EP. 156 - Target Managers And Directors To Increase Conversions

This is a podcast episode titled, EP. 156 - Target Managers And Directors To Increase Conversions. The summary for this episode is: <p>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 an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(00:31) Introduction to the playbook breakdown format for ABM strategies</p><p>(00:49) Overview of Lance's specific situation targeting enterprise insurance companies</p><p>(01:21) Why Mason's first ABM program failed by targeting CEOs directly</p><p>(01:57) Strategy of targeting manager and director levels instead of C-suite executives</p><p>(02:25) Rationale for targeting lower-level employees (more accessible, less flooded inboxes)</p><p>(03:13) Cost-effectiveness of targeting below C-suite level (lower CPMs)</p><p>(03:33) How to use bottom-up approach to eventually reach decision makers</p><p>(03:43) LinkedIn connection strategy and why starting lower increases acceptance rates</p><p>(04:39) Building pain awareness with end users who understand day-to-day challenges</p><p>(05:53) Implementation through LinkedIn advertising and social selling</p><p>(05:59) Suggested cadence of 20 connections per day across multiple accounts</p><p>(06:56) Importance of having conversion points like online workshops or events</p><p>(07:24) Follow-up strategy to encourage sharing content with higher-level decision makers</p>