In this episode of Scrappy ABM, host Mason Cosby dissects newsletter reader Joe’s challenge: selling a 24/7 chat-service product to growth-minded operators at independent orthopedic practices—on a scrappy budget. Mason lays out a step-by-step ABM playbook, from pinpointing buying triggers to launching a niche podcast that doubles as a pipeline engine.
00:32 Introduction to Joe’s ABM hurdle—independent orthopedic practices
01:35 Setting realistic conversion expectations & timeframes
02:08 Budget-cycle insights and buying trends in indie practices
03:03 Identifying the trigger point when practices need 24/7 chat
03:58 Finding prospects in associations and private communities
04:09 Geomapping accounts for hyper-targeted ads
04:38 Content strategy: demos, testimonials & proof points
05:37 Why launching a podcast for practice owners is a game-changer
06:39 How the podcast can reliably book 10 meetings per month
07:16 Soft-selling at the close of each podcast interview
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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