Scrappy ABM

In this episode, 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/samkuehnle/" rel="noopener noreferrer" target="_blank">Sam Kuehnle</a>, VP of Marketing at <a href="https://www.linkedin.com/company/loxo/" rel="noopener noreferrer" target="_blank">Loxo</a>, a recruitment software company. They discuss the strategies and tactics Sam used as a solo marketer to build Loxo's marketing program from the ground up, including focusing on operations and data, leveraging macro and micro content, and aligning marketing with sales. Key Discussion Points:<ul><li>Building the foundation by focusing on operations, data, and optimization first before scaling demand gen efforts (00:07:13)</li><li>Using minimal tech stack - website, native ad platforms like LinkedIn and Facebook, HubSpot for reporting (00:06:06)</li><li>Creating macro content via podcast and repurposing into micro content for multi-channel distribution (00:15:40)</li><li>Changing BDRs from nuisance to advisor by leveraging product signups (00:19:07)</li><li>Ruthlessly prioritizing as a solo marketer and figuring out whether to DIY, outsource or hire (00:24:02)</li></ul>

EP. 40 - Solo Marketer Playbook for Vertical SaaS with Sam Kuehnle of Loxo | 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> 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/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

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. 40 - Solo Marketer Playbook for Vertical SaaS with Sam Kuehnle of Loxo | Scrappy Playbooks

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