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 ...
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A schedule-lacking podcast hosted by tennis icon Dylan Moore (Lightning Larry Luciano), legend of the court Brady Stewart (Mark Twain Enthusiast), Summer Lake king Mason Maurer (Gorgon, Son of Scrygorn) and racquet superstar Grant Doan (Malekith, the Dark Elf) in which we delve deep into analysis of ten-seshes, beloved players and notable highlights before inevitably drifting into random topics and nonsense. It's a good time.
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The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.
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We’re lighting up the campfire and swapping stories on everything involved in building a brand, scaling a startup, launching new products, and unembellished career talk from the brand builders that we admire most.You'll join Camp Counselors, Bobby Narang and Jass Binning, as they interview the most incredible leaders and founders from diverse backgrounds in marketing, tech, and beyond to explore what it takes to build a leading brand that’s shaping the world of B2B.Every campfire starts with ...
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The Cargo Margo Show features leaders in supply chain, logistics, and sales.
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This is a derivative of our popular "Make Them Famous" podcast about partner enablement. Only this time, I wanted to take a journalistic approach to uncover unique stories between partners. You will hear parts of the story being told in an interview I had with the guest. Then, you will hear my co-host Chris and I break down the key learnings of the story and provide more context or anecdotes from our experience running agencies and working with partner teams. Each episode will have: 1. A sto ...
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Master B2B marketing by learning the MINDSETS, SKILLSETS and TOOLSETS that drive revenue-generating RESULTS. Each week, we discuss revenue-generating success stories with Masters of B2B Marketing and share insightful strategy, tangible tactics and actionable advice, utilizing the MSTR Framework to help you accelerate growth. Our goal is to be the podcast top B2B marketers listen to regularly for actionable insights. We want our audience to learn from the Master Marketers that have developed ...
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EP. 99 - How to Convert Podcast Guests Into CUSTOMERS | Scrappy Playbooks
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In this episode of Scrappy ABM, host Mason Cosby discusses strategies for turning podcast guests into customers, focusing on conversion-based playbooks specifically designed for account-based marketing (ABM). Mason shares actionable insights on leveraging podcast interviews as a way to build relationships and create sales opportunities. ===========…
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AI's Role In Accelerating Go-To-Market Strategy, with Lookout's Deb Wolf
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Research shows that companies that have leading digital and AI capabilities outperform laggards by two to six times on total shareholder returns (TSR) across every sector analyzed. As CMO of Lookout, a mobile and cloud security company, Deb Wolf was challenged to explore the application of AI within her organization. Recognizing its potential to en…
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EP. 98 - Using Podcasting to Build Relationships, Drive Referrals, and Close Deals w/ Josh Elledge | Scrappy Playbooks
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In this episode, host Mason Cosby sits down with Josh Elledge, a podcasting strategist, to discuss how podcasting can be leveraged as a powerful tool for networking and fostering business relationships that lead to growth. They dive into actionable tips on creating successful podcasting strategies, booking high-value guests, and nurturing long-term…
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EP. 97 - Using Story-Driven Podcasting to Connect With Potential Clients and Partners | Scrappy Playbooks
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In this episode, host Mason Cosby shares a powerful playbook for converting podcast guests into clients or partners by leveraging story-based interviews. He dives into the strategy of using podcasts as a relationship-building tool, where guests are invited to share their personal stories, fostering trust and long-term connections. =================…
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Leveraging AI To Orchestrate Human-Centric B2B Marketing with Daniel Englebretson
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In today’s AI-driven B2B environment, the true competitive advantage lies not in the technology itself but in how it’s leveraged to help marketers enhance the human experience. In this episode, Klaudia and Kelly sit down with Daniel Englebretson, AI Strategist and creator of the “Rule of 100” framework, where he revealed a practical blueprint for e…
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EP. 96 - Creating Authentic Content That Captures Demand Efficiently with Jay Moolenaar | Scrappy Playbooks
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In this episode, host Mason Cosby sits down with Jay Moolenaar, founder of Sentient Sales Technology, to talk about how to build effective Account-Based Marketing (ABM) programs without breaking the bank, focusing on collaboration between sales and marketing, creating authentic content, and capturing demand efficiently. ============================…
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EP. 95 - Converting Podcast Guests Into Your BEST Customers & Partners | Scrappy Playbooks
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In this episode of Scrappy ABM, host Mason Cosby dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth. Best Moments: (01:12) Exploring three podcast f…
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The Golden Ticket To Building A Pipeline Acceleration Campaign, with Nexthink
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If you've spent hours looking at a stuck pipeline with the thought: "How can us as marketers do more to help accelerate this," this new episode of the B2BMX Podcast is for you. We're going back to Scottsdale to replay a session from our friends at Nexthink, titled: "The Golden Ticket: How To Build A Pipeline Acceleration Campaign." Tune in if you h…
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EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | Scrappy Playbooks
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In this insightful episode of Scrappy ABM, host Mason Cosby sits down with Amber Bogie, Sr Director of GTM & ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization. ======================= Best Moments: (01:05) Amber shares the story of landing her role at GoTo an…
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EP. 93 - How to Network & Book Meetings at Events WITHOUT a Speaking Slot
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In this episode, host Mason Cosby shares budget-friendly strategies on how to effectively network and book meetings at events, even if you don’t have a speaking engagement. ========================= Best Moments: (02:05) The importance of attending sessions related to your product or service to identify potential customers and facilitate serendipit…
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An ABM Framework That Caters To Modern B2B Buyers, with Ex-Googler Steve Armenti
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The buying experience in B2B has and continues to change dramatically. Buyers are now more informed and demanding than ever before, and they expect a personalized and seamless experience from start to finish. In this episode of the B2BMX Podcast, you’ll hear from ex-Googler and current VP of Revenue Marketing for DigitalOcean Steve Armenti. He took…
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The Power Of Empathetic Leadership with Jorge Soto from AssetMule
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What if the secret to startup success isn’t ruthless ambition, but empathetic leadership? Jorge Soto, Co-Founder of AssetMule, shares how prioritizing people over profits is transforming his business and culture. For Jorge, building a workplace where kindness and respect are essential values. He believes that the culture you establish from day one …
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EP. 92 - Using 1st & 3rd Party Data to Prioritize Accounts + Collaborating With Stakeholders w/ Tyler Pleiss (ex-Clari) | Scrappy Playbooks
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In this episode of "Scrappy ABM," host Mason Cosby is joined by Tyler Pleiss, the Growth Marketing Manager at Movable Ink. Together, they dive into Tyler's practical approach to building and scaling an account-based marketing (ABM) program from the ground up, without relying on expensive technology platforms. ================================= Best …
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EP. 91 - Pioneering Pipeline Growth Through Scrappy ABM Strategies | Recorded for the B2B Pipeline Pioneers Podcast
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In this episode of Scrappy ABM, host Mason Cosby dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions. ============================ Best Moments: (01:07…
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Why Your ABM Program Is Failing (And How To Fix It), with Mason Cosby
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Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despi…
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Rethinking Field Marketing with Ajay Ravichandran from Everstage
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Ever wondered how to transform field marketing from routine to remarkable? Today, we're diving into the playbook of an event marketing maestro who's redefining the rules of the game. We're thrilled to welcome Ajay Ravichandran, Field Marketing Lead at Everstage, to Growth Marketing Camp. In this episode, Ajay opens the curtain on the methodologies …
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EP. 90 - Combining LinkedIn, Email, & Direct Mail to Close Deals Involving SMBs w/ Tania Saez | Scrappy Playbooks
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In this episode of Scrappy ABM, host Mason Cosby is joined by ABM consultant Tania Saez to explore a practical playbook for executing a robust account-based marketing program using LinkedIn, email, and direct mail, specifically tailored for SMB and mid-market organizations. ======================================== Best Moments: (02:05) Finding your…
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EP. 89 - The Importance of Relevance and Context For Your ABM Program with Nick Zeckets | Scrappy Playbooks
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In this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank. ================================ Best Moments: (04:45) Discussing the target audience for Scrappy ABM's services (09:01) …
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Creating Content That Keeps Customers Coming Back (& Begging For More!)
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To build strong relationships with existing customers, research shows 84% of B2B marketers are relying on content marketing. With modern customers demanding personalization, relevance and value in every post-sale interaction, even the savviest marketers struggle with developing long-term relationship-building strategies and demonstrating the ROI of…
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EP. 88 - Leveraging Existing Channels, Inheriting an ABM Tech Stack, and How to Measure ABM Success with Dina Otero of MissionCloud
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In this episode, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources. ========================================= Best Moments: (01:13) Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program (05:17) Identifying target accoun…
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EP. 87 - How to Create a Coordinated Sales and Marketing Program w/ Anna Tsymbalist of Influ2 | Recorded as a Webinar
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In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM). ============================================= Best Moments: (02:05) The importance of crawling before running in ABM (07:51) Three core r…
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No Fluff, All Action: 5 Intent Data Tactics You Can Use Right Now
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There's a lot of talk around intent data and ABM, but not nearly enough real examples on how to use it. But OpenSesame’s Director of Growth Marketing, Sarah Sehgal, is here to save the day. Her session at B2BMX in Scottsdale was chock full of insights to help marketers demystify intent data and transform it from a catchy concept into a toolbox of t…
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EP. 86 - Creating Personalized Sales Experiences For Pipeline Acceleration w/ Tara Pawlak of Revenue Grid | Scrappy Playbooks
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In this episode, host Mason Cosby is joined by Tara Pawlak, SVP of Marketing at Revenue Grid, to discuss a practical playbook for pipeline acceleration and enabling your sales team to create highly personalized experiences for best-fit potential customers. ============================================= Best Moments: (01:16) Tara explains her focus o…
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EP. 85 - Content-Led Outbound Strategies for Market Expansion with Dr. Jim Kanichirayil of EngageRocket | Scrappy Playbooks
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In this episode of "Scrappy ABM," host Mason Cosby welcomes Dr. Jim Kanichirayil, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US. ===================================== Best Moments: (02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook…
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Your Cheat Sheet For Understanding & Acting On Intent Data w/ Sarah Sehgal
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All this talk about intent data is enough to get every marketer’s head spinning. There’s a lot to process and understand, and not enough expert commentary about how to put it into action… until now. In this episode, OpenSesame’s Director of Growth Marketing, Sarah Sehgal, sat down with co-host Kelly Lindenau on the show floor at B2BMX in Scottsdale…
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EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight Webinar
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In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins. ========================================= Best Moments: (05:56) The current l…
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EP. 83 - Overcoming Analysis Paralysis in ABM with Brandee Sanders | Scrappy Playbooks
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In this episode, host Mason Cosby is joined by Brandee Sanders, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources. ========================= Best Moments: (03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and …
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A Crash Course In Creative Authenticity For Content Creation W/ Dana Harder
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In the ever-evolving world of B2B marketing, content is still king. But the generic, static content of the past will no longer resonate with the modern B2B buyer. It's time to connect with buyers on a personal level, and in this episode of the B2BMX Podcast, Unreal Digital Group's Dana Harder discussed the importance of creativity and AI-assisted c…
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EP. 82 - Building a Personal Brand That Drives Revenue, Not Followers | Recorded as a Sales Assembly Personal Branding Session
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In this episode, host Mason Cosby shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers. =============================================== Best Moments: (01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months (04:02) Positioning yourself, engaging buyers, and engagin…
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EP. 81 - Leveraging LinkedIn Ads and New Ad Formats with AJ Wilcox | Scrappy Playbooks
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In this episode of "Scrappy ABM," host Mason Cosby is joined by AJ Wilcox, CEO of B2Linked, to discuss how to use LinkedIn ads for an account-based marketing program and generate tangible results. ===================================================== Best Moments: (08:52) The power of Thought Leader Ads, which drive 10-15x higher engagement than re…
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Navigating The Product Perception Paradox with NinjaCat's Jake Sanders
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At the B2B Marketing Exchange, speakers, experts, attendees and even staff have always emphasized the fact that "B2B doesn't have to be boring." And time and time again, our community has proven that B2B marketing can be fun, creative, and authentic. Of course, there are various challenges surrounding creativity in B2B, but during this conversation…
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EP. 80 - Unlocking YOUR Website Traffic Potential with Adam Robinson of Retention and RB2B | Scrappy Playbooks
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In this episode, host Mason Cosby is joined by Adam Robinson, CEO of Retention and RB2B, to discuss practical playbooks for using RB2B to de-anonymize website traffic and convert leads. ======================================================================================== Best Moments: (01:41) Adam Robinson explains what RB2B is — person-level we…
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EP. 79 - SIMPLE Signal Based ABM Strategies | Recorded as a UserGems ABM Round Table Session
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This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying targ…
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EP. 78 - Driving Alignment and Adoption For ABM with Brynne Hazzard | Scrappy Playbooks
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This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content. ====================================…
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EP. 77 - Event Activation Playbooks That Will Maximize Your Event ROI | Scrappy Playbooks
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In this episode, host Mason Cosby dives into effective event activation strategies to generate revenue. Listeners can expect to learn practical tactics to capture attendee data, distribute relevant content, direct people to next steps, and track engagement to convert event connections into sales pipeline opportunities. =============================…
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The Challenges Of Managing The Complex Martech Landscape
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As the newly appointed President of Pipeline 360, a provider of B2B demand gen tools, Tony Uphoff is keeping busy bringing the company's future plans and strategies to life. Hosts Klaudia Tirico and Kelly Lindenau had a chance to catch up with Tony at the B2B Marketing Exchange in Scottsdale earlier this year to learn about the company's future end…
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EP. 76 - Leveraging LinkedIn and Podcasts for Successful ABM Overseas with Tomasz Maciejewski | Actionable Audits
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This episode of Scrappy ABM features host Mason Cosby interviewing Tomasz Maciejewski, a LinkedIn trainer, B2B consultant, and founder of Content Way. They discuss Tomasz's podcast playbook and ABM strategy for engaging potential clients through thought leadership content. ============================================================================…
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EP. 75 - How Trigger Stacking Will Improve Your ABM Campaigns | Recorded as a SalesIntel Webinar
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This episode of Scrappy ABM features a discussion between host Ariana Shannon, sales intel director of marketing, and guest Mason Cosby, founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank. ===================================================================================…
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Embracing AI & Experimentation In Content Creation With Forrester's Phyllis Davidson
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When we think of Taylor Swift, we can't help but realize how much she has pushed the envelope and evolved creatively to please her audience. She knows how to take risks and experiment, and in this episode of the B2BMX Podcast, Forrester's VP, Principal Analyst Phyllis Davidson encourages marketers to follow suit. Experimentation is the key word her…
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EP. 74 - Auditing LetterDrop's Podcast and Content Engine With Parthi Loganathan | Actionable Audits
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In this episode of Scrappy ABM, host Mason Cosby interviews Parthi Loganathan, CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content plannin…
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EP. 73 - A New Playbook You MUST HAVE For Re-Engaging Website Visitors | Scrappy Playbooks
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In this episode of Scrappy ABM, host Mason Cosby walks through a website re-engagement playbook using the 4D framework of data, distribution, destination, and direction. Learn a step-by-step approach for re-engaging website visitors through targeted outreach campaigns with the goal of booking meetings and driving conversions. Best Moments: (04:06) …
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The Blueprint For A Winning GTM Strategy With Pam Didner
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The B2B Marketing Exchange Podcast is back for Season 10, and hosts Klaudia Tirico and Kelly Lindenau are excited to get back on the mic to celebrate this milestone. To kick off the season, Klaudia sat down with Pam Didner, B2B marketing consultant, author, speaker and #B2BMX veteran, on the show floor in Scottsdale, Ariz. to talk all things go-to-…
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Ep. 72 - Building Low Budget ABM Programs w/ Inherited Tech Stacks with Sarah Sehgal | Scrappy Playbooks
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In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal, Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally…
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EP. 71 - The Crawl-Walk-Run Process For ABM Success | Recorded on The Antidote Podcast
39:34
39:34
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39:34
In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology. Reflecting on…
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EP. 70 - Content Mapping, Org Alignment, and Who Gets The Credit with Olga Karanikos, CMO of SalesScreen
24:28
24:28
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In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution. ===========…
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EP. 69 - Podcasting for ABM: Leveraging Relationships and Creativity To Grow and Convert Pipeline
21:15
21:15
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In this episode of Scrappy ABM, host Mason Cosby walks through building a complete account-based marketing (ABM) program for just $58/month. He outlines how to leverage free and low-cost tools like LinkedIn, podcast hosting platforms, and content editing software to target key accounts, build relationships with executives, and generate referrals. =…
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EP. 68 - Generating $8M In Pipeline Within 7 Months With Mary Keough | Scrappy Playbooks
28:38
28:38
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28:38
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, generati…
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EP. 67 - Shifting to an Account Progression Model in ABM
19:08
19:08
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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 Momen…
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EP. 66 - Whiteboard Account Progression With Kacyn Goranson | Scrappy Playbooks
25:52
25:52
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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 sha…
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EP. 65 - The 4D Framework For Simplifying Your ABM Strategy
10:55
10:55
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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 - Ident…
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