Scrappy ABM

In this episode of Scrappy ABM, host Mason Cosby interviews Silvio Perez, founder of AdConversion, about using incentives in advertising to book meetings with target accounts. They discuss how to effectively implement incentivized ad campaigns, target the right audience, choose the best incentives, and measure success.Best Moments:(01:17) The premise of offering incentives to book meetings(03:19) Targeting the right audience on LinkedIn(05:15) When to activate incentivized ad campaigns in the buyer's journey(07:05) Best LinkedIn ad types for incentivized campaigns(08:26) Content recommendations for incentivized ads(09:23) Choosing the right incentive (Amazon gift cards perform best)(13:27) Conversion rate expectations and cost per SQL benchmarks(16:19) Getting internal buy-in for incentivized ad campaigns(19:16) Scaling incentivized ad campaigns across channels(22:29) The importance of building a quality target account listGuest Bio:Silvio Perez is the founder of AdConversion, an agency specializing in B2B advertising. With extensive experience in running incentivized ad campaigns, Silvio has tested various incentives across different platforms to discover what works best. He is passionate about helping businesses level up their B2B advertising skills and offers free courses through AdConversion.com.

In this episode of Scrappy ABM, host Mason Cosby speaks with Tylor Jones, Head of Digital Acquisition at SIB, about implementing a successful account-based marketing (ABM) program with limited resources. They discuss how to determine the right vertical to focus on, identify target audiences, develop effective channel mixes and content strategies, measure success, and overcome unexpected challenges during implementation.Best Moments:(01:21) Overview of the ABM program implemented at an HR tech company(02:50) Determining the right vertical to focus on for ABM(06:03) Identifying the target audience within the chosen vertical(08:42) Channel mix and content strategy for the ABM program(14:12) Measurement of success and key metrics for the program(23:34) Unexpected roadblocks and challenges during implementation(27:09) Aligning marketing compensation with sales incentives(31:53) Parting wisdom for those starting with ABMGuest Bio:Tylor Jones is the Head of Digital Acquisition at SIB. With extensive experience in digital marketing and ABM, Tylor has worked with various companies to implement effective account-based strategies. His approach focuses on aligning marketing efforts with sales goals and leveraging existing resources to create impactful campaigns. Tylor is passionate about creating efficient, results-driven marketing programs that contribute directly to revenue growth.

In this episode of Scrappy ABM, host Mason Cosby interviews Alexander Stonehouse, Marketing Director at Forj and board adviser at The Startup Marketer. They discuss Alexander's experience implementing a successful Account-Based Marketing (ABM) program at a 3D printing and CNC machining SaaS company. The conversation covers identifying the right audience, creating engaging content for engineers, leveraging various channels for ABM engagement, and overcoming challenges in ABM implementation.Best Moments:(02:48) Determining the right audience for ABM(05:56) Creating engaging content for engineers(10:28) Best channels for ABM engagement(14:18) Transitioning from educational to sales content(21:39) Leveraging internal company intranets for ABM(23:11) Measuring success in ABM programs(26:21) Overcoming unexpected roadblocks in ABM implementation(28:57) Parting wisdom for building a first ABM programGuest Bio:Alexander Stonehouse is the Marketing Director at Forj and a board adviser at The Startup Marketer. He has extensive experience in implementing successful Account-Based Marketing programs, particularly in the SaaS and manufacturing technology space. Alexander specializes in creating engaging content for technical audiences and leveraging various channels to drive growth and efficiency in marketing efforts. He is also the host of the Brilliantly Wrong podcast.The Startup Marketer is a marketing community built for startups and caters to startup marketers at all levels within seed-, early-, and growth-stage companies, as well as early-stage founders and recent grads/entry-level marketers.SUM LinkedIn: https://www.linkedin.com/company/the-startup-marketer/SUM Website: https://thestartupmarketer.com/Forj brings the power of community together with the importance of learning all in a single, modern platform.Forj Website: https://www.forj.ai/

In this episode of Scrappy ABM, host Mason Cosby interviews Scott Logan, SVP of Marketing and Demand Gen at Connex AI, about practical approaches to account-based marketing (ABM) that don't break the bank. They discuss how to find the right audience, involve sales teams in ABM planning, test new markets, align sales and marketing goals, and structure ABM campaigns effectively.Best Moments:(00:25) Introduction to the podcast's focus on scrappy ABM programs(01:55) Finding the right audience for ABM campaigns(07:37) Importance of involving sales teams in ABM planning(10:49) Testing new markets before launching full ABM programs(14:46) Aligning sales and marketing goals and metrics(23:23) Structuring ABM campaigns in 3-6 month sprints(24:59) Breaking down a full ABM program execution strategy(30:58) Using events as conversion points in ABM campaignsGuest Bio:Scott Logan is the SVP of Marketing and Demand Gen at Connex AI. With a background as a salesperson at heart, Scott brings a unique perspective to marketing, focusing on aligning marketing efforts with sales goals. He emphasizes the importance of spending time with sales teams, using the same reporting metrics, and structuring ABM campaigns around tangible events to drive results.

In this episode of Scrappy ABM, host Mason Cosby interviews Jay Schwedelson, an expert in audience segmentation and marketing strategies. They delve into the importance of targeting specific functions rather than job titles, how to effectively narrow down your target audience, and strategies for distributing content to the right people at the right time.Best Moments:(01:01) Definition and importance of audience segmentation(02:24) Identifying target companies and industries(03:34) Targeting job functions vs. job titles(05:19) Using SIC codes for detailed segmentation(07:26) Leveraging growth indicators for targeting(09:36) Creating content that speaks to your target audience(14:45) Distribution channels and email marketing strategies(17:32) Common mistakes in audience segmentation(19:37) The importance of regularly updating your target account listGuest Bio:Jay Schwedelson is an expert in audience segmentation and marketing strategies. He emphasizes the importance of targeted marketing and leveraging email as a critical communication channel. Jay hosts the podcast Do This, Not That and is passionate about helping marketers refine their audience targeting techniques to improve campaign effectiveness.

In this special episode of Scrappy ABM, host Mason Cosby joins Tushar, Ashish, and Guraish on the Thrivecast podcast to discuss the differences between Product-Led Growth (PLG) and Account-Based Marketing (ABM) strategies for startups. They provide insights on how to effectively implement ABM, when to leverage PLG, and how combining both strategies can drive scalable growth.Best Moments:(00:06) Introduction to Scrappy ABM podcast(00:43) Guest introductions and backgrounds(02:35) Defining PLG and ABM(05:59) Considerations for early-stage startups choosing between PLG and ABM(19:22) The importance of identifying Ideal Customer Profiles (ICPs)(34:09) Steps to build a target account list for ABM(42:47) The role of AI in ABM strategies(54:30) A four-D framework for getting started with ABM(56:12) Final advice for companies figuring out their go-to-market motionsGuest Bios:Tushar Ladha: Tushar is a co-host of Thrivecast and an expert in startup growth strategies. He brings valuable insights into how startups can navigate the complexities of choosing between PLG and ABM.Ashish Bharti: Ashish is a co-host of Thrivecast with extensive experience in product development and marketing. He offers a deep understanding of how AI can be leveraged in ABM strategies.Guraish Lal: Guraish is a co-host of Thrivecast and specializes in sales and marketing alignment. He provides practical advice on building effective go-to-market motions for startups.Mason Cosby: Mason is the host of the Scrappy ABM podcast and an expert in Account-Based Marketing. He specializes in building effective ABM programs on low budgets that drive high impact. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.About Thrivecast:Thrivecast is a podcast that explores strategies and insights for startups and businesses looking to scale. This episode is a repurposed session from Thrivecast, where Mason was a guest discussing the interplay between PLG and ABM strategies.

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.Best Moments:(00:32) Introduction to closed-loss programs and their importance in Q4(01:36) Segmenting closed-loss opportunities based on verticals and past objections(02:17) Importance of reengaging through the same seller for higher success rates(03:27) Utilizing marketing programming and content assets to overcome past objections(04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts(05:29) The year-round potential of closed-loss programs(06:31) Champion tracking as a strategy for reengaging closed-loss opportunities(07:22) Customer win-back programs and their potential(08:13) Time-based triggers for reengaging closed-loss opportunities(09:04) Effective messaging strategies for reengagement(10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

In this episode of Scrappy ABM, host Mason Cosby discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies.Best Moments:(00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals(01:25) Gaining clarity on structuring an ABM program(04:04) Discussion on various ABM-related terms and their similarities(08:35) Three core reasons why ABM programs fail(12:56) Importance of focusing on people and processes before investing in technology(15:22) Introduction to the account progression model framework(16:31) Explanation of the 4D framework for building activation playbooks(19:37) Identifying current marketing activities and how they fit into the account progression model(24:09) Examples of how to track and measure various marketing activities(27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model

In this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks.Best Moments:(01:17) Why ABM is a popular but challenging topic for marketers(05:59) Who should implement ABM strategies(09:41) Differences between ABM and pure play demand generation(15:10) The importance of personalized content in ABM(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction(28:57) Benefits of starting with closed-lost and website re-engagement programs(34:29) ABM myths and misconceptions(37:31) The importance of a crawl, walk, run approach to implementing ABMGuest Bios:Dave Gerhardt: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.Mason Cosby: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.About Exit Five Podcast:The Exit Five podcast, hosted by Dave Gerhardt, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers.Additional Resources:Listen to the full episode on Exit Five:SpotifyApple PodcastsAmazon MusicPlayerFMJoin the Exit Five Community: exitfive.comConnect with the Guests on LinkedIn:Dave GerhardtMason Cosby

In this special episode of Scrappy ABM, host Mason Cosby joins Natalie Furness and Andrei Zinkevich to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes.Best Moments:(01:56) The importance of technology stack in ABM(04:33) Essential processes for starting an ABM program(07:06) The 4D framework for building an ABM program(10:51) Using third-party intent data in ABM playbooks(17:42) Balancing account-focused and contact-focused approaches(23:31) Measuring lifecycle stages at account vs. contact levelGuest Bios:Natalie Furness: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.Andrei Zinkevich: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.About RevOps Automated:RevOps Automated is a platform powered by CEO Natalie Furness, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.