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EP. 156 - Target Managers And Directors To Increase Conversions

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Manage episode 474370893 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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

  continue reading

178 episodes

Artwork
iconShare
 
Manage episode 474370893 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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

  continue reading

178 episodes

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