Scrappy ABM

In this episode of Scrappy ABM, host Mason Cosby speaks with Corrina Owens about her "Churn Buster" playbook for account-based marketing. They discuss innovative strategies for retaining customers and acquiring new enterprise accounts using champion tracking and personalized outreach.Best Moments(01:36) Introduction to the "Churn Buster" playbook(02:23) Using CRM data to identify target accounts(04:59) Leveraging UserGems for tracking job movements(06:11) Tactics for personalized outreach to moved champions(09:08) Creating and repurposing content assets for the campaign(12:05) Enabling customer success teams to retain accounts(16:10) Results and ongoing success of the program(19:54) Strategies for aligning sales and marketing teamsGuest BioCorrina Owens is a seasoned account-based marketing expert and fractional ABM leader. She has extensive experience in developing and implementing successful ABM strategies, particularly in enterprise segments. Corrina is known for her innovative approaches to sales and marketing alignment and her ability to drive results through data-driven, personalized campaigns. She is active on LinkedIn and offers her expertise to companies looking to build out their ABM programs.

In this episode, host Mason Cosby discusses the value of tracking job changers as a signal for generating quick pipeline. He shares cost-effective strategies for identifying, engaging with, and converting job changers to build a solid account-based marketing (ABM) program.========================================Key Discussion Points:(01:20) Why job changers are a valuable data point for identifying new business opportunities quickly(02:56) How to use your existing CRM system to identify job changers and potential opportunities(05:04) Tips for approaching job changers who are settling into new positions and how to offer value during this transitional period(08:18) Content strategies tailored specifically for job changers and how to distribute them effectively(11:15) Nurturing relationships with job changers who are still searching for their next opportunity(13:30) How to track, engage, and convert job changers into actionable leads for your ABM strategy

In this episode of Scrappy ABM, host Mason Cosby interviews Sean Sullivan, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources.======================================Key Discussion Points:(02:00) The role of proper data segmentation in achieving marketing and sales alignment(03:00) Tips for connecting data to executive dashboards and ensuring business alignment(05:51) How to organize data effectively for ABM programs using a hub-and-spoke model(08:57) Sourcing and enriching audience data to power successful ABM strategies(15:26) The risks of poor-quality data and strategies for maintaining high data standards to avoid negative business impacts(22:41) How long it typically takes to build and execute an effective ABM strategy(28:25) Key recommendations for companies starting or refining their ABM initiatives(34:12) The critical role of technology in ABM and how to assess and improve your current tech stack======================================Guest Bio:Sean Sullivan is a go-to-market operations adviser with a focus on data strategy, segmentation, and ABM implementation. He is the host of Converge Coffee, a podcast where he interviews experts to learn from their experiences in marketing, technology, and growth. Sean helps companies optimize their tech stacks, ensure data quality, and build effective ABM strategies that drive business results.

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for turning podcast guests into customers, focusing on conversion-based playbooks specifically designed for account-based marketing (ABM). Mason shares actionable insights on leveraging podcast interviews as a way to build relationships and create sales opportunities.================================Best Moments:(01:16) Using podcasts to convert guests into customers through immediate, conversion-based strategies(01:53) Free consulting and peer-to-peer conversation models(02:22) How hosting podcasts can offer guests a preview of what working together would be like(03:43) Using podcast episodes to produce content that benefits both sales and marketing teams(04:38) Conducting subtle discovery conversations to uncover key insights(06:28) Leveraging expert hosts to challenge guests' thinking(08:54) How to use podcast content to inform sales teams about potential opportunities(10:28) How to follow up with guests after the episode using the information gathered during the interview(11:51) Why having an expert host is essential for turning podcast guests into paying customers(12:50) Key tactics for building trust with guests and showcasing expertise during podcast interviews to facilitate conversions

In this episode, host Mason Cosby sits down with Josh Elledge, a podcasting strategist, to discuss how podcasting can be leveraged as a powerful tool for networking and fostering business relationships that lead to growth. They dive into actionable tips on creating successful podcasting strategies, booking high-value guests, and nurturing long-term relationships.==================================Best Moments:(01:56) Josh explains why many podcasts fail after just seven episodes, and what it takes to push past this barrier(04:25) The art of reaching out to guests and getting them to appear on your show, even when you're just starting out(13:19) How to maintain and nurture relationships with podcast guests after the interview ends(18:28) Using a podcast as a means of generating business opportunities through referrals and word-of-mouth(20:58) The long-term benefits of consistently building high-value relationships through podcasting==================================Guest Bio:Josh Eldridge is an expert in podcast strategy who has helped launch between 200-250 podcasts. With over 2,000 media appearances, he specializes in helping people build authority and cultivate strong business relationships. Josh is a strong advocate for the "go-giver" approach, using podcasts as a key relationship-building tool to grow both authority and business networks.

In this episode, host Mason Cosby shares a powerful playbook for converting podcast guests into clients or partners by leveraging story-based interviews. He dives into the strategy of using podcasts as a relationship-building tool, where guests are invited to share their personal stories, fostering trust and long-term connections.==============================Best Moments:(01:16) Using story-driven interviews to connect with potential clients or partners, creating a foundation for future business relationships(02:04) How "The Marketing Ladder" podcast serves as a model for story-based podcasting, helping guests share their career journeys and successes(03:36) By focusing on talent acquisition and career stories, podcasts can build positive associations with target accounts, positioning the host as a connector in the industry(04:24) Strategies for engaging with guests after the interview, including personalized follow-ups and content sharing to maintain the relationship(06:09) Tips for selecting the type of stories that guests should share, ensuring it aligns with their experiences and the podcast's objectives(07:54) The main objective of a story-based podcast — to build trust, which can lead to referrals, partnerships, and long-term business opportunities(09:37) Discussing the enduring value of relationships built through genuine, story-centered conversations(10:42) The importance of showing genuine care for guests and establishing oneself as a trustworthy partner

In this episode, host Mason Cosby sits down with Jay Moolenaar, founder of Sentient Sales Technology, to talk about how to build effective Account-Based Marketing (ABM) programs without breaking the bank, focusing on collaboration between sales and marketing, creating authentic content, and capturing demand efficiently.==============================Best Moments:(02:00) Jay emphasizes the critical role of aligning sales and marketing teams to create a cohesive ABM strategy.(05:44) Insights on identifying and engaging your target audience on LinkedIn and other relevant platforms.(07:45) Discussing strategies to quickly capture and connect with prospects to move them through the sales funnel effectively.(11:37) Techniques for driving targeted traffic to your website and segmenting content for maximum impact(14:58) Overcoming common hurdles in content creation while maintaining authenticity and relevance(19:53) Practical advice for those new to ABM, including tips on building and scaling programs on a budget(21:41) How to stand out in a crowded market with creative branding and marketing approaches==============================Guest Bio:Jay Moolenaar is the founder of Sentient Sales Technology, a platform designed to capture and qualify leads rapidly. With extensive experience in sales, Jay now focuses on creating marketing programs that support sales teams effectively within the ABM framework. His approach prioritizes cost-effective strategies, authentic content, and leveraging technology to connect with prospects at the right time.

In this episode of Scrappy ABM, host Mason Cosby dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth.Best Moments:(01:12) Exploring three podcast formats for guest conversion: expertise, story, and host-as-expert(01:38) The expertise format: showcasing guests’ thought leadership to build credibility(02:00) The story format: focusing on relationship-building with guests(04:11) How to source the right guests for an expertise-based podcast(06:54) Preparing for podcast interviews using intake forms or prep calls(11:30) Strategies for converting expert guests into referral partners or clients

In this insightful episode of Scrappy ABM, host Mason Cosby sits down with Amber Bogie, Sr Director of GTM & ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization.=======================Best Moments:(01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there(04:52) The significance of having "GTM" in her title and how it reflects her advisory role within the company(07:38) Understanding that ABM isn’t a one-size-fits-all solution and may not be viable in every segment of the organization(12:36) Amber talks about integrating account-based principles into existing demand strategies, moving beyond pure-play ABM(20:21) Strategies for communicating the value of ABM to sales teams and securing their buy-in(33:04) Parting wisdom from Amber: Don't overcomplicate ABM—focus on what drives revenue effectively=======================Guest Bio:Amber Bogie is the Sr Director of GTM & ABM Innovation at GoTo. With a reputation as a practical and results-driven leader in the ABM space, Amber brings a wealth of knowledge on how to effectively implement ABM strategies within large organizations.

In this episode, host Mason Cosby shares budget-friendly strategies on how to effectively network and book meetings at events, even if you don’t have a speaking engagement.=========================Best Moments:(02:05) The importance of attending sessions related to your product or service to identify potential customers and facilitate serendipitous conversations(03:19) The role of networking and initiating conversations at events, with tips on crafting effective conversation starters(04:29) Developing scripts for sales teams to guide networking conversations and promote natural relationship-building(08:07) Strategies for obtaining contact information, such as connecting on LinkedIn or offering a valuable asset or offer(10:14) Evaluating the success of event networking efforts by tracking LinkedIn connections or engagement with the offered asset(13:26) Managing expectations for post-event meeting cancellations or no-shows due to the "conference high" effect