EP. 155 - Association Plays And Niche Podcasts: ABM on a Budget

This is a podcast episode titled, EP. 155 - Association Plays And Niche Podcasts: ABM on a Budget. 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 a specific ABM strategy for a listener named Seth who is targeting independent financial advisors with a new custodial platform. Mason provides practical, budget-friendly approaches to overcome the challenges of marketing to small business owners, with a particular focus on data sourcing and building awareness for a new market offering.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(01:21) Introduction to Seth's scenario: targeting independent financial advisors with a custodial platform</p><p>(01:57] Challenge of data sourcing for independent businesses and small business owners</p><p>(03:07) Strategy #1: Leveraging associations for data access and community building</p><p>(04:11) Strategy #2: Creating a niche podcast with 70-80% booking success rate for awareness building</p><p>(05:44) Conversion potential from podcast guests to customers based on real examples</p><p>(07:04) Using podcasting as market research for early-stage products that may evolve</p><p>(08:15) Final recommendation: Focus on 2-3 associations plus launching a targeted podcast</p><p><br></p><p>Mason shares his own success metrics, noting that 25% of their current client base appeared on their podcast in the past year, and about 50% of customers were podcast listeners for approximately a year before converting, demonstrating the relationship-building potential of this approach.</p>