Scrappy ABM

This episode of Scrappy ABM features a discussion between host Ariana Shannon, sales intel director of marketing, and guest Mason Cosby, founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank.

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Best Moments:

(08:39) Why some ABM programs fail — trying to rely on just one intent signal rather than layering multiple triggers

(09:51) Overview of different types of intent data that can be used, including news data, partner data, website intent, predictive intent, buyer intent, and review sites

(05:48) Using the 4D framework (data, distribution, destination, direction) to build out activation playbooks

(11:53) Prospecting campaigns like website re-engagement for visitors who previously hit key pages

(14:05) Opportunities for closed-lost accounts and stalled pipeline

(15:02) Customer retention and expansion campaigns

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Guest Bio:

Ariana Shannon: Director of Marketing at SalesIntel, focused on leveraging data and intent signals to create effective ABM campaigns.

In this episode of Scrappy ABM, host Mason Cosby interviews Parthi Loganathan, CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content planning.

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Best Moments:

(03:08) Setting goals for a marketing podcast — content engine vs account-based approach

(16:22) Defining the target listener persona in detail

(27:45) Driving podcast promotion through existing channels

(34:04) Developing a content strategy tied to product messaging

(37:50) Recommendations for improvement: offers, audience focus, measurement, and promotion

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Guest Bio:

Parthi Loganathan is CEO and Founder of Letterdrop, a software company selling marketing automation tools to B2B companies.

In this episode of Scrappy ABM, host Mason Cosby walks through a website re-engagement playbook using the 4D framework of data, distribution, destination, and direction. Learn a step-by-step approach for re-engaging website visitors through targeted outreach campaigns with the goal of booking meetings and driving conversions.

Best Moments:

(04:06) Using free tools like RB2B, Warmly, and Factor.ai to collect website visitor data and trigger outreach

(07:33) Leveraging LinkedIn for distribution given RB2B provides visitor LinkedIn profiles

(09:53) Sending visitors to 3rd party comparison pages to build trust and position yourself as a helpful resource

(13:45) Tracking website visitors coming back to your site as an indicator of successful direction

In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal, Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally to gain alignment.

Best Moments:

(01:05) The challenge of inheriting a poorly set-up tech stack in a new organization

(02:39) Developing a go-to-market tech stack map with process flow and ownership views and tool responsibilities

(05:58) Forming a cross-functional ABM team and the importance of internal communication for buy-in

(08:32) Persuasion through credibility, audience-tailored messaging, and demonstrating value using tools like ChatGPT

(15:21) Setting realistic timelines for process completion — approximately a quarter

(16:26) Achieving cost savings by eliminating underused tools and building trust with the finance department

Guest Bio

Sarah Sehgal is the Director of Growth Marketing at OpenSesame, specializing in building scrappy and effective account-based marketing programs.

In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology.

Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.

In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.

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Best Moments:

(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy

(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input

(09:29) Starting with content mapped to different stages of the account progression model

(11:59) Using a digital salesroom to provide customized collateral to advance opportunities

(18:43) Attribution focused on joint success rather than who should get credit

(21:16) Ongoing alignment through regular check-ins between sales and marketing

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Guest Bios:

Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.

In this episode of Scrappy ABM, host Mason Cosby walks through building a complete account-based marketing (ABM) program for just $58/month. He outlines how to leverage free and low-cost tools like LinkedIn, podcast hosting platforms, and content editing software to target key accounts, build relationships with executives, and generate referrals.

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Best Moments:

(5:01) Identifying target accounts based on attributes like revenue, employee count, and technology stack

(6:57) Using LinkedIn to connect with executives at target accounts and book podcast interviews

(10:15) Creating an intake form and prep call to learn more about podcast guests

(13:39) Distributing clips from podcast interviews for guests to share on social media

(17:04) Following up over time on LinkedIn to stay top of mind and ask for referrals

In this episode of Scrappy ABM, host Mason Cosby interviews Mary Keogh, Director of Product and Content Marketing at CoLab, about an account-based marketing (ABM) and demand generation playbook she ran for an early-stage SaaS startup. They discuss identifying bottlenecks in the business, building a targeted playbook with limited resources, generating pipeline and revenue, and key lessons learned.

Best Moments:

(10:27) "We saw tons of leads coming in, and within maybe 5 to 6 months of running the playbook, we have 8 million in pipeline"

(15:19) Only needing 2 customers a month with a $20-30k ACV to get a 3-4x ROI on a $15k/month ad spend budget

(23:38) In 6 months, generated $1 million in revenue from the account-based marketing program, an 11x ROI on the ad spend

(25:34) "Make sure you have those fundamentals super, super solid. And what I define as marketing fundamentals is, like, STP, segmentation targeting positioning, classic marketing stuff, and all of that has to be predicated by a customer research"

Guest Bio:

Mary Keogh is the Director of Product and Content Marketing at CoLab, co-host of The Purposeful Marketing podcast

In this episode of Scrappy ABM, host Mason Cosby discusses building an effective account-based marketing (ABM) strategy using an account progression model. He outlines the key stages of an account progression model and how to align them with the 4D framework (data, distribution, destination, direction) to create a repeatable ABM program.

Best Moments:

(02:17) Difference between contact-focused lead scoring models and account-based models

(04:37) Stages of the account progression model: awareness, initial engagement, meaningful engagement, reengagement, sales qualification, opportunity

(05:03) Defining goals and transitions for each stage

(08:30) Tailoring account progression model to your sales cycle

(10:50) Following up with accounts after meaningful engagement

(12:57) Qualifying accounts/contacts even after initial call is booked

(16:50) Building playbooks for each stage of model aligned with 4D framework

(17:29) Phasing roll out of account progression model

In this episode of Scrappy ABM, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a small pilot program, repurposing existing marketing content, and gaining buy-in from sales.

Best Moments:

(01:05) Discussion on whiteboard account progression in ABM

(01:41) Understanding account based marketing through whiteboard mapping

(02:59) Color coordination and account progression model

(07:16) Utilizing existing content for ABM success

(09:25) Manual account-based marketing approach

(10:37) Manual execution and lack of dedicated resources in ABM

(13:02) Challenges faced in account progression model implementation

(15:28) Challenges of implementing account-based marketing in financial services

(19:30) The journey of implementing an ABM program

(20:36) Importance of early results in account-based marketing

(22:31) Launching an ABM program in a long sales cycle environment

Guest Bio:

Kacyn Goranson is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.