Scrappy ABM

In this episode of Scrappy ABM, host Mason Cosby interviews Mary Keogh, Director of Product and Content Marketing at CoLab, about an account-based marketing (ABM) and demand generation playbook she ran for an early-stage SaaS startup. They discuss identifying bottlenecks in the business, building a targeted playbook with limited resources, generating pipeline and revenue, and key lessons learned. Best Moments: (10:27) "We saw tons of leads coming in, and within maybe 5 to 6 months of running the playbook, we have 8 million in pipeline" (15:19) Only needing 2 customers a month with a $20-30k ACV to get a 3-4x ROI on a $15k/month ad spend budget (23:38) In 6 months, generated $1 million in revenue from the account-based marketing program, an 11x ROI on the ad spend (25:34) "Make sure you have those fundamentals super, super solid. And what I define as marketing fundamentals is, like, STP, segmentation targeting positioning, classic marketing stuff, and all of that has to be predicated by a customer research" Guest Bio: Mary Keogh is the Director of Product and Content Marketing at CoLab, co-host of The Purposeful Marketing podcast

In this episode of Scrappy ABM, host Mason Cosby discusses building an effective account-based marketing (ABM) strategy using an account progression model. He outlines the key stages of an account progression model and how to align them with the 4D framework (data, distribution, destination, direction) to create a repeatable ABM program. Best Moments: (02:17) Difference between contact-focused lead scoring models and account-based models (04:37) Stages of the account progression model: awareness, initial engagement, meaningful engagement, reengagement, sales qualification, opportunity (05:03) Defining goals and transitions for each stage (08:30) Tailoring account progression model to your sales cycle (10:50) Following up with accounts after meaningful engagement (12:57) Qualifying accounts/contacts even after initial call is booked (16:50) Building playbooks for each stage of model aligned with 4D framework (17:29) Phasing roll out of account progression model

In this episode of Scrappy ABM, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a small pilot program, repurposing existing marketing content, and gaining buy-in from sales. Best Moments: (01:05) Discussion on whiteboard account progression in ABM (01:41) Understanding account based marketing through whiteboard mapping (02:59) Color coordination and account progression model (07:16) Utilizing existing content for ABM success (09:25) Manual account-based marketing approach (10:37) Manual execution and lack of dedicated resources in ABM (13:02) Challenges faced in account progression model implementation (15:28) Challenges of implementing account-based marketing in financial services (19:30) The journey of implementing an ABM program (20:36) Importance of early results in account-based marketing (22:31) Launching an ABM program in a long sales cycle environment Guest Bio: Kacyn Goranson is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.

In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs. Best Moments: (02:04) Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting (07:02) Distribution - The channels used to reach your accounts, including email, phone calls, and social media (07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution (08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up

In this episode of Scrappy ABM, host Mason Cosby interviews Jess Cook, Head of Content & Comms at Island and Co-host of That's Marketing, Baby, about using a podcast to create a "rockstar experience" for key customers. They discuss how Island helped select customers get on high-profile C-suite podcasts to share their stories and advocate for Island's enterprise browser product. Best Moments: (02:59) Island wanted customers to educate potential buyers on their enterprise browser rather than having all content come directly from Island (03:21) The "rockstar treatment": Getting key customers on far-reaching c-level podcasts to talk about how they use Island's product (06:58) Carefully selecting the right customers who are comfortable on camera and charismatic (04:32) Helping customers craft their narrative and prep for podcast interviews to showcase Island effectively (19:12) Repurposing podcast clips across owned channels and for sales enablement (14:30) The difficulties of getting enterprise customers to publicly endorse a cybersecurity product (22:31) How this sets the foundation for future targeted ABM strategies Guest Bios: Jess Cook - Head of Content and Comms at Island, creator of the "That's Marketing Baby" podcast. Island provides the first enterprise web browser designed specifically for the workplace with built-in security, compliance and productivity tools.

In this solo episode, host Mason Cosby provides an in-depth definition of "Scrappy ABM" and how it differs from traditional account-based marketing approaches. He explains why starting with a scrappy, budget-friendly ABM strategy focused on people and processes is crucial for validation before investing heavily in technology and scaling. Best Moments: (03:10) Scrappy ABM is a revenue strategy centered around aligning marketing, sales and customer success on a targeted account list using existing resources for validation (08:17) It's focused on the fundamentals of good B2B marketing (personalization, distribution, messaging) tailored to specific high-value accounts (07:07) Your goal is to prove that ABM works for your business BEFORE investing hundreds of thousands in platforms and tech (09:25) ABM drives some of the highest ROI of any B2B marketing when executed correctly

In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited. Best Moments: (05:14) Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel. (08:11) Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities. (16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages. (19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions. (23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.

Is ABM a good fit for your biz? Sam talks to Mason Cosby, Founder @ Scrappy ABM They cover: 👉 What kind of b2b companies should be running ABM (Account Based Marketing)? 👉 Min budget or resources needed to run ABM effectively 👉 Some practical plays you can start from today 📌 Mason Cosby 📢 LinkedIn

In this episode of Scrappy ABM, host Mason Cosby is joined by guest Mike Rizzo, founder of MarketingOps.com, to discuss strategies for simplifying and streamlining marketing operations. They provide practical tips for auditing your tech stack, data, and workflows to identify what's working, what's not, and how to optimize your operations without breaking the bank. Best Moments: (02:59) Begin with the end in mind — define what success looks like for your campaigns and business before building out operations (04:05) Audit your data — review object properties to see what fields matter most and have accurate data (09:58) Create intentional processes around valuable data fields (17:41) Marketing ops focuses on the infrastructure to measure campaigns against hypotheses (20:27) Alignment comes from clearly defining metrics and goals across sales and marketing Guest Bio: Mike Rizzo is the founder of MarketingOps.com, a community and resource hub for marketing operations professionals. He also hosts the OpsCast podcast.

In this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough grasp of product-market fit, and an acknowledgment of longer sales cycles. You'll hear practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging triggers to engage potential clients. Additionally, Mason addresses prevalent misconceptions and pitfalls encountered in ABM execution, enriching listeners with insights garnered from his extensive experience in the field. Best Moments: (04:35) Common mistakes in implementing Account Based Marketing (08:46) ABM strategy and its implementation (15:14) Using data to target B2B leads with ABM (20:03) Unique triggers and data to personalize sales outreach (24:45) Using existing data to target potential clients (29:09) ABM strategies and growth with Mason Cosby

In this episode of Scrappy ABM, host Mason Cosby is joined by Trevor Grimes, Lead Content Strategist at Scrappy ABM, to discuss strategies for repurposing existing content assets to support account-based marketing programs. You'll get a practical playbook for taking inventory of current content and identifying opportunities to reuse and reframe it to fill gaps in the buyer's journey. Best Moments: (01:38) Exploring content repurposing for ABM programs (03:18) Mapping out content distribution strategy with Trevor Grimes (07:36) Maximizing content repurposing opportunities through podcasts (11:08) Repurposing content for ABM programs (21:08) Tips for creating marketing content on a budget (25:42) Overcoming roadblocks in content repurposing Guest Bio: Trevor Grimes is the lead content strategist at Scrappy ABM, where he builds robust ABM strategies on limited budgets. He brings creative problem-solving skills and an entrepreneurial mindset to content development.

In this episode, recorded on Demand Wars and hosted by Bolaji Oyejide, Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career. In the later part of the video, Mason Cosby discusses a scenario where a marketer has $1,000 a month to market a B2B product or service. Here are the steps Mason Cosby recommends: Mason Cosby also talks about the importance of qualitative data and active job search during the time you are building these long-term demand creation programs.

In this episode of Scrappy ABM, host Mason Cosby talks with Peter Mollins, CMO at SetSail, about how to develop effective feedback loops between sales and marketing teams. They discuss the importance of alignment on key definitions, goals, and processes to make collaboration easier. Best Moments: (00:05) Groundbreaking ABM approaches without breaking the bank (01:09) Effective Feedback Loops with Sales Teams (02:00) Tips for Sales and Marketing Alignment (03:50) Defining Account Progression Models for Effective Sales Feedback (05:24) Balancing Feedback Between Marketing and Sales (07:43) Importance of Feedback in Sales and Marketing Alignment (10:34) Feedback Loop Between Marketing and Sales (13:52) Building Trust Between Marketing and Sales Teams (16:11) Importance of Shared Definitions and Culture in Marketing and Sales Alignment (17:50) Building Effective Feedback Loops in Marketing Organizations (19:24) Effective Feedback Strategies for Product Improvement (21:56) Starting an ABM Program: Customer-Centric Approach (23:43) Discussion on the Importance of Asking Dumb Questions in Marketing Guest Bio: Peter Mollins is the CMO at SetSail, a data and AI solution for sales teams to capture insights from customer interactions and inform better sales conversations.

This episode focuses on building an ABM program for companies with limited resources using a 4-step framework. Mason Cosby is interviewed on the podcast Letterdrop, hosted by Parthi Loganathan. Mason Cosby argues that the future of revenue is inbound and that companies should focus on building long-term relationships with customers. He outlines a 4-step framework to get started with ABM: Mason Cosby also emphasizes the importance of understanding the buyer's journey and aligning your content with each stage of the journey.

In this episode of Scrappy ABM, host Mason Cosby interviews Sam Dunning, Founder of SEO agency Breaking B2B, as they dive into practical playbooks for effective Account-Based Marketing (ABM) and Search Engine Optimization (SEO) strategies. You will learn how to align SEO efforts with target account lists, avoid common mistakes in SEO campaigns, and create valuable ungated content for ABM. You will also hear key insights on keyword research, content creation, backlinking, and engaging target audiences through niche market strategies. This episode will also give you valuable tips on building an effective SEO strategy that resonates with potential clients and drives organic traffic. Key Discussion Points: (04:02) Common mistakes companies make with SEO for ABM (05:45) Researching high-intent keywords by understanding customer pain points (08:49) Creating niche long-tail content around your ideal customer profiles (16:25) Using an FAQ section on solution pages to rank higher (17:51) Guest posting and content swaps with partners to build links (26:52) Inviting target accounts onto your podcast to start relationships

In this episode of Scrappy ABM, host Mason Cosby interviews Trinity Nguyen, VP of Marketing at UserGems, about how to implement champion tracking to generate predictable pipeline from existing customers and prospects. Listeners will learn best practices for setting up champion tracking, including who to track, what sequences to use, how to distribute content, and key results from UserGems' program. Key discussion points: - What is champion tracking? - Track customers, users, champions as they move through careers - Re-engage when they join target/ICP accounts - Who UserGems tracks - Closed-won opportunity contacts - Admins and power users - Sequences used - 6 sequences segmented by past customer vs. prospect and role level - Key pipeline and revenue results - 16% of sales accepted pipeline - 23% of total closed-won revenue

Whether you're a seasoned marketer or new to the field, this episode is packed with wisdom and advice to elevate your ABM and content strategies. Join Steve Schmidt and Mason as they delve into the nuances of creating magnetic content that not only attracts but also retains the attention of your most valued accounts. Key Highlights: - Demystifying ABM - Mason breaks down the fundamentals of ABM, elucidating its significance in the B2B landscape and how it differs from traditional marketing approaches. Strategic Content Creation - Discover the art and science behind crafting content that resonates with specific accounts, driving engagement and fostering lasting relationships. Real-World Applications - Mason shares compelling case studies and real-life examples, illustrating the transformative impact of a well-executed ABM and content strategy. Practical Tips and Strategies - From identifying target accounts to measuring the success of your campaigns, gain actionable insights that you can implement in your own ABM endeavors. The Future of ABM and Content - Explore emerging trends and predictions for the future, ensuring your strategies remain cutting-edge and effective.

In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, an Account Manager at Terminus and host of the podcast "Account Based Beverages." They discuss a $0 budget account-based marketing playbook that uses a "lean coffee" style roundtable event to connect prospects and customers. Key Discussion Points: - What a lean coffee roundtable event is and how it works - Tips for determining who to invite to the roundtables - Planning considerations like timing and potential roadblocks - Why focusing deeply on researching just one target account can yield insights that apply more broadly

Hot takes are fun, but have you heard of Sour GTM SaaS takes? Tune in with Jason Hasenburg to find out if Mason Cosby can deliver critical insights while trying the sourest candies in the world! Mason's Sour Takes:

In this episode of Scrappy ABM, host Mason Cosby interviews Mike Montague, Head of Franchise Strategy at Sandler, about using buyer intent to create targeted marketing campaigns that accelerate the sales process. Listeners will learn Mike's framework for segmenting buyer intent into four categories and how to tailor messaging and content offers based on each intent. If you want a good laugh, go head over to Mike's comedic podcast, Playful Humans! Main Discussion Points: - There are 4 main buyer intents: Pain in the Present, Fear (Pain in the Future), Pleasure in the Present, Pleasure in the Future - Messaging focused on immediate pain drives the most conversions and sales meetings - Created targeted campaigns for each intent type with tailored messaging - Leveraged intent signals from content offer clicks to route contacts into appropriate nurture flows - Further segmented campaigns by DISC communication styles using AI to optimize messaging - Focus on buyer pain and interest is more effective than generic product-focused messaging - Carefully test messaging variations to uncover what best resonates with each segment