EP. 114 - Simplifying ABM Strategies with Dave Gerhardt

Scrappy ABM

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محتوای ارائه شده توسط Mason Cosby. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Mason Cosby یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal

All About Change

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Eli Beer & United Hatzalah: Saving Lives in 90 seconds or Less 30:20

17 روز پیش30:20

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لیست ها

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دوست داشته شد

30:20

Eli Beer is a pioneer, social entrepreneur, President and Founder of United Hatzalah of Israel. In thirty years, the organization has grown to more than 6,500 volunteers who unite together to provide immediate, life-saving care to anyone in need - regardless of race or religion. This community EMS force network treats over 730,000 incidents per year, in Israel, as they wait for ambulances and medical attention. Eli’s vision is to bring this life-saving model across the world. In 2015, Beer expanded internationally with the establishment of branches in South America and other countries, including “United Rescue” in Jersey City, USA, where the response time was reduced to just two minutes and thirty-five seconds. Episode Chapters (0:00) intro (1:04) Hatzalah’s reputation for speed (4:48) Hatzalah’s volunteer EMTs and ambucycles (5:50) Entrepreneurism at Hatzalah (8:09) Chutzpah (14:15) Hatzalah’s recruitment (18:31) Volunteers from all walks of life (22:51) Having COVID changed Eli’s perspective (26:00) operating around the world amid antisemitism (28:06) goodbye For video episodes, watch on www.youtube.com/@therudermanfamilyfoundation Stay in touch: X: @JayRuderman | @RudermanFdn LinkedIn: Jay Ruderman | Ruderman Family Foundation Instagram: All About Change Podcast | Ruderman Family Foundation To learn more about the podcast, visit https://allaboutchangepodcast.com/ Looking for more insights into the world of activism? Be sure to check out Jay’s brand new book, Find Your Fight , in which Jay teaches the next generation of activists and advocates how to step up and bring about lasting change. You can find Find Your Fight wherever you buy your books, and you can learn more about it at www.jayruderman.com .…

حدود یک سال پیش 42:08

MP3•خانه قسمت

In this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks.

Best Moments:

(01:17) Why ABM is a popular but challenging topic for marketers

(05:59) Who should implement ABM strategies

(09:41) Differences between ABM and pure play demand generation

(15:10) The importance of personalized content in ABM

(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction

(28:57) Benefits of starting with closed-lost and website re-engagement programs

(34:29) ABM myths and misconceptions

(37:31) The importance of a crawl, walk, run approach to implementing ABM

Guest Bios:

Dave Gerhardt: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.
Mason Cosby: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. 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 Exit Five Podcast:

The Exit Five podcast, hosted by Dave Gerhardt, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers.

Additional Resources:

Listen to the full episode on Exit Five:

Join the Exit Five Community: exitfive.com

Connect with the Guests on LinkedIn:

170 قسمت

#Entrepreneur #Business #Marketing #Mason Cosby

Scrappy ABM

EP. 114 - Simplifying ABM Strategies with Dave Gerhardt

Scrappy ABM

published حدود یک سال پیش

اشتراک گذاری

MP3•خانه قسمت

Best Moments:

(01:17) Why ABM is a popular but challenging topic for marketers

(05:59) Who should implement ABM strategies

(09:41) Differences between ABM and pure play demand generation

(15:10) The importance of personalized content in ABM

(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction

(28:57) Benefits of starting with closed-lost and website re-engagement programs

(34:29) ABM myths and misconceptions

(37:31) The importance of a crawl, walk, run approach to implementing ABM

Guest Bios:

Dave Gerhardt: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.
Mason Cosby: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. 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 Exit Five Podcast:

Additional Resources:

Listen to the full episode on Exit Five:

Join the Exit Five Community: exitfive.com

Connect with the Guests on LinkedIn:

170 قسمت

#Entrepreneur #Business #Marketing #Mason Cosby

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Scrappy ABM

1
Ep. 169 - Interactive Demos: The Secret Weapon for Personalized ABM Success 16:40

۴ hours پیش16:40

16:40

In this episode of Scrappy ABM, host Mason Cosby chats with Catie Ivey , CRO of Walnut, about how interactive product demos can supercharge account-based marketing by delivering hyper-personalized, use-case-driven experiences that actually convert. Best Moments: (01:31) What interactive demos are—and why they matter in ABM (03:37) Going beyond generic walkthroughs to build tailored demo flows (06:01) Case study: boosting PLG conversion with demo customization (08:26) How to personalize even when you don’t have access to a customer’s product (11:27) Why AI alone isn’t enough—industry-specific context is key (13:34) Avoiding common demo mistakes: keep it simple, keep it relevant (15:15) The 12-click rule for building demos that people actually finish Guest Bio Catie Ivey is the Chief Revenue Officer at Walnut, a platform that helps companies build interactive product demos that resonate. A leader in revenue operations and GTM strategy, Catie champions a “product-led everything” mindset—bringing the product experience into every stage of the buyer’s journey to fuel engagement, conversion, and long-term adoption.…

Scrappy ABM

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Ep. 168 - From Awareness to Action: Fixing the Missing Middle in Your ABM Funnel 9:32

۳ روز پیش9:32

9:32

In this episode of Scrappy ABM , host Mason Cosby breaks down an ABM program submitted by a newsletter subscriber named Melissa, focused on brand tracking services for banks and health insurers. Mason analyzes the current funnel strategy and offers scrappy, actionable tweaks to drive deeper engagement and move stuck accounts forward. Best Moments: (00:33) Breaking down Melissa’s ABM program targeting banks and health insurers (01:00) Ideal customer profile: $1B–$20B financial and healthcare institutions (01:14) How brand resilience tracking fits into a strategic ABM motion (01:41) Review of current tactics: LinkedIn, syndication, and email nurtures (01:56) Why retargeting ads may be a better use of budget (03:04) The impact of industry-specific landing pages on conversion (03:38) Ungating demo content to accelerate pipeline progression (04:34) Introducing a missing “meaningful engagement” stage in the funnel (06:15) Rethinking messaging: benefits vs. pain points (08:27) Recap: reengagement, personalization, and messaging refinements…

Scrappy ABM

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Ep. 167 - The Art of Creating Serendipity, With Justin Schmidt From JobSync 24:27

۷ روز پیش24:27

24:27

In this episode of Scrappy ABM , host Mason Cosby interviews Justin Schmidt , VP of Marketing at JobSync, about how small teams can run impactful ABM programs without costly martech stacks—by leaning into relationships, resourcefulness, and a deep understanding of their best-fit customers. Best Moments: (00:10) Why scrappy ABM matters more than ever in today’s economic climate (03:02) “You can't say we spent a dollar to generate 75¢ in pipeline” (03:35) How to identify your ABM audience by analyzing your top customers (05:34) Winning internal buy-in by showing alignment with what already works (08:35) Why traditional digital ABM often falls short for smaller companies (10:12) Using LinkedIn mutuals to spark warm intros to target accounts (12:46) Tools like Bardeen that make connection-scraping fast and scrappy (16:47) Tapping into professional communities to generate ABM opportunities (18:45) Creating “moments of serendipity” as your core ABM strategy (19:43) Boeing’s hockey-team sponsorship: the ultimate ABM play? Guest Bio Justin Schmidt is the VP of Marketing at JobSync, a company focused on hiring operations. With deep experience leading marketing at early-stage, niche-market companies, Justin has built a reputation for designing resource-conscious ABM strategies that prioritize real relationships over expensive tools. He’s a champion of leveraging communities and mutual connections to drive pipeline in a practical, authentic way.…

Scrappy ABM

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Ep. 166 - ORTHO-ABM Playbook! Tactics to Land 10 Meetings/Month with 24/7 Chat for Practices 💬 9:33

10 روز پیش9:33

9:33

In this episode of Scrappy ABM , host Mason Cosby dissects newsletter reader Joe’s challenge: selling a 24/7 chat-service product to growth-minded operators at independent orthopedic practices—on a scrappy budget. Mason lays out a step-by-step ABM playbook, from pinpointing buying triggers to launching a niche podcast that doubles as a pipeline engine. Best Moments: (00:32) Introduction to Joe’s ABM hurdle—independent orthopedic practices (01:35) Setting realistic conversion expectations & timeframes (02:08) Budget-cycle insights and buying trends in indie practices (03:03) Identifying the trigger point when practices need 24/7 chat (03:58) Finding prospects in associations and private communities (04:09) Geomapping accounts for hyper-targeted ads (04:38) Content strategy: demos, testimonials & proof points (05:37) Why launching a podcast for practice owners is a game-changer (06:39) How the podcast can reliably book 10 meetings per month (07:16) Soft-selling at the close of each podcast interview…

Scrappy ABM

1
Ep. 165 - Push Your Data, Don’t Pull — Simplify Metrics and Win, with Nadia Davis from CaliberMind 29:32

14 روز پیش29:32

29:32

In this episode of Scrappy ABM , host Mason Cosby chats with Nadia Davis , VP of Marketing at CaliberMind, about honing in on the right target accounts and proving ABM impact—without blowing the budget. Best Moments: (01:33) How to find your ABM audience by leveraging sales knowledge and customer patterns (04:46) Using current customer data to validate and refine your ICP (08:51) Tactical approaches to ABM that don’t require pricey platforms (14:09) Tools for measuring ABM success at different maturity levels (17:54) Building effective account-based reporting in existing systems (24:19) Why data should be pushed in dashboards, not manually pulled (27:38) Simplifying metrics when reporting to executives Guest Bio Nadia Davis is the VP of Marketing at CaliberMind. Known for building high-impact ABM programs and clear measurement frameworks, she previously led sophisticated ABM initiatives at Pay It, demonstrating ROI to executive leadership through smart reporting and storytelling with data.…

Scrappy ABM

1
Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇 9:38

17 روز پیش9:38

9:38

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…

Scrappy ABM

1
Ep. 163 - Get Specific With Your ABM! Practical Tips for Retail Signage & Graphics Target Accounts 8:53

21 روز پیش8:53

8:53

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…

Scrappy ABM

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Ep. 162 - Signage & Graphics ABM Hack! Targeting Strategy for US Retail Brands with 100+ Locations 7:35

24 روز پیش7:35

7:35

In this episode of Scrappy ABM , host Mason Cosby responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services. Best Moments: (00:32) Introduction to the newsletter audience program breakdown format (00:50) Overview of Liana’s ICP, service, and goals (01:02) Need for greater specificity in defining the target ICP (01:35) Recommendation to narrow down “retail brands” to specific retail sectors (02:20) Importance of identifying where the target audience “lives” (03:03) Suggestion for showcasing before/after store walkthrough content (03:51) Strategy for narrowing target list to a manageable number (around 50 companies) (04:14) Leveraging existing customer relationships for referrals (05:24) Value of geographical segmentation for in-person demonstrations (06:30) Final recommendations on list size and targeting approach (06:53) Invitation to subscribe to the Scrappy ABM newsletter…

Scrappy ABM

1
Ep. 161 - AI Governance ABM Playbook! “One Geo, One Industry” Approach 8:56

28 روز پیش8:56

8:56

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…

Scrappy ABM

1
Ep. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging Solutions 10:10

۴ weeks پیش10:10

10:10

In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank. Best Moments: (00:32) Introduction to Melissa's specific account-based marketing challenge (01:28) Addressing potential data silo issues in large organizations (01:48) Overcoming sales compensation challenges for cross-selling (02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings (03:29) Leveraging existing customer relationships to lower customer acquisition costs (03:47) Creating compelling offers like "covering the first trip" for construction crews (04:18) Using a product-led growth approach for service offerings (05:33) Integrating cross-sell opportunities during the card onboarding process (06:41) Utilizing news triggers to identify construction projects and expansion opportunities (08:09) Summary of four key strategies to implement the cross-sell program…

Scrappy ABM

1
Ep. 159 - ABM Audit: Helping First, Selling Second: ABM for Manufacturing Safety Solutions 7:31

۵ weeks پیش7:31

7:31

In this episode of Scrappy ABM, host Mason Cosby analyzes an ABM program request from Brianna, who is targeting manufacturing companies with an industrial sports medicine solution. The episode provides practical guidance on refining ICP targeting and using trigger events to create empathetic outreach that converts to sales meetings. Best Moments: (00:10) Introduction to the Scrappy ABM podcast format and purpose (00:49) Brianna's ABM challenge overview - targeting manufacturing companies with injury prevention solutions (01:16) Why niche vertical-specific products excel with ABM programs (01:43) Suggestions for narrowing and refining the ICP beyond "$100M+ companies" (02:23) Using news about workplace incidents as potential triggers for outreach (02:33) Tool recommendation: Boost Ideal for monitoring news/signals specific to target accounts (03:31) How to approach trigger-based outreach with empathy rather than opportunism (04:23) Building trust through providing helpful resources before pitching solutions (05:16) Strategy for navigating empathy vs. authority in sales outreach (05:52) Conversion math: targeting 200 accounts to achieve 15 sales meetings (7.5% conversion) (06:58) Information about the Scrappy ABM newsletter for more weekly playbooks…

Scrappy ABM

1
Ep. 158 - ABM Audit: Draw the Line- How Great ABM Starts With Strong Differentiation 8:47

۵ weeks پیش8:47

8:47

In this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators. Best Moments: (00:32) Introduction to Sean's specific ABM challenge in the electronic signature space (01:19) The importance of leveraging FedRAMP authorization as a market differentiator (02:11) Developing an "onlyness statement" based on unique value propositions (02:39) How to identify your true differentiators by asking customers why they buy (03:30) Using the account progression model to highlight specific problems you solve (04:58) Creating buyer enablement content to help champions sell internally (05:40) Warning against claiming "onlyness" publicly without true differentiation (07:29) Recommendation to focus on one department (HR, procurement, or legal) initially…

Scrappy ABM

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Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions 8:42

۶ weeks پیش8:42

8:42

In this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users. Best Moments: (00:32) Introduction to the ABM program breakdown format based on listener submissions (00:47) Overview of Lacey's submission: ICP, product, and goals (01:17) Critique that the current ICP isn't specific enough for effective ABM (02:34) Need to narrow down company size focus based on where they provide the most value (03:18) Recommendation to target companies with small finance teams in growth stages (04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions (05:01) Importance of creating hyper-focused messaging based on specific customer profiles (06:01) Mason shares his own company's highly specific ICP as an example (07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors (08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter…

Scrappy ABM

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

۶ weeks پیش8:21

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…

Scrappy ABM

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

۷ weeks پیش8:53

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.…

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