EP. 113 - Building the Best Technology Stack for B2B Growth at Scale: The ABM Approach

Scrappy ABM

#Entrepreneur #Business #Marketing #Mason Cosby

28:47

Tyler Summitt, son of legendary coach Pat Summitt, as well as the Co-Founder of Pat Summitt Leadership Group , shares the group’s mission, the story of Pat’s humble beginnings, the art of mastering full executive decision making in 90 second or less, the "secret sauce" to Pat’s leadership, what she definitely didn’t understand about, but learned from, a 5-year-old’s soccer game, how to visualize winning in a (very, very) highly detailed way, the key component that gets you to over a 90% success rate, and the answer to the mystery of just who is “Trish”? Mentioned in this episode: This episode is brought to you by Pat Summitt Leadership Group. Pat Summitt Leadership Group…

for ca. et år siden 30:58

MP3•Episode hjem

In this special episode of Scrappy ABM, host Mason Cosby joins Natalie Furness and Andrei Zinkevich to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes.

Best Moments:

(01:56) The importance of technology stack in ABM

(04:33) Essential processes for starting an ABM program

(07:06) The 4D framework for building an ABM program

(10:51) Using third-party intent data in ABM playbooks

(17:42) Balancing account-focused and contact-focused approaches

(23:31) Measuring lifecycle stages at account vs. contact level

Guest Bios:

Natalie Furness: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.
Andrei Zinkevich: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.

About RevOps Automated:

RevOps Automated is a platform powered by CEO Natalie Furness, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.

158 episoder

Scrappy ABM

EP. 113 - Building the Best Technology Stack for B2B Growth at Scale: The ABM Approach

Scrappy ABM

published for ca. et år siden

Del

MP3•Episode hjem

Best Moments:

(01:56) The importance of technology stack in ABM

(04:33) Essential processes for starting an ABM program

(07:06) The 4D framework for building an ABM program

(10:51) Using third-party intent data in ABM playbooks

(17:42) Balancing account-focused and contact-focused approaches

(23:31) Measuring lifecycle stages at account vs. contact level

Guest Bios:

Natalie Furness: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.
Andrei Zinkevich: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.

About RevOps Automated:

158 episoder

#Entrepreneur #Business #Marketing #Mason Cosby

Tous les épisodes

Scrappy ABM

1
Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions 8:42

for 1 day siden8:42

8:42

In this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users. Best Moments: (00:32) Introduction to the ABM program breakdown format based on listener submissions (00:47) Overview of Lacey's submission: ICP, product, and goals (01:17) Critique that the current ICP isn't specific enough for effective ABM (02:34) Need to narrow down company size focus based on where they provide the most value (03:18) Recommendation to target companies with small finance teams in growth stages (04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions (05:01) Importance of creating hyper-focused messaging based on specific customer profiles (06:01) Mason shares his own company's highly specific ICP as an example (07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors (08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter…

Scrappy ABM

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EP. 156 - Target Managers And Directors To Increase Conversions 8:21

for 4 dage siden8:21

8:21

In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn. Best Moments: (00:31) Introduction to the playbook breakdown format for ABM strategies (00:49) Overview of Lance's specific situation targeting enterprise insurance companies (01:21) Why Mason's first ABM program failed by targeting CEOs directly (01:57) Strategy of targeting manager and director levels instead of C-suite executives (02:25) Rationale for targeting lower-level employees (more accessible, less flooded inboxes) (03:13) Cost-effectiveness of targeting below C-suite level (lower CPMs) (03:33) How to use bottom-up approach to eventually reach decision makers (03:43) LinkedIn connection strategy and why starting lower increases acceptance rates (04:39) Building pain awareness with end users who understand day-to-day challenges (05:53) Implementation through LinkedIn advertising and social selling (05:59) Suggested cadence of 20 connections per day across multiple accounts (06:56) Importance of having conversion points like online workshops or events (07:24) Follow-up strategy to encourage sharing content with higher-level decision makers…

Scrappy ABM

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EP. 155 - Association Plays And Niche Podcasts: ABM on a Budget 8:53

for 8 dage siden8:53

8:53

In this episode of Scrappy ABM, host Mason Cosby breaks down a specific ABM strategy for a listener named Seth who is targeting independent financial advisors with a new custodial platform. Mason provides practical, budget-friendly approaches to overcome the challenges of marketing to small business owners, with a particular focus on data sourcing and building awareness for a new market offering. Best Moments: (01:21) Introduction to Seth's scenario: targeting independent financial advisors with a custodial platform (01:57] Challenge of data sourcing for independent businesses and small business owners (03:07) Strategy #1: Leveraging associations for data access and community building (04:11) Strategy #2: Creating a niche podcast with 70-80% booking success rate for awareness building (05:44) Conversion potential from podcast guests to customers based on real examples (07:04) Using podcasting as market research for early-stage products that may evolve (08:15) Final recommendation: Focus on 2-3 associations plus launching a targeted podcast Mason shares his own success metrics, noting that 25% of their current client base appeared on their podcast in the past year, and about 50% of customers were podcast listeners for approximately a year before converting, demonstrating the relationship-building potential of this approach.…

Scrappy ABM

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EP. 154 - Using Podcasts For ABM Success In Scientific Instrumentation 22:29

for 11 dage siden22:29

22:29

In this episode of Scrappy ABM , host Mason Cosby sits down with David Oliva , General Manager of Organomation , to discuss how he leveraged podcasting as an account-based marketing (ABM) tool in the scientific instrumentation industry . David shares how his podcast strategy helped engage key prospects, build industry relationships, and drive measurable business results. Best Moments (01:21) Why Organomation launched a podcast for ABM (05:13) Breaking down the affordable podcast setup process (07:55) How David finds and secures podcast guests (12:14) Turning podcast guests into sales conversations (15:50) Podcasting’s impact on industry visibility and networking (17:44) Success metrics and business impact from the podcast (19:23) David’s advice for companies considering podcasting for ABM David's insights offer a practical playbook for anyone looking to incorporate podcasting into their ABM strategy—especially in niche B2B industries like scientific equipment and laboratory solutions.…

Scrappy ABM

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EP. 153 - Creating ABM Content That Gets Used! — Benjamin Ard on Organizing, Leveraging AI & Driving Relevancy 20:50

for 15 dage siden20:50

20:50

In this episode of Scrappy ABM , host Mason Cosby speaks with Benjamin Ard , co-founder and CEO of Masset.ai, about creating ABM content that sales teams actually use. They discuss how to identify relevant content, organize it effectively, and involve the entire organization in content creation—while making use of AI to streamline the process. Best Moments: (01:27) The importance of relevancy over personalization in content creation (02:51) Centralizing content and organizing it by customer questions (05:01) Documenting customer questions across all touchpoints (08:59) Running pilot programs before full implementation (12:03) Using AI to organize and search content efficiently (17:24) Leveraging AI for content creation while maintaining authenticity (18:55) Involving the entire organization in the content creation process Guest Bio: Benjamin Ard is the co-founder and CEO of Masset.ai. With a background in marketing, Ben specializes in helping businesses centralize and organize their content for more effective sales and marketing utilization, particularly within ABM programs. He’s also the host of the Content Amplified podcast.…

Scrappy ABM

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EP. 152 - From Misalignment to Momentum 51:50

for 18 dage siden51:50

51:50

In this episode of Scrappy ABM , host Mason Cosby uncovers strategies for bridging the gap between sales and marketing—without huge budgets. He dives into why sales and marketing often clash, the goals that drive sales teams, and the steps to create effective ABM playbooks using the four D framework. Best Moments (00:54) The constant battle between building brand vs. building pipeline (12:38) Why sales and marketing are often misaligned (17:22) The goals of sales teams and their time horizons (32:36) The four D framework for structuring ABM playbooks (36:44) The importance of understanding sales compensation plans (42:45) Upcoming webinar on taking the first steps with ABM (47:48) Insights on content creation for ABM programs…

Scrappy ABM

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EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success 56:24

for 22 dage siden56:24

56:24

In this episode of Scrappy ABM , host Mason Cosby invites Liam Moroney , CEO of Storybook Marketing, to explore the often-debated relationship between brand building and sales activation—especially within Account-Based Marketing (ABM). They dive into how brand awareness drives long-term success, the importance of measuring brand metrics effectively, and how to maintain a balance between quick wins and sustained growth. Best Moments: (00:32) Introduction to Liam Moroney and the episode’s focus (01:25) Popular marketing chart showing short-term sales activation vs. long-term brand building (03:00) Mason’s background in sales and marketing (05:58) Liam’s perspective on brand awareness in marketing (12:07) Debate on balancing brand building with sales activation (18:48) Why brand metrics matter for marketing effectiveness (26:00) Measuring brand metrics effectively (35:37) Brand awareness in ABM programs (44:55) How Scrappy ABM approaches building its own ABM program (47:46) Impact of budget cycles on marketing effectiveness (54:58) Final thoughts on why brand awareness is crucial Guest Bio: Liam Moroney is the CEO of Storybook Marketing. With a background in demand generation and a passion for brand strategy, Liam brings a unique perspective on balancing short-term activation with long-term brand building. His advocacy for measuring and prioritizing brand awareness has made him a notable voice in marketing effectiveness and MarTech discussions.…

Scrappy ABM

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EP. 150 - From ABM to ROI - Getting started and seeing results in 2025 45:12

for 25 dage siden45:12

45:12

In this episode of Scrappy ABM , host Mason Cosby discusses the fundamentals of account-based marketing (ABM) and provides practical advice for implementing successful ABM programs. He explores common pitfalls, the key roles involved, and strategies to get your ABM efforts off the ground—no fancy tech required. Best Moments: (01:38) Mason’s background in building ABM programs without specialized technology (03:10) Statistics on the effectiveness of successful ABM implementations (05:15) Definition of ABM as a B2B revenue strategy (08:53) Explanation of ideal client profile (ICP) and best-fit customers (11:48) Common reasons why ABM programs fail (29:58) Core components of an ABM strategy: account progression model and activation playbook (34:01) Stages of the account progression model (36:47) Quick win strategy: implementing a closed-loss program (40:55) The 4D framework for ABM: data, distribution, destination, and direction Repurposed Episode Reference: This episode is repurposed from a webinar hosted by CXL , titled “From ABM to ROI – Getting Started and Seeing Results.” In the session, Mason Cosby appeared as a guest to share insights on running successful ABM programs without a massive tech stack. Explore more free content, webinars, and resources on CXL Lite .…

Scrappy ABM

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EP. 149 - The Scrappy Path To ABM Success! Product-Market Fit, Target Accounts & GTM Strategies 48:07

for 29 dage siden48:07

48:07

In this episode of Scrappy ABM , host Mason Cosby shares an interview from GTM Confessions , where he dives into product-market fit (PMF), account-based marketing (ABM), and go-to-market (GTM) strategies. Mason explores why PMF is essential for ABM, who needs to be involved in defining your ideal customer profile (ICP) and target account list, and how to balance immediate results with long-term marketing impact. Best Moments: (01:49) Defining product market fit (06:51) The importance of product market fit for ABM (09:13) Creating a target account list and involving the right people (25:54) Common misconceptions when starting ABM (31:34) Effective tactics and channels for ABM (34:48) The role of content creation and thought leadership in ABM (40:36) Balancing immediate results with long-term impact in marketing (44:04) What go-to-market teams should stop doing immediately (46:38) Mason’s biggest go-to-market confession About This Repurposed Episode: GTM Confessions is a show about the real ups, downs, and behind-the-scenes realities of being a go-to-market (GTM) professional. Hosted by Stephanie, it serves as a weekly therapy session for GTM leaders, featuring real examples of what’s worked and what hasn’t. Check out the original episode on YouTube to dive deeper into Mason’s insights on scrappy ABM programs and the power of trading fancy tech stacks for effective, boots-on-the-ground tactics.…

Scrappy ABM

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EP. 148 - Should You Hire Scrappy ABM? 10:14

for 5 weeks siden10:14

10:14

In this episode of Scrappy ABM , host Mason Cosby addresses a frequent listener question: Should you hire Scrappy ABM, and how? Mason offers a direct explanation of the company's services, ideal client profiles, and unique ABM enablement approach designed to help organizations launch effective programs and eventually graduate to self-sufficiency. Best Moments: (00:32) Introduction to the episode’s topic: hiring Scrappy ABM (01:39) Explanation of Scrappy ABM’s model as ABM enablement (02:40) Timeline for launching and executing ABM programs (03:25) Ideal client profile for Scrappy ABM services (04:20) Minimal technology requirements for working with Scrappy ABM (04:53) Overview of Scrappy ABM’s products and services (05:57) Training approach and problem-solving workshops (06:29) Who is and isn’t a good fit for Scrappy ABM’s services (07:20) The “teaching hospital” analogy for Scrappy ABM’s approach (08:32) Emphasis on clients eventually graduating from Scrappy ABM’s services…

Scrappy ABM

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EP. 147 - Launching Your ABM Program! Kelley Vallone on Targeting, Tiering & Measuring Success 29:48

for 5 weeks siden29:48

29:48

In this episode of Scrappy ABM , host Mason Cosby interviews Kelley Vallone , Director of Global Growth Marketing at Prove, about building an Account-Based Marketing (ABM) program from the ground up. They delve into identifying target accounts, creating tiering models, and executing engagement strategies—all while measuring success and ensuring scalability. Best Moments: (01:30) Identifying and prioritizing target accounts for ABM (05:33) Building a real target account list with company names (07:37) Creating an account tiering model and engagement strategies (10:54) Specific tactics for each tier of accounts (22:12) Measuring success in an ABM program (25:53) Advice for getting started with ABM Guest Bio: Kelley Vallone is the Director of Global Growth Marketing at Prove, an identity verification and authentication company. With extensive experience in ABM, demand generation, and growth marketing, Kelley has successfully implemented and scaled ABM programs. She’s passionate about sharing her knowledge and insights on marketing strategies, particularly in the B2B space.…

Scrappy ABM

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EP. 146 - Who is ABM for? 12:22

for 6 weeks siden12:22

12:22

In this episode of Scrappy ABM , host Mason Cosby explores who Account-Based Marketing (ABM) is best suited for and the essential criteria companies should meet before launching an ABM program. Mason shares insights on sales team requirements, product-market fit, contract value thresholds, and more to help you determine if ABM is the right approach for your business. Best Moments: (00:00) Introduction to the episode’s topic: Who is ABM for? (01:05) ABM is primarily for B2B companies (01:37) The importance of having a dedicated sales team (03:32) Product-market fit and ethical selling in ABM (06:10) The need for a larger average contract value (ACV) (08:13) Ideal sales cycle length for ABM implementation (09:09) The opportunity for deal expansion in ABM (09:52) The importance of a clear market focus for target accounts (10:39) Warning against implementing ABM if criteria are not met…

Scrappy ABM

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EP. 145 - How to Build an ABM Strategy That Actually Works 32:13

for 6 weeks siden32:13

32:13

In this special Scrappy ABM episode, we’re rebroadcasting a conversation from the B2B Growth Blueprint podcast, where host Mark Osborne interviews Mason Cosby on practical Account-Based Marketing (ABM) strategies. 📢 This episode was originally recorded for B2B Growth Blueprint , a podcast focused on scalable B2B strategies for early-stage SaaS, tech, and service firms. Best Moments: (00:32) Introduction to the rebroadcast episode (01:48) Mason’s career journey and experience in ABM (06:26) What is Account-Based Marketing (ABM)? (09:02) How to identify best-fit customers for ABM (12:28) Strategies for defining important target accounts (21:27) What makes Scrappy ABM different from traditional ABM approaches (28:44) Future plans for Scrappy ABM, including new educational initiatives 🎧 Listen to B2B Growth Blueprint : Spotify…

Scrappy ABM

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EP. 144 - ABM Without the B2B SaaS GTM BS 42:49

for 7 weeks siden42:49

42:49

In this episode of Scrappy ABM , host Mason Cosby joins Don't Be a SaaS hosts Adam O'Brien and Kate Campbell to discuss how B2B companies can implement Account-Based Marketing (ABM) without the hefty price tag. They break down actionable strategies, essential tech stacks, and what’s next for ABM in 2025 and beyond. 📢 This episode is a repurposed conversation from the Don't Be a SaaS podcast , where Mason was a guest. Best Moments: (00:06) Introduction to Scrappy ABM and its focus on practical playbooks (04:06) The importance of established product-market fit before implementing ABM (10:52) The role of data in ABM and identifying best-fit customers (14:25) Sales compensation’s impact on ABM success and customer retention (25:11) Building an affordable ABM tech stack for under $1,000 per month (34:09) Predictions for the future of ABM in 2025 and beyond (39:19) Resources for learning more about Scrappy ABM approaches 📌 Listen to Don't Be a SaaS : Spotify…

Scrappy ABM

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EP. 143 - BUILDING SUCCESSFUL ABM PROGRAMS! Sinziana Ursu on ABM at WP Engine & Upland Software 27:33

for 7 weeks siden27:33

27:33

In this episode of Scrappy ABM , host Mason Cosby interviews Sinziana Ursu , Director of Integrated Marketing at Upland Software, about her experience building an Account-Based Marketing (ABM) program at WP Engine. Sinziana shares insights on how she approached ABM, the tactics she used, the tech stack involved, and how she measured success along the way. Best Moments: (00:36) Introduction of Sinziana Ursu and her role (01:40) Initial approach to building an ABM program (05:59) Tactics used to execute the ABM program (08:34) Starting point for implementing tactics (11:35) Tech stack used for executing the program (15:18) Content creation process and resources (21:29) Measuring success of the ABM program (22:45) Unexpected challenges during implementation (24:43) Parting wisdom for those starting ABM Guest Bio: Sinziana Ursu is the Director of Integrated Marketing at Upland Software. With extensive experience in building and implementing ABM programs, Sinziana previously led the development of WP Engine’s enterprise-focused ABM initiative. She’s passionate about aligning sales and marketing efforts to create tailored and creative marketing strategies for target accounts.…

Scrappy ABM

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EP. 142 - PLANNING & EXECUTING SCRAPPY ABM CAMPAIGNS! Aligning Sales & Marketing Teams 28:21

for 8 weeks siden28:21

28:21

In this episode of Scrappy ABM , host Mason Cosby dives into the steps for planning and executing a scrappy Account-Based Marketing (ABM) campaign. He shares insights on how to qualify whether ABM is the right fit for your organization, the importance of aligning sales and marketing teams, and strategies for measuring the success of your ABM efforts. Best Moments: (00:32) Introduction to the episode and its format (01:35) Mason's career background and expertise in ABM (03:53) Steps for planning a scrappy ABM campaign (04:58) Qualifications for implementing an ABM program (07:54) Importance of sales and marketing alignment in ABM (12:32) The account progression model and four D framework (16:29) Balancing brand building and sales activation (20:53) The role of podcasts in ABM and brand building (24:46) Measuring and understanding results in ABM campaigns This is a repurposed episode from the podcast AssetMule Podcasts , a podcast about all things go-to-market. Hosted by Jorge Soto, Co-Founder at AssetMule, the show interviews top business leaders from CEOs to product marketing professionals to learn how the best go-to-market strategies are implemented.…

Scrappy ABM

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EP. 141 - SALES & ABM ALIGNMENT: How to Win with Target Account Lists & Closed-Lost Programs 18:09

for 8 weeks siden18:09

18:09

In this episode of Scrappy ABM , host Mason Cosby interviews Jim Gilkey , the official account executive of Scrappy ABM. They discuss the critical role of sales in ABM, how to strengthen marketing-sales alignment, and practical strategies for implementing a high-impact ABM program. Key Discussion Points: 00:03:38 - The role of sales in an ABM program 00:06:40 - Practical week-to-week relationship between marketing and sales 00:10:53 - Importance of cross-functional collaboration in ABM 00:14:07 - Developing an effective target account list 00:16:18 - The value of focusing on closed-lost accounts Throughout the conversation, Mason and Jim emphasize the power of co-creation between marketing and sales, starting with small ABM pilot programs, and maintaining rapid feedback loops to optimize results. Jim highlights the importance of clear communication across teams and how leveraging past relationships can provide unique insights into an account’s potential. Jim also shares his framework for developing a target account list, focusing on quick wins and accounts with prior engagement. He explains why launching a closed-lost program can generate early pipeline wins and momentum for long-term ABM success. Guest Bio: Jim Gilkey is the official account executive of Scrappy ABM. With experience spanning marketing, sales, and account management within ABM-driven organizations, Jim brings a unique perspective on aligning go-to-market teams. He previously hosted the Account-Based Beverages podcast and worked at Terminus, where he advised clients on ABM execution. Jim is passionate about helping teams build scalable, revenue-driving ABM programs.…

Scrappy ABM

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EP. 140 - How AssetMule is Changing ABM: Justin Dorfman on Personalization, Landing Pages & Measurable Success 27:19

for 9 weeks siden27:19

27:19

In this episode of Scrappy ABM , host Mason Cosby sits down with Justin Dorfman , cofounder and CEO of AssetMule, to discuss how companies can implement cost-effective Account-Based Marketing (ABM) strategies. They explore practical playbooks, personalized sales assets, and overcoming common implementation challenges—all without breaking the bank. Best Moments: (00:32) Introduction of Justin Dorfman and AssetMule (01:15) Overview of AssetMule’s pricing and target audience (02:06) Explanation of AssetMule’s features and capabilities (06:26) Common use cases for AssetMule, including ABM landing pages (09:12) Customization options within AssetMule (13:59) Measuring success and overcoming implementation challenges (22:38) General advice for implementing ABM programs Guest Bio: Justin Dorfman is the cofounder and CEO of AssetMule, a platform designed to help marketers create and manage sales assets. With a background in early-stage sales and product marketing, Justin developed AssetMule to solve the challenges of creating and personalizing sales assets at scale. His mission is to empower marketers and sales teams with impactful, customized content that drives real business results.…

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EP. 139 - AFFORDABLE ABM STRATEGIES! Jenna Bayler on Practical, Scalable Campaigns 24:53

for 9 weeks siden24:53

24:53

In this episode of Scrappy ABM , host Mason Cosby chats with Jenna Bayler , Director of Marketing Operations at Kinective, about implementing account-based marketing (ABM) programs without overspending. Jenna shares actionable insights on identifying ideal customers, crafting engaging content, and aligning metrics with sales objectives for effective ABM campaigns. Best Moments: (01:41) Identifying the ideal customer profile for ABM (04:53) Building a target account list (07:25) Creating engaging content for ABM campaigns (13:43) Aligning content with the buyer's journey (17:21) Measuring success in ABM programs (20:54) Unexpected challenges in ABM implementation (22:33) Final advice for launching ABM programs Key Insights: The importance of involving multiple departments to define the ideal customer profile. How to utilize progressive form strategies and align marketing metrics with sales objectives. Leveraging existing successful strategies creatively to scale ABM programs. Guest Bio: Jenna Bayler is the Director of Marketing Operations at Kinective, a company connecting various banking software systems. With expertise in HubSpot and data-driven marketing, Jenna specializes in aligning marketing efforts with sales goals and implementing scalable ABM strategies tailored to the financial technology sector.…

Scrappy ABM

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EP. 138 - LEVERAGING PODCASTING FOR ABM SUCCESS! Mike Allton on Strategies, Tools & Patience 27:00

for 10 weeks siden27:00

27:00

In this episode of Scrappy ABM , host Mason Cosby sits down with Mike Allton , Chief Storyteller at Agorapulse, to explore how podcasting can be a powerful tool for account-based marketing (ABM). They discuss targeting, tech stacks, and measuring podcast success beyond vanity metrics. Best Moments: (01:48) Targeting the right audience on LinkedIn for B2B SaaS (06:29) Strategies to make guests comfortable joining the podcast (10:49) Tech stack for podcast production and distribution (15:46) Measuring success beyond vanity metrics like downloads (21:34) Overcoming roadblocks and being patient with guests Guest Bio: Mike Allton is the Chief Storyteller at Agorapulse, a leading social media management tool. An experienced podcaster and content creator, Mike runs multiple shows for Agorapulse and his own AI-focused podcast. He is passionate about leveraging podcasting as a key ABM strategy and using AI to streamline the production process.…

Scrappy ABM

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EP. 137 - BUILDING A SUCCESSFUL ABM PROGRAM! Strategy, Frameworks & Breaking Down Big Problems 40:42

for 10 weeks siden40:42

40:42

In this special episode of Scrappy ABM , host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach. Best Moments: (02:05) Introduction to Scrappy ABM and its rapid growth (04:15) Meeting clients where they are and delivering in the short term (06:11) Identifying reasons why ABM might fail in an organization (09:56) The account progression model and its seven stages (22:38) The Four D framework: Data, Distribution, Destination, and Direction (29:50) Breaking down the components of the Four D framework (34:47) Breaking down big problems into smaller, manageable tasks (36:41) Statistics on ABM program success rates and the challenges involved Special Note: This episode is repurposed from Mason’s guest appearance on What’s Your Process? The Podcast by The Creative Brand .…

Scrappy ABM

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EP. 136 - PODCASTING FOR ABM SUCCESS! 🎙️ Mason Cosby on Strategies & Metrics for Podcast Programs 47:13

for 11 weeks siden47:13

47:13

In this episode of Scrappy ABM , host Mason Cosby dives into podcast strategies for Account-Based Marketing (ABM). He explores three podcast types—content engine, public figure, and account-based—and shares actionable insights on how to measure podcast success while creating an impactful strategy tailored to your niche. Best Moments: (02:05) Introduction to Account-Based Marketing (ABM) (07:24) Top reasons why podcast programs fail (10:14) Three types of podcasts: content engine, public figure, and account-based (16:47) Measuring success for content engine podcasts (22:41) Public figure podcasts and their benefits (25:55) Account-based podcasts and their strategy (36:49) Adapting the account-based podcast approach for different niches (43:26) How to measure the success of an account-based podcast…

Scrappy ABM

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EP. 135 - 2025 ABM TRENDS REVEALED! 🍾 Mason Cosby & Evan Cox on the Future of Account-Based Marketing 7:09

for 11 weeks siden7:09

7:09

In this episode of Scrappy ABM , host Mason Cosby discusses the top trends in Account-Based Marketing (ABM) for 2025 and beyond with marketing director Evan Cox. They explore emerging strategies and key shifts shaping the ABM landscape. Best Moments: (01:12) Influencer marketing in B2B is on the rise (02:58) The increasing use of AI in ABM programs (04:23) ABM as a buzzword is decreasing, being replaced by GTM (Go-to-Market) (05:19) ABM programs are becoming more focused and less flashy (05:51) The future of ABM involves coordinated efforts between marketing and sales…

Scrappy ABM

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EP. 134 - RETHINKING ABM: Mason Cosby’s Game-Changing Approach to Growth 🚀 32:44

for 12 weeks siden32:44

32:44

In this special episode of Scrappy ABM , host Mason Cosby shares a rerelease of his guest appearance on The B2B Growth Blueprint podcast, hosted by Mark Osborne . Mason dives into his "scrappy" approach to account-based marketing (ABM) and explains why it’s more effective than traditional methods. Best Moments: (00:32) Introduction to the episode as a rerelease from another podcast (01:39) Overview of Mason Cosby's background and expertise (02:11) Definition of account-based marketing (ABM) and related terms (06:28) Importance of identifying the best-fit customers for ABM (11:49) Strategies for defining target accounts in ABM (21:49) What makes "scrappy" ABM different from other approaches (26:02) The importance of focusing on people, process, and then technology (29:14) Future plans for Scrappy ABM , including free educational content Check out The B2B Growth Blueprint : Listen on Apple Podcasts…

Scrappy ABM

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EP. 133 - ABM STRATEGY DEMYSTIFIED! 🚀 Why Account Lists Aren't the Answer 🎯 Mason Cosby Shares the 4D Framework 9:24

for 12 weeks siden9:24

9:24

In this episode of Scrappy ABM , host Mason Cosby discusses why account targeting should not be the primary focus when building your first account-based marketing (ABM) program. Instead, he emphasizes the importance of focusing on the account progression model and activation playbook structure. Best Moments: (00:46) Why you shouldn't focus on accounts when building your first ABM program (00:57) The two main components of an ABM program: account progression model and activation playbook (01:24) Explanation of the 4D framework: data, distribution, destination, and direction (02:03) The importance of focusing on account progression rather than specific accounts (03:29) Identifying gaps in your ABM program through execution (04:14) Why to focus on existing customers and database contacts initially (04:46) Reasons why many people start with target account lists (06:24) The misconception of target account lists as a final deliverable (07:23) The importance of right time, right person, and right message in ABM (08:18) How to submit questions for future episodes…

Scrappy ABM

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EP. 132 - TAILORED MESSAGING FOR ABM SUCCESS! 🎯 Strategies to Elevate Your Campaigns 🚀 9:50

for 13 weeks siden9:50

9:50

In this episode of Scrappy ABM , host Mason Cosby sits down with Evan Cox, marketing director, to discuss the crucial role of messaging in Account-Based Marketing (ABM). They explore how tailored messaging can significantly impact the success of ABM campaigns and share insights on creating effective, targeted content for specific accounts. Best Moments: (01:09) The importance of messaging in ABM strategy (02:45) Differentiating messaging for concurrent campaigns (03:24) The significance of clear brand messaging (04:02) Adapting global messaging for specific ABM markets (04:19) Example of tailored messaging for SAP customers (05:32) Leveraging customer logos and testimonials (06:15) Highlighting success and failure points in messaging (07:16) The importance of iterative messaging refinement (08:25) Using ABM programs to test and improve global messaging…

Scrappy ABM

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EP. 131 - WHAT THE C-SUITE NEEDS TO KNOW! 🚀 5 ABM Insights for Leaders 🎯 Mason Cosby Unpacks Key Strategies 12:14

for 13 weeks siden12:14

12:14

In this episode of Scrappy ABM , host Mason Cosby discusses five key points that C-suite executives should understand about Account-Based Marketing (ABM). He provides insights on timelines, expectations, sales team challenges, leveraging existing resources, and the importance of leadership alignment in implementing successful ABM programs. Best Moments: (02:00) Realistic timelines and expectations for ABM results (03:19) Challenges of transitioning inbound AEs to outbound ABM roles (05:23) Overcoming the "lone wolf" sales mentality in ABM programs (07:04) Leveraging existing resources to start an ABM program (09:05) The crucial role of C-suite alignment in successful ABM implementation…

Scrappy ABM

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EP. 130 - INTERNATIONAL TALENT IN TECH! 🌍 Cynthia Handal on Hiring Strategies & Her Journey from Honduras to the CMO Seat 🚀 24:42

for 14 weeks siden24:42

24:42

In this episode of Scrappy ABM , host Mason Cosby interviews Cynthia Handal , Chief Marketing Officer of Simera, about international talent in the tech industry and her personal journey from Honduras to a successful career in the US. Best Moments: (02:09) Cynthia shares her background and passion for international talent (11:25) Importance of setting clear expectations when hiring international talent (15:36) Differences between hiring contractors and using an employer of record (18:42) Challenges of finding health insurance for international team members (19:33) Strategies for ensuring all team members feel valued, regardless of location (22:39) Advice for companies considering hiring international talent Guest Bio: Cynthia Handal is the Chief Marketing Officer of Simera. Born and raised in Honduras, she transitioned from a career in real estate to the tech industry during the pandemic. Cynthia has experience as a BDR, account executive, and SDR manager. She is passionate about helping international talent find opportunities in the global job market and has grown her LinkedIn following to over 28,000 followers. Cynthia is an advocate for remote work and cultural diversity in the workplace.…

Scrappy ABM

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EP. 129 - HOLIDAY ABM MAGIC! 🎄 Brianna Doe on Influencers, Authenticity & Festive Campaign Strategies 🎁 25:36

for 14 weeks siden25:36

25:36

In this Scrappy ABM holiday special, host Mason Cosby welcomes guest Brianna Doe to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts! Best Moments: (00:55) Introduction to the topic of aligning ABM programs with influencer marketing (02:17) How to align influencers with brand goals from an audience perspective (05:51) Transitioning from transactional to long-term influencer relationships (09:39) Finding influencers that address your target audience (15:44) The importance of authenticity in influencer partnerships (19:15) Where influencers fit into an overall ABM program (22:59) Integrating paid advertising with influencer marketing Guest Bio: Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com .…

Scrappy ABM

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EP. 128 - DECISION INTELLIGENCE FOR ABM! 🧠 Abhi Yadav Shares Data-Driven Strategies & Budget-Friendly Playbooks 📕 57:57

for 15 weeks siden57:57