Scrappy ABM

In this episode, host Mason Cosby is joined by Tara Pawlak, SVP of Marketing at Revenue Grid, to discuss a practical playbook for pipeline acceleration and enabling your sales team to create highly personalized experiences for best-fit potential customers.=============================================Best Moments:(01:16) Tara explains her focus on pipeline acceleration and enabling the sales team to create highly personalized experiences for best-fit potential customers(02:04) Emphasizing the importance of starting with highly engaged customers/prospects(03:09) Figuring out the data: roles, personas, pains, challenges, and targeting the full buying committee(04:03) Highlighting the importance of collaborating with sales from the beginning(06:07) Core metric of success: engaged and highly qualified accounts leading to demos or meetings with the right stakeholders(08:08) Building a map with sales and marketing ownership of different tactics, starting with marketing warming up the accounts(10:23) Sales team taking over and nurturing the account towards an opportunity, sometimes with joint calls alongside marketing(13:01) Using industry data, use cases, and customer stories to showcase their solution as a "need to have" for target accounts(15:54) Curating third-party research and data to add credibility and validation to their messaging(19:25) Challenge of personalization and multithreading taking longer than anticipated(22:25) Building around 20 new opportunities within the first 90 days, an incredible result for not being a net new, cold outbound program(25:49) Tara's advice: find a passionate, growth-minded partner on the sales side to collaborate with, even if it's not the sales leader=============================================Guest Bio:Tara Pawlak is the SVP of Marketing at Revenue Grid, a revenue intelligence platform that enables sales teams to create highly personalized experiences for their best-fit potential customers.

Dr. Jim Kanichirayil, VP of Growth at EngageRocket, shares insights on his innovative approach to market expansion. He discusses the importance of a content-led outbound strategy tailored to specific industries to better understand the U.S. market. Building relationships through genuine curiosity and making the buyer the 'hero' led to higher engagement rates. Jim emphasizes the need to pivot quickly when initial target theories don’t work out and the significance of executing strategies efficiently while listening to buyers.

In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins.=========================================Best Moments:(05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events.(06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts.(07:05) Why events are amazing for ABM programs: they are target-rich environments.(10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction.(11:18) Playbook 1: Pre-Event Outreach and Meeting Setup.(16:50) Playbook 2: Speaking Engagements and Content Distribution.(21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot).(30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events.(45:10) The importance of giving away expertise and building trust at events.

In this episode, host Mason Cosby is joined by Brandee Sanders, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources.=========================Best Moments:(03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and sales alignment(09:14) Avoiding shiny object syndrome and focusing on decisiveness when starting an ABM program(11:13) Setting clear expectations and goals with sales, customer success, and product teams for a successful ABM initiative(16:45) The importance of creating a high-trust environment for ABM to thrive, with collaborative leadership and change management(20:06) Low-trust environments and their negative impact on ABM success, often leading to analysis paralysis(25:07) The difficulty of transitioning from low-trust to high-trust environments and the lessons learned from challenging experiences(28:02) Recognizing that implementing ABM involves organizational change and potential conflict, but the goal should be fighting the problem together, not each other(31:09) The extraordinary payoffs of engaging in a high-trust environment with cross-functional collaboration for ABM=========================Guest Bio:Brandee Sanders is an award-winning CMO (now at Apromore) and CRO with over 10 years of experience building incredible ABM programs across various organizations. She shares her insights on overcoming analysis paralysis, fostering trust and alignment between teams, and achieving success with limited resources.

In this episode, host Mason Cosby shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers.===============================================Best Moments:(01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months(04:02) Positioning yourself, engaging buyers, and engaging the community(05:10) The "Condensed Connections, Comments, Content, Community" framework(09:11) Defining your personal and professional identity for your personal brand(10:23) Condensing your brand into consistent personality traits(11:33) Mason's approach to personal branding: founder, family man, and supporting traits(13:39) Questions to ask yourself when defining your professional identity(18:55) Tactics for connecting with prospects, opportunities, customers, and team members on LinkedIn(26:28) The importance of commenting on influencers' posts to engage their audiences(29:09) Determining what to talk about on social media and the 3-1-1 content strategy(35:55) The role of community in personal branding and finding interesting offline activities to share online

AJ Wilcox, CEO of B2Linked, shares insights on leveraging LinkedIn ads for ABM, highlighting Thought Leader Ads for high engagement, document ads for carousel-style content, and LinkedIn's Conversions API for closed-loop attribution. He discusses starting ABM programs with a $1,000 budget, predictive audiences targeting, and potential roadblocks. Also, a beta feature allowing sales teams to integrate prospects directly into LinkedIn ads is mentioned.

Adam Robinson, CEO of Retention and RB2B, shares practical playbooks for de-anonymizing website traffic using RB2B. He emphasizes quick outreach to high-intent visitors and provides tips on using email, LinkedIn, and phone for personalized engagement. Robinson discusses overcoming GDPR concerns, using thought leadership ads, and providing detailed playbooks for successful RB2B implementation.

This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring success.==========================================================================================Best Moments:(01:15) Topic: Wiping out pipeline anxiety with signal-based ABM(03:27) Setting the context and goals for the discussion(06:42) Laying the groundwork for an ABM program (headcount, conversations, etc.)(11:06) Choosing the right signals to go after and aligning the team(17:00) What an MVP ABM program looks like(21:29) Measuring success and attributing efforts to ABM vs demand gen(27:01) Initial channels and tactics to use for an ABM program(32:37) Scaling an ABM program without increasing headcount(37:41) Balancing overall demand gen and ABM efforts(44:49) Using media channels like YouTube, Bright Talk, content syndication for ABM

This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.=========================================================================================Best Moments:(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool(16:03) Building human connections with customers through on-site visits to make it easier to ask for content(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging

In this episode, host Mason Cosby dives into effective event activation strategies to generate revenue. Listeners can expect to learn practical tactics to capture attendee data, distribute relevant content, direct people to next steps, and track engagement to convert event connections into sales pipeline opportunities.==========================================================================================Best Moments:(02:52) Speaking at events makes conversion easier since you have the microphone and full attention of the audience(05:08) Ways to capture attendee data even without lead scanning capabilities(09:02) Leverage the event app, LinkedIn connections, and in-person interactions to distribute follow-up messaging(11:36) Direct attendees to logical next step content like your podcast to keep them engaged(13:28) Tracking metrics like QR code scans, LinkedIn connections, and meetings booked(15:19) The importance of compelling content that solves audience problems to facilitate further engagement