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 episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares a powerful playbook for converting podcast guests into clients or partners by leveraging story-based interviews. He dives into the strategy of using podcasts as a relationship-building tool, where guests are invited to share their personal stories, fostering trust and long-term connections. ============================== Best Moments: (01:16) Using story-driven interviews to connect with potential clients or partners, creating a foundation for future business relationships (02:04) How "The Marketing Ladder" podcast serves as a model for story-based podcasting, helping guests share their career journeys and successes (03:36) By focusing on talent acquisition and career stories, podcasts can build positive associations with target accounts, positioning the host as a connector in the industry (04:24) Strategies for engaging with guests after the interview, including personalized follow-ups and content sharing to maintain the relationship (06:09) Tips for selecting the type of stories that guests should share, ensuring it aligns with their experiences and the podcast's objectives (07:54) The main objective of a story-based podcast — to build trust, which can lead to referrals, partnerships, and long-term business opportunities (09:37) Discussing the enduring value of relationships built through genuine, story-centered conversations (10:42) The importance of showing genuine care for guests and establishing oneself as a trustworthy partner

EP. 97 - Using Story-Driven Podcasting to Connect With Potential Clients and Partners | Scrappy Playbooks

In this episode, 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/jason-moolenaar-234b0a5/" rel="noopener noreferrer" target="_blank">Jay Moolenaar</a>, founder of Sentient Sales Technology, to talk about how to build effective Account-Based Marketing (ABM) programs without breaking the bank, focusing on collaboration between sales and marketing, creating authentic content, and capturing demand efficiently. ============================== Best Moments: (02:00) Jay emphasizes the critical role of aligning sales and marketing teams to create a cohesive ABM strategy. (05:44) Insights on identifying and engaging your target audience on LinkedIn and other relevant platforms. (07:45) Discussing strategies to quickly capture and connect with prospects to move them through the sales funnel effectively. (11:37) Techniques for driving targeted traffic to your website and segmenting content for maximum impact (14:58) Overcoming common hurdles in content creation while maintaining authenticity and relevance (19:53) Practical advice for those new to ABM, including tips on building and scaling programs on a budget (21:41) How to stand out in a crowded market with creative branding and marketing approaches ============================== Guest Bio: Jay Moolenaar is the founder of Sentient Sales Technology, a platform designed to capture and qualify leads rapidly. With extensive experience in sales, Jay now focuses on creating marketing programs that support sales teams effectively within the ABM framework. His approach prioritizes cost-effective strategies, authentic content, and leveraging technology to connect with prospects at the right time.

EP. 96 - Creating Authentic Content That Captures Demand Efficiently with Jay Moolenaar | 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 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

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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