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 informative 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/peter-lorenco/" rel="noopener noreferrer" target="_blank">Pete Lorenco</a>, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success. Key Moments:(02:48) How to determine and select target accounts for an ABM initiative.(05:52) Best practices for choosing distribution channels to reach the target audience.(11:03) Tips for creating content that resonates with specific accounts.(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.(25:33) Common challenges and unexpected roadblocks in ABM implementation.(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools. Guest Bio:Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.

EP. 124 - Pete Lorenco Unpacks Key Strategies for Targeted Marketing Success

In this special episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank. Key Discussion Points:(00:32) Introduction to the episode and its focus on building ABM programs(01:21) The importance of implementing information learned in the episode(03:24) Definition of ABM and the confusion surrounding various terms(07:48) Three core reasons why ABM programs fail(11:30) The overwhelming number of marketing tools available(14:54) Introduction of the account progression model framework(17:51) Step-by-step guide to building an ABM program framework(24:48) Identifying gaps and optimizing existing programs(26:12) Free resources for further learning about ABM About the Signal Based Marketing Summit:The Signal Based Marketing Summit is an event hosted by Signals, focusing on how marketers can listen, interpret, and engage buyer signals effectively. The summit brings together industry experts to share insights and strategies for leveraging buyer intent data to drive marketing success. Note: This episode is a repurposed presentation from the Signal Based Marketing Summit, where Mason was a guest speaker.

EP. 125 - Listen, Interpret & Engage Buyer Signals

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/silvio-perez/" rel="noopener noreferrer" target="_blank">Silvio Perez</a>, founder of AdConversion, about using incentives in advertising to book meetings with target accounts. They discuss how to effectively implement incentivized ad campaigns, target the right audience, choose the best incentives, and measure success. Best Moments: (01:17) The premise of offering incentives to book meetings (03:19) Targeting the right audience on LinkedIn (05:15) When to activate incentivized ad campaigns in the buyer's journey (07:05) Best LinkedIn ad types for incentivized campaigns (08:26) Content recommendations for incentivized ads (09:23) Choosing the right incentive (Amazon gift cards perform best) (13:27) Conversion rate expectations and cost per SQL benchmarks (16:19) Getting internal buy-in for incentivized ad campaigns (19:16) Scaling incentivized ad campaigns across channels (22:29) The importance of building a quality target account list Guest Bio:<a href="https://www.linkedin.com/in/silvio-perez/" rel="noopener noreferrer" target="_blank">Silvio Perez</a> is the founder of AdConversion, an agency specializing in B2B advertising. With extensive experience in running incentivized ad campaigns, Silvio has tested various incentives across different platforms to discover what works best. He is passionate about helping businesses level up their B2B advertising skills and offers free courses through <a href="https://adconversion.com/" rel="noopener noreferrer" target="_blank">AdConversion.com</a>.

EP. 122 - Using Incentives in Advertising to Book Meetings with Silvio Perez

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/nzeckets/" rel="noopener noreferrer" target="_blank">Nick Zeckets</a>, founder of Air Traffic Control, about launching a content-led Account-Based Marketing (ABM) program in just two weeks. They discuss the importance of content in ABM, sources of valuable data, effective distribution methods, and strategies for identifying and filling content gaps. Nick shares practical advice on overcoming common roadblocks and getting an ABM program off the ground quickly and efficiently. Best Moments: (01:21) How content is crucial to ABM programs (05:58) Sources of data for ABM programs (08:26) Effective content distribution methods (12:52) Identifying and filling content gaps (16:24) Common roadblocks in launching ABM programs (19:03) Advice for getting an ABM program off the ground Guest Bio:<a href="https://www.linkedin.com/in/nzeckets/" rel="noopener noreferrer" target="_blank">Nick Zeckets</a> is the founder of Air Traffic Control, a company that analyzes data to understand what content audiences are engaging with. Air Traffic Control helps businesses identify content gaps and create more relevant content for their ideal customers. With extensive experience in content strategy and ABM, Nick specializes in helping organizations launch effective, content-led ABM programs swiftly and successfully.

EP. 123 - Launching a Content-Led ABM Program in Two Weeks with Nick Zeckets

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/scottjlogan/" rel="noopener noreferrer" target="_blank">Scott Logan</a>, SVP of Marketing and Demand Gen at Connex AI, about practical approaches to account-based marketing (ABM) that don't break the bank. They discuss how to find the right audience, involve sales teams in ABM planning, test new markets, align sales and marketing goals, and structure ABM campaigns effectively. Best Moments: (00:25) Introduction to the podcast's focus on scrappy ABM programs (01:55) Finding the right audience for ABM campaigns (07:37) Importance of involving sales teams in ABM planning (10:49) Testing new markets before launching full ABM programs (14:46) Aligning sales and marketing goals and metrics (23:23) Structuring ABM campaigns in 3-6 month sprints (24:59) Breaking down a full ABM program execution strategy (30:58) Using events as conversion points in ABM campaigns Guest Bio:<a href="https://www.linkedin.com/in/scottjlogan/" rel="noopener noreferrer" target="_blank">Scott Logan</a> is the SVP of Marketing and Demand Gen at Connex AI. With a background as a salesperson at heart, Scott brings a unique perspective to marketing, focusing on aligning marketing efforts with sales goals. He emphasizes the importance of spending time with sales teams, using the same reporting metrics, and structuring ABM campaigns around tangible events to drive results.

EP. 119 - ABM Hacks for the Budget-Conscious Marketer with Scott Logan

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> speaks with <a href="https://www.linkedin.com/in/tljones38/" rel="noopener noreferrer" target="_blank">Tylor Jones</a>, Head of Digital Acquisition at SIB, about implementing a successful account-based marketing (ABM) program with limited resources. They discuss how to determine the right vertical to focus on, identify target audiences, develop effective channel mixes and content strategies, measure success, and overcome unexpected challenges during implementation. Best Moments: (01:21) Overview of the ABM program implemented at an HR tech company (02:50) Determining the right vertical to focus on for ABM (06:03) Identifying the target audience within the chosen vertical (08:42) Channel mix and content strategy for the ABM program (14:12) Measurement of success and key metrics for the program (23:34) Unexpected roadblocks and challenges during implementation (27:09) Aligning marketing compensation with sales incentives (31:53) Parting wisdom for those starting with ABM Guest Bio:<a href="https://www.linkedin.com/in/tljones38/" rel="noopener noreferrer" target="_blank">Tylor Jones</a> is the Head of Digital Acquisition at SIB. With extensive experience in digital marketing and ABM, Tylor has worked with various companies to implement effective account-based strategies. His approach focuses on aligning marketing efforts with sales goals and leveraging existing resources to create impactful campaigns. Tylor is passionate about creating efficient, results-driven marketing programs that contribute directly to revenue growth.

EP. 121 - Efficient ABM: Doing More with Less Featuring Tylor Jones

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

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Mason Cosby

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