EP. 64 - Building Trust & Credibility: Innovative ABM Ideas for Enterprise Browser Solutions with Jess Cook l Scrappy Playbooks

Scrappy ABM

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.