Scrappy ABM

Mason Cosby presented at the Demand Gen Summit 2023, on a 30/60/90 day demand gen strategy with no paid ads.

In your first 30 days audit to figure out what content is worth saving and repurposing. Not developing an effective referral program and a champion program is a huge miss because there are clear champions in the customer base of every company.

Podcasting is one of the best ways to get people out in the market and identify what your company stands for and to communicate that at scale.

Leaders are spending too much time teaching deal coaching instead of skill development.

Right now, budgets are being scrutinized, and the way in which you cut through the noise and drive revenue growth is focusing on a very specific market.

”What you are trying to do is actually get people out in the market and identify what does your company stand for and how do we communicate that at scale, I think podcasting is one of the best ways to do that.”

“The other thing that we all know, SME involvement is critical when it comes to demand gen and I’ve yet to ever meet a CRO or rev ops professional that wants to make a blog, but they are really happy to get on podcasts to talk through the things that they are passionate about. What you can do is use this niche podcast tour to capture the original thought leadership that you can use for repurposing.”

Mason Cosby is not your typical director of growth.

He believes in and demonstrates the power of his personal brand on LinkedIn.

Through his personal LinkedIn activity, he has generated over $1.44M new pipeline and $267k new revenue in the past 8 months.

Come listen as he shares what he does and how he tracks his results.

This episode was from a conversation between Matt Heinz and Mason Cosby on "ABM Maximum Results on a Minimal Budget".

Tune in to hear more about:

• Marketing and sales role in serving the revenue team
• Common reasons why marketing and sales don't operationally get along
• How companies can start aligning their marketing and sales teams
• Things to prioritize to drive short-term impact and the building blocks for long-term revenue impact

Topic #1 What is Scrappy ABM?

[06:41] In the basic sense, scrappy account-based marketing (ABM) is a no-frills version of traditional ABM. “Most b2b tech companies that I know, or b2b companies in general, have a CRM, they've got some form of marketing automation, they have the ability to get a list somehow, some way”, Mason says, “so when I think about it, that's what I'm getting to is [that] it's accessible. And it's not it is not cost prohibitive”.

Topic #2 Podcasts, LinkedIn: Tools for Reaching Targeted Accounts

[24:17] “So if you remember I said CRM, marketing automation and some way to build a list”, says Mason. Once you’ve got your tools for targeting accounts sorted, Mason cites multiple ways to build your lists.

Topic #3 Encountering Roadblocks to Scrappy ABM

[29:11] Mason encourages listeners to focus on direction rather than the details of the ‘how’. For example, when he bumped up against resistance to building a podcast, he decided to start doing it on his own, which resulted in the company he worked for benefiting hugely at little risk to him. This then resulted in buy-in from that organization as they could see the value, illustrating his message, that there are multiple ways to reach these goals. So, What's the One Thing You Can Do Today? Mason’s ‘one thing’ is simple: “Build your list”, says Mason, it’s the critical first step.

What's the benefit of being the least knowledgeable person in a room? It exposes you to the greatest opportunities for learning in your career.

In this episode, Mason Cosby discusses the advantages of surrounding yourself with a diverse range of networks, which can eventually lead to finding your tribe. He also recommends intentionally building a network on LinkedIn by sending out connection requests to targeted accounts and writing one's own obituary to live life in a way that aligns with career goals.

Mason started as an account executive at a parenting magazine in Mississippi before transforming into a marketing director for a FinTech company in the B2B tech SaaS space. He emphasizes the importance of accountability and the lifetime value of a customer.

His journey wasn't as smooth as it sounds; he was laid off due to the pandemic. But he sees every setback as a chance to stand taller and grow stronger, and he shares how he spent his time self-educating to make himself more employable.

Show Highlights:

1:44 A background on Mason's business


4:21 The first job that led to Mason's growth as a marketer

7:55 You're held accountable for the lifetime of the customer
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4:48 When Mason realized the importance of dedicating himself to self-education

20:15 Benefits of learning account-based marketing in the agency world

21:41 Difference between account-based and scrappy account-based marketing

23:08 ABM is not a strategy, it is a mindset

24:13 Why it's good to start your account-based program without any technology

34:31 The reason why sales and marketing are not aligned together

40:58 The 30, 60, and 90-day review with sales assembly

47:16 What should be the goal of every marketer in the first 90 days

48:13 Ways how to effectively track your success

52:10 Getting into the minds of people despite lack of experience as a CRO

56:14 How the LinkedIn community can help you find your tribe

58:55 The blessing of being the dumbest person in a group

1:08:10 Alternatives to starting a podcast and a script for how to reach out to cool people

1:14:14 Why it helps to start writing your obituary now

LINKS MENTIONED

Connect with Mason Cosby on:

LinkedIn: https://www.linkedin.com/in/masoncosby/


TikTok: https://www.tiktok.com/@marketingmason

The Marketing Ladder Podcast: https://podcasts.apple.com/us/podcast/the-marketing-ladder/id1596462333

Hero on a Mission: A Path to a Meaningful Life by Donald Miller
:

https://www.amazon.com/Hero-Mission-Path-Meaningful-Life/dp/1400226945