『Scrappy ABM』のカバーアート

Scrappy ABM

Scrappy ABM

著者： Mason Cosby
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 Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.

Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.

This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.

So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.

Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!Scrappy ABM, LLC マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • Start Small: ABM Programs That Reach the Right Accounts (with Tyler Lessard from Technology Advice) | Ep. 229

    Start Small: ABM Programs That Reach the Right Accounts (with Tyler Lessard from Technology Advice) | Ep. 229
    2025/12/01
    Scrappy targeting, small segments, and extreme empathy for the audience sit at the center of this conversation on Scrappy ABM. Host Mason Cosby sits down with Tyler Lessard, CMO at Technology Advice, to move from a broad “B2B marketing leaders or demand gen leaders” ICP to focused clusters of accounts where the team can win day after day.ㅤTyler walks through breaking a market into specific industry subsegments like cybersecurity software vendors and HR tech vendors, backing those choices with win rates, average deal size, and field-level sales feedback. The discussion follows how in-person activations at industry conferences, niche newsletters, and original buyer insights research become “reasons to reach out” for sales and SDR teams. Along the way, Mason and Tyler highlight small, specific ABM programs with one rep and a handful of target accounts, measuring success by whether the right people at the right accounts show up, engage, ask questions, and move into real conversations.ㅤ👤 Guest BioTyler Lessard is the CMO at Technology Advice, a marketing leader who has built ABM in a couple of different organizations and worked with clients that have ABM use cases. In his role as CMO at Technology Advice, he focuses on B2B software, working with segments like cybersecurity software vendors and HR tech vendors. Tyler has spent a lot of time as a head of marketing running different ABM programs, partnering with sales reps, CROs, and CEOs, and helping companies across the board activate their ABM programs by reaching audience members across an ecosystem.ㅤ📌 What We CoverMoving from a broad target market of “B2B marketing leaders or demand gen leaders” to specific industry subsegments inside B2B software.Using data on where you win—like cybersecurity software vendors and HR tech vendors—to pick two or three segments and identify the top accounts to start with.Bringing a focused ICP story to the CRO and CEO with clear context, tactics, and programs instead of just saying, “We want to focus here.”Getting buy-in from field-level sales reps by asking them to poke holes in the strategy, combining their anecdotal feedback with quantitative data.Building an efficiency story using win rates, average deal sizes, ACV, and the idea that “if we spend a dollar here, the ROI will be higher.”Finding channels that actually get in front of the right people when attention is harder than ever, including in-person activations and local events.Treating original thought leadership and primary research as genuine value, not “lipstick on a pig,” and using it as an anchor for ABM programs.Creating a micro program of “reasons to reach out” so marketing intentionally gives sales and SDRs multiple touchpoints tied to research, webinars, and events.Using an in-person happy hour at RSA as a scrappy way to meet marketing leaders from cybersecurity vendors without buying a big conference sponsorship.Thinking in terms of watering holes, niche influencers, and newsletters like The Hustle instead of only chasing massive reach.Building an annual buyer insights report from first-party data and survey-based data to become a trusted source of market and buyer trends.Slicing research by segments like SMB to run smaller, niche activations where even 5–20 of the right people is a clear win.Repurposing research into webinars, blog posts, social posts with infographic-style images, on-demand content, and PR-style outreach to other media and podcasts.Measuring ABM programs by asking, “Did we reach the right people?” and looking at who opened emails, engaged with content, attended webinars, and asked questions.Using a qualitative lens alongside downloads, registrants, and pipeline to diagnose issues in targeting, messaging, value, or brand awareness.Applying a simple framework around data, distribution, destination, and direction to understand when an activation works or breaks down.Starting ABM small and specific by partnering with a single sales rep like “Sarah” and two or three accounts with a clear commonality, such as financial services accounts.Embracing constraints so a small ABM program becomes a creative process instead of trying to “do it all” on day one.Keeping the number of accounts small so it is easier to stay close to the data and see when 10 people from one target account register for a webinar.ㅤ🔗 Resources MentionedTechnology Advice: Mentioned as the company where Tyler is CMO and as a partner that helps companies across the board activate their ABM programs by reaching audience members across an ecosystem.solutions.technologyadvice.com: The place Tyler points listeners to learn more about how Technology Advice helps companies activate their ABM programs.RSA Conference: The cybersecurity conference where Technology Advice hosted a marketers’ happy hour as an ancillary in-person activation to meet target accounts and build one-to-one relationships.The Hustle newsletter: A large...
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    30 分
  • Is the Juice Worth the Squeeze of 1:1 ABM? (with Briana Manrique from Bench Prep) | Ep. 228

    Is the Juice Worth the Squeeze of 1:1 ABM? (with Briana Manrique from Bench Prep) | Ep. 228
    2025/11/27
    Scrappy ABM brings practical playbooks that don’t break the bank to B2B teams who want more pipeline and revenue without wasting time and budget. In this conversation, host Mason Cosby sits down with Briana Manrique, head of marketing at Bench Prep, to walk through how a very small marketing team went from casting a wide net to getting more niche and seeing more impact.ㅤBriana shares how seven years at Bench Prep created space to take a hard, long look at who they serve and where they find success. The team moved away from trying to work with training companies and enterprise software companies and chose to go all in on nonprofit associations and credentialing organizations that serve professional learners with high-stakes learning and exam preparation.ㅤFrom doing completely away with paid ads to doubling down on webinars and conferences, Briana explains how channel mix, content, ABM, and brand awareness all had to shift. She talks about the mindset shift from quantity to quality, the slow burn of long sales cycles, the time it really takes to run one-to-one ABM, and why every piece of content now needs a defined objective, audience, and CTA.ㅤ👤 Guest BioBriana Manrique is the head of marketing at Bench Prep, where she has stayed for almost seven years and seen the evolution of casting a wide net and then getting a little bit more niche year over year. Leading a very small marketing team, she focuses on nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and exam preparation.ㅤA former demand gen marketer, Briana leans into one-to-one ABM, brand, and content that is created with intention and tied to clear objectives, pipeline, and revenue. She is always happy to talk about marketing strategy or ABM and loves learning from others. Connect with Briana on LinkedIn: https://www.linkedin.com/in/brianamanrique/ㅤ📌 What We CoverHow Briana’s seven years at Bench Prep led from casting a wide net to getting more niche with nonprofit associations and credentialing organizations that serve professional learners with high stakes learning.The mindset shift required to niche down, intentionally work with fewer kinds of people, and focus on quality over quantity so the juice is worth the squeeze.Why Bench Prep decided to do completely away with paid search and paid social, then double down on webinars and an evolving conferences channel as one of their best performing channels.How an inflection point with new and exciting features and use cases outside of just exam prep is pushing the team to reconsider brand awareness channels and re-explore programs that didn’t work in the past.The importance of setting expectations that ABM and brand are a slow burn, especially with six- to eighteen-month sales cycles, seasonality, and buyers who may not even know you exist yet.How Briana measures success beyond pipeline and revenue, tracking engagement, responses, LinkedIn activity, and any type of win week over week to show traction.What it really takes to run one-to-one ABM: the surprising time commitment for account and contact research, ongoing content creation, daily engagement, and why weeks with less time invested lead to slower results.Lessons from the first pilot ABM campaign, including why 100 accounts was way too many for a one-to-one approach, how they filtered down to about 50 accounts, and how ABM tactics are now influencing more account based selling on the outbound side.ㅤ🔗 Resources MentionedBench Prep – Exam preparation software for nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and licenses.Connect with Briana on LinkedIn – Briana welcomes connection requests and is always happy to talk about marketing strategy or ABM.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!
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    26 分
  • Why 80% of B2B Marketing Programs Fail before They Even Launch | Ep. 226

    Why 80% of B2B Marketing Programs Fail before They Even Launch | Ep. 226
    2025/11/24
    10 分
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