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> walks through building a complete account-based marketing (ABM) program for just $58/month. He outlines how to leverage free and low-cost tools like LinkedIn, podcast hosting platforms, and content editing software to target key accounts, build relationships with executives, and generate referrals. ========================================================================================== Best Moments: (5:01) Identifying target accounts based on attributes like revenue, employee count, and technology stack (6:57) Using LinkedIn to connect with executives at target accounts and book podcast interviews (10:15) Creating an intake form and prep call to learn more about podcast guests (13:39) Distributing clips from podcast interviews for guests to share on social media (17:04) Following up over time on LinkedIn to stay top of mind and ask for referrals

EP. 69 - Podcasting for ABM: Leveraging Relationships and Creativity To Grow and Convert Pipeline

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses strategies for turning podcast guests into customers, focusing on conversion-based playbooks specifically designed for account-based marketing (ABM). Mason shares actionable insights on leveraging podcast interviews as a way to build relationships and create sales opportunities. ================================ Best Moments: (01:16) Using podcasts to convert guests into customers through immediate, conversion-based strategies (01:53) Free consulting and peer-to-peer conversation models (02:22) How hosting podcasts can offer guests a preview of what working together would be like (03:43) Using podcast episodes to produce content that benefits both sales and marketing teams (04:38) Conducting subtle discovery conversations to uncover key insights (06:28) Leveraging expert hosts to challenge guests' thinking (08:54) How to use podcast content to inform sales teams about potential opportunities (10:28) How to follow up with guests after the episode using the information gathered during the interview (11:51) Why having an expert host is essential for turning podcast guests into paying customers (12:50) Key tactics for building trust with guests and showcasing expertise during podcast interviews to facilitate conversions

EP. 99 - How to Convert Podcast Guests Into CUSTOMERS | Scrappy Playbooks

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/joshelledge/" rel="noopener noreferrer" target="_blank">Josh Elledge</a>, a podcasting strategist, to discuss how podcasting can be leveraged as a powerful tool for networking and fostering business relationships that lead to growth. They dive into actionable tips on creating successful podcasting strategies, booking high-value guests, and nurturing long-term relationships. ================================== Best Moments: (01:56) Josh explains why many podcasts fail after just seven episodes, and what it takes to push past this barrier (04:25) The art of reaching out to guests and getting them to appear on your show, even when you're just starting out (13:19) How to maintain and nurture relationships with podcast guests after the interview ends (18:28) Using a podcast as a means of generating business opportunities through referrals and word-of-mouth (20:58) The long-term benefits of consistently building high-value relationships through podcasting ================================== Guest Bio: Josh Eldridge is an expert in podcast strategy who has helped launch between 200-250 podcasts. With over 2,000 media appearances, he specializes in helping people build authority and cultivate strong business relationships. Josh is a strong advocate for the "go-giver" approach, using podcasts as a key relationship-building tool to grow both authority and business networks.

EP. 98 - Using Podcasting to Build Relationships, Drive Referrals, and Close Deals w/ Josh Elledge | Scrappy Playbooks

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares a powerful playbook for converting podcast guests into clients or partners by leveraging story-based interviews. He dives into the strategy of using podcasts as a relationship-building tool, where guests are invited to share their personal stories, fostering trust and long-term connections. ============================== Best Moments: (01:16) Using story-driven interviews to connect with potential clients or partners, creating a foundation for future business relationships (02:04) How "The Marketing Ladder" podcast serves as a model for story-based podcasting, helping guests share their career journeys and successes (03:36) By focusing on talent acquisition and career stories, podcasts can build positive associations with target accounts, positioning the host as a connector in the industry (04:24) Strategies for engaging with guests after the interview, including personalized follow-ups and content sharing to maintain the relationship (06:09) Tips for selecting the type of stories that guests should share, ensuring it aligns with their experiences and the podcast's objectives (07:54) The main objective of a story-based podcast — to build trust, which can lead to referrals, partnerships, and long-term business opportunities (09:37) Discussing the enduring value of relationships built through genuine, story-centered conversations (10:42) The importance of showing genuine care for guests and establishing oneself as a trustworthy partner

EP. 97 - Using Story-Driven Podcasting to Connect With Potential Clients and Partners | Scrappy Playbooks

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/jason-moolenaar-234b0a5/" rel="noopener noreferrer" target="_blank">Jay Moolenaar</a>, founder of Sentient Sales Technology, to talk about how to build effective Account-Based Marketing (ABM) programs without breaking the bank, focusing on collaboration between sales and marketing, creating authentic content, and capturing demand efficiently. ============================== Best Moments: (02:00) Jay emphasizes the critical role of aligning sales and marketing teams to create a cohesive ABM strategy. (05:44) Insights on identifying and engaging your target audience on LinkedIn and other relevant platforms. (07:45) Discussing strategies to quickly capture and connect with prospects to move them through the sales funnel effectively. (11:37) Techniques for driving targeted traffic to your website and segmenting content for maximum impact (14:58) Overcoming common hurdles in content creation while maintaining authenticity and relevance (19:53) Practical advice for those new to ABM, including tips on building and scaling programs on a budget (21:41) How to stand out in a crowded market with creative branding and marketing approaches ============================== Guest Bio: Jay Moolenaar is the founder of Sentient Sales Technology, a platform designed to capture and qualify leads rapidly. With extensive experience in sales, Jay now focuses on creating marketing programs that support sales teams effectively within the ABM framework. His approach prioritizes cost-effective strategies, authentic content, and leveraging technology to connect with prospects at the right time.

EP. 96 - Creating Authentic Content That Captures Demand Efficiently with Jay Moolenaar | Scrappy Playbooks

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth. Best Moments: (01:12) Exploring three podcast formats for guest conversion: expertise, story, and host-as-expert (01:38) The expertise format: showcasing guests’ thought leadership to build credibility (02:00) The story format: focusing on relationship-building with guests (04:11) How to source the right guests for an expertise-based podcast (06:54) Preparing for podcast interviews using intake forms or prep calls (11:30) Strategies for converting expert guests into referral partners or clients

EP. 95 - Converting Podcast Guests Into Your BEST Customers & Partners | Scrappy Playbooks

In this insightful episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/amber-bogie/" rel="noopener noreferrer" target="_blank">Amber Bogie</a>, Sr Director of GTM &amp; ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization. ======================= Best Moments: (01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there (04:52) The significance of having "GTM" in her title and how it reflects her advisory role within the company (07:38) Understanding that ABM isn’t a one-size-fits-all solution and may not be viable in every segment of the organization (12:36) Amber talks about integrating account-based principles into existing demand strategies, moving beyond pure-play ABM (20:21) Strategies for communicating the value of ABM to sales teams and securing their buy-in (33:04) Parting wisdom from Amber: Don't overcomplicate ABM—focus on what drives revenue effectively ======================= Guest Bio: Amber Bogie is the Sr Director of GTM &amp; ABM Innovation at GoTo. With a reputation as a practical and results-driven leader in the ABM space, Amber brings a wealth of knowledge on how to effectively implement ABM strategies within large organizations.

EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | 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!

EP. 69 - Podcasting for ABM: Leveraging Relationships and Creativity To Grow and Convert Pipeline

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