Scrappy ABM

De: Mason Cosby
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  • Resumen

  • 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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Economía Gestión y Liderazgo Liderazgo Marketing Marketing y Ventas
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Episodios
  • Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇

    Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇
    Apr 28 2025

    In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.


    Best Moments:

    (00:32) Introduction to the specific ABM challenge from a newsletter subscriber

    (01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff

    (01:44) Strategy suggestion: start with manual desk research for a focused target-account list

    (02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives

    (03:24) Using social-media research to identify who posted about previous Olympics

    (04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships

    (04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations

    (06:32) Approach of targeting key influencers before decision makers

    (07:05) Using personalized athlete connections or Cameo videos for higher engagement

    (08:18) Leveraging scarcity by emphasizing limited sponsorship availability
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    10 m
  • Ep. 163 - Get Specific With Your ABM! Practical Tips for Retail Signage & Graphics Target Accounts

    Ep. 163 - Get Specific With Your ABM! Practical Tips for Retail Signage & Graphics Target Accounts
    Apr 24 2025

    In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.



    Best Moments:


    • (01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business
    • (01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition
    • (02:24) Why narrowing down from “retail brands” to specific store types is crucial
    • (03:06) Recommendation to focus on geographic regions to make targeting more manageable
    • (03:43) Suggestion to showcase before/after store transformations as compelling content
    • (04:24) Benefits of narrowing the target list to a manageable 50 companies
    • (05:04) Personal example of directly texting prospects identified as best-fit customers
    • (05:56) Recommendation to segment by organization size and specific roles
    • (06:32) Strategy to focus on geographic-based programs with in-person demonstrations
    • (07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks
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    9 m
  • Ep. 161 - AI Governance ABM Playbook! “One Geo, One Industry” Approach

    Ep. 161 - AI Governance ABM Playbook! “One Geo, One Industry” Approach
    Apr 17 2025

    In this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.


    Best Moments:


    • (00:32) Introduction to Jimmy's ABM playbook submission
    • (00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue
    • (01:37) Mason’s first recommendation: Focus on one geo and one industry at a time
    • (04:05) Strategy for targeting companies with AI governance programs through event panels
    • (05:33) Insights on positioning an AI governance platform to solve compliance challenges
    • (06:51) Recommendation to focus on healthcare or financial services verticals
    • (07:07) Advice on targeting approach: start with influencers and work up to executives
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    9 m
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