• Scrappy ABM

  • 著者： Mason Cosby
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Scrappy ABM

著者： Mason Cosby
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  • Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.

    Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.

    This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.

    So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.

    Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!
    Scrappy ABM, LLC
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あらすじ・解説

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.

Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.

This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.

So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.

Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!
Scrappy ABM, LLC
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  • Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions

    Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions
    2025/04/03

    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
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    9 分
  • EP. 156 - Target Managers And Directors To Increase Conversions

    EP. 156 - Target Managers And Directors To Increase Conversions
    2025/03/31

    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
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    8 分
  • EP. 154 - Using Podcasts For ABM Success In Scientific Instrumentation

    EP. 154 - Using Podcasts For ABM Success In Scientific Instrumentation
    2025/03/24

    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.
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    22 分

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