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

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.

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.