On Scrappy ABM, Mason Cosby shares a “so simple and it seems so impactful” playbook with Jeni Bishop from Cordial: literally celebrating your customers by submitting customers and prospects for awards. It started with customers and “innovation awards,” then moved to prospects through an event award program—because “it’s an incredible touch point.” The nomination email creates a joyous moment: “Congratulations, you’ve been nominated,” followed by a chance to reach out, congratulate them, and “send them a gift… a direct mail… a bottle of champagne… or a card.” The results show up as touchpoints, “brand affinity,” “brand advocates,” and “brand exposure”—while the advice remains clear: start small, keep a calendar, and prioritize “quality over quantity.”

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👤 Guest Bio

Jeni Bishop is the VP of Marketing and head of brand at Cordial. She shares a simple playbook: “We submitted our prospects for awards,” starting with customers and expanding to prospects through an event award program. She recommends starting with “free, simple event-based” awards and says the nomination email is “an incredible touch point.” Jeni points people to LinkedIn: “It’s just Jeni Bishop… Jeni said, “I like the ice cream.”

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📌 What We Cover

• “Literally celebrating your customers” by submitting customers and prospects for awards
• How it started with customers, “innovation awards,” and “fascinating use cases.”
• Choosing prospects: “What story did we have to tell?” and sales/team relationship input
• The nomination process: a “paragraph or two,” and a “wide range” of commitment levels
• The nomination email is “another touch point,” plus gifts, direct mail, and messages
• Results: “touchpoint is number one,” “brand affinity,” and “brand advocates.”
• Scaling: start with a calendar, but “quality over quantity” and avoid “robotic or scaled.”
• Advice: “Don’t start with paid awards… start with the free ones.”

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🔗 Resources Mentioned

• Cordial
• CommerceNext
• CommerceNext Days
• LinkedIn (find Jeni Bishop on LinkedIn)
• [email protected]
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

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