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
1

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.

In this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank.

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Best Moments:

(04:45) Discussing the target audience for Scrappy ABM's services

(09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well

(14:58) The importance of relevance and context in ABM outreach

(20:27) The hallmarks of a phenomenal ABM program

(28:29) The process of creating effective content for ABM campaigns

(34:31) Strategies for extracting subject matter expertise from SMEs for content creation

(44:31) The importance of covering various mediums (podcasts, webinars, events) for content creation

(50:50) The ideal criteria for organizations to implement ABM programs successfully

In this episode, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources.

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Best Moments:

(01:13) Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program

(05:17) Identifying target accounts using intent data, website activity, and partner insights from AWS

(08:06) Leveraging existing channels and content assets for ABM outreach and engagement

(14:21) Creating generative AI use case content to make the concept more tangible and actionable

(19:06) Measuring success through engagement metrics, pipeline, revenue, and account coverage

(22:46) Using different dashboards to report relevant KPIs to different internal audiences

(25:49) Roadblocks faced —including data management and alignment challenges

(28:10) Advice for building an ABM program — collaborate with sales, start small, and over-communicate

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Guest Bio:

Dina Otero is the VP of Demand Generation at MissionCloud, a premier AWS consulting partner. With over a decade of experience in B2B marketing, she is responsible for driving demand generation strategies, including account-based marketing, to fuel MissionCloud's growth.

In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).

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Best Moments:

(02:05) The importance of crawling before running in ABM

(07:51) Three core reasons why ABM programs fail

(11:02) Defining activation plays and their role in ABM

(13:18) The structure of activation play frameworks

(15:40) A closed-lost opportunity activation play example

(19:12) Practical examples of closed-lost reason segmentation and messaging

(28:09) A missed meeting activation play example

(29:20) Messaging strategies for missed meetings

(36:03) An event activation play example

(39:28) Messaging strategies for event activation plays

(42:33) Using sales context and ad engagement data to align sales and marketing

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Guest Bio:

Anna Tsymbalist is the Head of ABM at Influ2, where she has fueled a 123% growth in ABM-influenced revenue in her first year. In her previous role, she contributed to a $52.5 million Series B fundraising round through a 4x ARR growth.

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.

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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

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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.

In this episode of "Scrappy ABM," host Mason Cosby welcomes Dr. Jim Kanichirayil, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US.

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Best Moments:

(02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook

(03:11) Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific

(07:05) Their approach involved content-led outbound sprints focused on specific industries to understand the US market

(09:47) Spotlighting practitioners' expertise helped create conversations and build relationships

(12:32) Operating with genuine curiosity and making the buyer the "hero" led to high meeting booking and show rates

(15:22) Avoiding arbitrary territory sizes and targeting a small roster of named accounts allowed for deep focus

(21:03) Unexpected roadblocks: initial theories about target segments didn't pan out, leading to a pivot

(22:10) The importance of quickly executing and listening to buyers, rather than relying on unfounded theories

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Guest Bio:

Dr. Jim Kanichirayil is the VP of Growth at EngageRocket, a people analytics platform. With a pioneering mindset, he led the company's expansion into the US market using an innovative content-led outbound approach.

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.

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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 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.

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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, 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.

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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

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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.

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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

In this episode of "Scrappy ABM," host Mason Cosby is joined by AJ Wilcox, CEO of B2Linked, to discuss how to use LinkedIn ads for an account-based marketing program and generate tangible results.

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Best Moments:

(08:52) The power of Thought Leader Ads, which drive 10-15x higher engagement than regular company ads

(11:13) Using document ads with a "highlight reel" approach, treating them like carousels, to drive engagement

(15:54) LinkedIn's Conversions API and Revenue Attribution Report for closed-loop attribution

(18:53) Starting an ABM program on LinkedIn with a budget as low as $1,000 per month for a small audience

(20:13) The use of LinkedIn's Predictive Audiences and targeting by job function and seniority for better reach

(22:07) Potential roadblocks, such as accessing company lists and integrating with CRMs like HubSpot

(23:45) Upcoming beta allowing sales teams to feed their tagged prospects directly into LinkedIn ads

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Guest Bio:

AJ Wilcox is the CEO of B2Linked, a LinkedIn ads agency. He has over a decade of experience running LinkedIn ads, having spent over $150 million on the platform. AJ is an expert in leveraging LinkedIn for account-based marketing and helps brands achieve tangible results through targeted advertising.

In this episode, host Mason Cosby is joined by Adam Robinson, CEO of Retention and RB2B, to discuss practical playbooks for using RB2B to de-anonymize website traffic and convert leads.

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Best Moments:

(01:41) Adam Robinson explains what RB2B is — person-level website visitor identity for US web traffic

(03:05) Adam confirms the effectiveness of RB2B by sharing an experience from an earlier call

(05:25) Adam advises narrowing down website visitors to the ICP and doing 1-to-1 outreach through channels like email, LinkedIn, or phone

(08:17) Adam suggests acting quickly (within 24 hours) as intent decays exponentially

(10:41) Adam emphasizes the importance of acting quickly and using the same outreach methods as with regular leads

(12:07) Adam discusses variations of the RB2B playbook, such as using thought leadership ads, newsletters, or integrating with tools like Clay

(17:55) Adam addresses potential roadblocks (GDPR concerns and misconceptions about compliance)

(23:25) Adam highlights the importance of providing detailed playbooks to help people implement RB2B successfully

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Guest Bio:

Adam Robinson is the CEO of Retention and RB2B, a company that provides person-level website visitor identity for US traffic, allowing businesses to de-anonymize their website visitors and convert them into leads.

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.

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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.

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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.

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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

This episode of Scrappy ABM features host Mason Cosby interviewing Tomasz Maciejewski, a LinkedIn trainer, B2B consultant, and founder of Content Way. They discuss Tomasz's podcast playbook and ABM strategy for engaging potential clients through thought leadership content.

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Best Moments:

(01:53) How Tomasz identifies his ideal customer profile and target account list

(05:22) The account progression model Tomasz uses from awareness to conversion

(10:00) Distribution channels Tomasz utilizes like LinkedIn, his podcast, email, and guest posts

(11:59) Tracking account engagement through Sales Nav and Notion to know when to follow up

(25:22) Discussion on enabling prospects to self-educate on Tomasz's services through content

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Guest Bio:

Tomasz Maciejewski is a LinkedIn trainer, B2B consultant, and founder of Content Way based in Poland. He creates thought leadership content and hosts LinkedIn meetups and podcasts to educate the Polish market about sales and marketing best practices.

This episode of Scrappy ABM features a discussion between host Ariana Shannon, sales intel director of marketing, and guest Mason Cosby, founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank.

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Best Moments:

(08:39) Why some ABM programs fail — trying to rely on just one intent signal rather than layering multiple triggers

(09:51) Overview of different types of intent data that can be used, including news data, partner data, website intent, predictive intent, buyer intent, and review sites

(05:48) Using the 4D framework (data, distribution, destination, direction) to build out activation playbooks

(11:53) Prospecting campaigns like website re-engagement for visitors who previously hit key pages

(14:05) Opportunities for closed-lost accounts and stalled pipeline

(15:02) Customer retention and expansion campaigns

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Guest Bio:

Ariana Shannon: Director of Marketing at SalesIntel, focused on leveraging data and intent signals to create effective ABM campaigns.

In this episode of Scrappy ABM, host Mason Cosby interviews Parthi Loganathan, CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content planning.

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Best Moments:

(03:08) Setting goals for a marketing podcast — content engine vs account-based approach

(16:22) Defining the target listener persona in detail

(27:45) Driving podcast promotion through existing channels

(34:04) Developing a content strategy tied to product messaging

(37:50) Recommendations for improvement: offers, audience focus, measurement, and promotion

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Guest Bio:

Parthi Loganathan is CEO and Founder of Letterdrop, a software company selling marketing automation tools to B2B companies.

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.

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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

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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 walks through a website re-engagement playbook using the 4D framework of data, distribution, destination, and direction. Learn a step-by-step approach for re-engaging website visitors through targeted outreach campaigns with the goal of booking meetings and driving conversions.

Best Moments:

(04:06) Using free tools like RB2B, Warmly, and Factor.ai to collect website visitor data and trigger outreach

(07:33) Leveraging LinkedIn for distribution given RB2B provides visitor LinkedIn profiles

(09:53) Sending visitors to 3rd party comparison pages to build trust and position yourself as a helpful resource

(13:45) Tracking website visitors coming back to your site as an indicator of successful direction

In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal, Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally to gain alignment.

Best Moments:

(01:05) The challenge of inheriting a poorly set-up tech stack in a new organization

(02:39) Developing a go-to-market tech stack map with process flow and ownership views and tool responsibilities

(05:58) Forming a cross-functional ABM team and the importance of internal communication for buy-in

(08:32) Persuasion through credibility, audience-tailored messaging, and demonstrating value using tools like ChatGPT

(15:21) Setting realistic timelines for process completion — approximately a quarter

(16:26) Achieving cost savings by eliminating underused tools and building trust with the finance department

Guest Bio

Sarah Sehgal is the Director of Growth Marketing at OpenSesame, specializing in building scrappy and effective account-based marketing programs.

In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology.

Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.

In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.

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Best Moments:

(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy

(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input

(09:29) Starting with content mapped to different stages of the account progression model

(11:59) Using a digital salesroom to provide customized collateral to advance opportunities

(18:43) Attribution focused on joint success rather than who should get credit

(21:16) Ongoing alignment through regular check-ins between sales and marketing

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Guest Bios:

Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.

In this episode of Scrappy ABM, host Mason Cosby walks through building a complete account-based marketing (ABM) program for just $58/month. He outlines how to leverage free and low-cost tools like LinkedIn, podcast hosting platforms, and content editing software to target key accounts, build relationships with executives, and generate referrals.

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Best Moments:

(5:01) Identifying target accounts based on attributes like revenue, employee count, and technology stack

(6:57) Using LinkedIn to connect with executives at target accounts and book podcast interviews

(10:15) Creating an intake form and prep call to learn more about podcast guests

(13:39) Distributing clips from podcast interviews for guests to share on social media

(17:04) Following up over time on LinkedIn to stay top of mind and ask for referrals

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 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.

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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 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:

• Use LinkedIn Sales Navigator to target and connect with potential customers.
• Build an audience and nurture relationships with them.
• Once you have a pipeline built, use a daylong virtual conference to establish yourself as a thought leader and to educate potential customers.

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:

1. Data: Identify the right target audience.
2. Distribution: Choose the channels to reach your target audience.
3. Destination: Determine what content you will use to attract your target audience.
4. Direction: Track how your target audience is engaging with your content.

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, 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.

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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

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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.