Scrappy ABM

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📢&nbsp;<a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">LinkedIn</a>

Ep. 61 - How to Run ABM on a TIGHT Budget l Recorded on Breaking B2B

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach. Best Moments: <ul><li>(01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business</li><li>(01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition</li><li>(02:24) Why narrowing down from “retail brands” to specific store types is crucial</li><li>(03:06) Recommendation to focus on geographic regions to make targeting more manageable</li><li>(03:43) Suggestion to showcase before/after store transformations as compelling content</li><li>(04:24) Benefits of narrowing the target list to a manageable 50 companies</li><li>(05:04) Personal example of directly texting prospects identified as best-fit customers</li><li>(05:56) Recommendation to segment by organization size and specific roles</li><li>(06:32) Strategy to focus on geographic-based programs with in-person demonstrations</li><li>(07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks</li></ul>

Ep. 163 - Get Specific With Your ABM! Practical Tips for Retail Signage & Graphics Target Accounts

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively. Best Moments: <ul><li>(00:32) Introduction to Jimmy's ABM playbook submission</li><li>(00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue</li><li>(01:37) Mason’s first recommendation: Focus on one geo and one industry at a time</li><li>(04:05) Strategy for targeting companies with AI governance programs through event panels</li><li>(05:33) Insights on positioning an AI governance platform to solve compliance challenges</li><li>(06:51) Recommendation to focus on healthcare or financial services verticals</li><li>(07:07) Advice on targeting approach: start with influencers and work up to executives</li></ul>

Ep. 161 - AI Governance ABM Playbook! “One Geo, One Industry” Approach

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services. Best Moments: <ul><li>(00:32) Introduction to the newsletter audience program breakdown format</li><li>(00:50) Overview of Liana’s ICP, service, and goals</li><li>(01:02) Need for greater specificity in defining the target ICP</li><li>(01:35) Recommendation to narrow down “retail brands” to specific retail sectors</li><li>(02:20) Importance of identifying where the target audience “lives”</li><li>(03:03) Suggestion for showcasing before/after store walkthrough content</li><li>(03:51) Strategy for narrowing target list to a manageable number (around 50 companies)</li><li>(04:14) Leveraging existing customer relationships for referrals</li><li>(05:24) Value of geographical segmentation for in-person demonstrations</li><li>(06:30) Final recommendations on list size and targeting approach</li><li>(06:53) Invitation to subscribe to the Scrappy ABM newsletter</li></ul>

Ep. 162 - Signage & Graphics ABM Hack! Targeting Strategy for US Retail Brands with 100+ Locations

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank. Best Moments:(00:32) Introduction to Melissa's specific account-based marketing challenge(01:28) Addressing potential data silo issues in large organizations(01:48) Overcoming sales compensation challenges for cross-selling(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings(03:29) Leveraging existing customer relationships to lower customer acquisition costs(03:47) Creating compelling offers like "covering the first trip" for construction crews(04:18) Using a product-led growth approach for service offerings(05:33) Integrating cross-sell opportunities during the card onboarding process(06:41) Utilizing news triggers to identify construction projects and expansion opportunities(08:09) Summary of four key strategies to implement the cross-sell program

Ep. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging Solutions

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> analyzes an ABM program request from Brianna, who is targeting manufacturing companies with an industrial sports medicine solution. The episode provides practical guidance on refining ICP targeting and using trigger events to create empathetic outreach that converts to sales meetings. Best Moments:(00:10) Introduction to the Scrappy ABM podcast format and purpose(00:49) Brianna's ABM challenge overview - targeting manufacturing companies with injury prevention solutions(01:16) Why niche vertical-specific products excel with ABM programs(01:43) Suggestions for narrowing and refining the ICP beyond "$100M+ companies"(02:23) Using news about workplace incidents as potential triggers for outreach(02:33) Tool recommendation: Boost Ideal for monitoring news/signals specific to target accounts(03:31) How to approach trigger-based outreach with empathy rather than opportunism(04:23) Building trust through providing helpful resources before pitching solutions(05:16) Strategy for navigating empathy vs. authority in sales outreach(05:52) Conversion math: targeting 200 accounts to achieve 15 sales meetings (7.5% conversion)(06:58) Information about the Scrappy ABM newsletter for more weekly playbooks

Ep. 159 - ABM Audit: Helping First, Selling Second: ABM for Manufacturing Safety Solutions

In this episode of "Scrappy ABM," host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators. Best Moments:(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space(01:19) The importance of leveraging FedRAMP authorization as a market differentiator(02:11) Developing an "onlyness statement" based on unique value propositions(02:39) How to identify your true differentiators by asking customers why they buy(03:30) Using the account progression model to highlight specific problems you solve(04:58) Creating buyer enablement content to help champions sell internally(05:40) Warning against claiming "onlyness" publicly without true differentiation(07:29) Recommendation to focus on one department (HR, procurement, or legal) initially

Ep. 158 - ABM Audit: Draw the Line- How Great ABM Starts With Strong Differentiation

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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. 61 - How to Run ABM on a TIGHT Budget l Recorded on Breaking B2B

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