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
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!