In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.

Best Moments:

• (01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business
• (01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition
• (02:24) Why narrowing down from “retail brands” to specific store types is crucial
• (03:06) Recommendation to focus on geographic regions to make targeting more manageable
• (03:43) Suggestion to showcase before/after store transformations as compelling content
• (04:24) Benefits of narrowing the target list to a manageable 50 companies
• (05:04) Personal example of directly texting prospects identified as best-fit customers
• (05:56) Recommendation to segment by organization size and specific roles
• (06:32) Strategy to focus on geographic-based programs with in-person demonstrations
• (07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services.

Best Moments:

• (00:32) Introduction to the newsletter audience program breakdown format
• (00:50) Overview of Liana’s ICP, service, and goals
• (01:02) Need for greater specificity in defining the target ICP
• (01:35) Recommendation to narrow down “retail brands” to specific retail sectors
• (02:20) Importance of identifying where the target audience “lives”
• (03:03) Suggestion for showcasing before/after store walkthrough content
• (03:51) Strategy for narrowing target list to a manageable number (around 50 companies)
• (04:14) Leveraging existing customer relationships for referrals
• (05:24) Value of geographical segmentation for in-person demonstrations
• (06:30) Final recommendations on list size and targeting approach
• (06:53) Invitation to subscribe to the Scrappy ABM newsletter

In this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.

Best Moments:

• (00:32) Introduction to Jimmy's ABM playbook submission
• (00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue
• (01:37) Mason’s first recommendation: Focus on one geo and one industry at a time
• (04:05) Strategy for targeting companies with AI governance programs through event panels
• (05:33) Insights on positioning an AI governance platform to solve compliance challenges
• (06:51) Recommendation to focus on healthcare or financial services verticals
• (07:07) Advice on targeting approach: start with influencers and work up to executives

In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.

Best Moments:

(00:32) Introduction to Melissa's specific account-based marketing challenge

(01:28) Addressing potential data silo issues in large organizations

(01:48) Overcoming sales compensation challenges for cross-selling

(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings

(03:29) Leveraging existing customer relationships to lower customer acquisition costs

(03:47) Creating compelling offers like "covering the first trip" for construction crews

(04:18) Using a product-led growth approach for service offerings

(05:33) Integrating cross-sell opportunities during the card onboarding process

(06:41) Utilizing news triggers to identify construction projects and expansion opportunities

(08:09) Summary of four key strategies to implement the cross-sell program

In this episode of Scrappy ABM, host Mason Cosby analyzes an ABM program request from Brianna, who is targeting manufacturing companies with an industrial sports medicine solution. The episode provides practical guidance on refining ICP targeting and using trigger events to create empathetic outreach that converts to sales meetings.

Best Moments:

(00:10) Introduction to the Scrappy ABM podcast format and purpose

(00:49) Brianna's ABM challenge overview - targeting manufacturing companies with injury prevention solutions

(01:16) Why niche vertical-specific products excel with ABM programs

(01:43) Suggestions for narrowing and refining the ICP beyond "$100M+ companies"

(02:23) Using news about workplace incidents as potential triggers for outreach

(02:33) Tool recommendation: Boost Ideal for monitoring news/signals specific to target accounts

(03:31) How to approach trigger-based outreach with empathy rather than opportunism

(04:23) Building trust through providing helpful resources before pitching solutions

(05:16) Strategy for navigating empathy vs. authority in sales outreach

(05:52) Conversion math: targeting 200 accounts to achieve 15 sales meetings (7.5% conversion)

(06:58) Information about the Scrappy ABM newsletter for more weekly playbooks

In this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators.

Best Moments:

(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space

(01:19) The importance of leveraging FedRAMP authorization as a market differentiator

(02:11) Developing an "onlyness statement" based on unique value propositions

(02:39) How to identify your true differentiators by asking customers why they buy

(03:30) Using the account progression model to highlight specific problems you solve

(04:58) Creating buyer enablement content to help champions sell internally

(05:40) Warning against claiming "onlyness" publicly without true differentiation

(07:29) Recommendation to focus on one department (HR, procurement, or legal) initially

In this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users.

Best Moments:

(00:32) Introduction to the ABM program breakdown format based on listener submissions

(00:47) Overview of Lacey's submission: ICP, product, and goals

(01:17) Critique that the current ICP isn't specific enough for effective ABM

(02:34) Need to narrow down company size focus based on where they provide the most value

(03:18) Recommendation to target companies with small finance teams in growth stages

(04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions

(05:01) Importance of creating hyper-focused messaging based on specific customer profiles

(06:01) Mason shares his own company's highly specific ICP as an example

(07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors

(08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter

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

In this episode of Scrappy ABM, host Mason Cosby breaks down a specific ABM strategy for a listener named Seth who is targeting independent financial advisors with a new custodial platform. Mason provides practical, budget-friendly approaches to overcome the challenges of marketing to small business owners, with a particular focus on data sourcing and building awareness for a new market offering.

Best Moments:

(01:21) Introduction to Seth's scenario: targeting independent financial advisors with a custodial platform

(01:57] Challenge of data sourcing for independent businesses and small business owners

(03:07) Strategy #1: Leveraging associations for data access and community building

(04:11) Strategy #2: Creating a niche podcast with 70-80% booking success rate for awareness building

(05:44) Conversion potential from podcast guests to customers based on real examples

(07:04) Using podcasting as market research for early-stage products that may evolve

(08:15) Final recommendation: Focus on 2-3 associations plus launching a targeted podcast

Mason shares his own success metrics, noting that 25% of their current client base appeared on their podcast in the past year, and about 50% of customers were podcast listeners for approximately a year before converting, demonstrating the relationship-building potential of this approach.

In this episode of Scrappy ABM, host Mason Cosby sits down with David Oliva, General Manager of Organomation, to discuss how he leveraged podcasting as an account-based marketing (ABM) tool in the scientific instrumentation industry. David shares how his podcast strategy helped engage key prospects, build industry relationships, and drive measurable business results.

Best Moments

(01:21) Why Organomation launched a podcast for ABM

(05:13) Breaking down the affordable podcast setup process

(07:55) How David finds and secures podcast guests

(12:14) Turning podcast guests into sales conversations

(15:50) Podcasting’s impact on industry visibility and networking

(17:44) Success metrics and business impact from the podcast

(19:23) David’s advice for companies considering podcasting for ABM

David's insights offer a practical playbook for anyone looking to incorporate podcasting into their ABM strategy—especially in niche B2B industries like scientific equipment and laboratory solutions.