABM, host Mason Cosby interviews Grayson Hogard, founder of Grove Cookie Company, about how he leveraged LinkedIn and partnerships to rapidly grow his cookie gifting business in the B2B space. Listeners can expect to learn scrappy marketing tactics like giving away free samples, engaging followers on social media, and targeting their partners' existing happy customers.Key Discussion Points:- Pivoting the company early on to focus on the financial/wealth management industry where they saw initial success (00:02:58)- Activating a LinkedIn presence and running a scrappy guerilla marketing playbook to connect with potential customers (00:03:25) - Leveraging partnerships with gifting platforms like Postal and reaching out to platform customers listed in their testimonials and case studies (00:05:00)- Turning positive social media engagement and mentions into sales opportunities (00:12:51)

In this episode, Mason Cosby shares the importance of aligning marketing and sales strategies for business growth. If want to learn more about ABM or want a way to start small and run a "lean ABM program", this episode is for you!

In this episode of Scrappy ABM, hosts Mason Crosby and Judd Borakove discuss strategies for taking an account-based approach to LinkedIn's organic platform. They outline how to leverage LinkedIn to build relationships and generate pipeline by creating targeted content, optimizing profiles, and strategically connecting with key accounts.Key Discussion Points:-Leveraging larger accounts and influencers to expose yourself to wider audiences(00:07:43)- Technology recommendations (00:10:45)- Creating Content on LinkedIn (00:15:46)- Organic Approach to Account-Based Marketing on LinkedIn, creating relevant content, and engaging with prospects (00:22:42)

Mason joins Dustin Tysick on this week's episode to go deep into the ABM world. They discuss how to be smart and scrappy when it comes to building your first ABM program. When you're just starting, spending a lot of money (that you probably don't have) on ABM tech is unnecessary. What most small businesses need to realize is that there are many easy activation plays you can get started with. From former prospects and customer players, to using a podcast as part of your ABM motion. Make sure you have a pen handy to jot down notes with this one.

In this episode of Scrappy ABM, Mason Cosby is joined by Laura Erdem, founder of Dream Data, as they delve into the world of Account-Based Marketing (ABM) strategies without breaking the bank. Discover how to creatively and effectively implement ABM programs with limited resources and accelerate relationships with your target accounts. Laura shares her unique account-based biking approach, budget tips for creating engaging videos, and the importance of delighting attendees with interactive experiences. Learn from her experiences in conducting in-person sales meetings on bike rides through Central Park and the challenges she faced. Join us for valuable insights and actionable tips that will help you revolutionize your ABM game on a budget!Key Discussion Points:- Laura Erdem discusses account-based biking (00:01:04)- The Benefits of Scrappy ABM and Event Approach (00:10:22)- Creating Impactful Content: Lessons from Dream Data (00:15:21)Accelerating Pipeline with Video Outreach (00:17:46)- Free Tools for ABM Success with Dream Data (00:22:44)

When partner managers attempt to create with their strategic growth teams, it can often be an uphill battle for both sides. Misalignment, lack of understanding of the other departments objectives, processes and tribulations… And many times, it ends in failure.This episode is all about how to overcome the roadblocks partnerships teams may face when working with their marketing and growth leads.To help us all understand, I have found two individuals who know more about partnerships-marketing alignment than anyone.Discussion Points:The biggest reasons partner teams struggle to work with their growth teamsHow partner teams can avoid these pitfalls of working with growth teamsWays they can “go rogue” and start building pipeline without losing their jobBuilding an ABM campaign that includes partnersEfficient content creation with partnersFacilitating logical referrals with these partner campaignsWays partnerships people be looked at as a positive aspect of your growth teams day

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)