Best Scrappy Academy Podcasts (2024)

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EP. 104 - How Sales Intel Academy TRANSFORMED Customer Education and ABM w/ Arianna Shannon 19:38

5d ago19:38

19:38

In this episode of Scrappy ABM, host Mason Cosby interviews Arianna Shannon, Director of Marketing and Brand at Sales Intel, about their customer enablement and education program. They discuss the creation of Sales Intel Academy, challenges in implementing the program, and strategies for building effective ABM programs. Best Moments: (00:02:02) Ove…

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EP. 105 - The Power of Podcasting in B2B: Types, Strategies, and Measurement Tips 30:40

2d ago30:40

30:40

In this episode of B2B Revenue Leaders, host Dustin Tysick welcomes back Mason Cosby, founder of Scrappy ABM and head of partnerships at Guru Media Hub, for a deep dive into the world of podcasting. Best Moments: (01:20) Three types of podcasts: content engine, account-based, and public figure (02:56) Measuring podcast success based on strategy and…

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EP. 103 - Crawl, Walk, Run: A Practical Guide to ABM Success 24:35

9d ago24:35

24:35

In this episode of Scrappy ABM, host Mason Cosby introduces the first ABM AMA (Ask Me Anything) session, discussing the fundamentals of Account-Based Marketing (ABM) and addressing common challenges faced by marketers implementing ABM strategies. Best Moments: (02:31) The "crawl, walk, run" approach to ABM (06:49) Definition of ABM and who it's sui…

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EP. 102 - Crush Churn with the "Churn Buster" Playbook: Retain and Win Big Accounts with Corrina Owens 24:57

13d ago24:57

24:57

In this episode of Scrappy ABM, host Mason Cosby speaks with Corrina Owens about her "Churn Buster" playbook for account-based marketing. They discuss innovative strategies for retaining customers and acquiring new enterprise accounts using champion tracking and personalized outreach. Best Moments (01:36) Introduction to the "Churn Buster" playbook…

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EP. 101 - Leveraging Job Changers for Quick Pipeline Generation | Scrappy Playbooks 14:16

17d ago14:16

14:16

In this episode, host Mason Cosby discusses the value of tracking job changers as a signal for generating quick pipeline. He shares cost-effective strategies for identifying, engaging with, and converting job changers to build a solid account-based marketing (ABM) program. ======================================== Key Discussion Points: (01:20) Why …

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🚨 EP. 100 🚨 - Data Segmentation and Building ABM w/ Sean Sullivan | Scrappy Playbooks 37:00

20d ago37:00

37:00

In this episode of Scrappy ABM, host Mason Cosby interviews Sean Sullivan, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources. ====================================== Key Discussio…

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EP. 99 - How to Convert Podcast Guests Into CUSTOMERS | Scrappy Playbooks 14:01

24d ago14:01

14:01

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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EP. 98 - Using Podcasting to Build Relationships, Drive Referrals, and Close Deals w/ Josh Elledge | Scrappy Playbooks 22:34

27d ago22:34

22:34

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 12:21

1M ago12:21

12:21

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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EP. 96 - Creating Authentic Content That Captures Demand Efficiently with Jay Moolenaar | Scrappy Playbooks 25:04

1M ago25:04

25:04

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 14:18

1M ago14:18

14:18

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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EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | Scrappy Playbooks 34:55

1M ago34:55

34:55

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 14:56

1M ago14:56

14:56

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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EP. 92 - Using 1st & 3rd Party Data to Prioritize Accounts + Collaborating With Stakeholders w/ Tyler Pleiss (ex-Clari) | Scrappy Playbooks 32:13

2M ago32:13

32:13

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 17:47

2M ago17:47

17:47

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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EP. 90 - Combining LinkedIn, Email, & Direct Mail to Close Deals Involving SMBs w/ Tania Saez | Scrappy Playbooks 26:58

2M ago26:58

26:58

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 52:03

2M ago52:03

52:03

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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EP. 88 - Leveraging Existing Channels, Inheriting an ABM Tech Stack, and How to Measure ABM Success with Dina Otero of MissionCloud 31:05

2M ago31:05

31:05

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 47:59

2M ago47:59

47:59

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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EP. 86 - Creating Personalized Sales Experiences For Pipeline Acceleration w/ Tara Pawlak of Revenue Grid | Scrappy Playbooks 29:17

2M ago29:17

29:17

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 24:03

2M ago24:03

24:03

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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EP. 84 - How to Use Event Activation to BUILD and CONVERT Pipeline w/ Mitch Speers | Recorded as a Buyer Foresight Webinar 49:45

3M ago49:45

49:45

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 33:00

3M ago33:00

33:00

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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EP. 82 - Building a Personal Brand That Drives Revenue, Not Followers | Recorded as a Sales Assembly Personal Branding Session 43:19

3M ago43:19

43:19

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 25:44

3M ago25:44

25:44

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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EP. 80 - Unlocking YOUR Website Traffic Potential with Adam Robinson of Retention and RB2B | Scrappy Playbooks 24:46

3M ago24:46

24:46

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 45:30

3M ago45:30

45:30

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 28:33

3M ago28:33

28:33

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 17:32

3M ago17:32

17:32

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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EP. 76 - Leveraging LinkedIn and Podcasts for Successful ABM Overseas with Tomasz Maciejewski | Actionable Audits 31:22

3M ago31:22

31:22

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 36:44

4M ago36:44

36:44

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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EP. 74 - Auditing LetterDrop's Podcast and Content Engine With Parthi Loganathan | Actionable Audits 42:17

4M ago42:17

42:17

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 15:14

4M ago15:14

15:14

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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Ep. 72 - Building Low Budget ABM Programs w/ Inherited Tech Stacks with Sarah Sehgal | Scrappy Playbooks 32:22

4M ago32:22

32:22

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

4M ago39:34

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

4M ago24:28

24:28

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

4M ago21:15

21:15

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

4M ago28:38

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

5M ago19:08

19:08

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

5M ago25:52

25:52

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

5M ago10:55

10:55

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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EP. 64 - Building Trust & Credibility: Innovative ABM Ideas for Enterprise Browser Solutions with Jess Cook l Scrappy Playbooks 24:41

5M ago24:41

24:41

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…

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EP. 63 - Defining Scrappy ABM As A Strategy — What It Is, How It Helps, And How You Can Leverage It 10:51

5M ago10:51

10:51

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 Momen…

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EP. 62 - You Need To Change How You Track Account Engagement in B2B Marketing With Davis Potter 31:17

5M ago31:17

31:17

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…

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Ep. 61 - How to Run ABM on a TIGHT Budget l Recorded on Breaking B2B 37:01

5M ago37:01

37:01

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 📢 LinkedInBy Mason Cosby

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EP. 60 - A Guide to Strategic Marketing Operations With Mike Rizzo l Scrappy Playbooks 25:57

5M ago25:57

25:57

In this episode of Scrappy ABM, host Mason Cosby is joined by guest Mike Rizzo, founder of MarketingOps.com, to discuss strategies for simplifying and streamlining marketing operations. They provide practical tips for auditing your tech stack, data, and workflows to identify what's working, what's not, and how to optimize your operations without br…

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EP. 59 - How To Succeed at Scrappy ABM l Recorded on The How to Succeed Podcast 36:46

5M ago36:46

36:46

In this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the n…

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EP. 58 - Creative ABM Strategies For Lean Budgets With Trevor Grimes l Scrappy Playbooks 33:57

6M ago33:57

33:57

In this episode of Scrappy ABM, host Mason Cosby is joined by Trevor Grimes, Lead Content Strategist at Scrappy ABM, to discuss strategies for repurposing existing content assets to support account-based marketing programs. You'll get a practical playbook for taking inventory of current content and identifying opportunities to reuse and reframe it …

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EP. 57 - Work Environment IMPACTS Your Marketing I Recorded on Demand Wars 54:14

6M ago54:14

54:14

In this episode, recorded on Demand Wars and hosted by Bolaji Oyejide, Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career. In the later part of the video, Mason Cosby discusse…

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EP. 56 - Effective Feedback Loops: Bridging the Gap Between Sales and Marketing With Peter Mollins l Scrappy Playbooks 26:50

6M ago26:50

26:50

In this episode of Scrappy ABM, host Mason Cosby talks with Peter Mollins, CMO at SetSail, about how to develop effective feedback loops between sales and marketing teams. They discuss the importance of alignment on key definitions, goals, and processes to make collaboration easier. Best Moments: (00:05) Groundbreaking ABM approaches without breaki…

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