Scrappy ABM – Details, episodes & analysis

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

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 teams

Guest Bio

Corrina 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 shares budget-friendly strategies on how to effectively network and book meetings at events, even if you don’t have a speaking engagement.

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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

This episode was from a conversation between Matt Heinz and Mason Cosby on "ABM Maximum Results on a Minimal Budget".

Tune in to hear more about:

• Marketing and sales role in serving the revenue team
• Common reasons why marketing and sales don't operationally get along
• How companies can start aligning their marketing and sales teams
• Things to prioritize to drive short-term impact and the building blocks for long-term revenue impact

Topic #1 What is Scrappy ABM?

[06:41] In the basic sense, scrappy account-based marketing (ABM) is a no-frills version of traditional ABM. “Most b2b tech companies that I know, or b2b companies in general, have a CRM, they've got some form of marketing automation, they have the ability to get a list somehow, some way”, Mason says, “so when I think about it, that's what I'm getting to is [that] it's accessible. And it's not it is not cost prohibitive”.

Topic #2 Podcasts, LinkedIn: Tools for Reaching Targeted Accounts

[24:17] “So if you remember I said CRM, marketing automation and some way to build a list”, says Mason. Once you’ve got your tools for targeting accounts sorted, Mason cites multiple ways to build your lists.

Topic #3 Encountering Roadblocks to Scrappy ABM

[29:11] Mason encourages listeners to focus on direction rather than the details of the ‘how’. For example, when he bumped up against resistance to building a podcast, he decided to start doing it on his own, which resulted in the company he worked for benefiting hugely at little risk to him. This then resulted in buy-in from that organization as they could see the value, illustrating his message, that there are multiple ways to reach these goals. So, What's the One Thing You Can Do Today? Mason’s ‘one thing’ is simple: “Build your list”, says Mason, it’s the critical first step.

What's the benefit of being the least knowledgeable person in a room? It exposes you to the greatest opportunities for learning in your career.

In this episode, Mason Cosby discusses the advantages of surrounding yourself with a diverse range of networks, which can eventually lead to finding your tribe. He also recommends intentionally building a network on LinkedIn by sending out connection requests to targeted accounts and writing one's own obituary to live life in a way that aligns with career goals.

Mason started as an account executive at a parenting magazine in Mississippi before transforming into a marketing director for a FinTech company in the B2B tech SaaS space. He emphasizes the importance of accountability and the lifetime value of a customer.

His journey wasn't as smooth as it sounds; he was laid off due to the pandemic. But he sees every setback as a chance to stand taller and grow stronger, and he shares how he spent his time self-educating to make himself more employable.

Show Highlights:

1:44 A background on Mason's business


4:21 The first job that led to Mason's growth as a marketer

7:55 You're held accountable for the lifetime of the customer
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4:48 When Mason realized the importance of dedicating himself to self-education

20:15 Benefits of learning account-based marketing in the agency world

21:41 Difference between account-based and scrappy account-based marketing

23:08 ABM is not a strategy, it is a mindset

24:13 Why it's good to start your account-based program without any technology

34:31 The reason why sales and marketing are not aligned together

40:58 The 30, 60, and 90-day review with sales assembly

47:16 What should be the goal of every marketer in the first 90 days

48:13 Ways how to effectively track your success

52:10 Getting into the minds of people despite lack of experience as a CRO

56:14 How the LinkedIn community can help you find your tribe

58:55 The blessing of being the dumbest person in a group

1:08:10 Alternatives to starting a podcast and a script for how to reach out to cool people

1:14:14 Why it helps to start writing your obituary now

LINKS MENTIONED

Connect with Mason Cosby on:

LinkedIn: https://www.linkedin.com/in/masoncosby/


TikTok: https://www.tiktok.com/@marketingmason

The Marketing Ladder Podcast: https://podcasts.apple.com/us/podcast/the-marketing-ladder/id1596462333

Hero on a Mission: A Path to a Meaningful Life by Donald Miller
:

https://www.amazon.com/Hero-Mission-Path-Meaningful-Life/dp/1400226945

In this episode of "Scrappy ABM," host Mason Cosby is joined by Tyler Pleiss, the Growth Marketing Manager at Movable Ink. Together, they dive into Tyler's practical approach to building and scaling an account-based marketing (ABM) program from the ground up, without relying on expensive technology platforms.

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Best Moments:

(02:05) Tyler introduces Movable Ink, an email platform that provides personalization for B2C brands

(03:19) Defining account-based go-to-market and the key pillars of the strategy

(06:01) Using first and third-party data to prioritize accounts and align messaging

(10:48) The process of creating the targeted account list, involving cross-functional stakeholders

(16:04) The importance of collaboration in developing messaging and content for ABM campaigns

(19:00) Measuring success through KPIs and a framework for reporting on progress

(24:21) A specific win-back strategy being implemented, leveraging internal data insights

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Guest Bio:

Tyler Pleiss is the Growth Marketing Manager at Movable Ink, an email personalization platform for B2C brands. He is responsible for building and scaling the company's account-based marketing program from the ground up. Tyler is known for his insightful newsletter on ABM strategies and approaches, which offers practical advice and real-world experiences.

In this episode of Scrappy ABM, host Mason Cosby dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions.

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Best Moments:

(01:07) Mason reveals his three core channels for driving pipeline: LinkedIn organic posting, the Scrappy ABM podcast, and speaking at events

(03:55) Discussion on the impact of challenging market conditions in 2023 and the timeless value of education

(06:08) Mason explains how giving away valuable information for free positions his business as a trusted resource

(07:51) The "100 pennies" exercise: Mason allocates hypothetical resources across different go-to-market strategies

(15:56) Key takeaway: Prioritizing education, marketing, and customer-led approaches for scalable growth over the traditional, inefficient sales-led channels

In this episode of Scrappy ABM, host Mason Cosby is joined by ABM consultant Tania Saez to explore a practical playbook for executing a robust account-based marketing program using LinkedIn, email, and direct mail, specifically tailored for SMB and mid-market organizations.

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Best Moments:

(02:05) Finding your target audience through sales team input and data enrichment tools

(06:28) Leveraging LinkedIn, email, personalized videos, and direct mail as core ABM channels

(10:58) Tools like Vidyard for personalized videos and Snov.io for outbound sequencing

(14:33) Crafting content like event key takeaways, free consultancy sessions, checklists, and assessments for personalized outreach

(20:19) Measuring success via engagement metrics, meetings, opportunities, and revenue impact

(25:04) Starting small, scaling gradually, and operationalizing your ABM strategy

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Guest Bio:

Tania Saez is an ABM consultant who shares daily insights on LinkedIn, focusing on effective and practical ABM strategies. She helps organizations build and scale ABM programs with limited resources, making them accessible and impactful.