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ABM ad plan
Assets
We don’t have to pre-scrape data for the tools
For all these kind of things where scraping is involved, we don't even have to keep it handy. We ask them for their details and make it seem as if the data is just behind the tool by using a blurred Sheet in the background of the form. Once they fill the form, we initiate the scraping, do the analysis, and send the report to them. This also plays on a psychology principle where if you make them wait, they feel as if the data is more valuable.
Interesting ads
Shoppable DM Olympics
We create a TikTok/IG campaign:
We asked 5 brands the same question in DMs. Only one replied with a cart-ready link. That’s the Scrollmark brand.
Then we record fake DMs. Show how slow, generic, or clueless brands are. Then reveal Scrollmark reply flow.
MoFu
MoFu report: Sentiment Analysis
We run a report on all of our target accounts to do sentiment analysis, product mentions, comments with buying intent, identifying commentors with more than 100K followers who can be turned into brand advocates, and frequent engagers who can be turned into loyalists.
Subject: missed this?
Hey firstname,
14 customers asked about spring drops on your IG last week. None got a reply.
We turned that post into a cart-ready DM journey. See it here:
👉 [scrollmark.ai/for/brandname]
Scrollmark helps brands like Fox Racing convert comments + DMs into revenue, data, and superfans - all automatically.
Want to see how it’d work for you?
MoFu data asset: 50 Giveaway Playbooks
Breakdown of 50 real or composite giveaway examples, including Fox Racing, Cozy Earth, and other Scrollmark customers.
The brand, what they gave away, how they structured it (like-to-enter, comment-to-win, DM follow-up)
Real outcomes where available (emails collected, CTRs, new followers, etc.)
Highly repurposable for ads and webinars
We can insert how it could’ve been automated with Scrollmark (email collection, tagging interests, sending product recs, follow-up rewards)
MoFu data asset: 100 Social Campaigns that Exploded Engagement
MoFu data asset: 50 social launches
MoFu report: How Customers Use Social Media for Product Discovery and Purchase
We already have stats for this based on a survey we did, just need to create this report.
MoFu tool: Engagement benchmark
Something similar to how Profound let's you add your domain and analyze performance
http://www.tryprofound.com/?utm_source=linkedin&utm_medium=organic&utm_campaign=linkedin-company-page-cta
MoFu tool: Polish Instagrader
We include fields to get 2-5 competitor handles and then instead of having report from 2024, we give them latest data, with the option to select date range.
We can skip the profile performance score and just have engagement analysis and growth opportunities, benchmarking them against industry/niche avg for each of the metrics as well as the competitors.
Then we can manually reach out to people they compared themselves with and say "XYZ ran a competitor report against you to see how they're doing, wanna see it?"
MoFu tool: Social Competitive Analysis
This is the same as polished Instagrader above, but instead of limiting to Instagram, we include TikTok and Facebook as well.
Then we can manually reach out to people they compared themselves with and say "XYZ ran a competitor report against you to see how they're doing, wanna see it?
MoFu LinkedIn DM series (instead of email series): Tear down series covering case stories
We can direct people to an LP or lead gen form (LI) from ads, register their interest, and manually send LinkedIn DMs from Scrollmark handle, using a mix of text and video messages using Sendspark.
At the end of each DM, we recreate a post on a demo IG account to mimic the actual automation used and ask them to comment or DM so they can see the flow in action.
Same videos can be used to run YT ads.
MoFu eBook: The Feed Engineer’s Guide to Winning Organic Reach
We position it as a BTS exposé from someone who’s been inside the algorithm black box. Akshay, as a former Meta feed ranking engineer, breaks down EXACTLY what brands should (and shouldn’t) do to stay visible as algorithms shift.
We’ll lean into the “insider secrets” angle because marketers LOVE feeling like they’re getting privileged info.
15-20 pages, visually engaging with infographics, screenshots, and case stories from Fox Racing, Shopkick, Cozy Earth.
MoFu asset: Data grabs
Downloadable Sheets, small lead gens
MoFu tool: Compare Scrollmark with Other Solutions
LP with a side-by-side comparison matrix with filtering by use case. Users can request downloadable comparison report with detailed analysis for their specific blend of use cases.
MoFu report: How to Drive Revenue Beyond Shoutouts
Data report on how brands are actually monetizing influencer campaigns beyond one-off shoutouts, with DM follow-ups, product quizzes, and UGC.
We could survey consumers on how they engage with influencer content (do they click DMs, check product tags, etc).
We could also survey current customers and reach out to brands on LinkedIn for inclusion in the study - gives them a chance to promote themselves/their brand.
Then compile all this data to create report.
MoFu tool: Organic Reach Benchmark
Most marketers have no clue how their organic reach compares to industry averages.
MoFu live event: How to Capture and Use First-Party Data from Socials
This should be done only after we’ve built a good enough email list of MQLs with other assets/campaigns.
A 45-minute live workshop led by AJ or JB, breaking down how brands can shift from third-party data to first-party data using Scrollmark. Builds trust and shows Scrollmark’s data collection capabilities with interactive examples and live walkthroughs.
Something like, “Watch how Cozy Earth used Scrollmark to capture 3,600+ email addresses through social engagement – and how you can do it too.”
MoFu live event: Talks with Marketers at Customer Brands
This should be done only after we’ve built a good enough email list of MQLs with other assets/campaigns.
We can have a webinar series with JB, Miller, and one of the marketers at current brands. The talk can be a candid discussion of the marketing challenges, current scenario, their case story, and how Scrollmark helped.
MoFu tool: Intent mapping
Why waste time responding to every comment and DM when some interactions are more imp. than others - for CS, to drive sales, etc?
People will connect their socials and we’ll populate this table for them. We’ll add one more column to this called Intent which will be autopopulated by AI after going through the comment, DM, or mention and label the conversation as spam, question, customer service request, sales, etc.
We can add this to Scrollmark as well, it’ll help our customers.
MoFu report: 2025 Social Media Engagement Benchmarks
Engagement benchmarks for different follower count ranges (e.g., 10K-50K, 50K-100K, 100K+) for e-commerce and retail brands. Can be created if we can mine this data.
MoFu report: How Brands Are Responding to Declining Organic Reach
We can survey our current customers on tactics they’re using to maintain visibility as organic reach declines and use some research from web. This will be a qualitative data study.
MoFu report: What Keeps Customers Engaged on Social?
We can survey consumers to understand what makes them stick with a brand’s social content and talk about social loyalty/fan clubs:
MoFu tool: How Much Data Are You Leaving on the Table?
A simple calculator that quantifies how much first-party data and engagement data a brand could be capturing.
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