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

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.

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.