In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn.

Best Moments:

(00:31) Introduction to the playbook breakdown format for ABM strategies

(00:49) Overview of Lance's specific situation targeting enterprise insurance companies

(01:21) Why Mason's first ABM program failed by targeting CEOs directly

(01:57) Strategy of targeting manager and director levels instead of C-suite executives

(02:25) Rationale for targeting lower-level employees (more accessible, less flooded inboxes)

(03:13) Cost-effectiveness of targeting below C-suite level (lower CPMs)

(03:33) How to use bottom-up approach to eventually reach decision makers

(03:43) LinkedIn connection strategy and why starting lower increases acceptance rates

(04:39) Building pain awareness with end users who understand day-to-day challenges

(05:53) Implementation through LinkedIn advertising and social selling

(05:59) Suggested cadence of 20 connections per day across multiple accounts

(06:56) Importance of having conversion points like online workshops or events

(07:24) Follow-up strategy to encourage sharing content with higher-level decision makers