Scrappy ABM

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, 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> 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

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/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a> on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks. Best Moments:(01:17) Why ABM is a popular but challenging topic for marketers(05:59) Who should implement ABM strategies(09:41) Differences between ABM and pure play demand generation(15:10) The importance of personalized content in ABM(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction(28:57) Benefits of starting with closed-lost and website re-engagement programs(34:29) ABM myths and misconceptions(37:31) The importance of a crawl, walk, run approach to implementing ABM Guest Bios:<ul><li><a href="https://www.linkedin.com/in/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a>: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.</li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a>: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. 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 Exit Five Podcast:The Exit Five podcast, hosted by <a href="https://www.linkedin.com/in/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a>, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers. Additional Resources: Listen to the full episode on Exit Five:<ul><li><a href="https://open.spotify.com/show/exitfive" rel="noopener noreferrer" target="_blank">Spotify</a></li><li><a href="https://podcasts.apple.com/us/podcast/exit-five-b2b-marketing-with-dave-gerhardt/id1392371864" rel="noopener noreferrer" target="_blank">Apple Podcasts</a></li><li><a href="https://music.amazon.com/podcasts/exit-five" rel="noopener noreferrer" target="_blank">Amazon Music</a></li><li>PlayerFM</li></ul> Join the Exit Five Community: <a href="https://www.exitfive.com/" rel="noopener noreferrer" target="_blank">exitfive.com</a> Connect with the Guests on LinkedIn:<ul><li><a href="https://www.linkedin.com/in/davegerhardt/" rel="noopener noreferrer" target="_blank">Dave Gerhardt</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a></li></ul>

EP. 114 - Simplifying ABM Strategies with Dave Gerhardt

In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies. Best Moments: (00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals (01:25) Gaining clarity on structuring an ABM program (04:04) Discussion on various ABM-related terms and their similarities (08:35) Three core reasons why ABM programs fail (12:56) Importance of focusing on people and processes before investing in technology (15:22) Introduction to the account progression model framework (16:31) Explanation of the 4D framework for building activation playbooks (19:37) Identifying current marketing activities and how they fit into the account progression model (24:09) Examples of how to track and measure various marketing activities (27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model

EP. 115 - Stop Scaling ABM: Start Stacking Signals for Success

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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. 111 - Overcoming Sales and Marketing Alignment Challenges in ABM

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Mason Cosby

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