Scrappy ABM

In this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.

Best Moments:

(01:31) Mason introduces himself and his experience with ABM

(02:33) The evolution of ABM since its buzzword days

(04:11) Common challenges and pain points in modern ABM

(08:25) How successful ABM programs contend with AI and self-service buying journeys

(11:17) The concept of "stacking signals" instead of scaling ABM

(16:32) What keeps Mason coming back to B2B MX events

(18:39) Preview of Mason's upcoming keynote at B2B MX East

(20:30) The future of ABM and what successful programs will look like

In this episode of B2B Revenue Leaders, host Dustin Tysick welcomes back Mason Cosby, founder of Scrappy ABM and head of partnerships at Guru Media Hub, for a deep dive into the world of podcasting.

Best Moments:

(01:20) Three types of podcasts: content engine, account-based, and public figure

(02:56) Measuring podcast success based on strategy and type

(05:13) Content engine podcasts and thought leadership curation

(08:07) Account-based podcasting and relationship building

(11:45) Common mistakes in podcast creation and measurement

(15:06) Measuring podcast success and its nebulous nature

(18:54) The importance of having subject matter experts as hosts

(23:34) Benefits and strategies for creating solo podcast episodes

(26:07) Repurposing existing content for podcasting

In this episode of Scrappy ABM, host Mason Cosby interviews Arianna Shannon, Director of Marketing and Brand at Sales Intel, about their customer enablement and education program. They discuss the creation of Sales Intel Academy, challenges in implementing the program, and strategies for building effective ABM programs.

Best Moments:

(00:02:02) Overview of Sales Intel's customer enablement program

(00:04:43) The creation of Sales Intel Academy

(00:08:05) Prioritizing audiences within customer accounts

(00:12:21) Distribution channels for customer communication

(00:14:41) Challenges in building the program

(00:16:55) Advice for building a first ABM program

Guest Bio:

Arianna Shannon is the Director of Marketing and Brand at Sales Intel. With a career focused on startups, she brings extensive experience in developing and implementing marketing strategies. At Sales Intel, Arianna plays a key role in creating customer enablement programs and leading initiatives like the Sales Intel Academy to enhance customer experience and success.

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 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.

========================================

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 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.

======================================

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

======================================

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 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.

================================

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 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.

==================================

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

==================================

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.

In this episode, host Mason Cosby shares a powerful playbook for converting podcast guests into clients or partners by leveraging story-based interviews. He dives into the strategy of using podcasts as a relationship-building tool, where guests are invited to share their personal stories, fostering trust and long-term connections.

==============================

Best Moments:

(01:16) Using story-driven interviews to connect with potential clients or partners, creating a foundation for future business relationships

(02:04) How "The Marketing Ladder" podcast serves as a model for story-based podcasting, helping guests share their career journeys and successes

(03:36) By focusing on talent acquisition and career stories, podcasts can build positive associations with target accounts, positioning the host as a connector in the industry

(04:24) Strategies for engaging with guests after the interview, including personalized follow-ups and content sharing to maintain the relationship

(06:09) Tips for selecting the type of stories that guests should share, ensuring it aligns with their experiences and the podcast's objectives

(07:54) The main objective of a story-based podcast — to build trust, which can lead to referrals, partnerships, and long-term business opportunities

(09:37) Discussing the enduring value of relationships built through genuine, story-centered conversations

(10:42) The importance of showing genuine care for guests and establishing oneself as a trustworthy partner