In 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": Getting key customers on far-reaching c-level podcasts to talk about how they use Island's product

(06:58) Carefully selecting the right customers who are comfortable on camera and charismatic

(04:32) Helping customers craft their narrative and prep for podcast interviews to showcase Island effectively

(19:12) Repurposing podcast clips across owned channels and for sales enablement

(14:30) The difficulties of getting enterprise customers to publicly endorse a cybersecurity product

(22:31) How this sets the foundation for future targeted ABM strategies

Guest Bios:

Jess Cook - Head of Content and Comms at Island, creator of the "That's Marketing Baby" podcast. Island provides the first enterprise web browser designed specifically for the workplace with built-in security, compliance and productivity tools.

In 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 marketing - personalization, distribution, messaging - tailored to specific high-value accounts

(07:07) The goal is proving that ABM works for your business before investing hundreds of thousands in platforms and tech

(09:25) It's hard work but pays off - ABM drives some of the highest ROI of any B2B marketing when executed correctly

In 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 levels. Important to track buying group engagement for open opportunities.

(16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.

(19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.

(23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.