EP. 64 - Building Trust & Credibility: Innovative ABM Ideas for Enterprise Browser Solutions with Jess Cook l Scrappy Playbooks

This is a podcast episode titled, EP. 64 - Building Trust & Credibility: Innovative ABM Ideas for Enterprise Browser Solutions with Jess Cook l Scrappy Playbooks. 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> interviews <a href="https://www.linkedin.com/in/jesscook-contentmarketing/" rel="noopener noreferrer" target="_blank">Jess Cook</a>, Head of Content &amp; Comms at Island and Co-host of <em>That's Marketing, Baby</em>, about using a podcast to create a "rockstar experience" for key customers. They discuss how Island helped select customers get on high-profile C-suite podcasts to share their stories and advocate for Island's enterprise browser product.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(02:59) Island wanted customers to educate potential buyers on their enterprise browser rather than having all content come directly from Island</p><p><br></p><p>(03:21) The "rockstar treatment": Getting key customers on far-reaching c-level podcasts to talk about how they use Island's product</p><p><br></p><p>(06:58) Carefully selecting the right customers who are comfortable on camera and charismatic</p><p><br></p><p>(04:32) Helping customers craft their narrative and prep for podcast interviews to showcase Island effectively</p><p><br></p><p>(19:12) Repurposing podcast clips across owned channels and for sales enablement</p><p><br></p><p>(14:30) The difficulties of getting enterprise customers to publicly endorse a cybersecurity product</p><p><br></p><p>(22:31) How this sets the foundation for future targeted ABM strategies</p><p><br></p><p><strong>Guest Bios:</strong></p><p><br></p><p>Jess Cook - Head of Content and Comms at Island, creator of the "That's Marketing Baby" podcast. Island provides the first enterprise web browser designed specifically for the workplace with built-in security, compliance and productivity tools.</p>