Client Spotlight: Scrappy ABM
Fractional marketing support for an atypical marketing agency making a remarkable impact on the B2B tech landscape
Engagement at a Glance
Scrappy ABM builds repeatable account-based marketing plays, teaches teams how to own them, and graduates them when ready.
A few of the outcomes from our ongoing engagement:
- Led the marketing program that helped Scrappy ABM cross $2M in annual revenue and $4.5 in total sales over the first 2.5 years in business.
- Facilitated 30+ webinars, workshops, and online events that netted 1800+ registrants and multiple closed-won deals.
- Stood up an email marketing program that grew their email list by 3x in 12 months.
- Relaunched their website with new content and design to reflect their true positioning in the market.
- Launched their ABM in a Day Workshop Program that generated 650+ registrants and six figures in pipeline from the first 2 events alone
- Drove seven figures in pipeline for one of their strategic partners via Scrappy ABM’s brand partnership program (here’s the proof!)
The Challenge
As a founder-led, bootstrapped business, Scrappy ABM (SABM) grew quickly in the first two years and needed additional infrastructure and support to run its marketing program.
They already had awareness in the market via a prolific podcast and social presence, but admittedly, these 2 staples of their marketing program are some of the most difficult to track meaningful engagement throughout the customer journey.
It was time to offer a more robust marketing program that continued to deliver value, grow their audience, and drive meaningful revenue growth.
The Solution
Mason Cosby knew the initial areas needing attention and focus were their website, email marketing, and social presence on LinkedIn.
What started as some initial support quickly turned into a robust fractional marketing engagement comprised of (but not limited to):
- Building a strategic marketing plan, aligned with Sales and the overall revenue team’s goals
- Facilitating the marketing efforts for 30+ webinars, workshops, and online events
- Launching their new flagship program, the ABM in a Day Workshop
- Relaunching their website with new messaging, content, and design to reflect their real positioning in the marketplace
- Ownership of their entire email marketing program (newsletters, automations, and more)
- Ongoing strategy and advisory services for marketing, revenue team, and the overall health of the business.
Unlike many engagements where the scope is tight and limited, we intentionally built a core scope of work that delivered like clockwork—while also expanding our support to meet the growing needs and demands of a young company.
Here’s a perfect example: While online events were an initial priority, building a full-day workshop that gave away their best stuff in a condensed format was a new idea we knew was worth testing.
This meant we continued to produce a predictable marketing program while also pivoting mid-engagement to allow for room to build the workshop series that has now become a core element of their ongoing marketing efforts, too.
The Results
Over the course of our ongoing engagement, here are a few of the wins to highlight:
- Led the marketing program that helped Scrappy ABM cross $2M in annual revenue and $4.5 in total sales over the first 2.5 years in business.
- Facilitated 30+ webinars, workshops, and online events that netted 1800+ registrants and multiple closed-won deals.
- Stood up an email marketing program that grew their email list by 3x in 12 months.
- Relaunched their website with new content and design to reflect their true positioning in the market.
- Launched their ABM in a Day Workshop Program that generated 650+ registrants and six figures in pipeline from the first 2 events alone
- Drove seven figures in pipeline for one of their strategic partners via Scrappy ABM’s brand partnership program (here’s the proof!)
Quick Marketing Tip
For companies that have multiple teams (marketing and sales or even marketing and fundraising), alignment is crucial. Before you can ever build a simple plan to follow, you have to determine how the entire revenue team wins together.
Meet Our Client, Scrappy ABM
In a competitive landscape where most other ABM service providers are pitching $200k tech stacks and incredibly complex campaigns, Scrappy ABM builds account-based podcasts and ABM programs that simplify the process and decrease time to value. Not to mention, they actively graduate clients when ready instead of holding them hostage because it’s better to be a liberating force than an occupying one.
They are on a mission to equip 1M marketers with successful playbooks by 2035 so they can train marketers correctly, be successful in their jobs, provide for their families, and earn the respect of their peers.
While not a nonprofit, this is a noteworthy cause that’s generating massive results and we’re honored to play a small part in Scrappy’s success.
This team has MADE and SAVED us money
“If you’re considering working with this team, you won’t regret it. The fact that our own marketing ‘just runs’ without much oversight is a testament to their abilities. I literally came back from paternity leave with a new website launched and a marketing program still generating revenue even while I was away with my family. This is not the norm with most agencies you hire. Plus, the strategy and guidance Evan’s provided ensured we steered clear of costly mistakes while still running a revenue-generating marketing program. ”
— Mason Cosby, CEO of Scrappy ABM
Let’s Talk
While we wish we could attribute all of these wins to just marketing (wouldn’t that be nice?), the reality is marketing doesn’t win in a vacuum. It requires a solid service, a clear understanding of your best-fit customer, and a team who delivers on the value you promise.
Our ongoing partnership with Scrappy ABM is a powerful example of that belief in action.
If your organization wants greater clarity and momentum in your decision-making and marketing activities, it’s time to swap all the things to try for a simple plan to follow. Sound intriguing? Let’s talk.