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> dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth. Best Moments: (01:12) Exploring three podcast formats for guest conversion: expertise, story, and host-as-expert (01:38) The expertise format: showcasing guests’ thought leadership to build credibility (02:00) The story format: focusing on relationship-building with guests (04:11) How to source the right guests for an expertise-based podcast (06:54) Preparing for podcast interviews using intake forms or prep calls (11:30) Strategies for converting expert guests into referral partners or clients

EP. 95 - Converting Podcast Guests Into Your BEST Customers & Partners | Scrappy Playbooks

In this insightful episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/amber-bogie/" rel="noopener noreferrer" target="_blank">Amber Bogie</a>, Sr Director of GTM &amp; ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization. ======================= Best Moments: (01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there (04:52) The significance of having "GTM" in her title and how it reflects her advisory role within the company (07:38) Understanding that ABM isn’t a one-size-fits-all solution and may not be viable in every segment of the organization (12:36) Amber talks about integrating account-based principles into existing demand strategies, moving beyond pure-play ABM (20:21) Strategies for communicating the value of ABM to sales teams and securing their buy-in (33:04) Parting wisdom from Amber: Don't overcomplicate ABM—focus on what drives revenue effectively ======================= Guest Bio: Amber Bogie is the Sr Director of GTM &amp; ABM Innovation at GoTo. With a reputation as a practical and results-driven leader in the ABM space, Amber brings a wealth of knowledge on how to effectively implement ABM strategies within large organizations.

EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | Scrappy Playbooks

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares budget-friendly strategies on how to effectively network and book meetings at events, even if you don’t have a speaking engagement. ========================= Best Moments: (02:05) The importance of attending sessions related to your product or service to identify potential customers and facilitate serendipitous conversations (03:19) The role of networking and initiating conversations at events, with tips on crafting effective conversation starters (04:29) Developing scripts for sales teams to guide networking conversations and promote natural relationship-building (08:07) Strategies for obtaining contact information, such as connecting on LinkedIn or offering a valuable asset or offer (10:14) Evaluating the success of event networking efforts by tracking LinkedIn connections or engagement with the offered asset (13:26) Managing expectations for post-event meeting cancellations or no-shows due to the "conference high" effect

EP. 93 - How to Network & Book Meetings at Events WITHOUT a Speaking Slot

In this episode of "Scrappy ABM," host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is joined by <a href="https://www.linkedin.com/in/tyler-pleiss/" rel="noopener noreferrer" target="_blank">Tyler Pleiss</a>, the Growth Marketing Manager at Movable Ink. Together, they dive into Tyler's practical approach to building and scaling an account-based marketing (ABM) program from the ground up, without relying on expensive technology platforms. ================================= Best Moments: (02:05) Tyler introduces Movable Ink, an email platform that provides personalization for B2C brands (03:19) Defining account-based go-to-market and the key pillars of the strategy (06:01) Using first and third-party data to prioritize accounts and align messaging (10:48) The process of creating the targeted account list, involving cross-functional stakeholders (16:04) The importance of collaboration in developing messaging and content for ABM campaigns (19:00) Measuring success through KPIs and a framework for reporting on progress (24:21) A specific win-back strategy being implemented, leveraging internal data insights ================================= Guest Bio: Tyler Pleiss is the Growth Marketing Manager at Movable Ink, an email personalization platform for B2C brands. He is responsible for building and scaling the company's account-based marketing program from the ground up. Tyler is known for his insightful newsletter on ABM strategies and approaches, which offers practical advice and real-world experiences.

EP. 92 - Using 1st & 3rd Party Data to Prioritize Accounts + Collaborating With Stakeholders w/ Tyler Pleiss (ex-Clari) | 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> dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions. ============================ Best Moments: (01:07) Mason reveals his three core channels for driving pipeline: LinkedIn organic posting, the Scrappy ABM podcast, and speaking at events (03:55) Discussion on the impact of challenging market conditions in 2023 and the timeless value of education (06:08) Mason explains how giving away valuable information for free positions his business as a trusted resource (07:51) The "100 pennies" exercise: Mason allocates hypothetical resources across different go-to-market strategies (15:56) Key takeaway: Prioritizing education, marketing, and customer-led approaches for scalable growth over the traditional, inefficient sales-led channels

EP. 91 - Pioneering Pipeline Growth Through Scrappy ABM Strategies | Recorded for the B2B Pipeline Pioneers Podcast

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is joined by ABM consultant <a href="https://www.linkedin.com/in/taniasaezf/" rel="noopener noreferrer" target="_blank">Tania Saez</a> to explore a practical playbook for executing a robust account-based marketing program using LinkedIn, email, and direct mail, specifically tailored for SMB and mid-market organizations. ======================================== Best Moments: (02:05) Finding your target audience through sales team input and data enrichment tools (06:28) Leveraging LinkedIn, email, personalized videos, and direct mail as core ABM channels (10:58) Tools like Vidyard for personalized videos and Snov.io for outbound sequencing (14:33) Crafting content like event key takeaways, free consultancy sessions, checklists, and assessments for personalized outreach (20:19) Measuring success via engagement metrics, meetings, opportunities, and revenue impact (25:04) Starting small, scaling gradually, and operationalizing your ABM strategy ======================================== Guest Bio: Tania Saez is an ABM consultant who shares daily insights on LinkedIn, focusing on effective and practical ABM strategies. She helps organizations build and scale ABM programs with limited resources, making them accessible and impactful.

EP. 90 - Combining LinkedIn, Email, & Direct Mail to Close Deals Involving SMBs w/ Tania Saez | Scrappy Playbooks

In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses the fundamentals of account-based marketing (ABM) with <a href="https://www.linkedin.com/in/nzeckets/" rel="noopener noreferrer" target="_blank">Nick Zeckets</a>, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank. ================================ Best Moments: (04:45) Discussing the target audience for Scrappy ABM's services (09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well (14:58) The importance of relevance and context in ABM outreach (20:27) The hallmarks of a phenomenal ABM program (28:29) The process of creating effective content for ABM campaigns (34:31) Strategies for extracting subject matter expertise from SMEs for content creation (44:31) The importance of covering various mediums (podcasts, webinars, events) for content creation (50:50) The ideal criteria for organizations to implement ABM programs successfully

EP. 89 - The Importance of Relevance and Context For Your ABM Program with Nick Zeckets | 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. 95 - Converting Podcast Guests Into Your BEST Customers & Partners | Scrappy Playbooks

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