In this episode of Scrappy ABM, host Mason Cosby breaks down a specific ABM strategy for a listener named Seth who is targeting independent financial advisors with a new custodial platform. Mason provides practical, budget-friendly approaches to overcome the challenges of marketing to small business owners, with a particular focus on data sourcing and building awareness for a new market offering.
Mason shares his own success metrics, noting that 25% of their current client base appeared on their podcast in the past year, and about 50% of customers were podcast listeners for approximately a year before converting, demonstrating the relationship-building potential of this approach.
01:21 Introduction to Seth's scenario: targeting independent financial advisors with a custodial platform
01:57 Challenge of data sourcing for independent businesses and small business owners
03:07 Strategy #1: Leveraging associations for data access and community building
04:11 Strategy #2: Creating a niche podcast with 70-80% booking success rate for awareness building
05:44 Conversion potential from podcast guests to customers based on real examples
07:04 Using podcasting as market research for early-stage products that may evolve
08:15 Final recommendation: Focus on 2-3 associations plus launching a targeted podcast
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
Recommended Resource
The Marketing Ladder Podcast:
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