EP. 49 - Pain is GAIN I Scrappy Playbooks

In this episode of Scrappy ABM, host Mason Cosby interviews Mike Montague, Head of Franchise Strategy at Sandler, about using buyer intent to create targeted marketing campaigns that accelerate the sales process. Listeners will learn Mike's framework for segmenting buyer intent into four categories and how to tailor messaging and content offers based on each intent. If you want a good laugh, go head over to Mike's comedic podcast, Playful Humans!Main Discussion Points:- There are 4 main buyer intents: Pain in the Present, Fear (Pain in the Future), Pleasure in the Present, Pleasure in the Future- Messaging focused on immediate pain drives the most conversions and sales meetings- Created targeted campaigns for each intent type with tailored messaging- Leveraged intent signals from content offer clicks to route contacts into appropriate nurture flows- Further segmented campaigns by DISC communication styles using AI to optimize messaging- Focus on buyer pain and interest is more effective than generic product-focused messaging- Carefully test messaging variations to uncover what best resonates with each segment

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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!