In this episode of Scrappy ABM, host Mason Cosby sits down with Evan Cox, marketing director, to discuss the crucial role of messaging in Account-Based Marketing (ABM). They explore how tailored messaging can significantly impact the success of ABM campaigns and share insights on creating effective, targeted content for specific accounts.

Best Moments:

(01:09) The importance of messaging in ABM strategy

(02:45) Differentiating messaging for concurrent campaigns

(03:24) The significance of clear brand messaging

(04:02) Adapting global messaging for specific ABM markets

(04:19) Example of tailored messaging for SAP customers

(05:32) Leveraging customer logos and testimonials

(06:15) Highlighting success and failure points in messaging

(07:16) The importance of iterative messaging refinement

(08:25) Using ABM programs to test and improve global messaging

In this episode of Scrappy ABM, host Mason Cosby discusses five key points that C-suite executives should understand about Account-Based Marketing (ABM). He provides insights on timelines, expectations, sales team challenges, leveraging existing resources, and the importance of leadership alignment in implementing successful ABM programs.

Best Moments:

(02:00) Realistic timelines and expectations for ABM results

(03:19) Challenges of transitioning inbound AEs to outbound ABM roles

(05:23) Overcoming the "lone wolf" sales mentality in ABM programs

(07:04) Leveraging existing resources to start an ABM program

(09:05) The crucial role of C-suite alignment in successful ABM implementation

In this episode of Scrappy ABM, host Mason Cosby interviews Cynthia Handal, Chief Marketing Officer of Simera, about international talent in the tech industry and her personal journey from Honduras to a successful career in the US.

Best Moments:

(02:09) Cynthia shares her background and passion for international talent

(11:25) Importance of setting clear expectations when hiring international talent

(15:36) Differences between hiring contractors and using an employer of record

(18:42) Challenges of finding health insurance for international team members

(19:33) Strategies for ensuring all team members feel valued, regardless of location

(22:39) Advice for companies considering hiring international talent

Guest Bio:

Cynthia Handal is the Chief Marketing Officer of Simera. Born and raised in Honduras, she transitioned from a career in real estate to the tech industry during the pandemic. Cynthia has experience as a BDR, account executive, and SDR manager. She is passionate about helping international talent find opportunities in the global job market and has grown her LinkedIn following to over 28,000 followers. Cynthia is an advocate for remote work and cultural diversity in the workplace.

In this Scrappy ABM holiday special, host Mason Cosby welcomes guest Brianna Doe to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts!

Best Moments:

(00:55) Introduction to the topic of aligning ABM programs with influencer marketing

(02:17) How to align influencers with brand goals from an audience perspective

(05:51) Transitioning from transactional to long-term influencer relationships

(09:39) Finding influencers that address your target audience

(15:44) The importance of authenticity in influencer partnerships

(19:15) Where influencers fit into an overall ABM program

(22:59) Integrating paid advertising with influencer marketing

Guest Bio:

Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com.

In this episode of Scrappy ABM, host Mason Cosby and guest Abhi Yadav from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively.

Best Moments:

(00:06) Introduction to Scrappy ABM and its focus on practical playbooks

(02:00) Overview of topics to be covered in the episode

(04:24) Defining ABM and its core principles

(04:56) Common reasons why ABM programs fail

(09:36) Aligning sales and marketing goals and time horizons

(14:53) The importance of data in ABM decision-making

(20:02) Structuring activation plays for ABM programs

(27:42) Examples of effective ABM plays and their implementation

(43:23) Maturing an ABM program beyond initial playbooks

(51:54) Strategies for building and prioritizing target account lists

Guest Bio:

Abhi Yadav is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby talks with Jessica Fewless, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.

Best Moments:

(01:24) Determining the right audience for ABM

(04:42) Segmenting the audience for targeted outreach

(08:45) Developing content for different stages of the buyer's journey

(14:38) Determining the best distribution channels for content

(16:48) Evaluating existing content for use in ABM programs

(19:52) Measuring success at various stages of ABM programs

(22:05) Common roadblocks in implementing ABM programs

(24:46) Parting wisdom for building a first ABM program

Guest Bio:

Jessica Fewless is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.

In this episode of Scrappy ABM, host Mason Cosby dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.

Best Moments:

(00:48) Overview of ABM and its components

(01:39) The one-page ABM program exercise

(03:09) Mason's background and company introduction

(04:08) Definition and breakdown of ABM

(07:37) Why ABM programs often fail

(10:37) The importance of product-market fit in ABM

(14:16) What sales teams want from marketing

(20:25) Balancing brand building and sales activation

(26:55) Operationalizing ABM partnerships

(35:36) The 4D framework for structuring ABM playbooks

(46:55) Three stages of ABM implementation

(49:34) Mason's personal ABM program breakdown

In this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.

Key Discussion Points:

(00:32) Introduction to the episode and its focus on building ABM programs

(01:21) The importance of implementing information learned in the episode

(03:24) Definition of ABM and the confusion surrounding various terms

(07:48) Three core reasons why ABM programs fail

(11:30) The overwhelming number of marketing tools available

(14:54) Introduction of the account progression model framework

(17:51) Step-by-step guide to building an ABM program framework

(24:48) Identifying gaps and optimizing existing programs

(26:12) Free resources for further learning about ABM

About the Signal Based Marketing Summit:

The Signal Based Marketing Summit is an event hosted by Signals, focusing on how marketers can listen, interpret, and engage buyer signals effectively. The summit brings together industry experts to share insights and strategies for leveraging buyer intent data to drive marketing success.

Note: This episode is a repurposed presentation from the Signal Based Marketing Summit, where Mason was a guest speaker.

In this informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.

Key Moments:

(02:48) How to determine and select target accounts for an ABM initiative.

(05:52) Best practices for choosing distribution channels to reach the target audience.

(11:03) Tips for creating content that resonates with specific accounts.

(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.

(25:33) Common challenges and unexpected roadblocks in ABM implementation.

(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools.

Guest Bio:

Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.

In this episode of Scrappy ABM, host Mason Cosby interviews Nick Zeckets, founder of Air Traffic Control, about launching a content-led Account-Based Marketing (ABM) program in just two weeks. They discuss the importance of content in ABM, sources of valuable data, effective distribution methods, and strategies for identifying and filling content gaps. Nick shares practical advice on overcoming common roadblocks and getting an ABM program off the ground quickly and efficiently.

Best Moments:

(01:21) How content is crucial to ABM programs

(05:58) Sources of data for ABM programs

(08:26) Effective content distribution methods

(12:52) Identifying and filling content gaps

(16:24) Common roadblocks in launching ABM programs

(19:03) Advice for getting an ABM program off the ground

Guest Bio:

Nick Zeckets is the founder of Air Traffic Control, a company that analyzes data to understand what content audiences are engaging with. Air Traffic Control helps businesses identify content gaps and create more relevant content for their ideal customers. With extensive experience in content strategy and ABM, Nick specializes in helping organizations launch effective, content-led ABM programs swiftly and successfully.