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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