Is the Juice Worth the Squeeze of 1:1 ABM? (with Briana Manrique from Bench Prep) | Ep. 228

Episode notes

Scrappy ABM brings practical playbooks that don’t break the bank to B2B teams who want more pipeline and revenue without wasting time and budget. In this conversation, host Mason Cosby sits down with Briana Manrique , head of marketing at Bench Prep , to walk through how a very small marketing team went from casting a wide net to getting more niche and seeing more impact. ㅤ Briana shares how seven years at Bench Prep created space to take a hard, long look at who they serve and where they find success. The team moved away from trying to work with training companies and enterprise software companies and chose to go all in on nonprofit associations and credentialing organizations that serve professional learners with high-stakes learning and exam preparation. ㅤ From doing completely away with paid ads to doubling down on webinars and conferences, Briana explains how channel mix, content, ABM, and brand awareness all had to shift. She talks about the mindset shift from quantity to quality, the slow burn of long sales cycles, the time it really takes to run one-to-one ABM, and why every piece of content now needs a defined objective, audience, and CTA.