Scrappy ABM

This episode focuses on building an ABM program for companies with limited resources using a 4-step framework. Mason Cosby is interviewed on the podcast Letterdrop, hosted by Parthi Loganathan.

Mason Cosby argues that the future of revenue is inbound and that companies should focus on building long-term relationships with customers. He outlines a 4-step framework to get started with ABM:

1. Data: Identify the right target audience.
2. Distribution: Choose the channels to reach your target audience.
3. Destination: Determine what content you will use to attract your target audience.
4. Direction: Track how your target audience is engaging with your content.

Mason Cosby also emphasizes the importance of understanding the buyer's journey and aligning your content with each stage of the journey.

In this episode of Scrappy ABM, host Mason Cosby interviews Sam Dunning, Founder of SEO agency Breaking B2B, as they dive into practical playbooks for effective Account-Based Marketing (ABM) and Search Engine Optimization (SEO) strategies. You will learn how to align SEO efforts with target account lists, avoid common mistakes in SEO campaigns, and create valuable ungated content for ABM.

You will also hear key insights on keyword research, content creation, backlinking, and engaging target audiences through niche market strategies. This episode will also give you valuable tips on building an effective SEO strategy that resonates with potential clients and drives organic traffic.

Key Discussion Points:

(04:02) Common mistakes companies make with SEO for ABM

(05:45) Researching high-intent keywords by understanding customer pain points

(08:49) Creating niche long-tail content around your ideal customer profiles

(16:25) Using an FAQ section on solution pages to rank higher

(17:51) Guest posting and content swaps with partners to build links

(26:52) Inviting target accounts onto your podcast to start relationships

In this episode of Scrappy ABM, host Mason Cosby interviews Trinity Nguyen, VP of Marketing at UserGems, about how to implement champion tracking to generate predictable pipeline from existing customers and prospects. Listeners will learn best practices for setting up champion tracking, including who to track, what sequences to use, how to distribute content, and key results from UserGems' program.

Key discussion points:

- What is champion tracking?

- Track customers, users, champions as they move through careers

- Re-engage when they join target/ICP accounts

- Who UserGems tracks

- Closed-won opportunity contacts

- Admins and power users

- Sequences used

- 6 sequences segmented by past customer vs. prospect and role level

- Key pipeline and revenue results

- 16% of sales accepted pipeline

- 23% of total closed-won revenue

Whether you're a seasoned marketer or new to the field, this episode is packed with wisdom and advice to elevate your ABM and content strategies. Join Steve Schmidt and Mason as they delve into the nuances of creating magnetic content that not only attracts but also retains the attention of your most valued accounts.

Key Highlights:

- Demystifying ABM - Mason breaks down the fundamentals of ABM, elucidating its significance in the B2B landscape and how it differs from traditional marketing approaches.

Strategic Content Creation - Discover the art and science behind crafting content that resonates with specific accounts, driving engagement and fostering lasting relationships.

Real-World Applications - Mason shares compelling case studies and real-life examples, illustrating the transformative impact of a well-executed ABM and content strategy.

Practical Tips and Strategies - From identifying target accounts to measuring the success of your campaigns, gain actionable insights that you can implement in your own ABM endeavors.

The Future of ABM and Content - Explore emerging trends and predictions for the future, ensuring your strategies remain cutting-edge and effective.

In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, an Account Manager at Terminus and host of the podcast "Account Based Beverages." They discuss a $0 budget account-based marketing playbook that uses a "lean coffee" style roundtable event to connect prospects and customers.

Key Discussion Points:

- What a lean coffee roundtable event is and how it works

- Tips for determining who to invite to the roundtables

- Planning considerations like timing and potential roadblocks

- Why focusing deeply on researching just one target account can yield insights that apply more broadly

Hot takes are fun, but have you heard of Sour GTM SaaS takes?

Tune in with Jason Hasenburg to find out if Mason Cosby can deliver critical insights while trying the sourest candies in the world!

Mason's Sour Takes:

• Most organizations are starting with ABM entirely in the wrong way.
• Most organizations should start their ABM program focused on customer expansion.
• The current lack of alignment between marketing and sales is largely marketing's fault.
• ABM should be the only marketing strategy for Vertical SaaS companies.
• The best low-cost ABM playbook is peer-led influencer marketing.

In this episode of Scrappy ABM, host Mason Cosby interviews Mike Montague, Head of Franchise Strategy at Sandler, about using buyer intent to create targeted marketing campaigns that accelerate the sales process. Listeners will learn Mike's framework for segmenting buyer intent into four categories and how to tailor messaging and content offers based on each intent. If you want a good laugh, go head over to Mike's comedic podcast, Playful Humans!

Main Discussion Points:

- There are 4 main buyer intents: Pain in the Present, Fear (Pain in the Future), Pleasure in the Present, Pleasure in the Future

- Messaging focused on immediate pain drives the most conversions and sales meetings

- Created targeted campaigns for each intent type with tailored messaging

- Leveraged intent signals from content offer clicks to route contacts into appropriate nurture flows

- Further segmented campaigns by DISC communication styles using AI to optimize messaging

- Focus on buyer pain and interest is more effective than generic product-focused messaging

- Carefully test messaging variations to uncover what best resonates with each segment

Vikash Koushik and Mason Cosby discuss how to set up ABM campaigns for success and dive into the things that usuall lead to its failure. If you're thinking about spinning up a new ABM campaign, this episode will give you the framework on how to best launch your campaign with SUCCESS!

In this episode of the Scrappy ABM podcast, host Mason Cosby talks with Chris Rack about using direct mail as part of an ABM strategy. They discuss how direct mail can help stand out from the noise and drive pipeline generation in a cost-effective way. Christopher explains the details of his "old school direct mail playbook with a modern twist" and provides advice on executing campaigns.

Discussion Points:

- Using direct mail instead of just email as more mailboxes are empty but inboxes are full

- Playbook works for pipeline generation and customer cross-sell/upsell acceleration

- Very low-tech implementation - direct mail printer and landing page with QR code connectivity

- Standard flow: $5 gift card incentive offer for survey, questions to provide value for sales team

- Budget around $25k for 1,000 direct mail pieces

- 2% meeting rate, half from survey followup and half direct hand raisers

- Simple toolset but finding the right printer and audience targeting are key challenges

What's the play to get your business in front of the right people?

Blake Binns and Mason Cosby talk all things marketing and specifically ABM related as they unpack the journey of starting a business, LinkedIn networking, and some of the best SaaS products available to small businesses.