In this episode of Scrappy ABM, host Mason Cosby interviews Scott Logan, SVP of Marketing and Demand Gen at Connex AI, about practical approaches to account-based marketing (ABM) that don't break the bank. They discuss how to find the right audience, involve sales teams in ABM planning, test new markets, align sales and marketing goals, and structure ABM campaigns effectively.

Best Moments:

(00:25) Introduction to the podcast's focus on scrappy ABM programs

(01:55) Finding the right audience for ABM campaigns

(07:37) Importance of involving sales teams in ABM planning

(10:49) Testing new markets before launching full ABM programs

(14:46) Aligning sales and marketing goals and metrics

(23:23) Structuring ABM campaigns in 3-6 month sprints

(24:59) Breaking down a full ABM program execution strategy

(30:58) Using events as conversion points in ABM campaigns

Guest Bio:

Scott Logan is the SVP of Marketing and Demand Gen at Connex AI. With a background as a salesperson at heart, Scott brings a unique perspective to marketing, focusing on aligning marketing efforts with sales goals. He emphasizes the importance of spending time with sales teams, using the same reporting metrics, and structuring ABM campaigns around tangible events to drive results.

In this episode of Scrappy ABM, host Mason Cosby interviews Jay Schwedelson, an expert in audience segmentation and marketing strategies. They delve into the importance of targeting specific functions rather than job titles, how to effectively narrow down your target audience, and strategies for distributing content to the right people at the right time.

Best Moments:

(01:01) Definition and importance of audience segmentation

(02:24) Identifying target companies and industries

(03:34) Targeting job functions vs. job titles

(05:19) Using SIC codes for detailed segmentation

(07:26) Leveraging growth indicators for targeting

(09:36) Creating content that speaks to your target audience

(14:45) Distribution channels and email marketing strategies

(17:32) Common mistakes in audience segmentation

(19:37) The importance of regularly updating your target account list

Guest Bio:

Jay Schwedelson is an expert in audience segmentation and marketing strategies. He emphasizes the importance of targeted marketing and leveraging email as a critical communication channel. Jay hosts the podcast Do This, Not That and is passionate about helping marketers refine their audience targeting techniques to improve campaign effectiveness.

In this special episode of Scrappy ABM, host Mason Cosby joins Tushar, Ashish, and Guraish on the Thrivecast podcast to discuss the differences between Product-Led Growth (PLG) and Account-Based Marketing (ABM) strategies for startups. They provide insights on how to effectively implement ABM, when to leverage PLG, and how combining both strategies can drive scalable growth.

Best Moments:

• (00:06) Introduction to Scrappy ABM podcast
• (00:43) Guest introductions and backgrounds
• (02:35) Defining PLG and ABM
• (05:59) Considerations for early-stage startups choosing between PLG and ABM
• (19:22) The importance of identifying Ideal Customer Profiles (ICPs)
• (34:09) Steps to build a target account list for ABM
• (42:47) The role of AI in ABM strategies
• (54:30) A four-D framework for getting started with ABM
• (56:12) Final advice for companies figuring out their go-to-market motions

Guest Bios:

• Tushar Ladha: Tushar is a co-host of Thrivecast and an expert in startup growth strategies. He brings valuable insights into how startups can navigate the complexities of choosing between PLG and ABM.
• Ashish Bharti: Ashish is a co-host of Thrivecast with extensive experience in product development and marketing. He offers a deep understanding of how AI can be leveraged in ABM strategies.
• Guraish Lal: Guraish is a co-host of Thrivecast and specializes in sales and marketing alignment. He provides practical advice on building effective go-to-market motions for startups.
• Mason Cosby: Mason is the host of the Scrappy ABM podcast and an expert in Account-Based Marketing. He specializes in building effective ABM programs on low budgets that drive high impact. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.

About Thrivecast:

Thrivecast is a podcast that explores strategies and insights for startups and businesses looking to scale. This episode is a repurposed session from Thrivecast, where Mason was a guest discussing the interplay between PLG and ABM strategies.