Podcast appearances and mentions of mason cosby

SDR teams that were well fed by inbound are now shifting from qualification to outbound prospecting. On Scrappy ABM, host Mason Cosby sits down with Josh Gainey, the Go Market lead over at Kasm Technologies, to break down a practical outbound playbook: start with the right SDR hire profile, define who not to target, and align on an A / C / F grading scale that everyone—SDR and AE—buys into.Josh unpacks “freedom within a framework,” why the process should be the accelerator, not the tool, and how a simple rhythm across LinkedIn, Sales Navigator, ZoomInfo, Outreach, and Salesforce can book the right meetings without burning accounts. From first messages that hit the top three points to moving fast from LinkedIn to calendar, proof of concept momentum, and becoming a manager of managers, this conversation lays out what was awesome, what was hard, and the lessons teams can apply—whether inbound or outbound.

Scrappy ABM host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook, an $80,000 annual contract, and why “less is more” with “two service lines.” It's all inbound from LinkedIn and a podcast, plus “speaking engagements,” saying yes to interviews, and an “absurd number of webinars”—including 60 podcast interviews and 18 webinars in ~60 days that created over $2 million in pipeline.He gets “shockingly honest” about 120 hour weeks, a postpartum spouse editing podcasts, firing seven contractors, moving to W2s, and then learning seasonality and sales cycles. Mason explains why a debt free approach matters, how he's scaling out for a two-month paternity leave, and why he turned down six to seven million to stay focused on a mission: equip a million marketers with repeatable account-based playbooks by January 2035.Nick Bennett — host of 1,000 Routes. In this conversation, Nick steers the candid discussion on solopreneurship, scaling, contractors vs. W2, and the shift from “Mason the marketer” to “Mason the CEO.”

Scrappy ABM brings practical playbooks that don't break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience.While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. From segmentation strategies and digital adoption to habit formation and personalization, Katie shares how data, milestones, and feedback loops transform customer relationships. The conversation shows exactly how mapping behaviors and empowering users at the right moments leads to retention, expansion, and exponential growth.

Scrappy ABM is all about practical playbooks that don't break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where AI helps and where it falls short.This conversation also emphasizes the irreplaceable role of human connection, the need for intentional strategy, and the importance of aligning marketing, sales, and customer success teams around best-fit accounts.

On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web advertising, programmatic campaigns, and even connected TV—without software fees. Together, Mason and Galen explore the concept of account-based RevOps, the seven playbooks for ABM execution, and how to empower sales teams with direct control of campaigns. The discussion highlights practical strategies for orchestrating omnichannel touches, measuring engagement, and aligning marketing and sales to accelerate pipeline growth.

If you've ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you're not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won't buy into marketing programs—and what to do about it.From definitions that don't match up, to time horizons that clash, to calendars that feel empty or overwhelming, Mason explains how small misalignments create major breakdowns in trust. He also walks through the reality of seasonality, why pipeline timing matters, and how compensation structures can make alignment almost impossible.This is a blunt, practical breakdown of what really drives the disconnect between marketers and sales—and how to fix it before your next big plan gets ignored.

Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work.

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020.Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months. They unpack what worked — executive sponsorship, a sharply defined target account list, and tightly documented operations — and where they'd hit rewind: overinvesting in tech, misaligned expectations, and the pain of forcing MQLs into a sales pipeline.Whether you're building ABM from scratch, stuck in the middle, or scaling with momentum, this conversation reveals both the early signals that matter and the long-game reality required to see real impact.

Continuing our Account Based Prospecting expert series, in this episode, Samis joined by Mason Cosby, founder and CEO of Scrappy ABM, to discuss the intricacies of account-based marketing (ABM) and its application in recruitment.Throughout the conversation, they cover a lot of ground:From exploriing the importance of niching down, to identifying the right audience, and some of the challenges organizations face when implementing ABM strategies. Mason shares tactical steps for building an effective ABM program, emphasizing his 4D approach. We're not being cheeky when we say these are assets and advice you'd typically have to pay someone to give you — so listen, take notes, and be well on your way to improving your marketing and prospecting efforts...just. like. that. Chapters:00:00 - Why ABM is the ultimate growth tool for modern recruiters06:12 - Beyond spray and pray: Evaluating your recruitment lead generation09:05 - Is your recruiting agency ready for account-based marketing?16:10 - How to build your ABM strategy for client acquisition35;01 - How to find and leverage data to build your ideal client profile41:50 - From data to deal: Activating your ABM client prospecting54:05 - Beyond placements: Calculating the ROI of your ABM strategyExplore all our episodes and catch the full video experience at loxo.co/podcastBecoming a Hiring Machine is brought to you by Loxo. To discover more about us, just visit loxo.co

Scrappy ABM delivers practical playbooks that don't break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using a seamless travel kit, co-branded items, and a scavenger hunt-inspired process, the team generated buzz, showcased network strength, and created meaningful conversations. The discussion highlights how creative packaging, clear messaging, and smart use of resources—like an event agency and even ChatGPT—can transform event marketing. Listeners will hear how this scrappy approach turned a standard booth into the talk of the show while building momentum for future events.

Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to replace bad clients with high-value partnerships, increase lifetime value, and build a predictable pipeline without adding unnecessary expenses or headcount.Listeners will hear two powerful frameworks — the account progression model and the four D's of ABM — along with practical advice on pricing, targeting, and scaling. This episode equips recruiters and service businesses with the mindset and tools to transform their growth strategies while avoiding the pitfalls of traditional acquisition methods.

Scrappy ABM brings practical playbooks that don't break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what's working, what's not, and how Daxko uses AI as a partner rather than a replacement. She details practical workflows that blend automation with human oversight to protect brand voice, improve lead quality, and empower teams. With real examples—from using Clay for enriched targeting to deploying AI Piper for off-hours lead qualification—this conversation challenges marketing leaders to rethink how they scale.

Scrappy ABM, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists.This conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of content needs—education, production value, time efficiency, and entertainment—and why missing even one kills ROI.From choosing syndication channels to setting up feedback loops that actually work, listeners will hear clear ways to measure success and pivot fast. Whether targeting small businesses or moving upmarket, Rob's insights reveal how to adjust expectations, fight out incumbents, and make every content dollar count.

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model.From understanding what qualifies as meaningful engagement to identifying content gaps through a simple audit, Trevor and Mason break down the nuances of building targeted assets that serve a clear purpose. Whether you're sending emails, building product pages, or prepping for your next webinar, this episode gives you the framework to stop guessing and start aligning content with what your prospects actually need.

What if a few LinkedIn headshots and some paint sticks could generate more qualified meetings than a six-figure ABM platform? On this episode of Scrappy ABM, host Mason Cosby welcomes Brandon Redlinger, a seasoned ABM leader and co-founder of The Forge, to break down a low-cost, high-yield play executed during Forrester's Summit.The campaign—built around a simple idea called Find Your Face—used printed cutouts of buyers' faces to turn booth traffic into booked meetings. And it worked so well, the team ran out of faces on Day One.Brandon shares the full breakdown: sourcing the target list from LinkedIn hashtags and past sponsors, how reps organically promoted the play, and why the Bose headphones weren't the real incentive. He also explores what worked, what he'd change, and how even fractional marketing teams can align with sales—without becoming order-takers.

What if your ABM program is failing before it even starts?In this special repurposed episode of Scrappy ABM, Mason Cosby shares his guest appearance on the ForgeX Files podcast to break down the five most common reasons ABM programs crash and burn. From leadership indifference to unrealistic targeting, Mason lays out why most pilots never get off the ground—and how to fix them.This conversation strips away the fluff and gets real about the operational and strategic gaps that sabotage ABM efforts. Whether you're managing a pilot, leading an enterprise rollout, or thinking about building a center of excellence, this episode is a direct line into what's working—and what's not—in ABM today.

For the first time ever, the team at Scrappy ABM is giving away their entire account-based marketing strategy development process — step by step — in a free six-and-a-half-hour workshop on August 7. In this mini-episode, host Mason Cosby shares why this is the clearest, most structured way to walk away with a fully mapped-out ABM strategy that you can start executing the very next day.If you've been stuck for months, unsure how to get sales fully bought in or how to work within your current tech stack and budget, this session is designed to solve exactly those issues. You'll come with targeting ideas, objectives, and sales context — and leave with clarity, confidence, and a plan.Register for the Free Workshop (August 7): scrappyabm.com/workshopEmail Mason: Mason@scrappyabm.com

What happens when you're a solo marketer in a red ocean—no budget, crowded market, and limited differentiation? If you're Adam O'Brien, you go scrappy and win. On this episode of Scrappy ABM, host Mason Cosby sits down with Adam to unpack how he prioritized accounts, activated a lean channel mix, and built a brand in real time—all while leading marketing solo at a nonprofit-focused SaaS company.From hijacking trade show audiences to building GPT-powered microsites, Adam shares how marketing created 80% of pipeline despite not sponsoring events, skipping ads, and selling in a highly relational, low-tech vertical. This isn't theory—it's the actual playbook, including failures, workarounds, and honest lessons from the field. If you're thinking about ABM but light on resources, this is your blueprint.

When revenue goals get missed, teams scramble to assign blame — usually across departmental lines. That's why this episode of Scrappy ABM hosted by Mason Cosby was titled “It's All Your Fault.” But instead of finger-pointing, this panel unpacks why taking ownership — not blame — is the key to alignment and performance.In this expert panel, Laura Erdem of Dreamdata, Sarah Sehgal of OpenSesame, and Kacyn Goranson of BetterUp share firsthand challenges of marketing attribution, compensation models, and what alignment really looks like in high-growth B2B companies. The episode explores how misaligned incentives, unclear definitions, and siloed data are blocking collaboration — and how these leaders are actively solving it.If you're navigating friction between sales, marketing, and ops, this episode offers practical frameworks, tactical tips, and a refreshing dose of honesty.

ABM isn't about guessing—it's about doubling down on the best customers you already know. In this episode of Scrappy ABM, host Mason Cosby sits down with Brad Parker, founder and CEO of FormPiper, to explore how solving one specific pain in his own retail business led to dominating an entire vertical.Brad shares how “being a yes company” reshaped his approach to consumer financing, why his ICP was “literally me,” and how that hyper-focus enabled FormPiper to scale across furniture, jewelry, auto, and medical. From 90-day sprint cycles to hard lessons in vertical adaptation, Brad unpacks how strategic partnerships—not cold calls—became his #1 growth channel. If you've ever tried to force-fit a product into a new market, this conversation will hit home.

On this episode of Scrappy ABM, you'll hear Mason Cosby on Scale Your Sales with Janice B. Gordon, where he shares a brutally honest take on what causes most ABM programs to fail—and why that failure is the right place to start. From sales comp misalignment to over-engineered target lists, Mason breaks down why focusing on fewer, better-fit customers creates more momentum and less churn.Mason also offers specific, repeatable plays: how to track champions who leave your client companies, how to earn 15+ referrals per quarter with a single list, and why getting “access” in sales is a marketing problem in disguise. If you're in marketing, sales, or anywhere in a revenue team, this episode's full of real strategies and red flags—straight from the front lines of ABM.

Struggling with misalignment between your marketing and sales teams? You're not alone. Many organizations face friction when these critical teams operate in silos—leading to missed opportunities, wasted resources, and slower growth.In this webinar, we uncovered actionable strategies to bridge the gap between marketing and sales, ensuring seamless collaboration and revenue growth.

Scrappy ABM host Mason Cosby welcomes Alexander Goodwin, Director of Demand Generation at Fingerprint, to unpack the early success of his one-to-one ABM pilot. Within just a few months—and a fast, scrappy launch—Alex was able to generate early wins, create sales alignment, and secure executive buy-in for a scaled version two of the program.Alexander shares how starting with a small cohort of 20 high-profit, previously engaged accounts made it easier to prove quick value. He also breaks down his simple segmentation model, how he templated landing pages in HubSpot, and how embedding rep-recorded videos made the experience feel personal and relevant. Throughout the episode, Mason and Alex highlight the importance of clarity in account planning, shared measurement models, and practical ways to prioritize accounts that drive real revenue—not just clicks.

Scrappy ABM host Mason Cosby sits down with Joseph Lewin, Head of Podcast Strategy at Scrappy ABM, for a tactical breakdown of launching a revenue-generating show in just 30 days. If you've ever stalled on getting a podcast off the ground—or struggled to prove its value—this episode delivers an exact playbook.Joseph Lewin shares why podcasting is the most effective networking and sales tool that's hiding in plain sight. By focusing on speed-to-launch, identifying high-value guests, and using cold outreach that actually converts, Joseph has completely reshaped how Scrappy ABM gets client shows into market. You'll learn how a 30-day soft-to-hard launch framework accelerates time-to-value—and why skipping the overthinking phase matters more than your gear or perfect positioning.Mason and Joseph walk through who to invite first, why live shows create momentum, and how post-recording green room chats turn ghosted leads into six-figure deals. If you want to build real relationships with the right people—and do it in a scrappy, scalable way—this episode shows you how.

Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don't. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena's real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practical steps they took to operationalize and scale a high-touch program. If you've been waiting for the perfect setup to launch ABM—this is your permission to go now.

Building an ABM engine isn't about throwing more tools at the problem—it's about clarity, alignment, and commitment. In this repurposed episode of Scrappy ABM, Mason Cosby joins Jorge Soto on The GTM Pack Podcast to break down the essential systems behind ABM that actually works. Mason, founder of Scrappy ABM, shares why most teams are closer to launch than they realize—and how two frameworks, the Account Progression Model and the Four D Framework, can take you the rest of the way.You'll hear how to gauge if ABM is right for your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn't follow up on your campaigns. Mason also explains why podcasting isn't the magic bullet marketers think it is—and when it is the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline.

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 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.

In this weeks' Scale Your Sales Podcast episode, my guest is Mason Cosby.   Serving as the marketing leader at numerous boutique and bootstrapped businesses, Mason saw firsthand the power of trading a shiny ABM program with all the fancy tech tools for a scrappy account-based program that instead sourced over $15M in the past 3 years, driving a 20x ROI. Now, he leads a team of fellow Scrappy ABM experts who specialize in low-budget plays and programs that drive high impact.   In today's episode of Scale Your Sales podcast, we explore what truly drives success in Account-Based Marketing (ABM). Mason Cosby shares why identifying potential points of failure is the smartest way to set your ABM program up for success. We discuss the importance of sales and marketing alignment, examine common sources of tension, and highlight where real breakthroughs happen. Mason also offers practical, proven ABM tactics you can implement immediately—no big budgets or complex tech stacks required.   Welcome to Scale Your Sales Podcast, Mason Cosby.     Timestamps: 00:00 Successful ABM Strategies with Mason Cosby 06:00 Balancing Strategy and Inclusivity 07:04 Optimizing ABM for High-Value Clients 11:11 Refining Dynamic Target Account Lists 14:48 Sales vs Marketing Communication Channels 19:18 Misaligned Incentives Fuel Sales-Marketing Conflict 20:42 Aligning Marketing with Revenue Goals 26:24 Leveraging Email Bounces for Reengagement 28:08 Relationship Mapping Insights     https://www.linkedin.com/in/masoncosby/     Janice B Gordon is the award-winning Customer Growth Expert and Scale Your Sales Framework founder. She is by LinkedIn Sales 15 Innovating Sales Influencers to Follow 2021, the Top 50 Global Thought Leaders and Influencers on Customer Experience Nov 2020 and 150 Women B2B Thought Leaders You Should Follow in 2021. Janice helps companies worldwide to reimagine revenue growth thought customer experience and sales.   Book Janice to speak virtually at your next event: https://janicebgordon.com LinkedIn: https://www.linkedin.com/janice-b-gordon/ Twitter: https://twitter.com/JaniceBGordon Scale Your Sales Podcast: https://scaleyoursales.co.uk/podcast More on the blog: https://scaleyoursales.co.uk/blog Instagram: https://www.instagram.com/janicebgordon Facebook: https://www.facebook.com/ScaleYourSales And more!   Visit our podcast website https://scaleyoursales.co.uk/podcast/ to watch or listen.

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.

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

Send us a textIn this episode we interview Mason Cosby, founder of Scrappy ABM and host of the Scrappy ABM podcast. Mason brings years of experience and over 300 podcast episodes focused on Account-Based Marketing (ABM) to this energetic and insight-packed conversation.What you'll learn in this episode:Why 50% of ABM messaging should be universal—and the other 50% deeply personalizedThe real role of content in a high-performing ABM programHow to define buyer journey stages using tangible behaviors and real engagement signalsThe “4D Framework” for aligning sales and marketing: Data, Distribution, Destination, DirectionHow to enable sales with smart content, contextual messaging, and battle-tested templatesWhat first-party engagement can tell you that third-party intent data never willWhy “awareness” isn't a feeling—it's a trackable milestoneHow to revive deals stuck in limbo with a meaningful re-engagement strategy

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

“Don't ask for the meeting. People aren't dumb. Your job is to help them do theirs better,” says Mason Cosby, CEO and co-founder of Scrappy ABMIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Mason Cosby, CEO and co-founder of Scrappy ABM, to break down what account-based marketing really looks like without six-figure software. Mason shares how his team generated $3M in revenue in 18 months using little more than a podcast and LinkedIn—and why most companies get ABM wrong by focusing on tools instead of strategy. He also outlines the criteria for who should and shouldn't be running ABM, and how aligning with finance, sales, and customer success is the real game-changer.In this episode, you'll learn:Why tooling isn't what makes or breaks your ABM program—and what actually doesHow to build a content-led ABM engine using what you already haveThe critical signals that mean your company is (or isn't) ready for ABMResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/ Explore Scrappy ABM: https://scrappyabm.com Timestamps:(00:00) Intro(01:20) Marketing insights(01:49) The essence of Scrappy ABM(04:01) Building effective ABM programs(16:28) The role of content in ABM programs(16:56) Starting with what you have(19:23) Mapping content to buyer journeys(26:43) Don't ask for the meeting

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 festive episode of Stop the Scroll, host Brianna Doe teams up with Mason Cosby, host of the Scrappy ABM podcast, for a special Christmas collaboration. They explore the intersection of account-based marketing (ABM) and influencer marketing in the B2B space, sharing strategies, insights, and examples of holiday campaigns.=========================================Best Moments:(01:05) Example of Super's influencer marketing campaign with custom Christmas sweaters(02:19) Aligning influencer audiences with brand goals(03:55) Importance of understanding brand goals before selecting influencers(05:52) Transitioning from transactional to long-term influencer partnerships(09:41) Methods for finding influencers that address target audiences(13:07) Discussion on the ethics and effectiveness of using influencers' accounts for outreach(15:27) Importance of maintaining authenticity in influencer content(19:27) Ideal placement of influencers in ABM programs(21:22) Comparing ROI of influencer marketing to performance marketing(23:00) Integration of paid advertising and influencer marketing=========================================Guest Bio:Mason Cosby is the host of the Scrappy ABM podcast and an expert in account-based marketing. He shares insights on integrating influencer marketing with ABM strategies and discusses the challenges and opportunities in B2B influencer partnerships. Mason brings a unique perspective on aligning influencer audiences with target accounts and measuring the success of influencer campaigns in the B2B space.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren't asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you're working with!

In this episode, Dave Gerhardt sits down with Mason Cosby, a leader in account-based marketing (ABM) strategy and founder of Scrappy ABM. Dave and Mason unpack how to simplify ABM, create meaningful engagement, and build personalized campaigns that drive real business results.Dave and Mason cover:Why companies should crawl before they walk or run” with ABM by starting with re-engagement programs instead of complex tech stacks.Why you need to track key signals of engagement and align marketing efforts to warm up prospects before sales outreach.Why you should be treating sales as an integrated marketing channel.Timestamps(00:00) - - Intro to Mason (05:48) - - Should you be using ABM? (08:44) - - Breaking down the process — awareness to acquisition (12:02) - - Why you should be treating sales as a marketing channel (16:47) - - Insights and data you need for effective ABM (20:07) - - Distribution strategies (24:10) - - When to adjust your outreach strategy (25:52) - - Awareness, engagement, and high-intent follow-up strategies (30:09) - - Re-engagement vs awareness for ABM (33:10) - - Why your story and positioning drive marketing success (34:25) - - Mason's framework for ABM programming (38:07) - - Learn before scaling ideas (crawl, walk, run) Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Calendly. You've probably heard of Calendly. And you probably have used it to schedule meetings with people outside your company.But did you know you can also use Calendly on your website to increase conversion and create a better hand off experience with sales? Speed to lead is everything and that's why B2B marketing teams today use Calendly to convert leads the moment they're ready to talk to sales. Instead of doing the whole follow-up late dance, you can book meetings right within the forms on your website. And Calendly has the routing and integrations you need to make sure your prospects get booked with the right sales rep.Smith.ai increased their website bookings by 26% using Calendly. And Katalon, the all-in-one test automation platform, was able to increase their conversion rate 3X using Calendly.Join over 20 million users who count on Calendly to simplify meetings, save time and drive revenue revenue by removing the friction from your website. Visit calendly.com/exitfive to get started with a 14-day free trial.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despite challenges in understanding what it actually means.During this episode of the B2BMX Podcast, co-hosts Klaudia and Kelly sat down with Cosby, a B2BMX alum and upcoming B2BMX East keynote speaker, to discuss the trials and tribulations of ABM, which include lack of clarity, difficulty in measuring success and a struggle in executing ABM programs effectively (just to name a few). Cosby also emphasized what it takes to scale ABM and why it's so important to validate program effectiveness and identify valuable signals within existing tools before scaling.Tune in today to hear:Why misalignment between sales and marketing teams is a major reason for ABM failure;How successful ABM programs focus on the right processes and message alignment (versus shiny new tools like AI);What it means to "stack signals" to build programming around existing signals for better engagement;How to simplify ABM programs through a modular approach; and So much more!Get these and more practical tips to perfect your ABM practices for the rest of the year!RELATED LINKS:Get the scoop on Mason Cosby's company, Scrappy ABM, here;Learn more about B2BMX East, here;Register for B2BMX East and see Mason's keynote live using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

My top advice for anyone is to start building your presence publicly. I recently posted about a business I've launched, and within the first twelve months, we've received inquiries from 127 companies. This success stems from building an audience on LinkedIn over four years before launching. This groundwork helped establish my credibility and presence, paving the way for approximately $400,000 in revenue within our first full calendar year. With recent expansions, including hiring six new team members, we're now scaling up our operations significantly.