Mason Cosby connects with Putney Cloos, the Chief Marketing Officer at Bombora, to clarify exactly what intent data is and how revenue teams should use it. While many marketers view intent data strictly as a tool for sales prioritization, Putney argu...
Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate. The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value.ㅤMa...
Most marketers follow a strict rule: never send paid traffic to a homepage. Tony Bradberry and the team at Grey Matter break that rule every day. Tony joins Mason Cosby to explain how a "problem-centric" homepage can actually outperform specific land...
Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, a...
Sendoso has solidified its position as a leader in the direct mail space by acquiring competitors like Alyce and Postal. But acquiring a company is only the first step. The real challenge is retaining those customers and expanding the relationship. H...
Most companies treat events as a logo parade or a chance to walk the floor, relying on hope, dreams, and prayers to scan badges and make money later. Mason Cosby argues that if your event is not ROI positive before your plane takes off, you are doing...
Mason Cosby sits down with Gillian Hinkle to discuss the complexities of marketing within a portfolio company. When an organization moves from a single product to a suite of services, marketers often struggle to build intentional sequencing. Gillian...
If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.ㅤIf you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just...
BambooHR built a massive brand on inbound marketing for small businesses. As the company looks to move upmarket to target larger, growing organizations, its strategy must evolve to cut through the noise. Hannah Forson joins Mason Cosby to explain how...
"Where are all of my leads?" If you are a B2B marketer, you have likely heard this question at least twice today. Continuing to focus on lead generation might cost you your job. In this episode of Scrappy ABM, Mason Cosby explains why the lead gen mo...