Scrappy ABM

Mason joins Dustin Tysick on this week's episode to go deep into the ABM world. They discuss how to be smart and scrappy when it comes to building your first ABM program. When you're just starting, spending a lot of money (that you probably don't have) on ABM tech is unnecessary. What most small businesses need to realize is that there are many easy activation plays you can get started with. From former prospects and customer players, to using a podcast as part of your ABM motion. Make sure you have a pen handy to jot down notes with this one.

In this episode of Scrappy ABM, Mason Cosby is joined by Laura Erdem, founder of Dream Data, as they delve into the world of Account-Based Marketing (ABM) strategies without breaking the bank. Discover how to creatively and effectively implement ABM programs with limited resources and accelerate relationships with your target accounts. Laura shares her unique account-based biking approach, budget tips for creating engaging videos, and the importance of delighting attendees with interactive experiences. Learn from her experiences in conducting in-person sales meetings on bike rides through Central Park and the challenges she faced. Join us for valuable insights and actionable tips that will help you revolutionize your ABM game on a budget!

Key Discussion Points:

- Laura Erdem discusses account-based biking (00:01:04)

- The Benefits of Scrappy ABM and Event Approach (00:10:22)

- Creating Impactful Content: Lessons from Dream Data (00:15:21)

Accelerating Pipeline with Video Outreach (00:17:46)

- Free Tools for ABM Success with Dream Data (00:22:44)

When partner managers attempt to create with their strategic growth teams, it can often be an uphill battle for both sides. Misalignment, lack of understanding of the other departments objectives, processes and tribulations… And many times, it ends in failure.

This episode is all about how to overcome the roadblocks partnerships teams may face when working with their marketing and growth leads.

To help us all understand, I have found two individuals who know more about partnerships-marketing alignment than anyone.

Discussion Points:

• The biggest reasons partner teams struggle to work with their growth teams
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• How partner teams can avoid these pitfalls of working with growth teams
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• Ways they can “go rogue” and start building pipeline without losing their job
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• Building an ABM campaign that includes partners
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• Efficient content creation with partners
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• Facilitating logical referrals with these partner campaigns
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• Ways partnerships people be looked at as a positive aspect of your growth teams day

This episode of Scrappy ABM features Ryan Gunn, Director of Demand & Operations at Aptitude Eight, discussing how to build the operational foundation for account-based marketing. Ryan outlines practical steps for developing target account lists, account scoring, account stage automation, and evaluating additional technologies to support ABM strategies. Listeners can expect to learn key considerations for transitioning from general marketing operations to operations tailored for account-based approaches.

Main Discussion Points:

- Prerequisites before building ABM operations: alignment across sales, marketing, and leadership on account-based approach and metrics (00:29:40)

- Ideal target account list size and tiering to enable sufficient focus and customization (00:10:10)

- Account scoring tips using tiering, time bounds, and spikes to identify sales opportunities (00:15:57)

- Simple account stage model: stranger > visitor > contact/lead > opportunity > customer (00:20:25)

- Enable bi-directional stage transitions to adjust programs if companies disengage (00:25:26)

- Assess gaps before adopting expensive ABM platforms; build strategy before adding technology (00:27:16)

The term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively.

In this episode, Mason Cosby discusses the true definition of account-based marketing and how it can be a viable strategy for smaller organizations. He emphasizes the importance of focusing on the strategy rather than the tools and technology associated with ABM. Mason shares his concept of "scrappy ABM," which involves using existing resources and tools to target strategic accounts and drive results. He also highlights the need for alignment between sales and marketing and provides insights into activation plays and the use of podcasts as an ABM tool.

Key Takeaways:

• ABM is fundamentally a B2B growth strategy that aligns sales and marketing around a set of shared target accounts
• Smaller organizations can implement a scrappy ABM strategy by leveraging existing resources and tools to target strategic accounts and drive results
• Activation plays, such as close lost campaigns and missed meetings, can be effective in re-engaging target accounts and driving pipeline growth
• Podcasts can be a powerful tool in ABM as they provide an opportunity to build one-to-one relationships with target accounts

In this episode of Scrappy ABM, host Mason Cosby talks with Nick Bennett, Chief Customer Officer at TAC, about a playbook Nick created to generate customer reviews and referrals at his previous company. Listeners will learn the step-by-step tactics Nick used, as well as additional ideas for getting more value from happy customers.

Main Discussion Points:

- Pulling a list of promoters from NPS surveys and targeting them for reviews (00:01:52)

- Keeping the outreach sincere and personal with a simple email (00:04:12)

- Incentivizing honest feedback, not just positive reviews (00:05:01)

- Getting leadership buy-in on the budget (00:06:07)

- Automating gift card delivery rather than manual fulfillment (00:12:18)

- Using resulting reviews for product improvements and training (00:14:20)

- Asking happy customers for referrals and videos (00:18:49)

Part of #B2Bgrowtrends content series, where Tom engages with marketing and sales leaders from B2B service companies, he interviews founder of Scrappy ABM, Mason Cosby.

Mason discusses the trends he is seeing in B2B growth. Tune in to hear how he is noticing that many companies bought ABM tools planning to eventually learn how to use them, but many of them never did.

Mason provides insight on how you, too, can do ABM marketing without spending a ton of money! Give it a listen!

Getting quality, qualified leads takes intention and purpose. And once you have the lead, you can't just pass them off to sales immediately. The market has changed, and as marketers we must move with it.

Mason Cosby, Founder of Scrappy ABM, joins Kerry Guard on this episode of Tea Time with Tech Marketing Leaders to spill the tea on how to cultivate leads and then activate leads over time without needing fancy, expensive Martech.