In 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 a month with a $20-30k ACV to get a 3-4x ROI on a $15k/month ad spend budget

(23:38) In 6 months, generated $1 million in revenue from the account-based marketing program, an 11x ROI on the ad spend

(25:34) "Make sure you have those fundamentals super, super solid. And what I define as marketing fundamentals is, like, STP, segmentation targeting positioning, classic marketing stuff, and all of that has to be predicated by a customer research"

Guest Bio:

Mary Keogh is the Director of Product and Content Marketing at CoLab, co-host of The Purposeful Marketing podcast

In 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 and transitions for each stage

(08:30) Tailoring account progression model to your sales cycle

(10:50) Following up with accounts after meaningful engagement

(12:57) Qualifying accounts/contacts even after initial call is booked

(16:50) Building playbooks for each stage of model aligned with 4D framework

(17:29) Phasing roll out of account progression model

In 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 through whiteboard mapping

(02:59) Color coordination and account progression model

(07:16) Utilizing existing content for ABM success

(09:25) Manual account-based marketing approach

(10:37) Manual execution and lack of dedicated resources in ABM

(13:02) Challenges faced in account progression model implementation

(15:28) Challenges of implementing account-based marketing in financial services

(19:30) The journey of implementing an ABM program

(20:36) Importance of early results in account-based marketing

(22:31) Launching an ABM program in a long sales cycle environment

Guest Bio:

Kacyn Goranson is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.

In 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, and social media

(07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution

(08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up

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) Your goal is to prove that ABM works for your business BEFORE investing hundreds of thousands in platforms and tech

(09:25) 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.

Is ABM a good fit for your biz?

Sam talks to Mason Cosby, Founder @ Scrappy ABM

They 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

📢 LinkedIn