Scrappy ABM

In this episode of Scrappy ABM, <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation. Best Moments: (01:31) Mason introduces himself and his experience with ABM (02:33) The evolution of ABM since its buzzword days (04:11) Common challenges and pain points in modern ABM (08:25) How successful ABM programs contend with AI and self-service buying journeys (11:17) The concept of "stacking signals" instead of scaling ABM (16:32) What keeps Mason coming back to B2B MX events (18:39) Preview of Mason's upcoming keynote at B2B MX East (20:30) The future of ABM and what successful programs will look like

EP. 106 - Scaling Signals, Not Effort: Mason Cosby's ABM Strategies

In this episode of B2B Revenue Leaders, host Dustin Tysick welcomes back <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a>, founder of Scrappy ABM and head of partnerships at Guru Media Hub, for a deep dive into the world of podcasting. Best Moments: (01:20) Three types of podcasts: content engine, account-based, and public figure (02:56) Measuring podcast success based on strategy and type (05:13) Content engine podcasts and thought leadership curation (08:07) Account-based podcasting and relationship building (11:45) Common mistakes in podcast creation and measurement (15:06) Measuring podcast success and its nebulous nature (18:54) The importance of having subject matter experts as hosts (23:34) Benefits and strategies for creating solo podcast episodes (26:07) Repurposing existing content for podcasting

EP. 105 - The Power of Podcasting in B2B: Types, Strategies, and Measurement Tips

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> interviews <a href="https://www.linkedin.com/in/ariana-shannon-a68b4a106/" rel="noopener noreferrer" target="_blank">Arianna Shannon</a>, Director of Marketing and Brand at Sales Intel, about their customer enablement and education program. They discuss the creation of Sales Intel Academy, challenges in implementing the program, and strategies for building effective ABM programs. Best Moments: (00:02:02) Overview of Sales Intel's customer enablement program (00:04:43) The creation of Sales Intel Academy (00:08:05) Prioritizing audiences within customer accounts (00:12:21) Distribution channels for customer communication (00:14:41) Challenges in building the program (00:16:55) Advice for building a first ABM program Guest Bio:Arianna Shannon is the Director of Marketing and Brand at Sales Intel. With a career focused on startups, she brings extensive experience in developing and implementing marketing strategies. At Sales Intel, Arianna plays a key role in creating customer enablement programs and leading initiatives like the Sales Intel Academy to enhance customer experience and success.

EP. 104 - How Sales Intel Academy TRANSFORMED Customer Education and ABM w/ Arianna Shannon

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> introduces the first ABM AMA (Ask Me Anything) session, discussing the fundamentals of Account-Based Marketing (ABM) and addressing common challenges faced by marketers implementing ABM strategies. Best Moments: (02:31) The "crawl, walk, run" approach to ABM (06:49) Definition of ABM and who it's suitable for (10:40) Three main reasons why ABM fails (16:27) Addressing unrealistic expectations in ABM (20:05) Examples of successful ABM campaigns

EP. 103 - Crawl, Walk, Run: A Practical Guide to ABM Success

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> speaks with <a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer" target="_blank">Corrina Owens</a> about her "Churn Buster" playbook for account-based marketing. They discuss innovative strategies for retaining customers and acquiring new enterprise accounts using champion tracking and personalized outreach. Best Moments (01:36) Introduction to the "Churn Buster" playbook (02:23) Using CRM data to identify target accounts (04:59) Leveraging UserGems for tracking job movements (06:11) Tactics for personalized outreach to moved champions (09:08) Creating and repurposing content assets for the campaign (12:05) Enabling customer success teams to retain accounts (16:10) Results and ongoing success of the program (19:54) Strategies for aligning sales and marketing teams Guest Bio<a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer" target="_blank">Corrina Owens</a> is a seasoned account-based marketing expert and fractional ABM leader. She has extensive experience in developing and implementing successful ABM strategies, particularly in enterprise segments. Corrina is known for her innovative approaches to sales and marketing alignment and her ability to drive results through data-driven, personalized campaigns. She is active on LinkedIn and offers her expertise to companies looking to build out their ABM programs.

EP. 102 - Crush Churn with the "Churn Buster" Playbook: Retain and Win Big Accounts with Corrina Owens

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses the value of tracking job changers as a signal for generating quick pipeline. He shares cost-effective strategies for identifying, engaging with, and converting job changers to build a solid account-based marketing (ABM) program. ======================================== Key Discussion Points: (01:20) Why job changers are a valuable data point for identifying new business opportunities quickly (02:56) How to use your existing CRM system to identify job changers and potential opportunities (05:04) Tips for approaching job changers who are settling into new positions and how to offer value during this transitional period (08:18) Content strategies tailored specifically for job changers and how to distribute them effectively (11:15) Nurturing relationships with job changers who are still searching for their next opportunity (13:30) How to track, engage, and convert job changers into actionable leads for your ABM strategy

EP. 101 - Leveraging Job Changers for Quick Pipeline Generation | 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> interviews <a href="https://www.linkedin.com/in/seansullivan110/" rel="noopener noreferrer" target="_blank">Sean Sullivan</a>, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources. ====================================== Key Discussion Points: (02:00) The role of proper data segmentation in achieving marketing and sales alignment (03:00) Tips for connecting data to executive dashboards and ensuring business alignment (05:51) How to organize data effectively for ABM programs using a hub-and-spoke model (08:57) Sourcing and enriching audience data to power successful ABM strategies (15:26) The risks of poor-quality data and strategies for maintaining high data standards to avoid negative business impacts (22:41) How long it typically takes to build and execute an effective ABM strategy (28:25) Key recommendations for companies starting or refining their ABM initiatives (34:12) The critical role of technology in ABM and how to assess and improve your current tech stack ====================================== Guest Bio: Sean Sullivan is a go-to-market operations adviser with a focus on data strategy, segmentation, and ABM implementation. He is the host of Converge Coffee, a podcast where he interviews experts to learn from their experiences in marketing, technology, and growth. Sean helps companies optimize their tech stacks, ensure data quality, and build effective ABM strategies that drive business results.

🚨 EP. 100 🚨 - Data Segmentation and Building ABM w/ Sean Sullivan | Scrappy Playbooks

Scrappy ABM Podcast

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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. 106 - Scaling Signals, Not Effort: Mason Cosby's ABM Strategies

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Mason Cosby

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