Scrappy ABM
Mason Cosby
Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.
Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.
This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.
So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.
Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!
Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.
This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.
So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.
Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!
Episodes
Mentioned books
Jun 17, 2024 • 42min
EP. 74 - Auditing LetterDrop's Podcast and Content Engine With Parthi Loganathan | Actionable Audits
In this episode of Scrappy ABM, host Mason Cosby interviews Parthi Loganathan, CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content planning.=============================================================================Best Moments:(03:08) Setting goals for a marketing podcast — content engine vs account-based approach(16:22) Defining the target listener persona in detail(27:45) Driving podcast promotion through existing channels(34:04) Developing a content strategy tied to product messaging(37:50) Recommendations for improvement: offers, audience focus, measurement, and promotion=============================================================================Guest Bio:Parthi Loganathan is CEO and Founder of Letterdrop, a software company selling marketing automation tools to B2B companies.
Jun 13, 2024 • 15min
EP. 73 - A New Playbook You MUST HAVE For Re-Engaging Website Visitors | Scrappy Playbooks
In this episode of Scrappy ABM, host Mason Cosby walks through a website re-engagement playbook using the 4D framework of data, distribution, destination, and direction. Learn a step-by-step approach for re-engaging website visitors through targeted outreach campaigns with the goal of booking meetings and driving conversions.Best Moments:(04:06) Using free tools like RB2B, Warmly, and Factor.ai to collect website visitor data and trigger outreach(07:33) Leveraging LinkedIn for distribution given RB2B provides visitor LinkedIn profiles(09:53) Sending visitors to 3rd party comparison pages to build trust and position yourself as a helpful resource(13:45) Tracking website visitors coming back to your site as an indicator of successful direction
Jun 10, 2024 • 32min
Ep. 72 - Building Low Budget ABM Programs w/ Inherited Tech Stacks with Sarah Sehgal | Scrappy Playbooks
In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal, Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally to gain alignment.Best Moments:(01:05) The challenge of inheriting a poorly set-up tech stack in a new organization(02:39) Developing a go-to-market tech stack map with process flow and ownership views and tool responsibilities(05:58) Forming a cross-functional ABM team and the importance of internal communication for buy-in(08:32) Persuasion through credibility, audience-tailored messaging, and demonstrating value using tools like ChatGPT(15:21) Setting realistic timelines for process completion — approximately a quarter(16:26) Achieving cost savings by eliminating underused tools and building trust with the finance departmentGuest BioSarah Sehgal is the Director of Growth Marketing at OpenSesame, specializing in building scrappy and effective account-based marketing programs.
Jun 6, 2024 • 40min
EP. 71 - The Crawl-Walk-Run Process For ABM Success | Recorded on The Antidote Podcast
In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology.Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.
Jun 3, 2024 • 24min
EP. 70 - Content Mapping, Org Alignment, and Who Gets The Credit with Olga Karanikos, CMO of SalesScreen
In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.==========================================================================================Best Moments:(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input(09:29) Starting with content mapped to different stages of the account progression model(11:59) Using a digital salesroom to provide customized collateral to advance opportunities(18:43) Attribution focused on joint success rather than who should get credit(21:16) Ongoing alignment through regular check-ins between sales and marketing==========================================================================================Guest Bios:Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.
May 30, 2024 • 21min
EP. 69 - Podcasting for ABM: Leveraging Relationships and Creativity To Grow and Convert Pipeline
Learn how to build a complete ABM program on a budget using tools like LinkedIn and podcasting platforms. Discover tips on targeting key accounts, connecting with executives, creating engaging content, and generating referrals.
May 27, 2024 • 29min
EP. 68 - Generating $8M In Pipeline Within 7 Months With Mary Keough | Scrappy Playbooks
Mary Keough, Director of Product and Content Marketing at CoLab, shares insights on running a successful ABM playbook for a SaaS startup, generating $8M pipeline in 7 months. Topics include identifying bottlenecks, targeted playbook creation, revenue generation, and the importance of marketing fundamentals like STP and customer research.
May 23, 2024 • 19min
EP. 67 - Shifting to an Account Progression Model in ABM
Explore the shift to an Account Progression Model in ABM, focusing on stages like awareness, engagement, and qualification. Learn about tailoring the model to your sales cycle, building playbooks aligned with the 4D framework, and phasing the roll-out effectively. Dive into strategies for meaningful engagement, follow-ups, and account qualification in the B2B marketing landscape.
May 20, 2024 • 26min
EP. 66 - Whiteboard Account Progression With Kacyn Goranson | Scrappy Playbooks
In this episode, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building ABM programs with limited resources. They discuss the 'whiteboard account progression' model, manual tracking of target accounts, repurposing content for ABM success, challenges in financial services, and importance of early results in ABM.
May 16, 2024 • 11min
EP. 65 - The 4D Framework For Simplifying Your ABM Strategy
In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs.Best Moments:(02:04) Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting(07:02) Distribution - The channels used to reach your accounts, including email, phone calls, and social media(07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution(08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up
