Scrappy ABM

In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs.

Best Moments:

(02:04) Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting

(07:02) Distribution - The channels used to reach your accounts, including email, phone calls, and social media

(07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution

(08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up

In this episode of Scrappy ABM, host Mason Cosby interviews Jess Cook, Head of Content & Comms at Island and Co-host of That's Marketing, Baby, about using a podcast to create a "rockstar experience" for key customers. They discuss how Island helped select customers get on high-profile C-suite podcasts to share their stories and advocate for Island's enterprise browser product.

Best Moments:

(02:59) Island wanted customers to educate potential buyers on their enterprise browser rather than having all content come directly from Island

(03:21) The "rockstar treatment": Getting key customers on far-reaching c-level podcasts to talk about how they use Island's product

(06:58) Carefully selecting the right customers who are comfortable on camera and charismatic

(04:32) Helping customers craft their narrative and prep for podcast interviews to showcase Island effectively

(19:12) Repurposing podcast clips across owned channels and for sales enablement

(14:30) The difficulties of getting enterprise customers to publicly endorse a cybersecurity product

(22:31) How this sets the foundation for future targeted ABM strategies

Guest Bios:

Jess Cook - Head of Content and Comms at Island, creator of the "That's Marketing Baby" podcast. Island provides the first enterprise web browser designed specifically for the workplace with built-in security, compliance and productivity tools.

In this solo episode, host Mason Cosby provides an in-depth definition of "Scrappy ABM" and how it differs from traditional account-based marketing approaches. He explains why starting with a scrappy, budget-friendly ABM strategy focused on people and processes is crucial for validation before investing heavily in technology and scaling.

Best Moments:

(03:10) Scrappy ABM is a revenue strategy centered around aligning marketing, sales and customer success on a targeted account list using existing resources for validation

(08:17) It's focused on the fundamentals of good B2B marketing (personalization, distribution, messaging) tailored to specific high-value accounts

(07:07) Your goal is to prove that ABM works for your business BEFORE investing hundreds of thousands in platforms and tech

(09:25) ABM drives some of the highest ROI of any B2B marketing when executed correctly

In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited.

Best Moments:

(05:14) Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel.

(08:11) Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities.

(16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.

(19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.

(23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.

Is ABM a good fit for your biz?

Sam talks to Mason Cosby, Founder @ Scrappy ABM

They cover:

👉 What kind of b2b companies should be running ABM (Account Based Marketing)?

👉 Min budget or resources needed to run ABM effectively

👉 Some practical plays you can start from today

📌 Mason Cosby

📢 LinkedIn

In this episode of Scrappy ABM, host Mason Cosby is joined by guest Mike Rizzo, founder of MarketingOps.com, to discuss strategies for simplifying and streamlining marketing operations. They provide practical tips for auditing your tech stack, data, and workflows to identify what's working, what's not, and how to optimize your operations without breaking the bank.

Best Moments:

(02:59) Begin with the end in mind — define what success looks like for your campaigns and business before building out operations

(04:05) Audit your data — review object properties to see what fields matter most and have accurate data

(09:58) Create intentional processes around valuable data fields

(17:41) Marketing ops focuses on the infrastructure to measure campaigns against hypotheses

(20:27) Alignment comes from clearly defining metrics and goals across sales and marketing

Guest Bio:

Mike Rizzo is the founder of MarketingOps.com, a community and resource hub for marketing operations professionals. He also hosts the OpsCast podcast.

In this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough grasp of product-market fit, and an acknowledgment of longer sales cycles.

You'll hear practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging triggers to engage potential clients. Additionally, Mason addresses prevalent misconceptions and pitfalls encountered in ABM execution, enriching listeners with insights garnered from his extensive experience in the field.

Best Moments:

(04:35) Common mistakes in implementing Account Based Marketing

(08:46) ABM strategy and its implementation

(15:14) Using data to target B2B leads with ABM

(20:03) Unique triggers and data to personalize sales outreach

(24:45) Using existing data to target potential clients

(29:09) ABM strategies and growth with Mason Cosby

In this episode of Scrappy ABM, host Mason Cosby is joined by Trevor Grimes, Lead Content Strategist at Scrappy ABM, to discuss strategies for repurposing existing content assets to support account-based marketing programs. You'll get a practical playbook for taking inventory of current content and identifying opportunities to reuse and reframe it to fill gaps in the buyer's journey.

Best Moments:

(01:38) Exploring content repurposing for ABM programs

(03:18) Mapping out content distribution strategy with Trevor Grimes

(07:36) Maximizing content repurposing opportunities through podcasts

(11:08) Repurposing content for ABM programs

(21:08) Tips for creating marketing content on a budget

(25:42) Overcoming roadblocks in content repurposing

Guest Bio:

Trevor Grimes is the lead content strategist at Scrappy ABM, where he builds robust ABM strategies on limited budgets. He brings creative problem-solving skills and an entrepreneurial mindset to content development.

In this episode, recorded on Demand Wars and hosted by Bolaji Oyejide, Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career.

In the later part of the video, Mason Cosby discusses a scenario where a marketer has $1,000 a month to market a B2B product or service. Here are the steps Mason Cosby recommends:

• Use LinkedIn Sales Navigator to target and connect with potential customers.
• Build an audience and nurture relationships with them.
• Once you have a pipeline built, use a daylong virtual conference to establish yourself as a thought leader and to educate potential customers.

Mason Cosby also talks about the importance of qualitative data and active job search during the time you are building these long-term demand creation programs.

In this episode of Scrappy ABM, host Mason Cosby talks with Peter Mollins, CMO at SetSail, about how to develop effective feedback loops between sales and marketing teams. They discuss the importance of alignment on key definitions, goals, and processes to make collaboration easier.

Best Moments:

(00:05) Groundbreaking ABM approaches without breaking the bank

(01:09) Effective Feedback Loops with Sales Teams

(02:00) Tips for Sales and Marketing Alignment

(03:50) Defining Account Progression Models for Effective Sales Feedback

(05:24) Balancing Feedback Between Marketing and Sales

(07:43) Importance of Feedback in Sales and Marketing Alignment

(10:34) Feedback Loop Between Marketing and Sales

(13:52) Building Trust Between Marketing and Sales Teams

(16:11) Importance of Shared Definitions and Culture in Marketing and Sales Alignment

(17:50) Building Effective Feedback Loops in Marketing Organizations

(19:24) Effective Feedback Strategies for Product Improvement

(21:56) Starting an ABM Program: Customer-Centric Approach

(23:43) Discussion on the Importance of Asking Dumb Questions in Marketing

Guest Bio:

Peter Mollins is the CMO at SetSail, a data and AI solution for sales teams to capture insights from customer interactions and inform better sales conversations.