Shows
Scrappy ABMEp. 166 - ORTHO-ABM Playbook! Tactics to Land 10 Meetings/Month with 24/7 Chat for Practices 💬In this episode of Scrappy ABM, host Mason Cosby dissects newsletter reader Joe’s challenge: selling a 24/7 chat-service product to growth-minded operators at independent orthopedic practices—on a scrappy budget. Mason lays out a step-by-step ABM playbook, from pinpointing buying triggers to launching a niche podcast that doubles as a pipeline engine.Best Moments:(00:32) Introduction to Joe’s ABM hurdle—independent orthopedic practices(01:35) Setting realistic conversion expectations & timeframes(02:08) Budget-cycle insights and buying trends in indie practices(03:03) Identifying the trigger point when practices need 24/7 chat(03:58) Finding...2025-05-0509 minScrappy ABMEp. 163 - Get Specific With Your ABM! Practical Tips for Retail Signage & Graphics Target AccountsIn this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.Best Moments:(01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business(01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition(02:24) Why narrowing down from “retail brands” to specific store types is crucia...2025-04-2408 minScrappy ABMEp. 161 - AI Governance ABM Playbook! “One Geo, One Industry” ApproachIn this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.Best Moments:(00:32) Introduction to Jimmy's ABM playbook submission(00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue(01:37) Mason’s first recommendation: Focus on one geo and one industry at a time(04:05) Strategy for targeting companies with AI governance programs through event pa...2025-04-1708 minScrappy ABMEp. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging SolutionsIn this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.Best Moments:(00:32) Introduction to Melissa's specific account-based marketing challenge(01:28) Addressing potential data silo issues in large organizations(01:48) Overcoming sales compensation challenges for cross-selling(02:16) Implementing spiff...2025-04-1410 minScrappy ABMEp. 158 - ABM Audit: Draw the Line- How Great ABM Starts With Strong DifferentiationIn this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators.Best Moments:(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space(01:19) The importance of leveraging FedRAMP authorization as a market differentiator(02:11) Developing an "onlyness statement" based on unique value propositions(02:39) How to identify your true differentiators by asking...2025-04-0708 minScrappy ABMEp. 157 - ABM Audit: Focus Your ICP to Drive ConversionsIn 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...2025-04-0308 minScrappy ABMEP. 156 - Target Managers And Directors To Increase ConversionsIn 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...2025-03-3108 minScrappy ABMEP. 155 - Association Plays And Niche Podcasts: ABM on a BudgetIn 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...2025-03-2708 minScrappy ABMEP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing SuccessIn 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 market...2025-03-1356 minScrappy ABMEP. 150 - From ABM to ROI - Getting started and seeing results in 2025In 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(1...2025-03-1045 minScrappy ABMEP. 149 - The Scrappy Path To ABM Success! Product-Market Fit, Target Accounts & GTM StrategiesIn 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 people2025-03-0648 minScrappy ABMEP. 148 - Should You Hire Scrappy ABM?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) Mini...2025-03-0310 minScrappy ABMEP. 146 - Who is ABM for?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 an...2025-02-2412 minScrappy ABMEP. 145 - How to Build an ABM Strategy That Actually WorksIn 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...2025-02-2032 minScrappy ABMEP. 144 - ABM Without the B2B SaaS GTM BSIn 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 es...2025-02-1742 minScrappy ABMEP. 142 - PLANNING & EXECUTING SCRAPPY ABM CAMPAIGNS! Aligning Sales & Marketing TeamsIn 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 program2025-02-1028 minScrappy ABMEP. 141 - SALES & ABM ALIGNMENT: How to Win with Target Account Lists & Closed-Lost ProgramsIn 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 program00:06:40 - Practical week-to-week relationship between marketing and sales00:10:53 - Importance of cross-functional collaboration in ABM00:14:07 - Developing an effective target account list00:16:18 - The value of focusing on closed-lost accounts2025-02-0618 minScrappy ABMEP. 137 - BUILDING A SUCCESSFUL ABM PROGRAM! Strategy, Frameworks & Breaking Down Big ProblemsIn 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 se...2025-01-2340 minScrappy ABMEP. 136 - PODCASTING FOR ABM SUCCESS! 🎙️ Mason Cosby on Strategies & Metrics for Podcast ProgramsIn 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) Acco...2025-01-2047 minScrappy ABMEP. 135 - 2025 ABM TRENDS REVEALED! 🍾 Mason Cosby & Evan Cox on the Future of Account-Based MarketingIn 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...2025-01-1607 minScrappy ABMEP. 134 - RETHINKING ABM: Mason Cosby’s Game-Changing Approach to Growth 🚀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 fo...2025-01-1332 minScrappy ABMEP. 133 - ABM STRATEGY DEMYSTIFIED! 🚀 Why Account Lists Aren't the Answer 🎯 Mason Cosby Shares the 4D FrameworkIn 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...2025-01-0909 minScrappy ABMEP. 131 - WHAT THE C-SUITE NEEDS TO KNOW! 🚀 5 ABM Insights for Leaders 🎯 Mason Cosby Unpacks Key StrategiesIn 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...2025-01-0212 minScrappy ABMEP. 126 - MASTER ABM STRATEGIES! 🚀 One-Page Programs & 4D Framework with Mason Cosby 🔥 Practical Tips for B2B SuccessIn this episode of Scrappy ABM, host Mason Cosby dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.Best Moments:(00:48) Overview of ABM and its components(01:39) The one-page ABM program exercise(03:09) Mason's background and company introduction(04:08) Definition and breakdown of ABM(07:37) Why ABM programs often fail(10:37) The importance of product-market fit in ABM(14:16) What sales teams want from marketing(20:25) Balancing brand...2024-12-1654 minScrappy ABMEP. 125 - Listen, Interpret & Engage Buyer SignalsIn this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.Key Discussion Points:(00:32) Introduction to the episode and its focus on building ABM programs(01:21) The importance of implementing information learned in the episode(03:24) Definition of ABM and the confusion surrounding...2024-12-1228 minScrappy ABMEP. 117 - Sell Big (ABM) and Sell Small (PLG) Are in Your ControlIn this special episode of Scrappy ABM, host Mason Cosby 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:(00:06) Introduction to Scrappy ABM podcast(00:43) Guest introductions and backgrounds(02:35) Defining PLG and ABM(05:59) Considerations for early-stage startups choosing between PLG and ABM(19:22) The importance of identifying Ideal Customer Profiles (ICPs)(34:09) Steps to build a target...2024-11-1459 minScrappy ABMEP. 114 - Simplifying ABM Strategies with Dave GerhardtIn this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt 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...2024-11-0442 minScrappy ABMEP. 112 - ABM Showdown: Marketing Revolution or Outdated Relic?In this special episode of Scrappy ABM, host Mason Cosby joins Morgan J. Ingram on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests Tyler Pleiss and Corrina Owens, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts.Best Moments:(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?(05:41) Defining Account-Based Marketing (ABM)(09:03) Do's and don'ts of ABM2024-10-281h 00Scrappy ABMEP. 109 - Social Selling Success Without Viral ContentIn this episode of The Social Selling Podcast, host Daniel Disney interviews Mason Cosby, host of Scrappy ABM, about his successful social selling strategies on LinkedIn. Mason shares how he has generated significant revenue without relying on viral content or a large following, focusing instead on consistent, meaningful engagement.Best Moments:(02:38) Mason's start on LinkedIn and initial failures(03:58) The importance of engaging with prospects' content(05:18) Balancing personal and professional content on LinkedIn(10:50) Mason's approach...2024-10-1727 minScrappy ABMEP. 106 - Scaling Signals, Not Effort: Mason Cosby's ABM StrategiesIn this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.Best Moments:(01:31) Mason introduces himself and his experience with ABM(02:33) The evolution of ABM since its buzzword days(04:11) Common challenges and pain points in modern ABM(08:25) How successful ABM programs contend with AI and self-service buying journeys(11:17) The concept of "stacking signals" instead of scaling ABM2024-10-0722 minScrappy ABMEP. 99 - How to Convert Podcast Guests Into CUSTOMERS | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby discusses strategies for turning podcast guests into customers, focusing on conversion-based playbooks specifically designed for account-based marketing (ABM). Mason shares actionable insights on leveraging podcast interviews as a way to build relationships and create sales opportunities.================================Best Moments:(01:16) Using podcasts to convert guests into customers through immediate, conversion-based strategies(01:53) Free consulting and peer-to-peer conversation models(02:22) How hosting podcasts can offer guests a preview of what...2024-09-1214 minScrappy ABMEP. 95 - Converting Podcast Guests Into Your BEST Customers & Partners | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth.Best Moments:(01:12) Exploring three podcast formats for guest conversion: expertise, story, and host-as-expert(01:38) The expertise format: showcasing guests’ thought leadership to build credibility(02:00) The story format: focusing on relationship-building with guests...2024-08-2914 minScrappy ABMEP. 91 - Pioneering Pipeline Growth Through Scrappy ABM Strategies | Recorded for the B2B Pipeline Pioneers PodcastIn this episode of Scrappy ABM, host Mason Cosby dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions.============================Best Moments:(01:07) Mason reveals his three core channels for driving pipeline: LinkedIn organic posting, the Scrappy ABM podcast, and speaking at events(03:55) Discussion on the impact of challenging market conditions in 2023 and the timeless value of...2024-08-1517 minScrappy ABMEP. 89 - The Importance of Relevance and Context For Your ABM Program with Nick Zeckets | Scrappy PlaybooksIn this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank.================================Best Moments:(04:45) Discussing the target audience for Scrappy ABM's services(09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well(14:58) The importance of relevance and context in ABM outreach(20:27) The hallmarks of...2024-08-0852 minScrappy ABMEP. 82 - Building a Personal Brand That Drives Revenue, Not Followers | Recorded as a Sales Assembly Personal Branding SessionIn this episode, host Mason Cosby shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers.===============================================Best Moments:(01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months(04:02) Positioning yourself, engaging buyers, and engaging the community(05:10) The "Condensed Connections, Comments, Content, Community" framework(09:11) Defining your personal and professional identity for your personal brand(10:23) Condensing your...2024-07-1543 minScrappy ABMEP. 71 - The Crawl-Walk-Run Process For ABM Success | Recorded on The Antidote PodcastIn 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 journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.2024-06-0639 minScrappy ABMEP. 70 - Content Mapping, Org Alignment, and Who Gets The Credit with Olga Karanikos, CMO of SalesScreenIn 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.==========================================================================================Best Moments:(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input2024-06-0324 minScrappy ABMEP. 69 - Podcasting for ABM: Leveraging Relationships and Creativity To Grow and Convert PipelineIn 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.==========================================================================================Best Moments:(5:01) Identifying target accounts based on attributes like revenue, employee count, and technology stack(6:57) Using LinkedIn to connect with executives at target accounts and book podcast interviews2024-05-3021 minScrappy ABMEP. 68 - Generating $8M In Pipeline Within 7 Months With Mary Keough | Scrappy PlaybooksIn 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.Best Moments:(10:27) "We saw tons of leads coming in, and within maybe 5 to 6 months of running the playbook, we have 8 million in pipeline"(15:19) Only needing 2 customers...2024-05-2728 minScrappy ABMEP. 67 - Shifting to an Account Progression Model in ABMIn 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 lead scoring models and account-based models(04:37) Stages of the account progression model: awareness, initial engagement, meaningful engagement, reengagement, sales qualification, opportunity(05:03) Defining goals...2024-05-2319 minScrappy ABMEP. 66 - Whiteboard Account Progression With Kacyn Goranson | Scrappy PlaybooksIn 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 small pilot program, repurposing existing marketing content, and gaining buy-in from sales.Best Moments:(01:05) Discussion on whiteboard account progression in ABM(01:41) Understanding account based marketing...2024-05-2025 minScrappy ABMEP. 65 - The 4D Framework For Simplifying Your ABM StrategyIn 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 with closed-lost accounts. This brings low risk to test messages and account targeting(07:02) Distribution - The channels used to reach your accounts, including email, phone calls...2024-05-1610 minScrappy ABMEP. 64 - Building Trust & Credibility: Innovative ABM Ideas for Enterprise Browser Solutions with Jess Cook l Scrappy PlaybooksIn 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:(02:59) Island wanted customers to educate potential buyers on their enterprise browser rather than having all content come directly from Island(03:21) The "rockstar treatment"...2024-05-1324 minScrappy ABMEP. 63 - Defining Scrappy ABM As A Strategy — What It Is, How It Helps, And How You Can Leverage ItIn 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 centered around aligning marketing, sales and customer success on a targeted account list using existing resources for validation(08:17) It's focused on the fundamentals of good B2B...2024-05-0910 minScrappy ABMEP. 62 - You Need To Change How You Track Account Engagement in B2B Marketing With Davis PotterIn 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 difficult because every company defines and measures things differently. There is no standard model or funnel.(08:11) Engagement can be measured at the account and contact...2024-05-0631 minScrappy ABMEp. 61 - How to Run ABM on a TIGHT Budget l Recorded on Breaking B2BIs ABM a good fit for your biz?Sam talks to Mason Cosby, Founder @ Scrappy ABMThey 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📢 LinkedIn2024-05-0237 minScrappy ABMEP. 60 - A Guide to Strategic Marketing Operations With Mike Rizzo l Scrappy PlaybooksIn 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 with the end in mind — define what success looks like for your campaigns and business before building out operations (04:05) Audit your data — review object properties to s...2024-04-2925 minScrappy ABMEP. 59 - How To Succeed at Scrappy ABM l Recorded on The How to Succeed PodcastIn 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 grasp of product-market fit, and an acknowledgment of longer sales cycles.You'll hear practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging...2024-04-2536 minScrappy ABMEP. 58 - Creative ABM Strategies For Lean Budgets With Trevor Grimes l Scrappy PlaybooksIn 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:(01:38) Exploring content repurposing for ABM programs(03:18) Mapping out content distribution strategy with Trevor Grimes(07:36) Maximizing content repurposing opportunities...2024-04-2233 minScrappy ABMEP. 57 - Work Environment IMPACTS Your Marketing I Recorded on Demand WarsIn 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 to market a B2B product or service. Here are the steps Mason Cosby recommends:Use LinkedIn Sales Navigator to target...2024-04-1854 minScrappy ABMEP. 56 - Effective Feedback Loops: Bridging the Gap Between Sales and Marketing With Peter Mollins l Scrappy PlaybooksIn 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 Sales Teams(02:00) Tips for Sales and Marketing Alignment(03:50) Defining Account Progression Models for Effective Sales Feedback2024-04-1526 minScrappy ABMEP. 55 - 4 Steps to ABM-ing Your Marketing I Recorded on LetterdropThis 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: Identify the right target audience.Distribution: Choose the channels to reach your target audience.Destination: Determine what content you will use to attract your target audience.Direction: Track how...2024-04-1142 minScrappy ABMEP. 54 - The Intersection of ABM and SEO with Sam Dunning l Scrappy PlaybooksIn 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 will also hear key insights on keyword research, content creation, backlinking, and engaging target audiences through niche market strategies. This episode will also give you valuable tips on building an effective SEO...2024-04-0832 minScrappy ABMEP. 53 - Past Customers = 25% Annual Revenue I Scrappy PlaybooksIn 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' program.Key discussion points:- What is champion tracking?- Track customers, users, champions as they move through careers- Re-engage when they join target/ICP...2024-04-0122 minScrappy ABMEP. 51 - Lean Coffee is the NEW Structured with Jim Gilkey I Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, an Account Manager at Terminus and host of the podcast "Account Based Beverages." They discuss a $0 budget account-based marketing playbook that uses a "lean coffee" style roundtable event to connect prospects and customers.Key Discussion Points:- What a lean coffee roundtable event is and how it works- Tips for determining who to invite to the roundtables- Planning considerations like timing and potential roadblocks- Why focusing deeply on...2024-03-2522 minScrappy ABMEP. 50 - SOUR Takes on GTM SaaS I Recorded on The Sour GTM SaaS Takes PodcastHot takes are fun, but have you heard of Sour GTM SaaS takes?Tune in with Jason Hasenburg to find out if Mason Cosby can deliver critical insights while trying the sourest candies in the world!Mason's Sour Takes:Most organizations are starting with ABM entirely in the wrong way.Most organizations should start their ABM program focused on customer expansion.The current lack of alignment between marketing and sales is largely marketing's fault.ABM should be the only marketing strategy for Vertical SaaS companies.The best low-cost...2024-03-211h 02
How Leaders Think with Kenny LangeHow Mason Cosby Thinks About Using Core Values to Hire the Right People in an AgencyOn today's episode of "How Leaders Think", host Kenny Lange engages in a thought-provoking conversation with Mason Cosby, founder of Scrappy ABM, addressing the intricacies of facing rapid organizational growth while remaining true to core values. They delve into the significance of hiring for fit and timing, the practice of crafting a clear and achievable ABM strategy even with limited resources, and Mason's unique approach to assembling a team aligned with his company's vision. With insights on simplifying tasks for impactful results and transparent communication, this interview serves as a guide for leaders looking to scale their operations effectively.2024-03-2042 minScrappy ABMEP. 49 - Pain is GAIN I Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Mike Montague, Head of Franchise Strategy at Sandler, about using buyer intent to create targeted marketing campaigns that accelerate the sales process. Listeners will learn Mike's framework for segmenting buyer intent into four categories and how to tailor messaging and content offers based on each intent. If you want a good laugh, go head over to Mike's comedic podcast, Playful Humans!Main Discussion Points:- There are 4 main buyer intents: Pain in the Present, Fear (Pain...2024-03-1824 minScrappy ABMEP. 48 - PITFALLS to AVOID with ABM I Recorded on The Revenue Stream PodcastVikash Koushik and Mason Cosby discuss how to set up ABM campaigns for success and dive into the things that usuall lead to its failure. If you're thinking about spinning up a new ABM campaign, this episode will give you the framework on how to best launch your campaign with SUCCESS!2024-03-1438 minScrappy ABMEP. 47 - DIRECT MAIL and ABM with Chris Rack I Scrappy PlaybooksIn this episode of the Scrappy ABM podcast, host Mason Cosby talks with Chris Rack about using direct mail as part of an ABM strategy. They discuss how direct mail can help stand out from the noise and drive pipeline generation in a cost-effective way. Christopher explains the details of his "old school direct mail playbook with a modern twist" and provides advice on executing campaigns.Discussion Points:- Using direct mail instead of just email as more mailboxes are empty but inboxes are full- Playbook works for pipeline...2024-03-1123 minScrappy ABMEP. 46 - Find the RIGHT People I Recorded on The Good Advice PodcastWhat's the play to get your business in front of the right people?Blake Binns and Mason Cosby talk all things marketing and specifically ABM related as they unpack the journey of starting a business, LinkedIn networking, and some of the best SaaS products available to small businesses.2024-03-0732 minScrappy ABMEP. 45 - Revolutionize Your ABM Strategy with Personalized Direct Mail with Alex Olley I Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Alex Olley, CRO and co-founder of Reachdesk, about using 1:1 custom gifting to get 100% response rates in account-based marketing campaigns. They discuss practical tips and examples for creating highly personalized physical gifts to re-engage stalled deals and accelerate your pipeline.Main Discussion Points:- 1:1 gifting can be used throughout the customer lifecycle but works especially well for pipeline acceleration- For a scrappy approach, all you need is a landing page to capture addresses and a printer with nice paper2024-03-0426 minScrappy ABMEP. 43 - Your BEST Startup Growth Strategies with Adam Shaw I Scrappy PlaybooksIn this episode of Scrappy ABM, Mason Cosby is joined by Adam Shaw of Marketing For Founders to discuss practical tactics for converting LinkedIn connections into newsletter subscribers. Listeners can expect to learn simple yet effective techniques to build an audience on LinkedIn, create valuable lead magnets, and foster engaging conversations that convert prospects into customers.Main Discussion Points:- Using LinkedIn Sales Navigator to find and target potential customers- Crafting a compelling offer and connection request message- Getting prospects to double opt-in to your newsletter2024-02-2924 minScrappy ABMEP. 44 - Limited Resources? NO PROBLEM! I Recorded on LinkedIn Live with Rob FeganJoin Rob Fegan and Mason Cosby as they discuss strategies for Microsoft partners to add value and align their sales and marketing with Microsoft sellers. Listeners can expect to learn creative approaches to account-based marketing that don't require massive budgets or expensive tech stacks.2024-02-2931 minScrappy ABMEP. 41 - Unlocking ABM Success on a Budget: Strategies with T.C. Jennings I Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby speaks with T.C. Jennings about how to run account-based advertising without needing an expensive ABM platform. They discuss strategies for building an ABM playbook using LinkedIn ads, creating the right content, tracking results, and aligning sales and marketing.Key Discussion Points:- Using LinkedIn ads, a target account list, and analytics platforms as the core components for DIY ABM- Leveraging document ads on LinkedIn as they are a new format with less competition- The importance of...2024-02-1927 minScrappy ABMEP. 40 - Solo Marketer Playbook for Vertical SaaS with Sam Kuehnle of Loxo | Scrappy PlaybooksIn this episode, host Mason Cosby interviews Sam Kuehnle, VP of Marketing at Loxo, 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:Building the foundation by focusing on operations, data, and optimization first before scaling demand gen efforts (00:07:13)Using minimal tech stack - website, native ad platforms like LinkedIn and Facebook, HubSpot for reporting (00:06:06)Creating macro content...2024-02-1231 min
Scrappy ABMEP. 39 - You DON'T Need 200K! I Recorded on Digital BanterWhen 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 Mason Cosby delves deep into how to initiate ABM and execute it effectively, even on a budget.2024-02-0846 min
Scrappy ABMEP. 38 - Getting the Attention of Microsoft or Any Large Partner with Rob Fegan of Venvito | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Rob Fegan, founder of Venvito, about strategies for partnering with large technology companies like Microsoft to drive substantial revenue growth. They provide a practical 4-step playbook for getting the attention of and aligning with partners, with insights on messaging, programs, incentives and more.Key Discussion Points:Adopting the right mindset for win-win-win partner relationships (00:02:04)Understanding what partners care about: revenue, relationships and relevance (00:05:55)Leading with your "superpower" - the key things you uniquely deliver to customers (00:08:12)Identifying the right people to align with within massive partner organizations (00:12:15...2024-02-0528 min
Scrappy ABMEP. 37 - Crawl, Walk, Run, or TRIP! I Recorded on The Sales Edge PodcastIn this episode, Celeste Berke welcomes Mason Cosby to discuss the intersection of marketing and sales. Mason shares his insights on helping companies build account-based marketing programs without a hefty tech stack. He emphasizes the importance of laying the right foundation and addressing the handoff between marketing and sales. Mason's "crawl, walk, run" approach to ABM is backed by real market feedback, establishing his unique position in the industry. Join Celeste and Mason as they delve into the challenges and myths surrounding ABM, the significance of change management, and the indicators that suggest the need for Mason's expertise.2024-02-0120 min
Scrappy ABMEP. 36 - Commodity to Category of 1 | Converting a Cookie into a Status Symbol with Grayson Hogard | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Grayson Hogard, founder of Grove Cookie Company, about how he leveraged LinkedIn and partnerships to rapidly grow his cookie gifting business in the B2B space. Listeners can expect to learn scrappy marketing tactics like giving away free samples, engaging followers on social media, and targeting their partners' existing happy customers.Key Discussion Points:- Pivoting the company early on to focus on the financial/wealth management industry where they saw initial success (00:02:58)- Activating a LinkedIn presence and running a scrappy...2024-01-2922 min
Scrappy ABMEP. 35 - The Leaner, The BETTER I Recorded on Metrics & ChillIn this episode, Mason Cosby shares the importance of aligning marketing and sales strategies for business growth. If want to learn more about ABM or want a way to start small and run a "lean ABM program", this episode is for you!2024-01-2550 min
Scrappy ABMEP. 32 - Account-Based BIKING? | Scrappy Event Strategies with Laura Erdem from Dream Data | Scrappy PlaybooksIn this episode of Scrappy ABM, Mason Cosby is joined by Laura Erdem, founder of Dream Data, as they delve into the world of Account-Based Marketing (ABM) strategies without breaking the bank. Discover how to creatively and effectively implement ABM programs with limited resources and accelerate relationships with your target accounts. Laura shares her unique account-based biking approach, budget tips for creating engaging videos, and the importance of delighting attendees with interactive experiences. Learn from her experiences in conducting in-person sales meetings on bike rides through Central Park and the challenges she faced. Join us for valuable insights and...2024-01-1524 min
Scrappy ABMEP. 29 - SIMPLE Small Business ABM Strategies l Recorded on The Marketing MixThe term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively.In this episode, Mason Cosby discusses the true definition of account-based marketing and how it can be a viable strategy for smaller organizations. He emphasizes the importance of focusing on the strategy rather than the tools and technology associated with ABM. Mason shares his concept of "scrappy ABM," which involves using existing resources and tools to target strategic accounts and drive results. He also highlights...2024-01-0448 min
Scrappy ABMEP. 28 - Unlocking Customer Advocacy: How to Build a Strong Review and Referral Program w/ Nick Bennett l Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby talks with Nick Bennett, Chief Customer Officer at TAC, about a playbook Nick created to generate customer reviews and referrals at his previous company. Listeners will learn the step-by-step tactics Nick used, as well as additional ideas for getting more value from happy customers.Main Discussion Points:- Pulling a list of promoters from NPS surveys and targeting them for reviews (00:01:52)- Keeping the outreach sincere and personal with a simple email (00:04:12)- Incentivizing honest feedback...2024-01-0123 min
Scrappy ABMEP. 27 - [2024 Predictions] B2B & ABM Trends l Recorded by Tom Maciejewski on B2B TrendsPart of #B2Bgrowtrends content series, where Tom engages with marketing and sales leaders from B2B service companies, he interviews founder of Scrappy ABM, Mason Cosby.Mason discusses the trends he is seeing in B2B growth. Tune in to hear how he is noticing that many companies bought ABM tools planning to eventually learn how to use them, but many of them never did.Mason provides insight on how you, too, can do ABM marketing without spending a ton of money! Give it a listen!2023-12-2813 min
Scrappy ABMEP. 26 - OVERHYPED!!! Skip the Tech. Scale the Activation. l Recorded on Tea Time With Tech Marketing LeadersGetting quality, qualified leads takes intention and purpose. And once you have the lead, you can't just pass them off to sales immediately. The market has changed, and as marketers we must move with it.Mason Cosby, Founder of Scrappy ABM, joins Kerry Guard on this episode of Tea Time with Tech Marketing Leaders to spill the tea on how to cultivate leads and then activate leads over time without needing fancy, expensive Martech.2023-12-2159 min
Scrappy ABMEP. 25 - Showing Target Accounts Their EXACT Future with Interactive Demos w/ Andy Binkley from Tourial l Scrappy PlaybooksIn this episode of Scrappy ABM Live, host Mason Cosby discusses tailored account-based marketing strategies with Andy Binkley, Founder and CMO of Tourial. Specifically, they talk about how Turial runs interactive, personalized tech stack demos for key target accounts to provide value and demonstrate ROI.Key Discussion Points:- Building an ABM strategy with targeted interactive demos (00:00:53) - Necessary technology and budget considerations (00:05:15)- Step-by-step tactics to implement the playbook (00:08:56)- Managing potential roadblocks...2023-12-1830 min
Scrappy ABMEP. 24 - Why ABM Programs FAIL (And How to Fix it) l Recorded at Demand Gen Summit 2023In this insightful recording, Mason Cosby, founder of Scrappy ABM, reveals the key reasons why Account-Based Marketing (ABM) programs often fail and offers valuable solutions to help businesses overcome these challenges. By leveraging existing tools and data, organizations can optimize their ABM strategies and establish a solid foundation for a comprehensive ABM program. Discover how keeping things simple, starting small with trigger-based activation plays, and fostering alignment between sales and marketing can lead to greater success. If you're looking to boost your ABM initiatives and improve your marketing outcomes, this episode is a must listen!2023-12-1425 min
Scrappy ABMEP. 23 - Partner with these People NOW for MASSIVE ABM Impact w/ Blake Williams from AMPFactor l Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Blake Williams who is the founder and CEO of Ampfactor. They discuss creative and budget-friendly strategies for leveraging account-based marketing (ABM) through partnership channels. Blake provides a playbook for how smaller organizations with limited resources can partner with key influencers at target accounts to create custom content and expand their brand presence.Key Discussion Points:The mindset for ABM through partnerships should be maximizing leverage to get an outsized return. Look to "borrow" the trust and awareness that partners have...2023-12-1123 min
Scrappy ABMEP. 22 - CUT NONSENSE with these SIMPLE B2B Marketing Playbooks l Recorded on Lee2BGet ready for a conversation about marketing, podcasts, babies, and more!Lee speaks with Mason Cosby, who provides no-nonsense practical marketing execution that drives revenue. Mason is the founder of Scrappy ABM and specializes in crafting high-impact, low-budget Account-Based Marketing programs. He's been the mastermind behind campaigns and revenue growth at multiple boutique businesses.2023-12-0748 min
Scrappy ABMEP. 21 - FREE INTENT DATA For ABM Pilot Programs w/ Sumner Vanderhoof from Propensity l Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Sumner Vanderhoof, CEO of Propensity. They discuss practical approaches for small B2B growth teams to get started with account-based marketing on a limited budget. Sumner outlines Propensity's free tier of intent data and ways to leverage it for scrappy ABM plays. Key topics covered include validating message-market fit, integrating intent data with CRMs, exporting account lists for LinkedIn ads and SDR outreach, and iterating on messaging through ad sets. Listeners will learn actionable strategies to implement ABM in a lean yet impactful way. ...2023-12-0431 min
Scrappy ABMEP. 20 - Getting Quick Wins WITHOUT Paid Ads l Recorded on Driving Efficient GrowthIn this episode, Blake talks with Mason Cosby, Director of Demand Generation at Sales Assembly.In it, they talk about how to get quick wins WITHOUT any additional ad spend.You can find Mason on LinkedIn at https://www.linkedin.com/in/masoncosby/, and you can reach Blake on LinkedIn at https://www.linkedin.com/in/blake-strozyk/2023-08-2154 min
Scrappy ABMEP. 19 - Proving Your Worth in the Marketing Industry l Recorded on The Master Marketer ShowLet’s face it: times are tough across the board. With a lot of financial uncertainties to consider, companies are scrutinizing their expenses with finer tooth combs, ensuring that there is absolutely no wasted time or effort. For workers, this means being able to prove that your work is making an active difference for your company.While that doesn’t mean that you need to be directly responsible for revenues, it DOES mean that you should be moving the needle of productivity in some way.This week, we welcome Maso...2023-08-1455 min
Scrappy ABMEP. 18 - Playbooks & Strategies to Foster Alignment Between Marketing & Sales l Recorded on The ABM WayMason Cosby and Omprakash Karuppanan discuss specific strategies to foster Marketing and sales alignment.Mason Cosby, the director of demand gen with sales assembly, discusses the challenges and importance of marketing and sales alignment. He emphasizes that larger organizations need more help aligning these teams due to specialized roles and differing KPIs.Here they discuss on1. How to identify the total relevant market2. How can sales and marketing engage potential customers together?3. The metrics and Key Performance Indicators (KPIs) essential for teams regarding...2023-08-0730 min
Scrappy ABMEP. 17 - How to Build Trust in Marketing l Recorded on Friends with BenefitsMason Cosby joins Jason and Sam Yarborough on the show "Friends with Benefits" to discuss his mindset when it comes to building business relationships as a marketer. He shares his strategy for content creation and what motivates him in his career. He emphasizes the importance of being authentic throughout everything that you do.2023-07-3159 min
The Marketing LadderEp. 118- The LAST Marketing Ladder w/ Mason Cosby, Brianna Doe, and Alexis Scott2023-07-2555 min
Scrappy ABMEP. 16 - Using AI to Run Content in 5 Hours a Week l Recorded on Distribution FirstIn this episode, learn the secrets of running a successful content marketing strategy in just 5 hours a week, all thanks to the power of AI.Mason Cosby & Justin Simon reveal how AI tools have maximized content creation and enabled scaling efforts like never before.Discover the exact techniques they use to incorporate AI into content marketing and how they contribute to success.2023-07-2440 min
Scrappy ABMEP. 15 - The Full ABM Breakdown l Recorded on Growth Marketing CampMason joins us on Growth Marketing Camp, to break down the ABM-A-Thon event they hosted, insights on who ABM is not for, who it’s for, and how marketing can be a strategic partner that helps drive sales.Plus, we touch on podcasting, how beneficial it is for personal growth and brand, and specific examples of how he uses different content channels to impress his audience, build brand trust, and ultimately, authority.Finally, he shares what motivated him to start his own podcast, The Marketing Ladder....2023-07-1749 min
Scrappy ABMEP. 14 - The Perfect Marketing Equation l Recored On Hard Corps Marketing ShowMason today discusses his company’s framework for developing customer engagement, how to discover the right marketing niche for your skillset, and the importance of nurturing your personal network.Busted Myths:~ Marketing and Sales aren’t aligned and marketing is to blame. All the sales team needs are meetings booked but the marketing team is focused on celebrating meaningless wins because they can’t generate those new meetings. Traditionally, the sales team takes a more personalized approach to closing deals and generating revenue, while marketing takes on a broader approach to building relati...2023-07-1752 min
Scrappy ABMEP. 13 - Unleashing Big Results on a Limited Ad Spend l Recorded On SaaS DistrictMason Cosby is the Director of Demand Generation at Sales Assembly, a leading organization that offers Elevated Learning & Development for GTM Teams, where he leads the development of impactful B2B programs. His journey in sales and marketing began as a means to pursue flexibility for seminary studies. In addition to his role at Sales Assembly, Mason hosts "The Marketing Ladder" podcast and serves as a GTM Ambassador at GTM Partners, solidifying his influence in the marketing community.In this episode, we cover: 00:00 - Intro 01:25 - Mason's 200 Dollar Tech Stack2023-07-1739 min
Scrappy ABMEP. 12 - Generating $1M+ in Pipeline through Social Selling l Recorded On Account-Based BeveragesMason Cosby has driven $1.44M in pipeline, about half of which has turned into revenue, through personal branding on social media.Listen to this episode to learn why sharing your company’s posts is a bad thing, why connecting with ideal clients will change your growth trajectory, & how to genuinely help others & invest in relationships on platforms like LinkedIn.2023-07-1707 min
Scrappy ABMEP. 10 - 5 ABM Best Practices for Scrappy ABM l Recorded with DreamDataMason Cosby the Lion King of ABM and Laura the Sales Witch are going live to discuss everything ABM and how to build a successful ABM Strategy.Account-based marketing is a powerful strategy, but how do you do it effectively? 1) Targeting2) Demand Generation3) Repeatable Plays With Sales4) Clear Conversion Points5) Gap Analysis with a Vision for the Future2023-07-1756 min
Scrappy ABMEP. 9 - Mastering the Art of Engagement To Grow an Audience l Recored On Audience Growth SchoolIn this episode of Audience Growth School, host Dan Sanchez interviews Mason Cosby about his successful podcast, The Marketing Ladder.Mason shares his strategies for connecting people through the podcast, leveraging LinkedIn, and building a loyal audience.He also discusses the value of deep relationships and the impact of the podcast on his career.Timestamps:[00:02:05] Podcast focuses on marketing careers and ABM.[00:04:30] LinkedIn: 16K followers, 80 downloads/episode, 250 dedicated listeners.[00:08:23] Delicate balance on LinkedIn for career professionals.[00:11:49...2023-07-1753 min
Scrappy ABMEP. 7 - A Virtual Event Playbook that Drives Pipeline and Influences an Acquisition l Recorded on The Master Marketer ShowIn a sea of marketing agencies, or many other service providers for that matter, the most common value prop is “we won’t screw you over” or “we actually do what we say we are going to”. Neither of these is a great way to go-to-market.What is a great way, you ask?Do something large and make yourself known for being an expert in something.This is exactly what Mason Cosby did with the ABM-athon at Mojo Media Labs.MINDSETS...2023-07-1754 min
Scrappy ABMEP. 6 - How to Grow Your Business and Career with ABM l Recorded on Simple But HardIn this episode, Anj Bourgeois speaks with Mason Cosby about the fundamentals of account-based marketing (ABM) and what it means to have a scrappy ABM approach.They also discuss the rise of outbound strategies for immediate sales activation, the power of podcasting for career acceleration, and why a holistic view of business growth is necessary in today's market.Mason shares insights from his personal experience with the Marketing Ladder podcast and how it has helped him build relationships with thought leaders in the industry....2023-07-1716 min
Scrappy ABMEP. 5 - 30-60-90 of a Scrappy Marketing Program l Recorded During The Demand Gen SummitMason Cosby presented at the Demand Gen Summit 2023, on a 30/60/90 day demand gen strategy with no paid ads.In your first 30 days audit to figure out what content is worth saving and repurposing. Not developing an effective referral program and a champion program is a huge miss because there are clear champions in the customer base of every company.Podcasting is one of the best ways to get people out in the market and identify what your company stands for and to communicate that at scale.2023-07-1729 min
Scrappy ABMEP. 4 - How to Use Your Personal LinkedIn Account to Build Pipeline and New Revenue l Recorded on The Digital Influence ShowMason Cosby is not your typical director of growth.He believes in and demonstrates the power of his personal brand on LinkedIn.Through his personal LinkedIn activity, he has generated over $1.44M new pipeline and $267k new revenue in the past 8 months.Come listen as he shares what he does and how he tracks his results.2023-07-1732 min
Scrappy ABMEP. 3 - ABM Maximum Results on a Minimal Budget l Recorded On Sales Pipeline RadioThis episode was from a conversation between Matt Heinz and Mason Cosby on "ABM Maximum Results on a Minimal Budget".Tune in to hear more about:Marketing and sales role in serving the revenue teamCommon reasons why marketing and sales don't operationally get alongHow companies can start aligning their marketing and sales teamsThings to prioritize to drive short-term impact and the building blocks for long-term revenue impact2023-07-1719 min
Scrappy ABMEP. 1 - Building a Scrappy ABM Mindset l Recorded on The Start Up ExecutiveWhat's the benefit of being the least knowledgeable person in a room? It exposes you to the greatest opportunities for learning in your career.In this episode, Mason Cosby discusses the advantages of surrounding yourself with a diverse range of networks, which can eventually lead to finding your tribe. He also recommends intentionally building a network on LinkedIn by sending out connection requests to targeted accounts and writing one's own obituary to live life in a way that aligns with career goals.Mason started as an account executive at...2023-07-171h 17The Marketing LadderEp. 0- Start Here!! How to Get The Most Out of The Marketing Ladder w/ Mason Cosby2021-11-0104 min