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

Scrappy ABM

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1 yıl önce 31:40

MP3•Bölüm sayfası

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/

163 bölüm

#Entrepreneur #Business #Marketing #Mason Cosby

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

Scrappy ABM

published 1 yıl önce

Paylaş

MP3•Bölüm sayfası

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/

163 bölüm

#Entrepreneur #Business #Marketing #Mason Cosby

Tüm bölümler

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

1 day önce7:35

7:35

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8 gün önce10:10

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

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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…

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

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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…

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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…

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

22 gün önce8:21

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

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

30 gün önce22:29

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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.…

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

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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.…

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EP. 152 - From Misalignment to Momentum 51:50

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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…

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

6 weeks önce56:24

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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.…

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

6 weeks önce45:12

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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 .…

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

7 weeks önce48:07

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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.…

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

7 weeks önce10:14

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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…

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

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

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