Scrappy ABM

In this episode of "Scrappy ABM," host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> welcomes <a href="https://www.linkedin.com/in/drjimk/" rel="noopener noreferrer" target="_blank">Dr. Jim Kanichirayil</a>, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US. ===================================== Best Moments: (02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook (03:11) Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific (07:05) Their approach involved content-led outbound sprints focused on specific industries to understand the US market (09:47) Spotlighting practitioners' expertise helped create conversations and build relationships (12:32) Operating with genuine curiosity and making the buyer the "hero" led to high meeting booking and show rates (15:22) Avoiding arbitrary territory sizes and targeting a small roster of named accounts allowed for deep focus (21:03) Unexpected roadblocks: initial theories about target segments didn't pan out, leading to a pivot (22:10) The importance of quickly executing and listening to buyers, rather than relying on unfounded theories ===================================== Guest Bio: Dr. Jim Kanichirayil is the VP of Growth at EngageRocket, a people analytics platform. With a pioneering mindset, he led the company's expansion into the US market using an innovative content-led outbound approach.

EP. 85 - Content-Led Outbound Strategies for Market Expansion with Dr. Jim Kanichirayil of EngageRocket | Scrappy Playbooks

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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!

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins. ========================================= Best Moments: (05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events. (06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts. (07:05) Why events are amazing for ABM programs: they are target-rich environments. (10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction. (11:18) Playbook 1: Pre-Event Outreach and Meeting Setup. (16:50) Playbook 2: Speaking Engagements and Content Distribution. (21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot). (30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events. (45:10) The importance of giving away expertise and building trust at events.

EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight Webinar

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is joined by <a href="https://www.linkedin.com/in/brandeesanders/" rel="noopener noreferrer" target="_blank">Brandee Sanders</a>, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources. ========================= Best Moments: (03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and sales alignment (09:14) Avoiding shiny object syndrome and focusing on decisiveness when starting an ABM program (11:13) Setting clear expectations and goals with sales, customer success, and product teams for a successful ABM initiative (16:45) The importance of creating a high-trust environment for ABM to thrive, with collaborative leadership and change management (20:06) Low-trust environments and their negative impact on ABM success, often leading to analysis paralysis (25:07) The difficulty of transitioning from low-trust to high-trust environments and the lessons learned from challenging experiences (28:02) Recognizing that implementing ABM involves organizational change and potential conflict, but the goal should be fighting the problem together, not each other (31:09) The extraordinary payoffs of engaging in a high-trust environment with cross-functional collaboration for ABM ========================= Guest Bio: Brandee Sanders is an award-winning CMO (now at Apromore) and CRO with over 10 years of experience building incredible ABM programs across various organizations. She shares her insights on overcoming analysis paralysis, fostering trust and alignment between teams, and achieving success with limited resources.

EP. 83 - Overcoming Analysis Paralysis in ABM with Brandee Sanders | Scrappy Playbooks

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers. =============================================== Best Moments: (01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months (04:02) Positioning yourself, engaging buyers, and engaging the community (05:10) The "Condensed Connections, Comments, Content, Community" framework (09:11) Defining your personal and professional identity for your personal brand (10:23) Condensing your brand into consistent personality traits (11:33) Mason's approach to personal branding: founder, family man, and supporting traits (13:39) Questions to ask yourself when defining your professional identity (18:55) Tactics for connecting with prospects, opportunities, customers, and team members on LinkedIn (26:28) The importance of commenting on influencers' posts to engage their audiences (29:09) Determining what to talk about on social media and the 3-1-1 content strategy (35:55) The role of community in personal branding and finding interesting offline activities to share online

EP. 82 - Building a Personal Brand That Drives Revenue, Not Followers | Recorded as a Sales Assembly Personal Branding Session

In this episode of "Scrappy ABM," host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is joined by <a href="https://www.linkedin.com/in/wilcoxaj/" rel="noopener noreferrer" target="_blank">AJ Wilcox</a>, CEO of B2Linked, to discuss how to use LinkedIn ads for an account-based marketing program and generate tangible results. ===================================================== Best Moments: (08:52) The power of Thought Leader Ads, which drive 10-15x higher engagement than regular company ads (11:13) Using document ads with a "highlight reel" approach, treating them like carousels, to drive engagement (15:54) LinkedIn's Conversions API and Revenue Attribution Report for closed-loop attribution (18:53) Starting an ABM program on LinkedIn with a budget as low as $1,000 per month for a small audience (20:13) The use of LinkedIn's Predictive Audiences and targeting by job function and seniority for better reach (22:07) Potential roadblocks, such as accessing company lists and integrating with CRMs like HubSpot (23:45) Upcoming beta allowing sales teams to feed their tagged prospects directly into LinkedIn ads ===================================================== Guest Bio: AJ Wilcox is the CEO of B2Linked, a LinkedIn ads agency. He has over a decade of experience running LinkedIn ads, having spent over $150 million on the platform. AJ is an expert in leveraging LinkedIn for account-based marketing and helps brands achieve tangible results through targeted advertising.

EP. 81 - Leveraging LinkedIn Ads and New Ad Formats with AJ Wilcox | Scrappy Playbooks

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is joined by <a href="https://www.linkedin.com/in/retentionadam/" rel="noopener noreferrer" target="_blank">Adam Robinson</a>, CEO of <a href="https://retention.com/" rel="noopener noreferrer" target="_blank">Retention</a> and <a href="https://www.rb2b.com/" rel="noopener noreferrer" target="_blank">RB2B</a>, to discuss practical playbooks for using RB2B to de-anonymize website traffic and convert leads. ======================================================================================== Best Moments: (01:41) Adam Robinson explains what RB2B is — person-level website visitor identity for US web traffic (03:05) Adam confirms the effectiveness of RB2B by sharing an experience from an earlier call (05:25) Adam advises narrowing down website visitors to the ICP and doing 1-to-1 outreach through channels like email, LinkedIn, or phone (08:17) Adam suggests acting quickly (within 24 hours) as intent decays exponentially (10:41) Adam emphasizes the importance of acting quickly and using the same outreach methods as with regular leads (12:07) Adam discusses variations of the RB2B playbook, such as using thought leadership ads, newsletters, or integrating with tools like Clay (17:55) Adam addresses potential roadblocks (GDPR concerns and misconceptions about compliance) (23:25) Adam highlights the importance of providing detailed playbooks to help people implement RB2B successfully ========================================================================================== Guest Bio: Adam Robinson is the CEO of Retention and RB2B, a company that provides person-level website visitor identity for US traffic, allowing businesses to de-anonymize their website visitors and convert them into leads.

EP. 80 - Unlocking YOUR Website Traffic Potential with Adam Robinson of Retention and RB2B | Scrappy Playbooks

This episode of the Scrappy ABM podcast features a Round Table Session hosted by <a href="https://www.linkedin.com/in/isaac-ware/" rel="noopener noreferrer" target="_blank">Isaac Ware</a> from UserGems, with guest speakers <a href="https://www.linkedin.com/in/tyler-pleiss/" rel="noopener noreferrer" target="_blank">Tyler Pleiss</a>, <a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer" target="_blank">Corrina Owens</a>, and <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a>. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring success. ========================================================================================== Best Moments: (01:15) Topic: Wiping out pipeline anxiety with signal-based ABM (03:27) Setting the context and goals for the discussion (06:42) Laying the groundwork for an ABM program (headcount, conversations, etc.) (11:06) Choosing the right signals to go after and aligning the team (17:00) What an MVP ABM program looks like (21:29) Measuring success and attributing efforts to ABM vs demand gen (27:01) Initial channels and tactics to use for an ABM program (32:37) Scaling an ABM program without increasing headcount (37:41) Balancing overall demand gen and ABM efforts (44:49) Using media channels like YouTube, Bright Talk, content syndication for ABM

Recent Episodes

SEASON 1

EP. 85 - Content-Led Outbound Strategies for Market Expansion with Dr. Jim Kanichirayil of EngageRocket | Scrappy Playbooks

EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight Webinar

EP. 83 - Overcoming Analysis Paralysis in ABM with Brandee Sanders | Scrappy Playbooks

EP. 82 - Building a Personal Brand That Drives Revenue, Not Followers | Recorded as a Sales Assembly Personal Branding Session

EP. 81 - Leveraging LinkedIn Ads and New Ad Formats with AJ Wilcox | Scrappy Playbooks

EP. 80 - Unlocking YOUR Website Traffic Potential with Adam Robinson of Retention and RB2B | Scrappy Playbooks

EP. 79 - SIMPLE Signal Based ABM Strategies | Recorded as a UserGems ABM Round Table Session

About The Show

Scrappy ABM

Mason Cosby

Founder of Scrappy ABM