Scrappy ABM

[START HERE] Ep. 0- Scrappy ABM Trailer

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with Evan Cox, marketing director, to discuss the crucial role of messaging in Account-Based Marketing (ABM). They explore how tailored messaging can significantly impact the success of ABM campaigns and share insights on creating effective, targeted content for specific accounts. Best Moments:(01:09) The importance of messaging in ABM strategy(02:45) Differentiating messaging for concurrent campaigns(03:24) The significance of clear brand messaging(04:02) Adapting global messaging for specific ABM markets(04:19) Example of tailored messaging for SAP customers(05:32) Leveraging customer logos and testimonials(06:15) Highlighting success and failure points in messaging(07:16) The importance of iterative messaging refinement(08:25) Using ABM programs to test and improve global messaging

EP. 132 - TAILORED MESSAGING FOR ABM SUCCESS! 🎯 Strategies to Elevate Your Campaigns 🚀

In this Scrappy ABM holiday special, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Mason Cosby</a> welcomes guest <a href="https://www.linkedin.com/in/brianna-doe/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Brianna Doe</a> to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts! Best Moments:(00:55) Introduction to the topic of aligning ABM programs with influencer marketing(02:17) How to align influencers with brand goals from an audience perspective(05:51) Transitioning from transactional to long-term influencer relationships(09:39) Finding influencers that address your target audience(15:44) The importance of authenticity in influencer partnerships(19:15) Where influencers fit into an overall ABM program(22:59) Integrating paid advertising with influencer marketing Guest Bio:<a href="https://www.linkedin.com/in/brianna-doe/" rel="noopener noreferrer" target="_blank">Brianna Doe</a> is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at <a href="https://weareverbalim.com" rel="noopener noreferrer" target="_blank">weareverbalim.com</a>.

EP. 129 - HOLIDAY ABM MAGIC! 🎄 Brianna Doe on Influencers, Authenticity & Festive Campaign Strategies 🎁

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Mason Cosby</a> interviews <a href="https://www.linkedin.com/in/cynthia-handal/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Cynthia Handal</a>, Chief Marketing Officer of Simera, about international talent in the tech industry and her personal journey from Honduras to a successful career in the US. Best Moments:(02:09) Cynthia shares her background and passion for international talent(11:25) Importance of setting clear expectations when hiring international talent(15:36) Differences between hiring contractors and using an employer of record(18:42) Challenges of finding health insurance for international team members(19:33) Strategies for ensuring all team members feel valued, regardless of location(22:39) Advice for companies considering hiring international talent Guest Bio:<a href="https://www.linkedin.com/in/cynthia-handal/" rel="noopener noreferrer" target="_blank">Cynthia Handal</a> is the Chief Marketing Officer of Simera. Born and raised in Honduras, she transitioned from a career in real estate to the tech industry during the pandemic. Cynthia has experience as a BDR, account executive, and SDR manager. She is passionate about helping international talent find opportunities in the global job market and has grown her LinkedIn following to over 28,000 followers. Cynthia is an advocate for remote work and cultural diversity in the workplace.

EP. 130 - INTERNATIONAL TALENT IN TECH! 🌍 Cynthia Handal on Hiring Strategies & Her Journey from Honduras to the CMO Seat 🚀

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Mason Cosby</a> and guest <a href="https://www.linkedin.com/in/abhi123/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Abhi Yadav</a> from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively. Best Moments:(00:06) Introduction to Scrappy ABM and its focus on practical playbooks(02:00) Overview of topics to be covered in the episode(04:24) Defining ABM and its core principles(04:56) Common reasons why ABM programs fail(09:36) Aligning sales and marketing goals and time horizons(14:53) The importance of data in ABM decision-making(20:02) Structuring activation plays for ABM programs(27:42) Examples of effective ABM plays and their implementation(43:23) Maturing an ABM program beyond initial playbooks(51:54) Strategies for building and prioritizing target account lists Guest Bio:<a href="https://www.linkedin.com/in/abhi123/" rel="noopener noreferrer" target="_blank">Abhi Yadav</a> is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.

EP. 128 - DECISION INTELLIGENCE FOR ABM! 🧠 Abhi Yadav Shares Data-Driven Strategies & Budget-Friendly Playbooks 📕

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Mason Cosby</a> discusses five key points that C-suite executives should understand about Account-Based Marketing (ABM). He provides insights on timelines, expectations, sales team challenges, leveraging existing resources, and the importance of leadership alignment in implementing successful ABM programs. Best Moments:(02:00) Realistic timelines and expectations for ABM results(03:19) Challenges of transitioning inbound AEs to outbound ABM roles(05:23) Overcoming the "lone wolf" sales mentality in ABM programs(07:04) Leveraging existing resources to start an ABM program(09:05) The crucial role of C-suite alignment in successful ABM implementation

EP. 131 - WHAT THE C-SUITE NEEDS TO KNOW! 🚀 5 ABM Insights for Leaders 🎯 Mason Cosby Unpacks Key Strategies

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Mason Cosby</a> talks with <a href="https://www.linkedin.com/in/jfewless/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Jessica Fewless</a>, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success. Best Moments:(01:24) Determining the right audience for ABM(04:42) Segmenting the audience for targeted outreach(08:45) Developing content for different stages of the buyer's journey(14:38) Determining the best distribution channels for content(16:48) Evaluating existing content for use in ABM programs(19:52) Measuring success at various stages of ABM programs(22:05) Common roadblocks in implementing ABM programs(24:46) Parting wisdom for building a first ABM program Guest Bio:<a href="https://www.linkedin.com/in/jfewless/" rel="noopener noreferrer" target="_blank">Jessica Fewless</a> is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.

EP. 127 - BUILDING A WINNING ABM PROGRAM! 🎯 Jessica Fewless Shares Strategy & Insights 🚀 Senior Director at Inverta

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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!

[START HERE] Ep. 0- Scrappy ABM Trailer

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Mason Cosby

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