EP. 68 - Generating $8M In Pipeline Within 7 Months With Mary Keough | Scrappy Playbooks

This is a podcast episode titled, EP. 68 - Generating $8M In Pipeline Within 7 Months With Mary Keough | 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/mary-keough-437824a2/" rel="noopener noreferrer" target="_blank">Mary Keogh</a>, Director of Product and Content Marketing at CoLab, about an account-based marketing (ABM) and demand generation playbook she ran for an early-stage SaaS startup. They discuss identifying bottlenecks in the business, building a targeted playbook with limited resources, generating pipeline and revenue, and key lessons learned.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(10:27) "We saw tons of leads coming in, and within maybe 5 to 6 months of running the playbook, we have 8 million in pipeline"</p><p><br></p><p>(15:19) Only needing 2 customers a month with a $20-30k ACV to get a 3-4x ROI on a $15k/month ad spend budget</p><p><br></p><p>(23:38) In 6 months, generated $1 million in revenue from the account-based marketing program, an 11x ROI on the ad spend</p><p><br></p><p>(25:34) "Make sure you have those fundamentals super, super solid. And what I define as marketing fundamentals is, like, STP, segmentation targeting positioning, classic marketing stuff, and all of that has to be predicated by a customer research"</p><p><br></p><p><strong>Guest Bio:</strong></p><p><a href="https://www.linkedin.com/in/mary-keough-437824a2/" rel="noopener noreferrer" target="_blank">Mary Keogh</a> is the Director of Product and Content Marketing at CoLab, co-host of The Purposeful Marketing podcast</p>