Scrappy ABM

In this episode of "Scrappy ABM," host Mason Cosby welcomes Dr. Jim Kanichirayil, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US.

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Best Moments:

(02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook

(03:11) Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific

(07:05) Their approach involved content-led outbound sprints focused on specific industries to understand the US market

(09:47) Spotlighting practitioners' expertise helped create conversations and build relationships

(12:32) Operating with genuine curiosity and making the buyer the "hero" led to high meeting booking and show rates

(15:22) Avoiding arbitrary territory sizes and targeting a small roster of named accounts allowed for deep focus

(21:03) Unexpected roadblocks: initial theories about target segments didn't pan out, leading to a pivot

(22:10) The importance of quickly executing and listening to buyers, rather than relying on unfounded theories

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Guest Bio:

Dr. Jim Kanichirayil is the VP of Growth at EngageRocket, a people analytics platform. With a pioneering mindset, he led the company's expansion into the US market using an innovative content-led outbound approach.

In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins.

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Best Moments:

(05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events.

(06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts.

(07:05) Why events are amazing for ABM programs: they are target-rich environments.

(10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction.

(11:18) Playbook 1: Pre-Event Outreach and Meeting Setup.

(16:50) Playbook 2: Speaking Engagements and Content Distribution.

(21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot).

(30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events.

(45:10) The importance of giving away expertise and building trust at events.

In this episode, host Mason Cosby is joined by Brandee Sanders, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources.

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Best Moments:

(03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and sales alignment

(09:14) Avoiding shiny object syndrome and focusing on decisiveness when starting an ABM program

(11:13) Setting clear expectations and goals with sales, customer success, and product teams for a successful ABM

initiative

(16:45) The importance of creating a high-trust environment for ABM to thrive, with collaborative leadership and change management

(20:06) Low-trust environments and their negative impact on ABM success, often leading to analysis paralysis

(25:07) The difficulty of transitioning from low-trust to high-trust environments and the lessons learned from challenging experiences

(28:02) Recognizing that implementing ABM involves organizational change and potential conflict, but the goal should be fighting the problem together, not each other

(31:09) The extraordinary payoffs of engaging in a high-trust environment with cross-functional collaboration for ABM

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Guest Bio:

Brandee Sanders is an award-winning CMO (now at Apromore) and CRO with over 10 years of experience building incredible ABM programs across various organizations. She shares her insights on overcoming analysis paralysis, fostering trust and alignment between teams, and achieving success with limited resources.

In this episode, host Mason Cosby shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers.

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Best Moments:

(01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months

(04:02) Positioning yourself, engaging buyers, and engaging the community

(05:10) The "Condensed Connections, Comments, Content, Community" framework

(09:11) Defining your personal and professional identity for your personal brand

(10:23) Condensing your brand into consistent personality traits

(11:33) Mason's approach to personal branding: founder, family man, and supporting traits

(13:39) Questions to ask yourself when defining your professional identity

(18:55) Tactics for connecting with prospects, opportunities, customers, and team members on LinkedIn

(26:28) The importance of commenting on influencers' posts to engage their audiences

(29:09) Determining what to talk about on social media and the 3-1-1 content strategy

(35:55) The role of community in personal branding and finding interesting offline activities to share online

In this episode of "Scrappy ABM," host Mason Cosby is joined by AJ Wilcox, CEO of B2Linked, to discuss how to use LinkedIn ads for an account-based marketing program and generate tangible results.

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Best Moments:

(08:52) The power of Thought Leader Ads, which drive 10-15x higher engagement than regular company ads

(11:13) Using document ads with a "highlight reel" approach, treating them like carousels, to drive engagement

(15:54) LinkedIn's Conversions API and Revenue Attribution Report for closed-loop attribution

(18:53) Starting an ABM program on LinkedIn with a budget as low as $1,000 per month for a small audience

(20:13) The use of LinkedIn's Predictive Audiences and targeting by job function and seniority for better reach

(22:07) Potential roadblocks, such as accessing company lists and integrating with CRMs like HubSpot

(23:45) Upcoming beta allowing sales teams to feed their tagged prospects directly into LinkedIn ads

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Guest Bio:

AJ Wilcox is the CEO of B2Linked, a LinkedIn ads agency. He has over a decade of experience running LinkedIn ads, having spent over $150 million on the platform. AJ is an expert in leveraging LinkedIn for account-based marketing and helps brands achieve tangible results through targeted advertising.

In this episode, host Mason Cosby is joined by Adam Robinson, CEO of Retention and RB2B, to discuss practical playbooks for using RB2B to de-anonymize website traffic and convert leads.

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Best Moments:

(01:41) Adam Robinson explains what RB2B is — person-level website visitor identity for US web traffic

(03:05) Adam confirms the effectiveness of RB2B by sharing an experience from an earlier call

(05:25) Adam advises narrowing down website visitors to the ICP and doing 1-to-1 outreach through channels like email, LinkedIn, or phone

(08:17) Adam suggests acting quickly (within 24 hours) as intent decays exponentially

(10:41) Adam emphasizes the importance of acting quickly and using the same outreach methods as with regular leads

(12:07) Adam discusses variations of the RB2B playbook, such as using thought leadership ads, newsletters, or integrating with tools like Clay

(17:55) Adam addresses potential roadblocks (GDPR concerns and misconceptions about compliance)

(23:25) Adam highlights the importance of providing detailed playbooks to help people implement RB2B successfully

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Guest Bio:

Adam Robinson is the CEO of Retention and RB2B, a company that provides person-level website visitor identity for US traffic, allowing businesses to de-anonymize their website visitors and convert them into leads.

This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring success.

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Best Moments:

(01:15) Topic: Wiping out pipeline anxiety with signal-based ABM

(03:27) Setting the context and goals for the discussion

(06:42) Laying the groundwork for an ABM program (headcount, conversations, etc.)

(11:06) Choosing the right signals to go after and aligning the team

(17:00) What an MVP ABM program looks like

(21:29) Measuring success and attributing efforts to ABM vs demand gen

(27:01) Initial channels and tactics to use for an ABM program

(32:37) Scaling an ABM program without increasing headcount

(37:41) Balancing overall demand gen and ABM efforts

(44:49) Using media channels like YouTube, Bright Talk, content syndication for ABM

This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.

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Best Moments:

(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams

(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way

(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool

(16:03) Building human connections with customers through on-site visits to make it easier to ask for content

(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging

In this episode, host Mason Cosby dives into effective event activation strategies to generate revenue. Listeners can expect to learn practical tactics to capture attendee data, distribute relevant content, direct people to next steps, and track engagement to convert event connections into sales pipeline opportunities.

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Best Moments:

(02:52) Speaking at events makes conversion easier since you have the microphone and full attention of the audience

(05:08) Ways to capture attendee data even without lead scanning capabilities

(09:02) Leverage the event app, LinkedIn connections, and in-person interactions to distribute follow-up messaging

(11:36) Direct attendees to logical next step content like your podcast to keep them engaged

(13:28) Tracking metrics like QR code scans, LinkedIn connections, and meetings booked

(15:19) The importance of compelling content that solves audience problems to facilitate further engagement

This episode of Scrappy ABM features host Mason Cosby interviewing Tomasz Maciejewski, a LinkedIn trainer, B2B consultant, and founder of Content Way. They discuss Tomasz's podcast playbook and ABM strategy for engaging potential clients through thought leadership content.

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Best Moments:

(01:53) How Tomasz identifies his ideal customer profile and target account list

(05:22) The account progression model Tomasz uses from awareness to conversion

(10:00) Distribution channels Tomasz utilizes like LinkedIn, his podcast, email, and guest posts

(11:59) Tracking account engagement through Sales Nav and Notion to know when to follow up

(25:22) Discussion on enabling prospects to self-educate on Tomasz's services through content

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Guest Bio:

Tomasz Maciejewski is a LinkedIn trainer, B2B consultant, and founder of Content Way based in Poland. He creates thought leadership content and hosts LinkedIn meetups and podcasts to educate the Polish market about sales and marketing best practices.