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> discusses the second most common reason why Account-Based Marketing (ABM) programs fail: lack of dedicated resources. In this AMA episode, he emphasizes the importance of executive sponsorship, cross-functional collaboration, and starting small with a focused pilot program to ensure ABM success. Best Moments: (01:44) The second reason for ABM failure: lack of dedicated resources (02:25) ABM as organizational change, not just a marketing initiative (03:31) The pitfalls of assigning ABM to a single marketing manager without support (04:28) The importance of executive sponsorship and cross-functional teams (05:35) Starting small with a focused pilot program for better long-term success (06:39) Required resources: executive sponsorship, marketing support, and sales involvement (07:23) Considering customer expansion as a starting point for ABM programs

EP. 107 - The Pitfalls of Under-Resourced ABM Programs

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 building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach. Best Moments: (00:32) Introduction to closed-loss programs and their importance in Q4 (01:36) Segmenting closed-loss opportunities based on verticals and past objections (02:17) Importance of reengaging through the same seller for higher success rates (03:27) Utilizing marketing programming and content assets to overcome past objections (04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts (05:29) The year-round potential of closed-loss programs (06:31) Champion tracking as a strategy for reengaging closed-loss opportunities (07:22) Customer win-back programs and their potential (08:13) Time-based triggers for reengaging closed-loss opportunities (09:04) Effective messaging strategies for reengagement (10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

EP. 116 - Building Effective Closed-Loss Programs in Account-Based Marketing

In this special episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> joins <a href="https://www.linkedin.com/in/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a> on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks. Best Moments:(01:17) Why ABM is a popular but challenging topic for marketers(05:59) Who should implement ABM strategies(09:41) Differences between ABM and pure play demand generation(15:10) The importance of personalized content in ABM(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction(28:57) Benefits of starting with closed-lost and website re-engagement programs(34:29) ABM myths and misconceptions(37:31) The importance of a crawl, walk, run approach to implementing ABM Guest Bios:<ul><li><a href="https://www.linkedin.com/in/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a>: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.</li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a>: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.</li></ul> About Exit Five Podcast:The Exit Five podcast, hosted by <a href="https://www.linkedin.com/in/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a>, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers. Additional Resources: Listen to the full episode on Exit Five:<ul><li><a href="https://open.spotify.com/show/exitfive" rel="noopener noreferrer" target="_blank">Spotify</a></li><li><a href="https://podcasts.apple.com/us/podcast/exit-five-b2b-marketing-with-dave-gerhardt/id1392371864" rel="noopener noreferrer" target="_blank">Apple Podcasts</a></li><li><a href="https://music.amazon.com/podcasts/exit-five" rel="noopener noreferrer" target="_blank">Amazon Music</a></li><li>PlayerFM</li></ul> Join the Exit Five Community: <a href="https://www.exitfive.com/" rel="noopener noreferrer" target="_blank">exitfive.com</a> Connect with the Guests on LinkedIn:<ul><li><a href="https://www.linkedin.com/in/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a></li></ul>

EP. 114 - Simplifying ABM Strategies with Dave Gerhardt

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies. Best Moments: (00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals (01:25) Gaining clarity on structuring an ABM program (04:04) Discussion on various ABM-related terms and their similarities (08:35) Three core reasons why ABM programs fail (12:56) Importance of focusing on people and processes before investing in technology (15:22) Introduction to the account progression model framework (16:31) Explanation of the 4D framework for building activation playbooks (19:37) Identifying current marketing activities and how they fit into the account progression model (24:09) Examples of how to track and measure various marketing activities (27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model

EP. 115 - Stop Scaling ABM: Start Stacking Signals for Success

In this special episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> joins <a href="https://www.linkedin.com/in/nataliefurness/" rel="noopener noreferrer" target="_blank">Natalie Furness</a> and <a href="https://www.linkedin.com/in/azinkevich/" rel="noopener noreferrer" target="_blank">Andrei Zinkevich</a> to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes. Best Moments:(01:56) The importance of technology stack in ABM(04:33) Essential processes for starting an ABM program(07:06) The 4D framework for building an ABM program(10:51) Using third-party intent data in ABM playbooks(17:42) Balancing account-focused and contact-focused approaches(23:31) Measuring lifecycle stages at account vs. contact level Guest Bios:<ul><li><a href="https://www.linkedin.com/in/nataliefurness/" rel="noopener noreferrer" target="_blank">Natalie Furness</a>: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.</li><li><a href="https://www.linkedin.com/in/azinkevich/" rel="noopener noreferrer" target="_blank">Andrei Zinkevich</a>: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.</li></ul> About RevOps Automated:RevOps Automated is a platform powered by CEO <a href="https://www.linkedin.com/in/nataliefurness/" rel="noopener noreferrer" target="_blank">Natalie Furness</a>, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.

EP. 113 - Building the Best Technology Stack for B2B Growth at Scale: The ABM Approach

In this special episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> joins <a href="https://www.linkedin.com/in/morganjingram/" rel="noopener noreferrer" target="_blank">Morgan J. Ingram</a> on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests <a href="https://www.linkedin.com/in/tyler-pleiss/" rel="noopener noreferrer" target="_blank">Tyler Pleiss</a> and <a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer" target="_blank">Corrina Owens</a>, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts. Best Moments:(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?(05:41) Defining Account-Based Marketing (ABM)(09:03) Do's and don'ts of ABM(19:02) Breakdown of real ABM campaigns(32:02) Determining when sales should engage in ABM(41:35) The "Roast Session": Sharing unsuccessful ABM campaigns and lessons learned(51:48) Top ABM tips from each guest(54:40) Working with content marketing teams for ABM Guest Bios:<a href="https://www.linkedin.com/in/morganjingram/" rel="noopener noreferrer" target="_blank">Morgan J. Ingram</a> is the founder of Amp Creative and the moderator of Marketing Mayhem, an edutainment show that mixes humor with learning. He brings together top industry professionals to review what works and what doesn't in marketing.<a href="https://www.linkedin.com/in/tyler-pleiss/" rel="noopener noreferrer" target="_blank">Tyler Pleiss</a> is the Associate Director of Growth Marketing at Movable Ink, specializing in ABM tactics and building account-based go-to-market strategies.<a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer" target="_blank">Corrina Owens</a> is a marketing professional with extensive experience in ABM strategies. In her spare time, Corrina teaches aerial silks.<a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is the host of Scrappy ABM podcast and an ABM expert. He runs various ABM-related content platforms, including a podcast, newsletter, website, and masterclass in partnership with UserGems. About Marketing Mayhem:Marketing Mayhem is an edutainment show moderated by <a href="https://www.linkedin.com/in/morganjingram/" rel="noopener noreferrer" target="_blank">Morgan J. Ingram</a>, founder of Amp Creative. The show mixes humor with learning by reviewing what works and what doesn't in marketing, featuring top industry experts who tackle different areas of marketing in each episode.

EP. 112 - ABM Showdown: Marketing Revolution or Outdated Relic?

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles. Best Moments: (01:42) Three main reasons for marketing and sales misalignment (01:49) Historical lack of tangible pipeline delivery from marketing (03:59) Compensation structures not incentivizing alignment (06:47) Sales team's protective nature over pipeline and accounts (09:40) Strategies for marketers to overcome alignment challenges (12:38) Importance of starting small and building trust with sales teams (13:26) Addressing compensation structures to drive engagement (14:14) Targeting the right salespeople for ABM program involvement

EP. 111 - Overcoming Sales and Marketing Alignment Challenges in ABM

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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. 107 - The Pitfalls of Under-Resourced ABM Programs

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Mason Cosby

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