Scrappy ABM

When people think of ABM, they often believe they need $200K in technology and an additional $200K in media spending. The good news is that this perception is completely inaccurate. In fact, you shouldn't invest a dime in either of these without a concrete strategy and a proof of concept. Tune in this week as <a href="https://www.linkedin.com/in/masoncosby/" target="_blank" rel="noreferrer noopener">Mason Cosby</a> delves deep into how to initiate ABM and execute it effectively, even on a budget.

EP. 39 - You DON'T Need 200K! I Recorded on Digital Banter

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

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/alex-stonehouse-dc/" rel="noopener noreferrer" target="_blank">Alexander Stonehouse</a>, Marketing Director at Forj and board adviser at The Startup Marketer. They discuss Alexander's experience implementing a successful Account-Based Marketing (ABM) program at a 3D printing and CNC machining SaaS company. The conversation covers identifying the right audience, creating engaging content for engineers, leveraging various channels for ABM engagement, and overcoming challenges in ABM implementation. Best Moments: (02:48) Determining the right audience for ABM (05:56) Creating engaging content for engineers (10:28) Best channels for ABM engagement (14:18) Transitioning from educational to sales content (21:39) Leveraging internal company intranets for ABM (23:11) Measuring success in ABM programs (26:21) Overcoming unexpected roadblocks in ABM implementation (28:57) Parting wisdom for building a first ABM program Guest Bio:<a href="https://www.linkedin.com/in/alex-stonehouse-dc/" rel="noopener noreferrer" target="_blank">Alexander Stonehouse</a> is the Marketing Director at Forj and a board adviser at The Startup Marketer. He has extensive experience in implementing successful Account-Based Marketing programs, particularly in the SaaS and manufacturing technology space. Alexander specializes in creating engaging content for technical audiences and leveraging various channels to drive growth and efficiency in marketing efforts. He is also the host of the Brilliantly Wrong podcast. The Startup Marketer is a marketing community built for startups and caters to startup marketers at all levels within seed-, early-, and growth-stage companies, as well as early-stage founders and recent grads/entry-level marketers. SUM LinkedIn:&nbsp;<a href="https://www.linkedin.com/company/the-startup-marketer/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/company/the-startup-marketer/</a>SUM Website:&nbsp;<a href="https://thestartupmarketer.com/" rel="noopener noreferrer" target="_blank">https://thestartupmarketer.com/</a> Forj brings the power of community together with the importance of learning all in a single, modern platform. Forj Website:&nbsp;<a href="https://www.forj.ai/" rel="noopener noreferrer" target="_blank">https://www.forj.ai/</a>

EP. 120 - Implementing ABM in Manufacturing Tech: A Conversation with Alexander Stonehouse

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/schwedelson/" rel="noopener noreferrer" target="_blank">Jay Schwedelson</a>, an expert in audience segmentation and marketing strategies. They delve into the importance of targeting specific functions rather than job titles, how to effectively narrow down your target audience, and strategies for distributing content to the right people at the right time. Best Moments: (01:01) Definition and importance of audience segmentation (02:24) Identifying target companies and industries (03:34) Targeting job functions vs. job titles (05:19) Using SIC codes for detailed segmentation (07:26) Leveraging growth indicators for targeting (09:36) Creating content that speaks to your target audience (14:45) Distribution channels and email marketing strategies (17:32) Common mistakes in audience segmentation (19:37) The importance of regularly updating your target account list Guest Bio:<a href="https://www.linkedin.com/in/schwedelson/" rel="noopener noreferrer" target="_blank">Jay Schwedelson</a> is an expert in audience segmentation and marketing strategies. He emphasizes the importance of targeted marketing and leveraging email as a critical communication channel. Jay hosts the podcast Do This, Not That and is passionate about helping marketers refine their audience targeting techniques to improve campaign effectiveness.

EP. 118 - Effective Audience Segmentation for ABM Campaigns with Jay Schwedelson

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 Tushar, Ashish, and Guraish on the Thrivecast podcast to discuss the differences between Product-Led Growth (PLG) and Account-Based Marketing (ABM) strategies for startups. They provide insights on how to effectively implement ABM, when to leverage PLG, and how combining both strategies can drive scalable growth. Best Moments:<ul><li>(00:06) Introduction to Scrappy ABM podcast</li><li>(00:43) Guest introductions and backgrounds</li><li>(02:35) Defining PLG and ABM</li><li>(05:59) Considerations for early-stage startups choosing between PLG and ABM</li><li>(19:22) The importance of identifying Ideal Customer Profiles (ICPs)</li><li>(34:09) Steps to build a target account list for ABM</li><li>(42:47) The role of AI in ABM strategies</li><li>(54:30) A four-D framework for getting started with ABM</li><li>(56:12) Final advice for companies figuring out their go-to-market motions</li></ul> Guest Bios:<ul><li>Tushar Ladha: Tushar is a co-host of Thrivecast and an expert in startup growth strategies. He brings valuable insights into how startups can navigate the complexities of choosing between PLG and ABM.</li><li>Ashish Bharti: Ashish is a co-host of Thrivecast with extensive experience in product development and marketing. He offers a deep understanding of how AI can be leveraged in ABM strategies.</li><li>Guraish Lal: Guraish is a co-host of Thrivecast and specializes in sales and marketing alignment. He provides practical advice on building effective go-to-market motions for startups.</li><li>Mason Cosby: Mason is the host of the Scrappy ABM podcast and an expert in Account-Based Marketing. He specializes in building effective ABM programs on low budgets that drive high impact. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.</li></ul> About Thrivecast:Thrivecast is a podcast that explores strategies and insights for startups and businesses looking to scale. This episode is a repurposed session from Thrivecast, where Mason was a guest discussing the interplay between PLG and ABM strategies.

EP. 117 - Sell Big (ABM) and Sell Small (PLG) Are in Your Control

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach. Best Moments: (00:32) Introduction to closed-loss programs and their importance in Q4 (01:36) Segmenting closed-loss opportunities based on verticals and past objections (02:17) Importance of reengaging through the same seller for higher success rates (03:27) Utilizing marketing programming and content assets to overcome past objections (04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts (05:29) The year-round potential of closed-loss programs (06:31) Champion tracking as a strategy for reengaging closed-loss opportunities (07:22) Customer win-back programs and their potential (08:13) Time-based triggers for reengaging closed-loss opportunities (09:04) Effective messaging strategies for reengagement (10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

EP. 116 - Building Effective Closed-Loss Programs in Account-Based Marketing

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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. 39 - You DON'T Need 200K! I Recorded on Digital Banter

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Mason Cosby

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