Scrappy ABM

In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology. Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.

In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology.

Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.

EP. 71 - The Crawl-Walk-Run Process For ABM Success | Recorded on The Antidote Podcast

In this special episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> joins <a href="https://www.linkedin.com/in/nataliefurness/" rel="noopener noreferrer" target="_blank">Natalie Furness</a> and <a href="https://www.linkedin.com/in/azinkevich/" rel="noopener noreferrer" target="_blank">Andrei Zinkevich</a> to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes. Best Moments:(01:56) The importance of technology stack in ABM(04:33) Essential processes for starting an ABM program(07:06) The 4D framework for building an ABM program(10:51) Using third-party intent data in ABM playbooks(17:42) Balancing account-focused and contact-focused approaches(23:31) Measuring lifecycle stages at account vs. contact level Guest Bios:<ul><li><a href="https://www.linkedin.com/in/nataliefurness/" rel="noopener noreferrer" target="_blank">Natalie Furness</a>: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.</li><li><a href="https://www.linkedin.com/in/azinkevich/" rel="noopener noreferrer" target="_blank">Andrei Zinkevich</a>: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.</li></ul> About RevOps Automated:RevOps Automated is a platform powered by CEO <a href="https://www.linkedin.com/in/nataliefurness/" rel="noopener noreferrer" target="_blank">Natalie Furness</a>, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.

EP. 113 - Building the Best Technology Stack for B2B Growth at Scale: The ABM Approach

In this special episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> joins <a href="https://www.linkedin.com/in/morganjingram/" rel="noopener noreferrer" target="_blank">Morgan J. Ingram</a> on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests <a href="https://www.linkedin.com/in/tyler-pleiss/" rel="noopener noreferrer" target="_blank">Tyler Pleiss</a> and <a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer" target="_blank">Corrina Owens</a>, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts. Best Moments:(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?(05:41) Defining Account-Based Marketing (ABM)(09:03) Do's and don'ts of ABM(19:02) Breakdown of real ABM campaigns(32:02) Determining when sales should engage in ABM(41:35) The "Roast Session": Sharing unsuccessful ABM campaigns and lessons learned(51:48) Top ABM tips from each guest(54:40) Working with content marketing teams for ABM Guest Bios:<a href="https://www.linkedin.com/in/morganjingram/" rel="noopener noreferrer" target="_blank">Morgan J. Ingram</a> is the founder of Amp Creative and the moderator of Marketing Mayhem, an edutainment show that mixes humor with learning. He brings together top industry professionals to review what works and what doesn't in marketing.<a href="https://www.linkedin.com/in/tyler-pleiss/" rel="noopener noreferrer" target="_blank">Tyler Pleiss</a> is the Associate Director of Growth Marketing at Movable Ink, specializing in ABM tactics and building account-based go-to-market strategies.<a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer" target="_blank">Corrina Owens</a> is a marketing professional with extensive experience in ABM strategies. In her spare time, Corrina teaches aerial silks.<a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is the host of Scrappy ABM podcast and an ABM expert. He runs various ABM-related content platforms, including a podcast, newsletter, website, and masterclass in partnership with UserGems. About Marketing Mayhem:Marketing Mayhem is an edutainment show moderated by <a href="https://www.linkedin.com/in/morganjingram/" rel="noopener noreferrer" target="_blank">Morgan J. Ingram</a>, founder of Amp Creative. The show mixes humor with learning by reviewing what works and what doesn't in marketing, featuring top industry experts who tackle different areas of marketing in each episode.

EP. 112 - ABM Showdown: Marketing Revolution or Outdated Relic?

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles. Best Moments: (01:42) Three main reasons for marketing and sales misalignment (01:49) Historical lack of tangible pipeline delivery from marketing (03:59) Compensation structures not incentivizing alignment (06:47) Sales team's protective nature over pipeline and accounts (09:40) Strategies for marketers to overcome alignment challenges (12:38) Importance of starting small and building trust with sales teams (13:26) Addressing compensation structures to drive engagement (14:14) Targeting the right salespeople for ABM program involvement

EP. 111 - Overcoming Sales and Marketing Alignment Challenges in ABM

In this episode of Scrappy ABM, <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> joins a lively debate with <a href="https://www.linkedin.com/in/tadavidson41/" rel="noopener noreferrer" target="_blank">Tim Davidson</a> on various aspects of Account-Based Marketing (ABM). The episode is structured as a three-round debate covering intent data, ABM platforms, and pilot programs, offering diverse perspectives and insights for ABM enthusiasts. Best Moments: (03:02) Round 1: Debate on the effectiveness of intent data (08:38) Round 2: Discussion on the value and necessity of ABM platforms (14:14) Round 3: Debate on investment strategies for pilot programs

EP. 110 - ABM Debate with Tim Davidson: Intent Data, Platforms, and Pilot Programs

In this episode of The Social Selling Podcast, host <a href="https://www.linkedin.com/in/danieldisney/" rel="noopener noreferrer" target="_blank">Daniel Disney</a> interviews <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a>, host of Scrappy ABM, about his successful social selling strategies on LinkedIn. Mason shares how he has generated significant revenue without relying on viral content or a large following, focusing instead on consistent, meaningful engagement. Best Moments: (02:38) Mason's start on LinkedIn and initial failures (03:58) The importance of engaging with prospects' content (05:18) Balancing personal and professional content on LinkedIn (10:50) Mason's approach to converting connections into clients (16:40) Time commitment for social selling activities (18:39) Maintaining consistency in social selling efforts (23:39) The importance of patience and long-term commitment in social selling

EP. 109 - Social Selling Success Without Viral Content

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> welcomes <a href="https://www.linkedin.com/in/isaac-ware/" rel="noopener noreferrer" target="_blank">Isaac Ware</a> and <a href="https://www.linkedin.com/in/trinitynguyen/" rel="noopener noreferrer" target="_blank">Trinity Nguyen</a> from UserGems to discuss signal-based go-to-market strategies. They explore the definition of signals, how to identify and leverage them, and common misconceptions in the industry. Best Moments: (00:32) Introduction to signal-based go-to-market strategies (01:35) Definition of signals in go-to-market context (03:00) Identifying viable signals within customer base (07:26) Common misconceptions about signals and intent data (10:52) Time sensitivity of contact vs. account signals (13:31) Operationalizing stacked signals for BD teams (16:21) Theming and grouping signals for effective implementation (19:43) Hurdles in implementing signal-based approaches (22:32) Introduction to Scrappy ABM Master Class resource Guest Bios: <a href="https://www.linkedin.com/in/isaac-ware/" rel="noopener noreferrer" target="_blank">Isaac Ware</a> is a representative from UserGems, a company specializing in signal-based marketing and sales solutions. Isaac brings expertise in leveraging customer data and signals to improve go-to-market strategies. <a href="https://www.linkedin.com/in/trinitynguyen/" rel="noopener noreferrer" target="_blank">Trinity Nguyen</a> is also from UserGems and contributes insights on implementing signal-based approaches, particularly focusing on the practical aspects of operationalizing these strategies for sales and marketing teams.

EP. 108 - How to Implement SIGNAL-BASED Strategies for Effective Go-to-Market

Scrappy ABM Podcast

Scrappy ABM Website

LinkedIn

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. 71 - The Crawl-Walk-Run Process For ABM Success | Recorded on The Antidote Podcast

DESCRIPTION

Today's Host

Mason Cosby

Recent Episodes