Scrappy ABM

In this episode of Scrappy ABM, host Mason Cosby interviews Alex Olley, CRO and co-founder of Reachdesk, about using 1:1 custom gifting to get 100% response rates in account-based marketing campaigns. They discuss practical tips and examples for creating highly personalized physical gifts to re-engage stalled deals and accelerate your pipeline.

Main Discussion Points:

- 1:1 gifting can be used throughout the customer lifecycle but works especially well for pipeline acceleration

- For a scrappy approach, all you need is a landing page to capture addresses and a printer with nice paper

- Create personalized, vertical-specific content then print and mail physical copies

- Theme gifting campaigns around holidays and seasons for extra impact

- Have always-on campaigns running alongside seasonal ones

- Involve sales and marketing together in campaigns to get buy-in

In this episode of Scrappy ABM, Mason Cosby is joined by Adam Shaw of Marketing For Founders to discuss practical tactics for converting LinkedIn connections into newsletter subscribers. Listeners can expect to learn simple yet effective techniques to build an audience on LinkedIn, create valuable lead magnets, and foster engaging conversations that convert prospects into customers.

Main Discussion Points:

- Using LinkedIn Sales Navigator to find and target potential customers

- Crafting a compelling offer and connection request message

- Getting prospects to double opt-in to your newsletter

- Having engaging conversations that uncover customer needs

- Transitioning newsletter subscribers into paying customers

Join Rob Fegan and Mason Cosby as they discuss strategies for Microsoft partners to add value and align their sales and marketing with Microsoft sellers. Listeners can expect to learn creative approaches to account-based marketing that don't require massive budgets or expensive tech stacks.

The best marketing is not just about casting a wide net; it's about building authentic and meaningful relationships.

Building relationships is the heart of ABM. In this webinar with Opensense, Scrappy ABM, Rollworks, and Sendoso, they break down the most creative, compelling and scrappy ABM plays you could deploy to help your prospects feel the love - ultimately allowing you to secure your top accounts. The beauty of it all? You don’t need grand gestures or an expensive budget to implement a full funnel, multi-channel ABM program. All you need is a proof of concept - that’s where we can help.

Discover top ABM tools and how you can use them to:

• Build a scrappy ABM approach to generate leads, win back lost deals, and expand current customers (without big budgets).
• Uncover simple, non traditional methods that build a solid ABM foundation.
• Generate memorable experiences that propel the entire organization forward.

Watch now and spark strategies that will help you charm your accounts and find your perfect match.

In this episode of Scrappy ABM, host Mason Cosby speaks with T.C. Jennings about how to run account-based advertising without needing an expensive ABM platform. They discuss strategies for building an ABM playbook using LinkedIn ads, creating the right content, tracking results, and aligning sales and marketing.

Key Discussion Points:

- Using LinkedIn ads, a target account list, and analytics platforms as the core components for DIY ABM

- Leveraging document ads on LinkedIn as they are a new format with less competition

- The importance of having a wide variety of ad creative to keep target accounts engaged

- Setting a view-through conversion in LinkedIn ads to approximate account-level engagement

- Getting sales team buy-in and feedback to improve performance

In this episode, host Mason Cosby interviews Sam Kuehnle, VP of Marketing at Loxo, a recruitment software company. They discuss the strategies and tactics Sam used as a solo marketer to build Loxo's marketing program from the ground up, including focusing on operations and data, leveraging macro and micro content, and aligning marketing with sales.

Key Discussion Points:

• Building the foundation by focusing on operations, data, and optimization first before scaling demand gen efforts (00:07:13)
• Using minimal tech stack - website, native ad platforms like LinkedIn and Facebook, HubSpot for reporting (00:06:06)
• Creating macro content via podcast and repurposing into micro content for multi-channel distribution (00:15:40)
• Changing BDRs from nuisance to advisor by leveraging product signups (00:19:07)
• Ruthlessly prioritizing as a solo marketer and figuring out whether to DIY, outsource or hire (00:24:02)

• Adopting the right mindset for win-win-win partner relationships (00:02:04)
• Understanding what partners care about: revenue, relationships and relevance (00:05:55)
• Leading with your "superpower" - the key things you uniquely deliver to customers (00:08:12)
• Identifying the right people to align with within massive partner organizations (00:12:15)
• Getting listed in partner marketplaces like Microsoft's (00:20:10)
• Tapping into incentives and funding programs partners offer (00:22:42)