Scrappy ABM

This episode of Scrappy ABM features host Mason Cosby interviewing Tomasz Maciejewski , a LinkedIn trainer, B2B consultant, and founder of Content Way. They discuss Tomasz's podcast playbook and ABM strategy for engaging potential clients through thought leadership content. ========================================================================================== Best Moments: (01:53) How Tomasz i...

This episode of Scrappy ABM features a discussion between host Ariana Shannon , sales intel director of marketing, and guest Mason Cosby , founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank. ========================================================================================== Best Moments: (08:39) Why some ABM progr...

In this episode of Scrappy ABM, host Mason Cosby interviews Parthi Loganathan , CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content planning. ==============================================...

In this episode of Scrappy ABM, host Mason Cosby walks through a website re-engagement playbook using the 4D framework of data, distribution, destination, and direction. Learn a step-by-step approach for re-engaging website visitors through targeted outreach campaigns with the goal of booking meetings and driving conversions. Best Moments: (04:06) Using free tools like RB2B, Warmly, and Factor.ai...

In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal , Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally to gain alignment. Best Moments: (01:05) The cha...

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 journ...

In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos , CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution. ============================================================...

In this episode of Scrappy ABM, host Mason Cosby walks through building a complete account-based marketing (ABM) program for just $58/month. He outlines how to leverage free and low-cost tools like LinkedIn, podcast hosting platforms, and content editing software to target key accounts, build relationships with executives, and generate referrals. ===================================================...

In this episode of Scrappy ABM, host Mason Cosby interviews Mary Keogh , Director of Product and Content Marketing at CoLab, about an account-based marketing (ABM) and demand generation playbook she ran for an early-stage SaaS startup. They discuss identifying bottlenecks in the business, building a targeted playbook with limited resources, generating pipeline and revenue, and key lessons learned....

In this episode of Scrappy ABM, host Mason Cosby discusses building an effective account-based marketing (ABM) strategy using an account progression model. He outlines the key stages of an account progression model and how to align them with the 4D framework (data, distribution, destination, direction) to create a repeatable ABM program. Best Moments: (02:17) Difference between contact-focused lea...

In this episode of Scrappy ABM, Mason Cosby interviews Kacyn Goranson , VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a...

In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs. Best Moments: (02:04) Data - Identifying who to target and why, typically starting w...

In this episode of Scrappy ABM, host Mason Cosby interviews Jess Cook , Head of Content & Comms at Island and Co-host of That's Marketing, Baby , about using a podcast to create a "rockstar experience" for key customers. They discuss how Island helped select customers get on high-profile C-suite podcasts to share their stories and advocate for Island's enterprise browser product. Best Moments:...

In this solo episode, host Mason Cosby provides an in-depth definition of "Scrappy ABM" and how it differs from traditional account-based marketing approaches. He explains why starting with a scrappy, budget-friendly ABM strategy focused on people and processes is crucial for validation before investing heavily in technology and scaling. Best Moments: (03:10) Scrappy ABM is a revenue strategy cent...

In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter , CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited. Best Moments: (05:14) Metrics and benchmarks for ABM are diff...

Is ABM a good fit for your biz? Sam talks to Mason Cosby, Founder @ Scrappy ABM They cover: 👉 What kind of b2b companies should be running ABM (Account Based Marketing)? 👉 Min budget or resources needed to run ABM effectively 👉 Some practical plays you can start from today 📌 Mason Cosby 📢  LinkedIn

In this episode of Scrappy ABM, host Mason Cosby is joined by guest Mike Rizzo , founder of MarketingOps.com , to discuss strategies for simplifying and streamlining marketing operations. They provide practical tips for auditing your tech stack, data, and workflows to identify what's working, what's not, and how to optimize your operations without breaking the bank. Best Moments: (02:59) Begin wit...

In this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough gra...

In this episode of Scrappy ABM, host Mason Cosby is joined by Trevor Grimes , Lead Content Strategist at Scrappy ABM, to discuss strategies for repurposing existing content assets to support account-based marketing programs. You'll get a practical playbook for taking inventory of current content and identifying opportunities to reuse and reframe it to fill gaps in the buyer's journey. Best Moments...

In this episode, recorded on Demand Wars and hosted by Bolaji Oyejide , Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career. In the later part of the video, Mason Cosby discusses a scenario where a marketer has $1,000 a month...

In this episode of Scrappy ABM, host Mason Cosby talks with Peter Mollins , CMO at SetSail, about how to develop effective feedback loops between sales and marketing teams. They discuss the importance of alignment on key definitions, goals, and processes to make collaboration easier. Best Moments: (00:05) Groundbreaking ABM approaches without breaking the bank (01:09) Effective Feedback Loops with...

This episode focuses on building an ABM program for companies with limited resources using a 4-step framework. Mason Cosby is interviewed on the podcast Letterdrop , hosted by Parthi Loganathan . Mason Cosby argues that the future of revenue is inbound and that companies should focus on building long-term relationships with customers. He outlines a 4-step framework to get started with ABM: Data: I...

In this episode of Scrappy ABM, host Mason Cosby interviews Sam Dunning , Founder of SEO agency Breaking B2B , as they dive into practical playbooks for effective Account-Based Marketing (ABM) and Search Engine Optimization (SEO) strategies. You will learn how to align SEO efforts with target account lists, avoid common mistakes in SEO campaigns, and create valuable ungated content for ABM. You wi...

In this episode of Scrappy ABM, host Mason Cosby interviews Trinity Nguyen , VP of Marketing at UserGems , about how to implement champion tracking to generate predictable pipeline from existing customers and prospects. Listeners will learn best practices for setting up champion tracking, including who to track, what sequences to use, how to distribute content, and key results from UserGems' progr...

Whether you're a seasoned marketer or new to the field, this episode is packed with wisdom and advice to elevate your ABM and content strategies. Join Steve Schmidt and Mason as they delve into the nuances of creating magnetic content that not only attracts but also retains the attention of your most valued accounts. Key Highlights: - Demystifying ABM - Mason breaks down the fundamentals of ABM, e...