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...

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...

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...

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...

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...

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...

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...

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...

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: Data: Identify the right target audience.Distribution: Choose the channels to reach your target...

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...

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...

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...

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...

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...

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...

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...

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.

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...

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...

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...

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...