Scrappy ABM

In this special episode of Scrappy ABM, host Mason Cosby joins Morgan J. Ingram on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests Tyler Pleiss and Corrina Owens, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts.Best Moments:(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?(05:41) Defining Account-Based Marketing (ABM)(09:03) Do's and don'ts of ABM(19:02) Breakdown of real ABM campaigns(32:02) Determining when sales should engage in ABM(41:35) The "Roast Session": Sharing unsuccessful ABM campaigns and lessons learned(51:48) Top ABM tips from each guest(54:40) Working with content marketing teams for ABMGuest Bios:Morgan J. Ingram is the founder of Amp Creative and the moderator of Marketing Mayhem, an edutainment show that mixes humor with learning. He brings together top industry professionals to review what works and what doesn't in marketing.Tyler Pleiss is the Associate Director of Growth Marketing at Movable Ink, specializing in ABM tactics and building account-based go-to-market strategies.Corrina Owens is a marketing professional with extensive experience in ABM strategies. In her spare time, Corrina teaches aerial silks.Mason Cosby is the host of Scrappy ABM podcast and an ABM expert. He runs various ABM-related content platforms, including a podcast, newsletter, website, and masterclass in partnership with UserGems.About Marketing Mayhem:Marketing Mayhem is an edutainment show moderated by Morgan J. Ingram, founder of Amp Creative. The show mixes humor with learning by reviewing what works and what doesn't in marketing, featuring top industry experts who tackle different areas of marketing in each episode.

In this episode of Scrappy ABM, host Mason Cosby discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles.Best Moments:(01:42) Three main reasons for marketing and sales misalignment(01:49) Historical lack of tangible pipeline delivery from marketing(03:59) Compensation structures not incentivizing alignment(06:47) Sales team's protective nature over pipeline and accounts(09:40) Strategies for marketers to overcome alignment challenges(12:38) Importance of starting small and building trust with sales teams(13:26) Addressing compensation structures to drive engagement(14:14) Targeting the right salespeople for ABM program involvement

In this episode of Scrappy ABM, Mason Cosby joins a lively debate with Tim Davidson on various aspects of Account-Based Marketing (ABM). The episode is structured as a three-round debate covering intent data, ABM platforms, and pilot programs, offering diverse perspectives and insights for ABM enthusiasts.Best Moments:(03:02) Round 1: Debate on the effectiveness of intent data(08:38) Round 2: Discussion on the value and necessity of ABM platforms(14:14) Round 3: Debate on investment strategies for pilot programs

In this episode of The Social Selling Podcast, host Daniel Disney interviews Mason Cosby, host of Scrappy ABM, about his successful social selling strategies on LinkedIn. Mason shares how he has generated significant revenue without relying on viral content or a large following, focusing instead on consistent, meaningful engagement.Best Moments:(02:38) Mason's start on LinkedIn and initial failures(03:58) The importance of engaging with prospects' content(05:18) Balancing personal and professional content on LinkedIn(10:50) Mason's approach to converting connections into clients(16:40) Time commitment for social selling activities(18:39) Maintaining consistency in social selling efforts(23:39) The importance of patience and long-term commitment in social selling

In this episode of Scrappy ABM, host Mason Cosby welcomes Isaac Ware and Trinity Nguyen from UserGems to discuss signal-based go-to-market strategies. They explore the definition of signals, how to identify and leverage them, and common misconceptions in the industry.Best Moments:(00:32) Introduction to signal-based go-to-market strategies(01:35) Definition of signals in go-to-market context(03:00) Identifying viable signals within customer base(07:26) Common misconceptions about signals and intent data(10:52) Time sensitivity of contact vs. account signals(13:31) Operationalizing stacked signals for BD teams(16:21) Theming and grouping signals for effective implementation(19:43) Hurdles in implementing signal-based approaches(22:32) Introduction to Scrappy ABM Master Class resourceGuest Bios:Isaac Ware is a representative from UserGems, a company specializing in signal-based marketing and sales solutions. Isaac brings expertise in leveraging customer data and signals to improve go-to-market strategies.Trinity Nguyen is also from UserGems and contributes insights on implementing signal-based approaches, particularly focusing on the practical aspects of operationalizing these strategies for sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby discusses the second most common reason why Account-Based Marketing (ABM) programs fail: lack of dedicated resources. In this AMA episode, he emphasizes the importance of executive sponsorship, cross-functional collaboration, and starting small with a focused pilot program to ensure ABM success.Best Moments:(01:44) The second reason for ABM failure: lack of dedicated resources(02:25) ABM as organizational change, not just a marketing initiative(03:31) The pitfalls of assigning ABM to a single marketing manager without support(04:28) The importance of executive sponsorship and cross-functional teams(05:35) Starting small with a focused pilot program for better long-term success(06:39) Required resources: executive sponsorship, marketing support, and sales involvement(07:23) Considering customer expansion as a starting point for ABM programs

In this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.Best Moments:(01:31) Mason introduces himself and his experience with ABM(02:33) The evolution of ABM since its buzzword days(04:11) Common challenges and pain points in modern ABM(08:25) How successful ABM programs contend with AI and self-service buying journeys(11:17) The concept of "stacking signals" instead of scaling ABM(16:32) What keeps Mason coming back to B2B MX events(18:39) Preview of Mason's upcoming keynote at B2B MX East(20:30) The future of ABM and what successful programs will look like

In this episode of B2B Revenue Leaders, host Dustin Tysick welcomes back Mason Cosby, founder of Scrappy ABM and head of partnerships at Guru Media Hub, for a deep dive into the world of podcasting.Best Moments:(01:20) Three types of podcasts: content engine, account-based, and public figure(02:56) Measuring podcast success based on strategy and type(05:13) Content engine podcasts and thought leadership curation(08:07) Account-based podcasting and relationship building(11:45) Common mistakes in podcast creation and measurement(15:06) Measuring podcast success and its nebulous nature(18:54) The importance of having subject matter experts as hosts(23:34) Benefits and strategies for creating solo podcast episodes(26:07) Repurposing existing content for podcasting

In this episode of Scrappy ABM, host Mason Cosby interviews Arianna Shannon, Director of Marketing and Brand at Sales Intel, about their customer enablement and education program. They discuss the creation of Sales Intel Academy, challenges in implementing the program, and strategies for building effective ABM programs.Best Moments:(00:02:02) Overview of Sales Intel's customer enablement program(00:04:43) The creation of Sales Intel Academy(00:08:05) Prioritizing audiences within customer accounts(00:12:21) Distribution channels for customer communication(00:14:41) Challenges in building the program(00:16:55) Advice for building a first ABM programGuest Bio:Arianna Shannon is the Director of Marketing and Brand at Sales Intel. With a career focused on startups, she brings extensive experience in developing and implementing marketing strategies. At Sales Intel, Arianna plays a key role in creating customer enablement programs and leading initiatives like the Sales Intel Academy to enhance customer experience and success.

In this episode of Scrappy ABM, host Mason Cosby introduces the first ABM AMA (Ask Me Anything) session, discussing the fundamentals of Account-Based Marketing (ABM) and addressing common challenges faced by marketers implementing ABM strategies.Best Moments:(02:31) The "crawl, walk, run" approach to ABM(06:49) Definition of ABM and who it's suitable for(10:40) Three main reasons why ABM fails(16:27) Addressing unrealistic expectations in ABM(20:05) Examples of successful ABM campaigns