EP. 68 - Generating $8M In Pipeline Within 7 Months With Mary Keough | Scrappy Playbooks

In this episode of Scrappy ABM, host Mason Cosby interviews Mary Keogh, Director of Product and Content Marketing at CoLab, about an account-based marketing (ABM) and demand generation playbook she ran for an early-stage SaaS startup. They discuss identifying bottlenecks in the business, building a targeted playbook with limited resources, generating pipeline and revenue, and key lessons learned.Best Moments:(10:27) "We saw tons of leads coming in, and within maybe 5 to 6 months of running the playbook, we have 8 million in pipeline"(15:19) Only needing 2 customers a month with a $20-30k ACV to get a 3-4x ROI on a $15k/month ad spend budget(23:38) In 6 months, generated $1 million in revenue from the account-based marketing program, an 11x ROI on the ad spend(25:34) "Make sure you have those fundamentals super, super solid. And what I define as marketing fundamentals is, like, STP, segmentation targeting positioning, classic marketing stuff, and all of that has to be predicated by a customer research"Guest Bio:Mary Keogh is the Director of Product and Content Marketing at CoLab, co-host of The Purposeful Marketing podcast

Om Podcasten

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!