Building an Organic Social ABM Program from Scratch with Greg Rokisky from Calendly | Ep. 263

About this episode

Mason Cosby interviews Greg Rokisky about building an organic social account program for account-based marketing.

Account-based marketing does not strictly require massive budgets or gated landing pages. Sometimes, all it takes is showing up where your target accounts already spend their time online. On this episode of Scrappy ABM, host Mason Cosby speaks with Greg Rokisky about a highly specific, low-cost marketing play. Greg details the process of building an organic social account program during his time at Sprout Social. He explains how his team partnered closely with sales to identify target accounts and monitor their activity. When a target brand had a viral moment, Greg's team engaged directly on platforms like Twitter and LinkedIn. This strategy created a "bouncy trampoline" effect. Social engagement became a jumping-off point that account executives could use for warmer outreach. Greg and Mason also discuss how to make one-to-one video content that still works for a broader audience, and how to measure the revenue return of simple online interactions. Guest Bio Greg Rokisky serves as the Senior Social Media Marketing Manager at Calendly , a scheduling automation platform designed to eliminate the back-and-forth of booking meetings. Prior to Calendly, Greg worked as a Senior Social…

People in this episode

Host: Mason Cosby

Guest: Greg Rokisky

Topics covered

• account-based marketing
• organic social media
• sales collaboration
• video content
• customer engagement

Keywords

• account-based marketing
• organic social
• social media strategy
• customer journey
• video content

Mentioned in this episode

Organizations: Calendly, Sprout Social

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