EP. 120 - Implementing ABM in Manufacturing Tech: A Conversation with Alexander Stonehouse

Scrappy ABM

MP3•Pagina principale dell'episodio

29:53

Living together in a group is a strategy many animals use to survive and thrive. And a big part of what makes that living situation successful is listening. In this episode, we explore the collaborative world of the naked mole rat. Threshold is nonprofit, listener-supported, and independently produced. You can support Threshold by donating today . To stay connected, sign up for our newsletter . Operation frog sound! Send us your frog sounds for an upcoming episode. We want you to go out, listen for frogs and toads, and record them. Just find someone croaking, and hit record on your phone. It doesn’t matter if there’s background noise. It doesn’t even matter if you’re not sure whether or not you’re hearing an amphibian—if you think you are, we would love to get a recording from you. Please also say your name and where you are in the world, and then email the recording to us at outreach@thresholdpodcast.org…

circa un anno fa 31:40

In this episode of Scrappy ABM, host Mason Cosby interviews Alexander Stonehouse, Marketing Director at Forj and board adviser at The Startup Marketer. They discuss Alexander's experience implementing a successful Account-Based Marketing (ABM) program at a 3D printing and CNC machining SaaS company. The conversation covers identifying the right audience, creating engaging content for engineers, leveraging various channels for ABM engagement, and overcoming challenges in ABM implementation.

Best Moments:

(02:48) Determining the right audience for ABM

(05:56) Creating engaging content for engineers

(10:28) Best channels for ABM engagement

(14:18) Transitioning from educational to sales content

(21:39) Leveraging internal company intranets for ABM

(23:11) Measuring success in ABM programs

(26:21) Overcoming unexpected roadblocks in ABM implementation

(28:57) Parting wisdom for building a first ABM program

Guest Bio:

Alexander Stonehouse is the Marketing Director at Forj and a board adviser at The Startup Marketer. He has extensive experience in implementing successful Account-Based Marketing programs, particularly in the SaaS and manufacturing technology space. Alexander specializes in creating engaging content for technical audiences and leveraging various channels to drive growth and efficiency in marketing efforts. He is also the host of the Brilliantly Wrong podcast.

The Startup Marketer is a marketing community built for startups and caters to startup marketers at all levels within seed-, early-, and growth-stage companies, as well as early-stage founders and recent grads/entry-level marketers.

SUM LinkedIn: https://www.linkedin.com/company/the-startup-marketer/

SUM Website: https://thestartupmarketer.com/

Forj brings the power of community together with the importance of learning all in a single, modern platform.

Forj Website: https://www.forj.ai/

157 episodi

#Entrepreneur #Business #Marketing #Mason Cosby

EP. 120 - Implementing ABM in Manufacturing Tech: A Conversation with Alexander Stonehouse

Scrappy ABM

published circa un anno fa

MP3•Pagina principale dell'episodio

Best Moments:

(02:48) Determining the right audience for ABM

(05:56) Creating engaging content for engineers

(10:28) Best channels for ABM engagement

(14:18) Transitioning from educational to sales content

(21:39) Leveraging internal company intranets for ABM

(23:11) Measuring success in ABM programs

(26:21) Overcoming unexpected roadblocks in ABM implementation

(28:57) Parting wisdom for building a first ABM program

Guest Bio:

SUM LinkedIn: https://www.linkedin.com/company/the-startup-marketer/

SUM Website: https://thestartupmarketer.com/

Forj brings the power of community together with the importance of learning all in a single, modern platform.

Forj Website: https://www.forj.ai/

157 episodi

#Entrepreneur #Business #Marketing #Mason Cosby

Tutti gli episodi

1
EP. 156 - Target Managers And Directors To Increase Conversions 8:21

3 giorni fa8:21

8:21

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…

1
EP. 155 - Association Plays And Niche Podcasts: ABM on a Budget 8:53

7 giorni fa8:53

8:53

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.…

1
EP. 154 - Using Podcasts For ABM Success In Scientific Instrumentation 22:29

10 giorni fa22:29

22:29

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.…

1
EP. 153 - Creating ABM Content That Gets Used! — Benjamin Ard on Organizing, Leveraging AI & Driving Relevancy 20:50

14 giorni fa20:50

20:50

In this episode of Scrappy ABM , host Mason Cosby speaks with Benjamin Ard , co-founder and CEO of Masset.ai, about creating ABM content that sales teams actually use. They discuss how to identify relevant content, organize it effectively, and involve the entire organization in content creation—while making use of AI to streamline the process. Best Moments: (01:27) The importance of relevancy over personalization in content creation (02:51) Centralizing content and organizing it by customer questions (05:01) Documenting customer questions across all touchpoints (08:59) Running pilot programs before full implementation (12:03) Using AI to organize and search content efficiently (17:24) Leveraging AI for content creation while maintaining authenticity (18:55) Involving the entire organization in the content creation process Guest Bio: Benjamin Ard is the co-founder and CEO of Masset.ai. With a background in marketing, Ben specializes in helping businesses centralize and organize their content for more effective sales and marketing utilization, particularly within ABM programs. He’s also the host of the Content Amplified podcast.…

1
EP. 152 - From Misalignment to Momentum 51:50

17 giorni fa51:50

51:50

In this episode of Scrappy ABM , host Mason Cosby uncovers strategies for bridging the gap between sales and marketing—without huge budgets. He dives into why sales and marketing often clash, the goals that drive sales teams, and the steps to create effective ABM playbooks using the four D framework. Best Moments (00:54) The constant battle between building brand vs. building pipeline (12:38) Why sales and marketing are often misaligned (17:22) The goals of sales teams and their time horizons (32:36) The four D framework for structuring ABM playbooks (36:44) The importance of understanding sales compensation plans (42:45) Upcoming webinar on taking the first steps with ABM (47:48) Insights on content creation for ABM programs…

1
EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success 56:24

21 giorni fa56:24

56:24

In this episode of Scrappy ABM , host Mason Cosby invites Liam Moroney , CEO of Storybook Marketing, to explore the often-debated relationship between brand building and sales activation—especially within Account-Based Marketing (ABM). They dive into how brand awareness drives long-term success, the importance of measuring brand metrics effectively, and how to maintain a balance between quick wins and sustained growth. Best Moments: (00:32) Introduction to Liam Moroney and the episode’s focus (01:25) Popular marketing chart showing short-term sales activation vs. long-term brand building (03:00) Mason’s background in sales and marketing (05:58) Liam’s perspective on brand awareness in marketing (12:07) Debate on balancing brand building with sales activation (18:48) Why brand metrics matter for marketing effectiveness (26:00) Measuring brand metrics effectively (35:37) Brand awareness in ABM programs (44:55) How Scrappy ABM approaches building its own ABM program (47:46) Impact of budget cycles on marketing effectiveness (54:58) Final thoughts on why brand awareness is crucial Guest Bio: Liam Moroney is the CEO of Storybook Marketing. With a background in demand generation and a passion for brand strategy, Liam brings a unique perspective on balancing short-term activation with long-term brand building. His advocacy for measuring and prioritizing brand awareness has made him a notable voice in marketing effectiveness and MarTech discussions.…

1
EP. 150 - From ABM to ROI - Getting started and seeing results in 2025 45:12

24 giorni fa45:12

45:12

In this episode of Scrappy ABM , host Mason Cosby discusses the fundamentals of account-based marketing (ABM) and provides practical advice for implementing successful ABM programs. He explores common pitfalls, the key roles involved, and strategies to get your ABM efforts off the ground—no fancy tech required. Best Moments: (01:38) Mason’s background in building ABM programs without specialized technology (03:10) Statistics on the effectiveness of successful ABM implementations (05:15) Definition of ABM as a B2B revenue strategy (08:53) Explanation of ideal client profile (ICP) and best-fit customers (11:48) Common reasons why ABM programs fail (29:58) Core components of an ABM strategy: account progression model and activation playbook (34:01) Stages of the account progression model (36:47) Quick win strategy: implementing a closed-loss program (40:55) The 4D framework for ABM: data, distribution, destination, and direction Repurposed Episode Reference: This episode is repurposed from a webinar hosted by CXL , titled “From ABM to ROI – Getting Started and Seeing Results.” In the session, Mason Cosby appeared as a guest to share insights on running successful ABM programs without a massive tech stack. Explore more free content, webinars, and resources on CXL Lite .…

1
EP. 149 - The Scrappy Path To ABM Success! Product-Market Fit, Target Accounts & GTM Strategies 48:07

28 giorni fa48:07

48:07

In this episode of Scrappy ABM , host Mason Cosby shares an interview from GTM Confessions , where he dives into product-market fit (PMF), account-based marketing (ABM), and go-to-market (GTM) strategies. Mason explores why PMF is essential for ABM, who needs to be involved in defining your ideal customer profile (ICP) and target account list, and how to balance immediate results with long-term marketing impact. Best Moments: (01:49) Defining product market fit (06:51) The importance of product market fit for ABM (09:13) Creating a target account list and involving the right people (25:54) Common misconceptions when starting ABM (31:34) Effective tactics and channels for ABM (34:48) The role of content creation and thought leadership in ABM (40:36) Balancing immediate results with long-term impact in marketing (44:04) What go-to-market teams should stop doing immediately (46:38) Mason’s biggest go-to-market confession About This Repurposed Episode: GTM Confessions is a show about the real ups, downs, and behind-the-scenes realities of being a go-to-market (GTM) professional. Hosted by Stephanie, it serves as a weekly therapy session for GTM leaders, featuring real examples of what’s worked and what hasn’t. Check out the original episode on YouTube to dive deeper into Mason’s insights on scrappy ABM programs and the power of trading fancy tech stacks for effective, boots-on-the-ground tactics.…

1
EP. 148 - Should You Hire Scrappy ABM? 10:14

4 weeks fa10:14

10:14

In this episode of Scrappy ABM , host Mason Cosby addresses a frequent listener question: Should you hire Scrappy ABM, and how? Mason offers a direct explanation of the company's services, ideal client profiles, and unique ABM enablement approach designed to help organizations launch effective programs and eventually graduate to self-sufficiency. Best Moments: (00:32) Introduction to the episode’s topic: hiring Scrappy ABM (01:39) Explanation of Scrappy ABM’s model as ABM enablement (02:40) Timeline for launching and executing ABM programs (03:25) Ideal client profile for Scrappy ABM services (04:20) Minimal technology requirements for working with Scrappy ABM (04:53) Overview of Scrappy ABM’s products and services (05:57) Training approach and problem-solving workshops (06:29) Who is and isn’t a good fit for Scrappy ABM’s services (07:20) The “teaching hospital” analogy for Scrappy ABM’s approach (08:32) Emphasis on clients eventually graduating from Scrappy ABM’s services…

1
EP. 147 - Launching Your ABM Program! Kelley Vallone on Targeting, Tiering & Measuring Success 29:48

5 weeks fa29:48

29:48

In this episode of Scrappy ABM , host Mason Cosby interviews Kelley Vallone , Director of Global Growth Marketing at Prove, about building an Account-Based Marketing (ABM) program from the ground up. They delve into identifying target accounts, creating tiering models, and executing engagement strategies—all while measuring success and ensuring scalability. Best Moments: (01:30) Identifying and prioritizing target accounts for ABM (05:33) Building a real target account list with company names (07:37) Creating an account tiering model and engagement strategies (10:54) Specific tactics for each tier of accounts (22:12) Measuring success in an ABM program (25:53) Advice for getting started with ABM Guest Bio: Kelley Vallone is the Director of Global Growth Marketing at Prove, an identity verification and authentication company. With extensive experience in ABM, demand generation, and growth marketing, Kelley has successfully implemented and scaled ABM programs. She’s passionate about sharing her knowledge and insights on marketing strategies, particularly in the B2B space.…

1
EP. 146 - Who is ABM for? 12:22

5 weeks fa12:22

12:22

In this episode of Scrappy ABM , host Mason Cosby explores who Account-Based Marketing (ABM) is best suited for and the essential criteria companies should meet before launching an ABM program. Mason shares insights on sales team requirements, product-market fit, contract value thresholds, and more to help you determine if ABM is the right approach for your business. Best Moments: (00:00) Introduction to the episode’s topic: Who is ABM for? (01:05) ABM is primarily for B2B companies (01:37) The importance of having a dedicated sales team (03:32) Product-market fit and ethical selling in ABM (06:10) The need for a larger average contract value (ACV) (08:13) Ideal sales cycle length for ABM implementation (09:09) The opportunity for deal expansion in ABM (09:52) The importance of a clear market focus for target accounts (10:39) Warning against implementing ABM if criteria are not met…

1
EP. 145 - How to Build an ABM Strategy That Actually Works 32:13

6 weeks fa32:13

32:13

In this special Scrappy ABM episode, we’re rebroadcasting a conversation from the B2B Growth Blueprint podcast, where host Mark Osborne interviews Mason Cosby on practical Account-Based Marketing (ABM) strategies. 📢 This episode was originally recorded for B2B Growth Blueprint , a podcast focused on scalable B2B strategies for early-stage SaaS, tech, and service firms. Best Moments: (00:32) Introduction to the rebroadcast episode (01:48) Mason’s career journey and experience in ABM (06:26) What is Account-Based Marketing (ABM)? (09:02) How to identify best-fit customers for ABM (12:28) Strategies for defining important target accounts (21:27) What makes Scrappy ABM different from traditional ABM approaches (28:44) Future plans for Scrappy ABM, including new educational initiatives 🎧 Listen to B2B Growth Blueprint : Spotify…

1
EP. 144 - ABM Without the B2B SaaS GTM BS 42:49

6 weeks fa42:49

42:49

In this episode of Scrappy ABM , host Mason Cosby joins Don't Be a SaaS hosts Adam O'Brien and Kate Campbell to discuss how B2B companies can implement Account-Based Marketing (ABM) without the hefty price tag. They break down actionable strategies, essential tech stacks, and what’s next for ABM in 2025 and beyond. 📢 This episode is a repurposed conversation from the Don't Be a SaaS podcast , where Mason was a guest. Best Moments: (00:06) Introduction to Scrappy ABM and its focus on practical playbooks (04:06) The importance of established product-market fit before implementing ABM (10:52) The role of data in ABM and identifying best-fit customers (14:25) Sales compensation’s impact on ABM success and customer retention (25:11) Building an affordable ABM tech stack for under $1,000 per month (34:09) Predictions for the future of ABM in 2025 and beyond (39:19) Resources for learning more about Scrappy ABM approaches 📌 Listen to Don't Be a SaaS : Spotify…

1
EP. 143 - BUILDING SUCCESSFUL ABM PROGRAMS! Sinziana Ursu on ABM at WP Engine & Upland Software 27:33

7 weeks fa27:33

27:33

In this episode of Scrappy ABM , host Mason Cosby interviews Sinziana Ursu , Director of Integrated Marketing at Upland Software, about her experience building an Account-Based Marketing (ABM) program at WP Engine. Sinziana shares insights on how she approached ABM, the tactics she used, the tech stack involved, and how she measured success along the way. Best Moments: (00:36) Introduction of Sinziana Ursu and her role (01:40) Initial approach to building an ABM program (05:59) Tactics used to execute the ABM program (08:34) Starting point for implementing tactics (11:35) Tech stack used for executing the program (15:18) Content creation process and resources (21:29) Measuring success of the ABM program (22:45) Unexpected challenges during implementation (24:43) Parting wisdom for those starting ABM Guest Bio: Sinziana Ursu is the Director of Integrated Marketing at Upland Software. With extensive experience in building and implementing ABM programs, Sinziana previously led the development of WP Engine’s enterprise-focused ABM initiative. She’s passionate about aligning sales and marketing efforts to create tailored and creative marketing strategies for target accounts.…

1
EP. 142 - PLANNING & EXECUTING SCRAPPY ABM CAMPAIGNS! Aligning Sales & Marketing Teams 28:21

7 weeks fa28:21