Scrappy ABM

Practical, measurable growth—Brandon Salisbury joins Mason Cosby on Scrappy ABM to share the framework behind a 456% pipeline increase and 255% revenue growth at Tilt. This episode is for marketers and revenue leaders who want actionable steps, not just theory.Hear how Brandon Salisbury broke down historical data to identify segments with true product-market fit, shifted messaging from generic ROI to sharp, outcome-based content, and partnered closely with sales to make every campaign count. Brandon goes deep on targeting, channel mix, content strategy, and the lessons learned from RFIs, Gong transcripts, and buying committee insights. Whether you're starting your first ABM program or leveling up an existing one, you'll find candid advice on aligning teams, overcoming old mindsets, and scaling what works—without chasing vanity metrics.

Visualizing alignment is more than a buzzword—it's a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they're “100% on the same page.”Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, why PowerPoint slides aren't enough, and how Mural's teams now center everything on visual artifacts. Mason Cosby, Christina Bottis, and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing's metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human.

Scrappy ABM welcomes Logan Lyles, Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise.Logan Lyles walks through his journey from technology sales to running Sweet Fish Media's podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals.

Scrappy ABM and Content Amplified join forces as Mason Cosby, host of Scrappy ABM, takes the guest seat on Benjamin Ard's show. Mason shares his journey from launching The Marketing Ladder to building Scrappy ABM, a resource now featuring over 140 episodes focused on creating an account-based marketing program.Listeners get a behind-the-scenes look at why Mason believes great content makes life better for customers, sales, and customer success. He breaks down the reality of account-based marketing—explaining why “just running sales sequences” isn't ABM, how to recognize buyer stages, and what actually moves accounts forward.Expect frank discussion about what “qualified” really means, the power of first-party content engagement, and why sales should never waste their time on cold lists. Mason also reveals his team's approach to organizing content and gives actionable frameworks to align marketing and sales, with a little humor along the way.

Most ABM teams make one fatal mistake: they treat the strategy like it's “set it and forget it.” But as Scrappy ABM host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and channels to the buyer's journey. Plus, they've built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy.If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook.

Can you really run an effective ABM program without a six-figure budget? In this special re-release on Scrappy ABM, host Mason Cosby joins The Content Cocktail Hour to debunk the most common myths about account-based marketing—and share how Scrappy ABM generated $3 million in revenue using little more than a podcast, LinkedIn, and clear strategy.In conversation with Jonathan Gandolf, Mason breaks down what separates “good marketing” from true ABM, the real reasons most programs fail, and why success has less to do with tooling and more to do with internal alignment. They also explore why marketing should start with finance when defining best-fit accounts, how to use content to support outbound, and what it means to sell ethically in B2B.If your company is over-indexing on tools and underestimating alignment, this is the episode to reset your approach.

Scrappy ABM is back with an unfiltered masterclass on social selling, featuring Morgan J Ingram—Founder and CEO of AMP Creative. Host Mason Cosby walks through Morgan's five-part framework for building pipeline and engaging decision-makers using LinkedIn, based on real-world outbound experience and data-backed tactics.From mapping executive buyers and influencers with Sales Navigator to sending blank connection requests that outperform personalization, Morgan breaks down why traditional outreach is falling flat—and what to do instead. Learn how to avoid wasted hours, turn DMs into booked meetings, and design content that reaches even the most invisible buyers lurking in Slack threads.This is practical, time-saving strategy built for real sellers—not LinkedIn influencers.

Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn't one of them.If your ABM goals are misaligned with your buyer's journey or you're still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you've been looking for.

In this episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.

In this episode of Scrappy ABM, Mason Cosby shares a special session pulled from a recent webinar. It's a hands-on, highly tactical walkthrough of how to launch a closed lost ABM program—with real playbooks, tested frameworks, and a focus on what's actually changed since the opportunity was marked “closed lost.”Mason lays out why these lost opportunities are your highest-potential revenue channel: you've already spent money to acquire them, you've built real relationships, and your sales team wanted to win them. Now it's time to resurrect that pipeline—fast and scrappy. Using the 4D framework (Data, Distribution, Destination, Direction), this episode gives you everything you need to plan and launch your program next week.Whether you're dealing with pricing objections, missing personas, or lost champions, this episode gives you structured, no-fluff ways to reignite deals that were nearly closed. Don't let them stay dead.

In this episode of Scrappy ABM, host Mason Cosby chats with Catie Ivey, CRO of Walnut, about how interactive product demos can supercharge account-based marketing by delivering hyper-personalized, use-case-driven experiences that actually convert.Best Moments:(01:31) What interactive demos are—and why they matter in ABM(03:37) Going beyond generic walkthroughs to build tailored demo flows(06:01) Case study: boosting PLG conversion with demo customization(08:26) How to personalize even when you don't have access to a customer's product(11:27) Why AI alone isn't enough—industry-specific context is key(13:34) Avoiding common demo mistakes: keep it simple, keep it relevant(15:15) The 12-click rule for building demos that people actually finishGuest BioCatie Ivey is the Chief Revenue Officer at Walnut, a platform that helps companies build interactive product demos that resonate. A leader in revenue operations and GTM strategy, Catie champions a “product-led everything” mindset—bringing the product experience into every stage of the buyer's journey to fuel engagement, conversion, and long-term adoption.

In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM program submitted by a newsletter subscriber named Melissa, focused on brand tracking services for banks and health insurers. Mason analyzes the current funnel strategy and offers scrappy, actionable tweaks to drive deeper engagement and move stuck accounts forward.Best Moments:(00:33) Breaking down Melissa's ABM program targeting banks and health insurers(01:00) Ideal customer profile: $1B–$20B financial and healthcare institutions(01:14) How brand resilience tracking fits into a strategic ABM motion(01:41) Review of current tactics: LinkedIn, syndication, and email nurtures(01:56) Why retargeting ads may be a better use of budget(03:04) The impact of industry-specific landing pages on conversion(03:38) Ungating demo content to accelerate pipeline progression(04:34) Introducing a missing “meaningful engagement” stage in the funnel(06:15) Rethinking messaging: benefits vs. pain points(08:27) Recap: reengagement, personalization, and messaging refinements

In this episode of Scrappy ABM, host Mason Cosby interviews Justin Schmidt, VP of Marketing at JobSync, about how small teams can run impactful ABM programs without costly martech stacks—by leaning into relationships, resourcefulness, and a deep understanding of their best-fit customers.Best Moments:(00:10) Why scrappy ABM matters more than ever in today's economic climate(03:02) “You can't say we spent a dollar to generate 75¢ in pipeline”(03:35) How to identify your ABM audience by analyzing your top customers(05:34) Winning internal buy-in by showing alignment with what already works(08:35) Why traditional digital ABM often falls short for smaller companies(10:12) Using LinkedIn mutuals to spark warm intros to target accounts(12:46) Tools like Bardeen that make connection-scraping fast and scrappy(16:47) Tapping into professional communities to generate ABM opportunities(18:45) Creating “moments of serendipity” as your core ABM strategy(19:43) Boeing's hockey-team sponsorship: the ultimate ABM play?Guest BioJustin Schmidt is the VP of Marketing at JobSync, a company focused on hiring operations. With deep experience leading marketing at early-stage, niche-market companies, Justin has built a reputation for designing resource-conscious ABM strategies that prioritize real relationships over expensive tools. He's a champion of leveraging communities and mutual connections to drive pipeline in a practical, authentic way.

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.Best Moments:(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

In this episode of Scrappy ABM, host Mason Cosby chats with Nadia Davis, VP of Marketing at CaliberMind, about honing in on the right target accounts and proving ABM impact—without blowing the budget.Best Moments:(01:33) How to find your ABM audience by leveraging sales knowledge and customer patterns(04:46) Using current customer data to validate and refine your ICP(08:51) Tactical approaches to ABM that don't require pricey platforms(14:09) Tools for measuring ABM success at different maturity levels(17:54) Building effective account-based reporting in existing systems(24:19) Why data should be pushed in dashboards, not manually pulled(27:38) Simplifying metrics when reporting to executivesGuest BioNadia Davis is the VP of Marketing at CaliberMind. Known for building high-impact ABM programs and clear measurement frameworks, she previously led sophisticated ABM initiatives at Pay It, demonstrating ROI to executive leadership through smart reporting and storytelling with data.

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.