Scrappy ABM

In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber's challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.Best Moments:(00:32) Introduction to the specific ABM challenge from a newsletter subscriber(01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff(01:44) Strategy suggestion: start with manual desk research for a focused target-account list(02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives(03:24) Using social-media research to identify who posted about previous Olympics(04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships(04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations(06:32) Approach of targeting key influencers before decision makers(07:05) Using personalized athlete connections or Cameo videos for higher engagement(08:18) Leveraging scarcity by emphasizing limited sponsorship availability

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.Best Moments:(01:20) Introduction to audience member Liana's ABM challenge for her retail signage business(01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition(02:24) Why narrowing down from “retail brands” to specific store types is crucial(03:06) Recommendation to focus on geographic regions to make targeting more manageable(03:43) Suggestion to showcase before/after store transformations as compelling content(04:24) Benefits of narrowing the target list to a manageable 50 companies(05:04) Personal example of directly texting prospects identified as best-fit customers(05:56) Recommendation to segment by organization size and specific roles(06:32) Strategy to focus on geographic-based programs with in-person demonstrations(07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services.Best Moments:(00:32) Introduction to the newsletter audience program breakdown format(00:50) Overview of Liana's ICP, service, and goals(01:02) Need for greater specificity in defining the target ICP(01:35) Recommendation to narrow down “retail brands” to specific retail sectors(02:20) Importance of identifying where the target audience “lives”(03:03) Suggestion for showcasing before/after store walkthrough content(03:51) Strategy for narrowing target list to a manageable number (around 50 companies)(04:14) Leveraging existing customer relationships for referrals(05:24) Value of geographical segmentation for in-person demonstrations(06:30) Final recommendations on list size and targeting approach(06:53) Invitation to subscribe to the Scrappy ABM newsletter

In this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.Best Moments:(00:32) Introduction to Jimmy's ABM playbook submission(00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue(01:37) Mason's first recommendation: Focus on one geo and one industry at a time(04:05) Strategy for targeting companies with AI governance programs through event panels(05:33) Insights on positioning an AI governance platform to solve compliance challenges(06:51) Recommendation to focus on healthcare or financial services verticals(07:07) Advice on targeting approach: start with influencers and work up to executives

In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.Best Moments:(00:32) Introduction to Melissa's specific account-based marketing challenge(01:28) Addressing potential data silo issues in large organizations(01:48) Overcoming sales compensation challenges for cross-selling(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings(03:29) Leveraging existing customer relationships to lower customer acquisition costs(03:47) Creating compelling offers like "covering the first trip" for construction crews(04:18) Using a product-led growth approach for service offerings(05:33) Integrating cross-sell opportunities during the card onboarding process(06:41) Utilizing news triggers to identify construction projects and expansion opportunities(08:09) Summary of four key strategies to implement the cross-sell program

In this episode of Scrappy ABM, host Mason Cosby analyzes an ABM program request from Brianna, who is targeting manufacturing companies with an industrial sports medicine solution. The episode provides practical guidance on refining ICP targeting and using trigger events to create empathetic outreach that converts to sales meetings.Best Moments:(00:10) Introduction to the Scrappy ABM podcast format and purpose(00:49) Brianna's ABM challenge overview - targeting manufacturing companies with injury prevention solutions(01:16) Why niche vertical-specific products excel with ABM programs(01:43) Suggestions for narrowing and refining the ICP beyond "$100M+ companies"(02:23) Using news about workplace incidents as potential triggers for outreach(02:33) Tool recommendation: Boost Ideal for monitoring news/signals specific to target accounts(03:31) How to approach trigger-based outreach with empathy rather than opportunism(04:23) Building trust through providing helpful resources before pitching solutions(05:16) Strategy for navigating empathy vs. authority in sales outreach(05:52) Conversion math: targeting 200 accounts to achieve 15 sales meetings (7.5% conversion)(06:58) Information about the Scrappy ABM newsletter for more weekly playbooks

In this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators.Best Moments:(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space(01:19) The importance of leveraging FedRAMP authorization as a market differentiator(02:11) Developing an "onlyness statement" based on unique value propositions(02:39) How to identify your true differentiators by asking customers why they buy(03:30) Using the account progression model to highlight specific problems you solve(04:58) Creating buyer enablement content to help champions sell internally(05:40) Warning against claiming "onlyness" publicly without true differentiation(07:29) Recommendation to focus on one department (HR, procurement, or legal) initially

In this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users.Best Moments:(00:32) Introduction to the ABM program breakdown format based on listener submissions(00:47) Overview of Lacey's submission: ICP, product, and goals(01:17) Critique that the current ICP isn't specific enough for effective ABM(02:34) Need to narrow down company size focus based on where they provide the most value(03:18) Recommendation to target companies with small finance teams in growth stages(04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions(05:01) Importance of creating hyper-focused messaging based on specific customer profiles(06:01) Mason shares his own company's highly specific ICP as an example(07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors(08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter

In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn.Best Moments:(00:31) Introduction to the playbook breakdown format for ABM strategies(00:49) Overview of Lance's specific situation targeting enterprise insurance companies(01:21) Why Mason's first ABM program failed by targeting CEOs directly(01:57) Strategy of targeting manager and director levels instead of C-suite executives(02:25) Rationale for targeting lower-level employees (more accessible, less flooded inboxes)(03:13) Cost-effectiveness of targeting below C-suite level (lower CPMs)(03:33) How to use bottom-up approach to eventually reach decision makers(03:43) LinkedIn connection strategy and why starting lower increases acceptance rates(04:39) Building pain awareness with end users who understand day-to-day challenges(05:53) Implementation through LinkedIn advertising and social selling(05:59) Suggested cadence of 20 connections per day across multiple accounts(06:56) Importance of having conversion points like online workshops or events(07:24) Follow-up strategy to encourage sharing content with higher-level decision makers

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.Best Moments:(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 podcastMason 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.

In this episode of Scrappy ABM, host Mason Cosby sits down with David Oliva, General Manager of Organomation, to discuss how he leveraged podcasting as an account-based marketing (ABM) tool in the scientific instrumentation industry. David shares how his podcast strategy helped engage key prospects, build industry relationships, and drive measurable business results.Best Moments(01:21) Why Organomation launched a podcast for ABM(05:13) Breaking down the affordable podcast setup process(07:55) How David finds and secures podcast guests(12:14) Turning podcast guests into sales conversations(15:50) Podcasting's impact on industry visibility and networking(17:44) Success metrics and business impact from the podcast(19:23) David's advice for companies considering podcasting for ABMDavid's insights offer a practical playbook for anyone looking to incorporate podcasting into their ABM strategy—especially in niche B2B industries like scientific equipment and laboratory solutions.

In this episode of Scrappy ABM, host Mason Cosby speaks with Benjamin Ard, co-founder and CEO of Masset.ai, about creating ABM content that sales teams actually use. They discuss how to identify relevant content, organize it effectively, and involve the entire organization in content creation—while making use of AI to streamline the process.Best Moments:(01:27) The importance of relevancy over personalization in content creation(02:51) Centralizing content and organizing it by customer questions(05:01) Documenting customer questions across all touchpoints(08:59) Running pilot programs before full implementation(12:03) Using AI to organize and search content efficiently(17:24) Leveraging AI for content creation while maintaining authenticity(18:55) Involving the entire organization in the content creation processGuest Bio:Benjamin Ard is the co-founder and CEO of Masset.ai. With a background in marketing, Ben specializes in helping businesses centralize and organize their content for more effective sales and marketing utilization, particularly within ABM programs. He's also the host of the Content Amplified podcast.

In this episode of Scrappy ABM, host Mason Cosby uncovers strategies for bridging the gap between sales and marketing—without huge budgets. He dives into why sales and marketing often clash, the goals that drive sales teams, and the steps to create effective ABM playbooks using the four D framework.Best Moments(00:54) The constant battle between building brand vs. building pipeline(12:38) Why sales and marketing are often misaligned(17:22) The goals of sales teams and their time horizons(32:36) The four D framework for structuring ABM playbooks(36:44) The importance of understanding sales compensation plans(42:45) Upcoming webinar on taking the first steps with ABM(47:48) Insights on content creation for ABM programs

In this episode of Scrappy ABM, host Mason Cosby invites Liam Moroney, CEO of Storybook Marketing, to explore the often-debated relationship between brand building and sales activation—especially within Account-Based Marketing (ABM). They dive into how brand awareness drives long-term success, the importance of measuring brand metrics effectively, and how to maintain a balance between quick wins and sustained growth.Best Moments:(00:32) Introduction to Liam Moroney and the episode's focus(01:25) Popular marketing chart showing short-term sales activation vs. long-term brand building(03:00) Mason's background in sales and marketing(05:58) Liam's perspective on brand awareness in marketing(12:07) Debate on balancing brand building with sales activation(18:48) Why brand metrics matter for marketing effectiveness(26:00) Measuring brand metrics effectively(35:37) Brand awareness in ABM programs(44:55) How Scrappy ABM approaches building its own ABM program(47:46) Impact of budget cycles on marketing effectiveness(54:58) Final thoughts on why brand awareness is crucialGuest Bio:Liam Moroney is the CEO of Storybook Marketing. With a background in demand generation and a passion for brand strategy, Liam brings a unique perspective on balancing short-term activation with long-term brand building. His advocacy for measuring and prioritizing brand awareness has made him a notable voice in marketing effectiveness and MarTech discussions.

In this episode of Scrappy ABM, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) and provides practical advice for implementing successful ABM programs. He explores common pitfalls, the key roles involved, and strategies to get your ABM efforts off the ground—no fancy tech required.Best Moments:(01:38) Mason's background in building ABM programs without specialized technology(03:10) Statistics on the effectiveness of successful ABM implementations(05:15) Definition of ABM as a B2B revenue strategy(08:53) Explanation of ideal client profile (ICP) and best-fit customers(11:48) Common reasons why ABM programs fail(29:58) Core components of an ABM strategy: account progression model and activation playbook(34:01) Stages of the account progression model(36:47) Quick win strategy: implementing a closed-loss program(40:55) The 4D framework for ABM: data, distribution, destination, and directionRepurposed Episode Reference:This episode is repurposed from a webinar hosted by CXL, titled “From ABM to ROI – Getting Started and Seeing Results.” In the session, Mason Cosby appeared as a guest to share insights on running successful ABM programs without a massive tech stack. Explore more free content, webinars, and resources on CXL Lite.

In this episode of Scrappy ABM, host Mason Cosby shares an interview from GTM Confessions, where he dives into product-market fit (PMF), account-based marketing (ABM), and go-to-market (GTM) strategies. Mason explores why PMF is essential for ABM, who needs to be involved in defining your ideal customer profile (ICP) and target account list, and how to balance immediate results with long-term marketing impact.Best Moments:(01:49) Defining product market fit(06:51) The importance of product market fit for ABM(09:13) Creating a target account list and involving the right people(25:54) Common misconceptions when starting ABM(31:34) Effective tactics and channels for ABM(34:48) The role of content creation and thought leadership in ABM(40:36) Balancing immediate results with long-term impact in marketing(44:04) What go-to-market teams should stop doing immediately(46:38) Mason's biggest go-to-market confessionAbout This Repurposed Episode:GTM Confessions is a show about the real ups, downs, and behind-the-scenes realities of being a go-to-market (GTM) professional. Hosted by Stephanie, it serves as a weekly therapy session for GTM leaders, featuring real examples of what's worked and what hasn't.Check out the original episode on YouTube to dive deeper into Mason's insights on scrappy ABM programs and the power of trading fancy tech stacks for effective, boots-on-the-ground tactics.

In this episode of Scrappy ABM, host Mason Cosby addresses a frequent listener question: Should you hire Scrappy ABM, and how? Mason offers a direct explanation of the company's services, ideal client profiles, and unique ABM enablement approach designed to help organizations launch effective programs and eventually graduate to self-sufficiency.Best Moments:(00:32) Introduction to the episode's topic: hiring Scrappy ABM(01:39) Explanation of Scrappy ABM's model as ABM enablement(02:40) Timeline for launching and executing ABM programs(03:25) Ideal client profile for Scrappy ABM services(04:20) Minimal technology requirements for working with Scrappy ABM(04:53) Overview of Scrappy ABM's products and services(05:57) Training approach and problem-solving workshops(06:29) Who is and isn't a good fit for Scrappy ABM's services(07:20) The “teaching hospital” analogy for Scrappy ABM's approach(08:32) Emphasis on clients eventually graduating from Scrappy ABM's services

In this episode of Scrappy ABM, host Mason Cosby interviews Kelley Vallone, Director of Global Growth Marketing at Prove, about building an Account-Based Marketing (ABM) program from the ground up. They delve into identifying target accounts, creating tiering models, and executing engagement strategies—all while measuring success and ensuring scalability.Best Moments:(01:30) Identifying and prioritizing target accounts for ABM(05:33) Building a real target account list with company names(07:37) Creating an account tiering model and engagement strategies(10:54) Specific tactics for each tier of accounts(22:12) Measuring success in an ABM program(25:53) Advice for getting started with ABMGuest Bio:Kelley Vallone is the Director of Global Growth Marketing at Prove, an identity verification and authentication company. With extensive experience in ABM, demand generation, and growth marketing, Kelley has successfully implemented and scaled ABM programs. She's passionate about sharing her knowledge and insights on marketing strategies, particularly in the B2B space.

In this episode of Scrappy ABM, host Mason Cosby explores who Account-Based Marketing (ABM) is best suited for and the essential criteria companies should meet before launching an ABM program. Mason shares insights on sales team requirements, product-market fit, contract value thresholds, and more to help you determine if ABM is the right approach for your business.Best Moments:(00:00) Introduction to the episode's topic: Who is ABM for?(01:05) ABM is primarily for B2B companies(01:37) The importance of having a dedicated sales team(03:32) Product-market fit and ethical selling in ABM(06:10) The need for a larger average contract value (ACV)(08:13) Ideal sales cycle length for ABM implementation(09:09) The opportunity for deal expansion in ABM(09:52) The importance of a clear market focus for target accounts(10:39) Warning against implementing ABM if criteria are not met

In this special Scrappy ABM episode, we're rebroadcasting a conversation from the B2B Growth Blueprint podcast, where host Mark Osborne interviews Mason Cosby on practical Account-Based Marketing (ABM) strategies.

In this episode of Scrappy ABM, host Mason Cosby joins Don't Be a SaaS hosts Adam O'Brien and Kate Campbell to discuss how B2B companies can implement Account-Based Marketing (ABM) without the hefty price tag. They break down actionable strategies, essential tech stacks, and what's next for ABM in 2025 and beyond.

In this episode of Scrappy ABM, host Mason Cosby interviews Sinziana Ursu, Director of Integrated Marketing at Upland Software, about her experience building an Account-Based Marketing (ABM) program at WP Engine. Sinziana shares insights on how she approached ABM, the tactics she used, the tech stack involved, and how she measured success along the way.Best Moments:(00:36) Introduction of Sinziana Ursu and her role(01:40) Initial approach to building an ABM program(05:59) Tactics used to execute the ABM program(08:34) Starting point for implementing tactics(11:35) Tech stack used for executing the program(15:18) Content creation process and resources(21:29) Measuring success of the ABM program(22:45) Unexpected challenges during implementation(24:43) Parting wisdom for those starting ABMGuest Bio:Sinziana Ursu is the Director of Integrated Marketing at Upland Software. With extensive experience in building and implementing ABM programs, Sinziana previously led the development of WP Engine's enterprise-focused ABM initiative. She's passionate about aligning sales and marketing efforts to create tailored and creative marketing strategies for target accounts.

In this episode of Scrappy ABM, host Mason Cosby dives into the steps for planning and executing a scrappy Account-Based Marketing (ABM) campaign. He shares insights on how to qualify whether ABM is the right fit for your organization, the importance of aligning sales and marketing teams, and strategies for measuring the success of your ABM efforts.Best Moments:(00:32) Introduction to the episode and its format(01:35) Mason's career background and expertise in ABM(03:53) Steps for planning a scrappy ABM campaign(04:58) Qualifications for implementing an ABM program(07:54) Importance of sales and marketing alignment in ABM(12:32) The account progression model and four D framework(16:29) Balancing brand building and sales activation(20:53) The role of podcasts in ABM and brand building(24:46) Measuring and understanding results in ABM campaignsThis is a repurposed episode from the podcast AssetMule Podcasts, a podcast about all things go-to-market. Hosted by Jorge Soto, Co-Founder at AssetMule, the show interviews top business leaders from CEOs to product marketing professionals to learn how the best go-to-market strategies are implemented.

In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, the official account executive of Scrappy ABM. They discuss the critical role of sales in ABM, how to strengthen marketing-sales alignment, and practical strategies for implementing a high-impact ABM program.Key Discussion Points:00:03:38 - The role of sales in an ABM program00:06:40 - Practical week-to-week relationship between marketing and sales00:10:53 - Importance of cross-functional collaboration in ABM00:14:07 - Developing an effective target account list00:16:18 - The value of focusing on closed-lost accountsThroughout the conversation, Mason and Jim emphasize the power of co-creation between marketing and sales, starting with small ABM pilot programs, and maintaining rapid feedback loops to optimize results. Jim highlights the importance of clear communication across teams and how leveraging past relationships can provide unique insights into an account's potential.Jim also shares his framework for developing a target account list, focusing on quick wins and accounts with prior engagement. He explains why launching a closed-lost program can generate early pipeline wins and momentum for long-term ABM success.Guest Bio:Jim Gilkey is the official account executive of Scrappy ABM. With experience spanning marketing, sales, and account management within ABM-driven organizations, Jim brings a unique perspective on aligning go-to-market teams. He previously hosted the Account-Based Beverages podcast and worked at Terminus, where he advised clients on ABM execution. Jim is passionate about helping teams build scalable, revenue-driving ABM programs.

In this episode of Scrappy ABM, host Mason Cosby sits down with Justin Dorfman, cofounder and CEO of AssetMule, to discuss how companies can implement cost-effective Account-Based Marketing (ABM) strategies. They explore practical playbooks, personalized sales assets, and overcoming common implementation challenges—all without breaking the bank.Best Moments:(00:32) Introduction of Justin Dorfman and AssetMule(01:15) Overview of AssetMule's pricing and target audience(02:06) Explanation of AssetMule's features and capabilities(06:26) Common use cases for AssetMule, including ABM landing pages(09:12) Customization options within AssetMule(13:59) Measuring success and overcoming implementation challenges(22:38) General advice for implementing ABM programsGuest Bio:Justin Dorfman is the cofounder and CEO of AssetMule, a platform designed to help marketers create and manage sales assets. With a background in early-stage sales and product marketing, Justin developed AssetMule to solve the challenges of creating and personalizing sales assets at scale. His mission is to empower marketers and sales teams with impactful, customized content that drives real business results.

In this episode of Scrappy ABM, host Mason Cosby chats with Jenna Bayler, Director of Marketing Operations at Kinective, about implementing account-based marketing (ABM) programs without overspending. Jenna shares actionable insights on identifying ideal customers, crafting engaging content, and aligning metrics with sales objectives for effective ABM campaigns.Best Moments:(01:41) Identifying the ideal customer profile for ABM(04:53) Building a target account list(07:25) Creating engaging content for ABM campaigns(13:43) Aligning content with the buyer's journey(17:21) Measuring success in ABM programs(20:54) Unexpected challenges in ABM implementation(22:33) Final advice for launching ABM programsKey Insights:The importance of involving multiple departments to define the ideal customer profile.How to utilize progressive form strategies and align marketing metrics with sales objectives.Leveraging existing successful strategies creatively to scale ABM programs.Guest Bio:Jenna Bayler is the Director of Marketing Operations at Kinective, a company connecting various banking software systems. With expertise in HubSpot and data-driven marketing, Jenna specializes in aligning marketing efforts with sales goals and implementing scalable ABM strategies tailored to the financial technology sector.

In this episode of Scrappy ABM, host Mason Cosby sits down with Mike Allton, Chief Storyteller at Agorapulse, to explore how podcasting can be a powerful tool for account-based marketing (ABM). They discuss targeting, tech stacks, and measuring podcast success beyond vanity metrics.Best Moments:(01:48) Targeting the right audience on LinkedIn for B2B SaaS(06:29) Strategies to make guests comfortable joining the podcast(10:49) Tech stack for podcast production and distribution(15:46) Measuring success beyond vanity metrics like downloads(21:34) Overcoming roadblocks and being patient with guestsGuest Bio:Mike Allton is the Chief Storyteller at Agorapulse, a leading social media management tool. An experienced podcaster and content creator, Mike runs multiple shows for Agorapulse and his own AI-focused podcast. He is passionate about leveraging podcasting as a key ABM strategy and using AI to streamline the production process.

In this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What's Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach.Best Moments:(02:05) Introduction to Scrappy ABM and its rapid growth(04:15) Meeting clients where they are and delivering in the short term(06:11) Identifying reasons why ABM might fail in an organization(09:56) The account progression model and its seven stages(22:38) The Four D framework: Data, Distribution, Destination, and Direction(29:50) Breaking down the components of the Four D framework(34:47) Breaking down big problems into smaller, manageable tasks(36:41) Statistics on ABM program success rates and the challenges involvedSpecial Note:This episode is repurposed from Mason's guest appearance on What's Your Process? The Podcast by The Creative Brand.

In this episode of Scrappy ABM, host Mason Cosby dives into podcast strategies for Account-Based Marketing (ABM). He explores three podcast types—content engine, public figure, and account-based—and shares actionable insights on how to measure podcast success while creating an impactful strategy tailored to your niche.Best Moments:(02:05) Introduction to Account-Based Marketing (ABM)(07:24) Top reasons why podcast programs fail(10:14) Three types of podcasts: content engine, public figure, and account-based(16:47) Measuring success for content engine podcasts(22:41) Public figure podcasts and their benefits(25:55) Account-based podcasts and their strategy(36:49) Adapting the account-based podcast approach for different niches(43:26) How to measure the success of an account-based podcast

In this episode of Scrappy ABM, host Mason Cosby discusses the top trends in Account-Based Marketing (ABM) for 2025 and beyond with marketing director Evan Cox. They explore emerging strategies and key shifts shaping the ABM landscape.Best Moments:(01:12) Influencer marketing in B2B is on the rise(02:58) The increasing use of AI in ABM programs(04:23) ABM as a buzzword is decreasing, being replaced by GTM (Go-to-Market)(05:19) ABM programs are becoming more focused and less flashy(05:51) The future of ABM involves coordinated efforts between marketing and sales

In this special episode of Scrappy ABM, host Mason Cosby shares a rerelease of his guest appearance on The B2B Growth Blueprint podcast, hosted by Mark Osborne. Mason dives into his "scrappy" approach to account-based marketing (ABM) and explains why it's more effective than traditional methods.Best Moments:(00:32) Introduction to the episode as a rerelease from another podcast(01:39) Overview of Mason Cosby's background and expertise(02:11) Definition of account-based marketing (ABM) and related terms(06:28) Importance of identifying the best-fit customers for ABM(11:49) Strategies for defining target accounts in ABM(21:49) What makes "scrappy" ABM different from other approaches(26:02) The importance of focusing on people, process, and then technology(29:14) Future plans for Scrappy ABM, including free educational contentCheck out The B2B Growth Blueprint: Listen on Apple Podcasts

In this episode of Scrappy ABM, host Mason Cosby discusses why account targeting should not be the primary focus when building your first account-based marketing (ABM) program. Instead, he emphasizes the importance of focusing on the account progression model and activation playbook structure.Best Moments:(00:46) Why you shouldn't focus on accounts when building your first ABM program(00:57) The two main components of an ABM program: account progression model and activation playbook(01:24) Explanation of the 4D framework: data, distribution, destination, and direction(02:03) The importance of focusing on account progression rather than specific accounts(03:29) Identifying gaps in your ABM program through execution(04:14) Why to focus on existing customers and database contacts initially(04:46) Reasons why many people start with target account lists(06:24) The misconception of target account lists as a final deliverable(07:23) The importance of right time, right person, and right message in ABM(08:18) How to submit questions for future episodes

In this episode of Scrappy ABM, host Mason Cosby sits down with Evan Cox, marketing director, to discuss the crucial role of messaging in Account-Based Marketing (ABM). They explore how tailored messaging can significantly impact the success of ABM campaigns and share insights on creating effective, targeted content for specific accounts.Best Moments:(01:09) The importance of messaging in ABM strategy(02:45) Differentiating messaging for concurrent campaigns(03:24) The significance of clear brand messaging(04:02) Adapting global messaging for specific ABM markets(04:19) Example of tailored messaging for SAP customers(05:32) Leveraging customer logos and testimonials(06:15) Highlighting success and failure points in messaging(07:16) The importance of iterative messaging refinement(08:25) Using ABM programs to test and improve global messaging

In this episode of Scrappy ABM, host Mason Cosby discusses five key points that C-suite executives should understand about Account-Based Marketing (ABM). He provides insights on timelines, expectations, sales team challenges, leveraging existing resources, and the importance of leadership alignment in implementing successful ABM programs.Best Moments:(02:00) Realistic timelines and expectations for ABM results(03:19) Challenges of transitioning inbound AEs to outbound ABM roles(05:23) Overcoming the "lone wolf" sales mentality in ABM programs(07:04) Leveraging existing resources to start an ABM program(09:05) The crucial role of C-suite alignment in successful ABM implementation

In this episode of Scrappy ABM, host Mason Cosby interviews Cynthia Handal, Chief Marketing Officer of Simera, about international talent in the tech industry and her personal journey from Honduras to a successful career in the US.Best Moments:(02:09) Cynthia shares her background and passion for international talent(11:25) Importance of setting clear expectations when hiring international talent(15:36) Differences between hiring contractors and using an employer of record(18:42) Challenges of finding health insurance for international team members(19:33) Strategies for ensuring all team members feel valued, regardless of location(22:39) Advice for companies considering hiring international talentGuest Bio:Cynthia Handal is the Chief Marketing Officer of Simera. Born and raised in Honduras, she transitioned from a career in real estate to the tech industry during the pandemic. Cynthia has experience as a BDR, account executive, and SDR manager. She is passionate about helping international talent find opportunities in the global job market and has grown her LinkedIn following to over 28,000 followers. Cynthia is an advocate for remote work and cultural diversity in the workplace.

In this Scrappy ABM holiday special, host Mason Cosby welcomes guest Brianna Doe to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts!Best Moments:(00:55) Introduction to the topic of aligning ABM programs with influencer marketing(02:17) How to align influencers with brand goals from an audience perspective(05:51) Transitioning from transactional to long-term influencer relationships(09:39) Finding influencers that address your target audience(15:44) The importance of authenticity in influencer partnerships(19:15) Where influencers fit into an overall ABM program(22:59) Integrating paid advertising with influencer marketingGuest Bio:Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com.

In this episode of Scrappy ABM, host Mason Cosby and guest Abhi Yadav from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively.Best Moments:(00:06) Introduction to Scrappy ABM and its focus on practical playbooks(02:00) Overview of topics to be covered in the episode(04:24) Defining ABM and its core principles(04:56) Common reasons why ABM programs fail(09:36) Aligning sales and marketing goals and time horizons(14:53) The importance of data in ABM decision-making(20:02) Structuring activation plays for ABM programs(27:42) Examples of effective ABM plays and their implementation(43:23) Maturing an ABM program beyond initial playbooks(51:54) Strategies for building and prioritizing target account listsGuest Bio:Abhi Yadav is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby talks with Jessica Fewless, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.Best Moments:(01:24) Determining the right audience for ABM(04:42) Segmenting the audience for targeted outreach(08:45) Developing content for different stages of the buyer's journey(14:38) Determining the best distribution channels for content(16:48) Evaluating existing content for use in ABM programs(19:52) Measuring success at various stages of ABM programs(22:05) Common roadblocks in implementing ABM programs(24:46) Parting wisdom for building a first ABM programGuest Bio:Jessica Fewless is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.

In this episode of Scrappy ABM, host Mason Cosby dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.Best Moments:(00:48) Overview of ABM and its components(01:39) The one-page ABM program exercise(03:09) Mason's background and company introduction(04:08) Definition and breakdown of ABM(07:37) Why ABM programs often fail(10:37) The importance of product-market fit in ABM(14:16) What sales teams want from marketing(20:25) Balancing brand building and sales activation(26:55) Operationalizing ABM partnerships(35:36) The 4D framework for structuring ABM playbooks(46:55) Three stages of ABM implementation(49:34) Mason's personal ABM program breakdown

In this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.Key Discussion Points:(00:32) Introduction to the episode and its focus on building ABM programs(01:21) The importance of implementing information learned in the episode(03:24) Definition of ABM and the confusion surrounding various terms(07:48) Three core reasons why ABM programs fail(11:30) The overwhelming number of marketing tools available(14:54) Introduction of the account progression model framework(17:51) Step-by-step guide to building an ABM program framework(24:48) Identifying gaps and optimizing existing programs(26:12) Free resources for further learning about ABMAbout the Signal Based Marketing Summit:The Signal Based Marketing Summit is an event hosted by Signals, focusing on how marketers can listen, interpret, and engage buyer signals effectively. The summit brings together industry experts to share insights and strategies for leveraging buyer intent data to drive marketing success.Note: This episode is a repurposed presentation from the Signal Based Marketing Summit, where Mason was a guest speaker.

In this informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.Key Moments:(02:48) How to determine and select target accounts for an ABM initiative.(05:52) Best practices for choosing distribution channels to reach the target audience.(11:03) Tips for creating content that resonates with specific accounts.(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.(25:33) Common challenges and unexpected roadblocks in ABM implementation.(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools.Guest Bio:Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.

In this episode of Scrappy ABM, host Mason Cosby interviews Nick Zeckets, founder of Air Traffic Control, about launching a content-led Account-Based Marketing (ABM) program in just two weeks. They discuss the importance of content in ABM, sources of valuable data, effective distribution methods, and strategies for identifying and filling content gaps. Nick shares practical advice on overcoming common roadblocks and getting an ABM program off the ground quickly and efficiently.Best Moments:(01:21) How content is crucial to ABM programs(05:58) Sources of data for ABM programs(08:26) Effective content distribution methods(12:52) Identifying and filling content gaps(16:24) Common roadblocks in launching ABM programs(19:03) Advice for getting an ABM program off the groundGuest Bio:Nick Zeckets is the founder of Air Traffic Control, a company that analyzes data to understand what content audiences are engaging with. Air Traffic Control helps businesses identify content gaps and create more relevant content for their ideal customers. With extensive experience in content strategy and ABM, Nick specializes in helping organizations launch effective, content-led ABM programs swiftly and successfully.

In this episode of Scrappy ABM, host Mason Cosby interviews Silvio Perez, founder of AdConversion, about using incentives in advertising to book meetings with target accounts. They discuss how to effectively implement incentivized ad campaigns, target the right audience, choose the best incentives, and measure success.Best Moments:(01:17) The premise of offering incentives to book meetings(03:19) Targeting the right audience on LinkedIn(05:15) When to activate incentivized ad campaigns in the buyer's journey(07:05) Best LinkedIn ad types for incentivized campaigns(08:26) Content recommendations for incentivized ads(09:23) Choosing the right incentive (Amazon gift cards perform best)(13:27) Conversion rate expectations and cost per SQL benchmarks(16:19) Getting internal buy-in for incentivized ad campaigns(19:16) Scaling incentivized ad campaigns across channels(22:29) The importance of building a quality target account listGuest Bio:Silvio Perez is the founder of AdConversion, an agency specializing in B2B advertising. With extensive experience in running incentivized ad campaigns, Silvio has tested various incentives across different platforms to discover what works best. He is passionate about helping businesses level up their B2B advertising skills and offers free courses through AdConversion.com.

In this episode of Scrappy ABM, host Mason Cosby speaks with Tylor Jones, Head of Digital Acquisition at SIB, about implementing a successful account-based marketing (ABM) program with limited resources. They discuss how to determine the right vertical to focus on, identify target audiences, develop effective channel mixes and content strategies, measure success, and overcome unexpected challenges during implementation.Best Moments:(01:21) Overview of the ABM program implemented at an HR tech company(02:50) Determining the right vertical to focus on for ABM(06:03) Identifying the target audience within the chosen vertical(08:42) Channel mix and content strategy for the ABM program(14:12) Measurement of success and key metrics for the program(23:34) Unexpected roadblocks and challenges during implementation(27:09) Aligning marketing compensation with sales incentives(31:53) Parting wisdom for those starting with ABMGuest Bio:Tylor Jones is the Head of Digital Acquisition at SIB. With extensive experience in digital marketing and ABM, Tylor has worked with various companies to implement effective account-based strategies. His approach focuses on aligning marketing efforts with sales goals and leveraging existing resources to create impactful campaigns. Tylor is passionate about creating efficient, results-driven marketing programs that contribute directly to revenue growth.

In this episode of Scrappy ABM, host Mason Cosby interviews Alexander Stonehouse, Marketing Director at Forj and board adviser at The Startup Marketer. They discuss Alexander's experience implementing a successful Account-Based Marketing (ABM) program at a 3D printing and CNC machining SaaS company. The conversation covers identifying the right audience, creating engaging content for engineers, leveraging various channels for ABM engagement, and overcoming challenges in ABM implementation.Best Moments:(02:48) Determining the right audience for ABM(05:56) Creating engaging content for engineers(10:28) Best channels for ABM engagement(14:18) Transitioning from educational to sales content(21:39) Leveraging internal company intranets for ABM(23:11) Measuring success in ABM programs(26:21) Overcoming unexpected roadblocks in ABM implementation(28:57) Parting wisdom for building a first ABM programGuest Bio:Alexander Stonehouse is the Marketing Director at Forj and a board adviser at The Startup Marketer. He has extensive experience in implementing successful Account-Based Marketing programs, particularly in the SaaS and manufacturing technology space. Alexander specializes in creating engaging content for technical audiences and leveraging various channels to drive growth and efficiency in marketing efforts. He is also the host of the Brilliantly Wrong podcast.The Startup Marketer is a marketing community built for startups and caters to startup marketers at all levels within seed-, early-, and growth-stage companies, as well as early-stage founders and recent grads/entry-level marketers.SUM LinkedIn: https://www.linkedin.com/company/the-startup-marketer/SUM Website: https://thestartupmarketer.com/Forj brings the power of community together with the importance of learning all in a single, modern platform.Forj Website: https://www.forj.ai/

In this episode of Scrappy ABM, host Mason Cosby interviews Scott Logan, SVP of Marketing and Demand Gen at Connex AI, about practical approaches to account-based marketing (ABM) that don't break the bank. They discuss how to find the right audience, involve sales teams in ABM planning, test new markets, align sales and marketing goals, and structure ABM campaigns effectively.Best Moments:(00:25) Introduction to the podcast's focus on scrappy ABM programs(01:55) Finding the right audience for ABM campaigns(07:37) Importance of involving sales teams in ABM planning(10:49) Testing new markets before launching full ABM programs(14:46) Aligning sales and marketing goals and metrics(23:23) Structuring ABM campaigns in 3-6 month sprints(24:59) Breaking down a full ABM program execution strategy(30:58) Using events as conversion points in ABM campaignsGuest Bio:Scott Logan is the SVP of Marketing and Demand Gen at Connex AI. With a background as a salesperson at heart, Scott brings a unique perspective to marketing, focusing on aligning marketing efforts with sales goals. He emphasizes the importance of spending time with sales teams, using the same reporting metrics, and structuring ABM campaigns around tangible events to drive results.

In this episode of Scrappy ABM, host Mason Cosby interviews Jay Schwedelson, an expert in audience segmentation and marketing strategies. They delve into the importance of targeting specific functions rather than job titles, how to effectively narrow down your target audience, and strategies for distributing content to the right people at the right time.Best Moments:(01:01) Definition and importance of audience segmentation(02:24) Identifying target companies and industries(03:34) Targeting job functions vs. job titles(05:19) Using SIC codes for detailed segmentation(07:26) Leveraging growth indicators for targeting(09:36) Creating content that speaks to your target audience(14:45) Distribution channels and email marketing strategies(17:32) Common mistakes in audience segmentation(19:37) The importance of regularly updating your target account listGuest Bio:Jay Schwedelson is an expert in audience segmentation and marketing strategies. He emphasizes the importance of targeted marketing and leveraging email as a critical communication channel. Jay hosts the podcast Do This, Not That and is passionate about helping marketers refine their audience targeting techniques to improve campaign effectiveness.

In this special episode of Scrappy ABM, host Mason Cosby joins Tushar, Ashish, and Guraish on the Thrivecast podcast to discuss the differences between Product-Led Growth (PLG) and Account-Based Marketing (ABM) strategies for startups. They provide insights on how to effectively implement ABM, when to leverage PLG, and how combining both strategies can drive scalable growth.Best Moments:(00:06) Introduction to Scrappy ABM podcast(00:43) Guest introductions and backgrounds(02:35) Defining PLG and ABM(05:59) Considerations for early-stage startups choosing between PLG and ABM(19:22) The importance of identifying Ideal Customer Profiles (ICPs)(34:09) Steps to build a target account list for ABM(42:47) The role of AI in ABM strategies(54:30) A four-D framework for getting started with ABM(56:12) Final advice for companies figuring out their go-to-market motionsGuest Bios:Tushar Ladha: Tushar is a co-host of Thrivecast and an expert in startup growth strategies. He brings valuable insights into how startups can navigate the complexities of choosing between PLG and ABM.Ashish Bharti: Ashish is a co-host of Thrivecast with extensive experience in product development and marketing. He offers a deep understanding of how AI can be leveraged in ABM strategies.Guraish Lal: Guraish is a co-host of Thrivecast and specializes in sales and marketing alignment. He provides practical advice on building effective go-to-market motions for startups.Mason Cosby: Mason is the host of the Scrappy ABM podcast and an expert in Account-Based Marketing. He specializes in building effective ABM programs on low budgets that drive high impact. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.About Thrivecast:Thrivecast is a podcast that explores strategies and insights for startups and businesses looking to scale. This episode is a repurposed session from Thrivecast, where Mason was a guest discussing the interplay between PLG and ABM strategies.

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.Best Moments:(00:32) Introduction to closed-loss programs and their importance in Q4(01:36) Segmenting closed-loss opportunities based on verticals and past objections(02:17) Importance of reengaging through the same seller for higher success rates(03:27) Utilizing marketing programming and content assets to overcome past objections(04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts(05:29) The year-round potential of closed-loss programs(06:31) Champion tracking as a strategy for reengaging closed-loss opportunities(07:22) Customer win-back programs and their potential(08:13) Time-based triggers for reengaging closed-loss opportunities(09:04) Effective messaging strategies for reengagement(10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

In this episode of Scrappy ABM, host Mason Cosby discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies.Best Moments:(00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals(01:25) Gaining clarity on structuring an ABM program(04:04) Discussion on various ABM-related terms and their similarities(08:35) Three core reasons why ABM programs fail(12:56) Importance of focusing on people and processes before investing in technology(15:22) Introduction to the account progression model framework(16:31) Explanation of the 4D framework for building activation playbooks(19:37) Identifying current marketing activities and how they fit into the account progression model(24:09) Examples of how to track and measure various marketing activities(27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model

In this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks.Best Moments:(01:17) Why ABM is a popular but challenging topic for marketers(05:59) Who should implement ABM strategies(09:41) Differences between ABM and pure play demand generation(15:10) The importance of personalized content in ABM(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction(28:57) Benefits of starting with closed-lost and website re-engagement programs(34:29) ABM myths and misconceptions(37:31) The importance of a crawl, walk, run approach to implementing ABMGuest Bios:Dave Gerhardt: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.Mason Cosby: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.About Exit Five Podcast:The Exit Five podcast, hosted by Dave Gerhardt, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers.Additional Resources:Listen to the full episode on Exit Five:SpotifyApple PodcastsAmazon MusicPlayerFMJoin the Exit Five Community: exitfive.comConnect with the Guests on LinkedIn:Dave GerhardtMason Cosby