Scrappy ABM (Mason Cosby)

In this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.

Best Moments:

(01:31) Mason introduces himself and his experience with ABM

(02:33) The evolution of ABM since its buzzword days

(04:11) Common challenges and pain points in modern ABM

(08:25) How successful ABM programs contend with AI and self-service buying journeys

(11:17) The concept of "stacking signals" instead of scaling ABM

(16:32) What keeps Mason coming back to B2B MX events

(18:39) Preview of Mason's upcoming keynote at B2B MX East

(20:30) The future of ABM and what successful programs will look like

In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited.

Best Moments:

(05:14) Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel.

(08:11) Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities.

(16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.

(19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.

(23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.

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.

📢 This episode is a repurposed conversation from the Don't Be a SaaS podcast, where Mason was a guest.

Best Moments:

(00:06) Introduction to Scrappy ABM and its focus on practical playbooks

(04:06) The importance of established product-market fit before implementing ABM

(10:52) The role of data in ABM and identifying best-fit customers

(14:25) Sales compensation’s impact on ABM success and customer retention

(25:11) Building an affordable ABM tech stack for under $1,000 per month

(34:09) Predictions for the future of ABM in 2025 and beyond

(39:19) Resources for learning more about Scrappy ABM approaches

📌 Listen to Don't Be a SaaS: Spotify

In this episode of Scrappy ABM, host Mason Cosby talks with Peter Mollins, CMO at SetSail, about how to develop effective feedback loops between sales and marketing teams. They discuss the importance of alignment on key definitions, goals, and processes to make collaboration easier.

Best Moments:

(00:05) Groundbreaking ABM approaches without breaking the bank

(01:09) Effective Feedback Loops with Sales Teams

(02:00) Tips for Sales and Marketing Alignment

(03:50) Defining Account Progression Models for Effective Sales Feedback

(05:24) Balancing Feedback Between Marketing and Sales

(07:43) Importance of Feedback in Sales and Marketing Alignment

(10:34) Feedback Loop Between Marketing and Sales

(13:52) Building Trust Between Marketing and Sales Teams

(16:11) Importance of Shared Definitions and Culture in Marketing and Sales Alignment

(17:50) Building Effective Feedback Loops in Marketing Organizations

(19:24) Effective Feedback Strategies for Product Improvement

(21:56) Starting an ABM Program: Customer-Centric Approach

(23:43) Discussion on the Importance of Asking Dumb Questions in Marketing

Guest Bio:

Peter Mollins is the CMO at SetSail, a data and AI solution for sales teams to capture insights from customer interactions and inform better sales conversations.

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 confession

About 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, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources.

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Best Moments:

(01:13) Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program

(05:17) Identifying target accounts using intent data, website activity, and partner insights from AWS

(08:06) Leveraging existing channels and content assets for ABM outreach and engagement

(14:21) Creating generative AI use case content to make the concept more tangible and actionable

(19:06) Measuring success through engagement metrics, pipeline, revenue, and account coverage

(22:46) Using different dashboards to report relevant KPIs to different internal audiences

(25:49) Roadblocks faced —including data management and alignment challenges

(28:10) Advice for building an ABM program — collaborate with sales, start small, and over-communicate

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Guest Bio:

Dina Otero is the VP of Demand Generation at MissionCloud, a premier AWS consulting partner. With over a decade of experience in B2B marketing, she is responsible for driving demand generation strategies, including account-based marketing, to fuel MissionCloud's growth.

In this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology.

Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.

In this insightful episode of Scrappy ABM, host Mason Cosby sits down with Amber Bogie, Sr Director of GTM & ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization.

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Best Moments:

(01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there

(04:52) The significance of having "GTM" in her title and how it reflects her advisory role within the company

(07:38) Understanding that ABM isn’t a one-size-fits-all solution and may not be viable in every segment of the organization

(12:36) Amber talks about integrating account-based principles into existing demand strategies, moving beyond pure-play ABM

(20:21) Strategies for communicating the value of ABM to sales teams and securing their buy-in

(33:04) Parting wisdom from Amber: Don't overcomplicate ABM—focus on what drives revenue effectively

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Guest Bio:

Amber Bogie is the Sr Director of GTM & ABM Innovation at GoTo. With a reputation as a practical and results-driven leader in the ABM space, Amber brings a wealth of knowledge on how to effectively implement ABM strategies within large organizations.

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, recorded on Demand Wars and hosted by Bolaji Oyejide, Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career.

In the later part of the video, Mason Cosby discusses a scenario where a marketer has $1,000 a month to market a B2B product or service. Here are the steps Mason Cosby recommends:

• Use LinkedIn Sales Navigator to target and connect with potential customers.
• Build an audience and nurture relationships with them.
• Once you have a pipeline built, use a daylong virtual conference to establish yourself as a thought leader and to educate potential customers.

Mason Cosby also talks about the importance of qualitative data and active job search during the time you are building these long-term demand creation programs.

In this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank.

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Best Moments:

(04:45) Discussing the target audience for Scrappy ABM's services

(09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well

(14:58) The importance of relevance and context in ABM outreach

(20:27) The hallmarks of a phenomenal ABM program

(28:29) The process of creating effective content for ABM campaigns

(34:31) Strategies for extracting subject matter expertise from SMEs for content creation

(44:31) The importance of covering various mediums (podcasts, webinars, events) for content creation

(50:50) The ideal criteria for organizations to implement ABM programs successfully

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 direction

Repurposed 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.

This episode focuses on building an ABM program for companies with limited resources using a 4-step framework. Mason Cosby is interviewed on the podcast Letterdrop, hosted by Parthi Loganathan.

Mason Cosby argues that the future of revenue is inbound and that companies should focus on building long-term relationships with customers. He outlines a 4-step framework to get started with ABM:

1. Data: Identify the right target audience.
2. Distribution: Choose the channels to reach your target audience.
3. Destination: Determine what content you will use to attract your target audience.
4. Direction: Track how your target audience is engaging with your content.

Mason Cosby also emphasizes the importance of understanding the buyer's journey and aligning your content with each stage of the journey.

In this solo episode, host Mason Cosby provides an in-depth definition of "Scrappy ABM" and how it differs from traditional account-based marketing approaches. He explains why starting with a scrappy, budget-friendly ABM strategy focused on people and processes is crucial for validation before investing heavily in technology and scaling.

Best Moments:

(03:10) Scrappy ABM is a revenue strategy centered around aligning marketing, sales and customer success on a targeted account list using existing resources for validation

(08:17) It's focused on the fundamentals of good B2B marketing (personalization, distribution, messaging) tailored to specific high-value accounts

(07:07) Your goal is to prove that ABM works for your business BEFORE investing hundreds of thousands in platforms and tech

(09:25) ABM drives some of the highest ROI of any B2B marketing when executed correctly

In this episode, host Mason Cosby is joined by Adam Robinson, CEO of Retention and RB2B, to discuss practical playbooks for using RB2B to de-anonymize website traffic and convert leads.

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Best Moments:

(01:41) Adam Robinson explains what RB2B is — person-level website visitor identity for US web traffic

(03:05) Adam confirms the effectiveness of RB2B by sharing an experience from an earlier call

(05:25) Adam advises narrowing down website visitors to the ICP and doing 1-to-1 outreach through channels like email, LinkedIn, or phone

(08:17) Adam suggests acting quickly (within 24 hours) as intent decays exponentially

(10:41) Adam emphasizes the importance of acting quickly and using the same outreach methods as with regular leads

(12:07) Adam discusses variations of the RB2B playbook, such as using thought leadership ads, newsletters, or integrating with tools like Clay

(17:55) Adam addresses potential roadblocks (GDPR concerns and misconceptions about compliance)

(23:25) Adam highlights the importance of providing detailed playbooks to help people implement RB2B successfully

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Guest Bio:

Adam Robinson is the CEO of Retention and RB2B, a company that provides person-level website visitor identity for US traffic, allowing businesses to de-anonymize their website visitors and convert them into leads.

In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs.

Best Moments:

(02:04) Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting

(07:02) Distribution - The channels used to reach your accounts, including email, phone calls, and social media

(07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution

(08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up

In this episode of Scrappy ABM, host Mason Cosby is joined by ABM consultant Tania Saez to explore a practical playbook for executing a robust account-based marketing program using LinkedIn, email, and direct mail, specifically tailored for SMB and mid-market organizations.

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Best Moments:

(02:05) Finding your target audience through sales team input and data enrichment tools

(06:28) Leveraging LinkedIn, email, personalized videos, and direct mail as core ABM channels

(10:58) Tools like Vidyard for personalized videos and Snov.io for outbound sequencing

(14:33) Crafting content like event key takeaways, free consultancy sessions, checklists, and assessments for personalized outreach

(20:19) Measuring success via engagement metrics, meetings, opportunities, and revenue impact

(25:04) Starting small, scaling gradually, and operationalizing your ABM strategy

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Guest Bio:

Tania Saez is an ABM consultant who shares daily insights on LinkedIn, focusing on effective and practical ABM strategies. She helps organizations build and scale ABM programs with limited resources, making them accessible and impactful.

This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content.

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Best Moments:

(01:45) Getting buy-in for the ABM program by driving alignment across the entire organization, including sales, product, executives, and CS teams

(06:59) Using a minimal tech stack (primarily HubSpot and LinkedIn Sales Navigator) to build the program in a scrappy way

(10:38) Driving tool adoption by highlighting wins and successes through the lens of the tool

(16:03) Building human connections with customers through on-site visits to make it easier to ask for content

(25:00) Seeing positive results such as doubling revenue in Q1 by focusing on the right audiences and messaging

In this episode of Scrappy ABM, Mason Cosby is joined by Adam Shaw of Marketing For Founders to discuss practical tactics for converting LinkedIn connections into newsletter subscribers. Listeners can expect to learn simple yet effective techniques to build an audience on LinkedIn, create valuable lead magnets, and foster engaging conversations that convert prospects into customers.

Main Discussion Points:

- Using LinkedIn Sales Navigator to find and target potential customers

- Crafting a compelling offer and connection request message

- Getting prospects to double opt-in to your newsletter

- Having engaging conversations that uncover customer needs

- Transitioning newsletter subscribers into paying customers

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 crucial

Guest 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.

This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring success.

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Best Moments:

(01:15) Topic: Wiping out pipeline anxiety with signal-based ABM

(03:27) Setting the context and goals for the discussion

(06:42) Laying the groundwork for an ABM program (headcount, conversations, etc.)

(11:06) Choosing the right signals to go after and aligning the team

(17:00) What an MVP ABM program looks like

(21:29) Measuring success and attributing efforts to ABM vs demand gen

(27:01) Initial channels and tactics to use for an ABM program

(32:37) Scaling an ABM program without increasing headcount

(37:41) Balancing overall demand gen and ABM efforts

(44:49) Using media channels like YouTube, Bright Talk, content syndication for ABM

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 Sean Sullivan, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources.

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Key Discussion Points:

(02:00) The role of proper data segmentation in achieving marketing and sales alignment

(03:00) Tips for connecting data to executive dashboards and ensuring business alignment

(05:51) How to organize data effectively for ABM programs using a hub-and-spoke model

(08:57) Sourcing and enriching audience data to power successful ABM strategies

(15:26) The risks of poor-quality data and strategies for maintaining high data standards to avoid negative business impacts

(22:41) How long it typically takes to build and execute an effective ABM strategy

(28:25) Key recommendations for companies starting or refining their ABM initiatives

(34:12) The critical role of technology in ABM and how to assess and improve your current tech stack

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Guest Bio:

Sean Sullivan is a go-to-market operations adviser with a focus on data strategy, segmentation, and ABM implementation. He is the host of Converge Coffee, a podcast where he interviews experts to learn from their experiences in marketing, technology, and growth. Sean helps companies optimize their tech stacks, ensure data quality, and build effective ABM strategies that drive business results.

Is ABM a good fit for your biz?

Sam talks to Mason Cosby, Founder @ Scrappy ABM

They cover:

👉 What kind of b2b companies should be running ABM (Account Based Marketing)?

👉 Min budget or resources needed to run ABM effectively

👉 Some practical plays you can start from today

📌 Mason Cosby

📢 LinkedIn

Whether you're a seasoned marketer or new to the field, this episode is packed with wisdom and advice to elevate your ABM and content strategies. Join Steve Schmidt and Mason as they delve into the nuances of creating magnetic content that not only attracts but also retains the attention of your most valued accounts.

Key Highlights:

- Demystifying ABM - Mason breaks down the fundamentals of ABM, elucidating its significance in the B2B landscape and how it differs from traditional marketing approaches.

Strategic Content Creation - Discover the art and science behind crafting content that resonates with specific accounts, driving engagement and fostering lasting relationships.

Real-World Applications - Mason shares compelling case studies and real-life examples, illustrating the transformative impact of a well-executed ABM and content strategy.

Practical Tips and Strategies - From identifying target accounts to measuring the success of your campaigns, gain actionable insights that you can implement in your own ABM endeavors.

The Future of ABM and Content - Explore emerging trends and predictions for the future, ensuring your strategies remain cutting-edge and effective.

In this special episode of Scrappy ABM, host Mason Cosby joins Tushar, Ashish, and Guraish on the Thrivecast podcast to discuss the differences between Product-Led Growth (PLG) and Account-Based Marketing (ABM) strategies for startups. They provide insights on how to effectively implement ABM, when to leverage PLG, and how combining both strategies can drive scalable growth.

Best Moments:

• (00:06) Introduction to Scrappy ABM podcast
• (00:43) Guest introductions and backgrounds
• (02:35) Defining PLG and ABM
• (05:59) Considerations for early-stage startups choosing between PLG and ABM
• (19:22) The importance of identifying Ideal Customer Profiles (ICPs)
• (34:09) Steps to build a target account list for ABM
• (42:47) The role of AI in ABM strategies
• (54:30) A four-D framework for getting started with ABM
• (56:12) Final advice for companies figuring out their go-to-market motions

Guest Bios:

• Tushar Ladha: Tushar is a co-host of Thrivecast and an expert in startup growth strategies. He brings valuable insights into how startups can navigate the complexities of choosing between PLG and ABM.
• Ashish Bharti: Ashish is a co-host of Thrivecast with extensive experience in product development and marketing. He offers a deep understanding of how AI can be leveraged in ABM strategies.
• Guraish Lal: Guraish is a co-host of Thrivecast and specializes in sales and marketing alignment. He provides practical advice on building effective go-to-market motions for startups.
• Mason Cosby: Mason is the host of the Scrappy ABM podcast and an expert in Account-Based Marketing. He specializes in building effective ABM programs on low budgets that drive high impact. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.

About Thrivecast:

Thrivecast is a podcast that explores strategies and insights for startups and businesses looking to scale. This episode is a repurposed session from Thrivecast, where Mason was a guest discussing the interplay between PLG and ABM strategies.

In this episode of B2B Revenue Leaders, host Dustin Tysick welcomes back Mason Cosby, founder of Scrappy ABM and head of partnerships at Guru Media Hub, for a deep dive into the world of podcasting.

Best Moments:

(01:20) Three types of podcasts: content engine, account-based, and public figure

(02:56) Measuring podcast success based on strategy and type

(05:13) Content engine podcasts and thought leadership curation

(08:07) Account-based podcasting and relationship building

(11:45) Common mistakes in podcast creation and measurement

(15:06) Measuring podcast success and its nebulous nature

(18:54) The importance of having subject matter experts as hosts

(23:34) Benefits and strategies for creating solo podcast episodes

(26:07) Repurposing existing content for podcasting

In this episode of the Scrappy ABM podcast, host Mason Cosby talks with Chris Rack about using direct mail as part of an ABM strategy. They discuss how direct mail can help stand out from the noise and drive pipeline generation in a cost-effective way. Christopher explains the details of his "old school direct mail playbook with a modern twist" and provides advice on executing campaigns.

Discussion Points:

- Using direct mail instead of just email as more mailboxes are empty but inboxes are full

- Playbook works for pipeline generation and customer cross-sell/upsell acceleration

- Very low-tech implementation - direct mail printer and landing page with QR code connectivity

- Standard flow: $5 gift card incentive offer for survey, questions to provide value for sales team

- Budget around $25k for 1,000 direct mail pieces

- 2% meeting rate, half from survey followup and half direct hand raisers

- Simple toolset but finding the right printer and audience targeting are key challenges

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 guests

Guest 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 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 ABM

Guest 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 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.

📢 This episode was originally recorded for B2B Growth Blueprint, a podcast focused on scalable B2B strategies for early-stage SaaS, tech, and service firms.

Best Moments:

(00:32) Introduction to the rebroadcast episode

(01:48) Mason’s career journey and experience in ABM

(06:26) What is Account-Based Marketing (ABM)?

(09:02) How to identify best-fit customers for ABM

(12:28) Strategies for defining important target accounts

(21:27) What makes Scrappy ABM different from traditional ABM approaches

(28:44) Future plans for Scrappy ABM, including new educational initiatives

🎧 Listen to B2B Growth Blueprint: Spotify

In this episode, host Mason Cosby is joined by Tara Pawlak, SVP of Marketing at Revenue Grid, to discuss a practical playbook for pipeline acceleration and enabling your sales team to create highly personalized experiences for best-fit potential customers.

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Best Moments:

(01:16) Tara explains her focus on pipeline acceleration and enabling the sales team to create highly personalized experiences for best-fit potential customers

(02:04) Emphasizing the importance of starting with highly engaged customers/prospects

(03:09) Figuring out the data: roles, personas, pains, challenges, and targeting the full buying committee

(04:03) Highlighting the importance of collaborating with sales from the beginning

(06:07) Core metric of success: engaged and highly qualified accounts leading to demos or meetings with the right stakeholders

(08:08) Building a map with sales and marketing ownership of different tactics, starting with marketing warming up the accounts

(10:23) Sales team taking over and nurturing the account towards an opportunity, sometimes with joint calls alongside marketing

(13:01) Using industry data, use cases, and customer stories to showcase their solution as a "need to have" for target accounts

(15:54) Curating third-party research and data to add credibility and validation to their messaging

(19:25) Challenge of personalization and multithreading taking longer than anticipated

(22:25) Building around 20 new opportunities within the first 90 days, an incredible result for not being a net new, cold outbound program

(25:49) Tara's advice: find a passionate, growth-minded partner on the sales side to collaborate with, even if it's not the sales leader

=============================================

Guest Bio:

Tara Pawlak is the SVP of Marketing at Revenue Grid, a revenue intelligence platform that enables sales teams to create highly personalized experiences for their best-fit potential customers.

In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins.

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Best Moments:

(05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events.

(06:30) Defining ABM as a B2B revenue strategy that aligns the revenue team around a set of shared target accounts.

(07:05) Why events are amazing for ABM programs: they are target-rich environments.

(10:21) The "4D Framework" for building ABM programs: Data, Distribution, Destination, and Direction.

(11:18) Playbook 1: Pre-Event Outreach and Meeting Setup.

(16:50) Playbook 2: Speaking Engagements and Content Distribution.

(21:18) Playbook 3: Engaging with Event Sessions (without a speaking slot).

(30:21) Playbook 4: Leveraging Subject Matter Experts (SMEs) at Events.

(45:10) The importance of giving away expertise and building trust at events.

In this episode, host Mason Cosby sits down with Josh Elledge, a podcasting strategist, to discuss how podcasting can be leveraged as a powerful tool for networking and fostering business relationships that lead to growth. They dive into actionable tips on creating successful podcasting strategies, booking high-value guests, and nurturing long-term relationships.

==================================

Best Moments:

(01:56) Josh explains why many podcasts fail after just seven episodes, and what it takes to push past this barrier

(04:25) The art of reaching out to guests and getting them to appear on your show, even when you're just starting out

(13:19) How to maintain and nurture relationships with podcast guests after the interview ends

(18:28) Using a podcast as a means of generating business opportunities through referrals and word-of-mouth

(20:58) The long-term benefits of consistently building high-value relationships through podcasting

==================================

Guest Bio:

Josh Eldridge is an expert in podcast strategy who has helped launch between 200-250 podcasts. With over 2,000 media appearances, he specializes in helping people build authority and cultivate strong business relationships. Josh is a strong advocate for the "go-giver" approach, using podcasts as a key relationship-building tool to grow both authority and business networks.

In this episode of Scrappy ABM, host Mason Cosby is joined by guest Mike Rizzo, founder of MarketingOps.com, to discuss strategies for simplifying and streamlining marketing operations. They provide practical tips for auditing your tech stack, data, and workflows to identify what's working, what's not, and how to optimize your operations without breaking the bank.

Best Moments:

(02:59) Begin with the end in mind — define what success looks like for your campaigns and business before building out operations

(04:05) Audit your data — review object properties to see what fields matter most and have accurate data

(09:58) Create intentional processes around valuable data fields

(17:41) Marketing ops focuses on the infrastructure to measure campaigns against hypotheses

(20:27) Alignment comes from clearly defining metrics and goals across sales and marketing

Guest Bio:

Mike Rizzo is the founder of MarketingOps.com, a community and resource hub for marketing operations professionals. He also hosts the OpsCast podcast.

The best marketing is not just about casting a wide net; it's about building authentic and meaningful relationships.

Building relationships is the heart of ABM. In this webinar with Opensense, Scrappy ABM, Rollworks, and Sendoso, they break down the most creative, compelling and scrappy ABM plays you could deploy to help your prospects feel the love - ultimately allowing you to secure your top accounts. The beauty of it all? You don’t need grand gestures or an expensive budget to implement a full funnel, multi-channel ABM program. All you need is a proof of concept - that’s where we can help.

Discover top ABM tools and how you can use them to:

• Build a scrappy ABM approach to generate leads, win back lost deals, and expand current customers (without big budgets).
• Uncover simple, non traditional methods that build a solid ABM foundation.
• Generate memorable experiences that propel the entire organization forward.

Watch now and spark strategies that will help you charm your accounts and find your perfect match.

In this episode, host Mason Cosby sits down with Jay Moolenaar, founder of Sentient Sales Technology, to talk about how to build effective Account-Based Marketing (ABM) programs without breaking the bank, focusing on collaboration between sales and marketing, creating authentic content, and capturing demand efficiently.

==============================

Best Moments:

(02:00) Jay emphasizes the critical role of aligning sales and marketing teams to create a cohesive ABM strategy.

(05:44) Insights on identifying and engaging your target audience on LinkedIn and other relevant platforms.

(07:45) Discussing strategies to quickly capture and connect with prospects to move them through the sales funnel effectively.

(11:37) Techniques for driving targeted traffic to your website and segmenting content for maximum impact

(14:58) Overcoming common hurdles in content creation while maintaining authenticity and relevance

(19:53) Practical advice for those new to ABM, including tips on building and scaling programs on a budget

(21:41) How to stand out in a crowded market with creative branding and marketing approaches

==============================

Guest Bio:

Jay Moolenaar is the founder of Sentient Sales Technology, a platform designed to capture and qualify leads rapidly. With extensive experience in sales, Jay now focuses on creating marketing programs that support sales teams effectively within the ABM framework. His approach prioritizes cost-effective strategies, authentic content, and leveraging technology to connect with prospects at the right time.

In this episode of Scrappy ABM, host Mason Cosby interviews Mary Keogh, Director of Product and Content Marketing at CoLab, about an account-based marketing (ABM) and demand generation playbook she ran for an early-stage SaaS startup. They discuss identifying bottlenecks in the business, building a targeted playbook with limited resources, generating pipeline and revenue, and key lessons learned.

Best Moments:

(10:27) "We saw tons of leads coming in, and within maybe 5 to 6 months of running the playbook, we have 8 million in pipeline"

(15:19) Only needing 2 customers a month with a $20-30k ACV to get a 3-4x ROI on a $15k/month ad spend budget

(23:38) In 6 months, generated $1 million in revenue from the account-based marketing program, an 11x ROI on the ad spend

(25:34) "Make sure you have those fundamentals super, super solid. And what I define as marketing fundamentals is, like, STP, segmentation targeting positioning, classic marketing stuff, and all of that has to be predicated by a customer research"

Guest Bio:

Mary Keogh is the Director of Product and Content Marketing at CoLab, co-host of The Purposeful Marketing podcast

In this special episode of Scrappy ABM, host Mason Cosby joins Natalie Furness and Andrei Zinkevich to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes.

Best Moments:

(01:56) The importance of technology stack in ABM

(04:33) Essential processes for starting an ABM program

(07:06) The 4D framework for building an ABM program

(10:51) Using third-party intent data in ABM playbooks

(17:42) Balancing account-focused and contact-focused approaches

(23:31) Measuring lifecycle stages at account vs. contact level

Guest Bios:

• Natalie Furness: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.
• Andrei Zinkevich: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.

About RevOps Automated:

RevOps Automated is a platform powered by CEO Natalie Furness, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.

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 episode, host Mason Cosby is joined by Brandee Sanders, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources.

=========================

Best Moments:

(03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and sales alignment

(09:14) Avoiding shiny object syndrome and focusing on decisiveness when starting an ABM program

(11:13) Setting clear expectations and goals with sales, customer success, and product teams for a successful ABM

initiative

(16:45) The importance of creating a high-trust environment for ABM to thrive, with collaborative leadership and change management

(20:06) Low-trust environments and their negative impact on ABM success, often leading to analysis paralysis

(25:07) The difficulty of transitioning from low-trust to high-trust environments and the lessons learned from challenging experiences

(28:02) Recognizing that implementing ABM involves organizational change and potential conflict, but the goal should be fighting the problem together, not each other

(31:09) The extraordinary payoffs of engaging in a high-trust environment with cross-functional collaboration for ABM

=========================

Guest Bio:

Brandee Sanders is an award-winning CMO (now at Apromore) and CRO with over 10 years of experience building incredible ABM programs across various organizations. She shares her insights on overcoming analysis paralysis, fostering trust and alignment between teams, and achieving success with limited resources.

In this episode of "Scrappy ABM," host Mason Cosby is joined by AJ Wilcox, CEO of B2Linked, to discuss how to use LinkedIn ads for an account-based marketing program and generate tangible results.

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Best Moments:

(08:52) The power of Thought Leader Ads, which drive 10-15x higher engagement than regular company ads

(11:13) Using document ads with a "highlight reel" approach, treating them like carousels, to drive engagement

(15:54) LinkedIn's Conversions API and Revenue Attribution Report for closed-loop attribution

(18:53) Starting an ABM program on LinkedIn with a budget as low as $1,000 per month for a small audience

(20:13) The use of LinkedIn's Predictive Audiences and targeting by job function and seniority for better reach

(22:07) Potential roadblocks, such as accessing company lists and integrating with CRMs like HubSpot

(23:45) Upcoming beta allowing sales teams to feed their tagged prospects directly into LinkedIn ads

=====================================================

Guest Bio:

AJ Wilcox is the CEO of B2Linked, a LinkedIn ads agency. He has over a decade of experience running LinkedIn ads, having spent over $150 million on the platform. AJ is an expert in leveraging LinkedIn for account-based marketing and helps brands achieve tangible results through targeted advertising.

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 programs

Guest 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 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 episode of Scrappy ABM, host Mason Cosby is joined by Trevor Grimes, Lead Content Strategist at Scrappy ABM, to discuss strategies for repurposing existing content assets to support account-based marketing programs. You'll get a practical playbook for taking inventory of current content and identifying opportunities to reuse and reframe it to fill gaps in the buyer's journey.

Best Moments:

(01:38) Exploring content repurposing for ABM programs

(03:18) Mapping out content distribution strategy with Trevor Grimes

(07:36) Maximizing content repurposing opportunities through podcasts

(11:08) Repurposing content for ABM programs

(21:08) Tips for creating marketing content on a budget

(25:42) Overcoming roadblocks in content repurposing

Guest Bio:

Trevor Grimes is the lead content strategist at Scrappy ABM, where he builds robust ABM strategies on limited budgets. He brings creative problem-solving skills and an entrepreneurial mindset to content development.

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 process

Guest 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 is joined by Tyler Pleiss, the Growth Marketing Manager at Movable Ink. Together, they dive into Tyler's practical approach to building and scaling an account-based marketing (ABM) program from the ground up, without relying on expensive technology platforms.

=================================

Best Moments:

(02:05) Tyler introduces Movable Ink, an email platform that provides personalization for B2C brands

(03:19) Defining account-based go-to-market and the key pillars of the strategy

(06:01) Using first and third-party data to prioritize accounts and align messaging

(10:48) The process of creating the targeted account list, involving cross-functional stakeholders

(16:04) The importance of collaboration in developing messaging and content for ABM campaigns

(19:00) Measuring success through KPIs and a framework for reporting on progress

(24:21) A specific win-back strategy being implemented, leveraging internal data insights

=================================

Guest Bio:

Tyler Pleiss is the Growth Marketing Manager at Movable Ink, an email personalization platform for B2C brands. He is responsible for building and scaling the company's account-based marketing program from the ground up. Tyler is known for his insightful newsletter on ABM strategies and approaches, which offers practical advice and real-world experiences.

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 interviews Parthi Loganathan, CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content planning.

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Best Moments:

(03:08) Setting goals for a marketing podcast — content engine vs account-based approach

(16:22) Defining the target listener persona in detail

(27:45) Driving podcast promotion through existing channels

(34:04) Developing a content strategy tied to product messaging

(37:50) Recommendations for improvement: offers, audience focus, measurement, and promotion

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Guest Bio:

Parthi Loganathan is CEO and Founder of Letterdrop, a software company selling marketing automation tools to B2B companies.

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 ABM

Guest 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 speaks with Corrina Owens about her "Churn Buster" playbook for account-based marketing. They discuss innovative strategies for retaining customers and acquiring new enterprise accounts using champion tracking and personalized outreach.

Best Moments

(01:36) Introduction to the "Churn Buster" playbook

(02:23) Using CRM data to identify target accounts

(04:59) Leveraging UserGems for tracking job movements

(06:11) Tactics for personalized outreach to moved champions

(09:08) Creating and repurposing content assets for the campaign

(12:05) Enabling customer success teams to retain accounts

(16:10) Results and ongoing success of the program

(19:54) Strategies for aligning sales and marketing teams

Guest Bio

Corrina Owens is a seasoned account-based marketing expert and fractional ABM leader. She has extensive experience in developing and implementing successful ABM strategies, particularly in enterprise segments. Corrina is known for her innovative approaches to sales and marketing alignment and her ability to drive results through data-driven, personalized campaigns. She is active on LinkedIn and offers her expertise to companies looking to build out their ABM programs.

In this episode of Scrappy ABM, host Mason Cosby talks with Jessica Fewless, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.

Best Moments:

(01:24) Determining the right audience for ABM

(04:42) Segmenting the audience for targeted outreach

(08:45) Developing content for different stages of the buyer's journey

(14:38) Determining the best distribution channels for content

(16:48) Evaluating existing content for use in ABM programs

(19:52) Measuring success at various stages of ABM programs

(22:05) Common roadblocks in implementing ABM programs

(24:46) Parting wisdom for building a first ABM program

Guest Bio:

Jessica Fewless is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.

In this episode of Scrappy ABM, Mason Cosby joins a lively debate with Tim Davidson on various aspects of Account-Based Marketing (ABM). The episode is structured as a three-round debate covering intent data, ABM platforms, and pilot programs, offering diverse perspectives and insights for ABM enthusiasts.

Best Moments:

(03:02) Round 1: Debate on the effectiveness of intent data

(08:38) Round 2: Discussion on the value and necessity of ABM platforms

(14:14) Round 3: Debate on investment strategies for pilot programs

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for turning podcast guests into customers, focusing on conversion-based playbooks specifically designed for account-based marketing (ABM). Mason shares actionable insights on leveraging podcast interviews as a way to build relationships and create sales opportunities.

================================

Best Moments:

(01:16) Using podcasts to convert guests into customers through immediate, conversion-based strategies

(01:53) Free consulting and peer-to-peer conversation models

(02:22) How hosting podcasts can offer guests a preview of what working together would be like

(03:43) Using podcast episodes to produce content that benefits both sales and marketing teams

(04:38) Conducting subtle discovery conversations to uncover key insights

(06:28) Leveraging expert hosts to challenge guests' thinking

(08:54) How to use podcast content to inform sales teams about potential opportunities

(10:28) How to follow up with guests after the episode using the information gathered during the interview

(11:51) Why having an expert host is essential for turning podcast guests into paying customers

(12:50) Key tactics for building trust with guests and showcasing expertise during podcast interviews to facilitate conversions

This episode of Scrappy ABM features host Mason Cosby interviewing Tomasz Maciejewski, a LinkedIn trainer, B2B consultant, and founder of Content Way. They discuss Tomasz's podcast playbook and ABM strategy for engaging potential clients through thought leadership content.

==========================================================================================

Best Moments:

(01:53) How Tomasz identifies his ideal customer profile and target account list

(05:22) The account progression model Tomasz uses from awareness to conversion

(10:00) Distribution channels Tomasz utilizes like LinkedIn, his podcast, email, and guest posts

(11:59) Tracking account engagement through Sales Nav and Notion to know when to follow up

(25:22) Discussion on enabling prospects to self-educate on Tomasz's services through content

==========================================================================================

Guest Bio:

Tomasz Maciejewski is a LinkedIn trainer, B2B consultant, and founder of Content Way based in Poland. He creates thought leadership content and hosts LinkedIn meetups and podcasts to educate the Polish market about sales and marketing best practices.

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 dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.

Best Moments:

(00:48) Overview of ABM and its components

(01:39) The one-page ABM program exercise

(03:09) Mason's background and company introduction

(04:08) Definition and breakdown of ABM

(07:37) Why ABM programs often fail

(10:37) The importance of product-market fit in ABM

(14:16) What sales teams want from marketing

(20:25) Balancing brand building and sales activation

(26:55) Operationalizing ABM partnerships

(35:36) The 4D framework for structuring ABM playbooks

(46:55) Three stages of ABM implementation

(49:34) Mason's personal ABM program breakdown

In this 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 marketing

Guest Bio:

Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com.

In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM).

=============================================

Best Moments:

(02:05) The importance of crawling before running in ABM

(07:51) Three core reasons why ABM programs fail

(11:02) Defining activation plays and their role in ABM

(13:18) The structure of activation play frameworks

(15:40) A closed-lost opportunity activation play example

(19:12) Practical examples of closed-lost reason segmentation and messaging

(28:09) A missed meeting activation play example

(29:20) Messaging strategies for missed meetings

(36:03) An event activation play example

(39:28) Messaging strategies for event activation plays

(42:33) Using sales context and ad engagement data to align sales and marketing

=============================================

Guest Bio:

Anna Tsymbalist is the Head of ABM at Influ2, where she has fueled a 123% growth in ABM-influenced revenue in her first year. In her previous role, she contributed to a $52.5 million Series B fundraising round through a 4x ARR growth.

In this episode of "Scrappy ABM," host Mason Cosby welcomes Dr. Jim Kanichirayil, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US.

=====================================

Best Moments:

(02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook

(03:11) Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific

(07:05) Their approach involved content-led outbound sprints focused on specific industries to understand the US market

(09:47) Spotlighting practitioners' expertise helped create conversations and build relationships

(12:32) Operating with genuine curiosity and making the buyer the "hero" led to high meeting booking and show rates

(15:22) Avoiding arbitrary territory sizes and targeting a small roster of named accounts allowed for deep focus

(21:03) Unexpected roadblocks: initial theories about target segments didn't pan out, leading to a pivot

(22:10) The importance of quickly executing and listening to buyers, rather than relying on unfounded theories

=====================================

Guest Bio:

Dr. Jim Kanichirayil is the VP of Growth at EngageRocket, a people analytics platform. With a pioneering mindset, he led the company's expansion into the US market using an innovative content-led outbound approach.

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 podcast

Mason 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 interviews Sam Dunning, Founder of SEO agency Breaking B2B, as they dive into practical playbooks for effective Account-Based Marketing (ABM) and Search Engine Optimization (SEO) strategies. You will learn how to align SEO efforts with target account lists, avoid common mistakes in SEO campaigns, and create valuable ungated content for ABM.

You will also hear key insights on keyword research, content creation, backlinking, and engaging target audiences through niche market strategies. This episode will also give you valuable tips on building an effective SEO strategy that resonates with potential clients and drives organic traffic.

Key Discussion Points:

(04:02) Common mistakes companies make with SEO for ABM

(05:45) Researching high-intent keywords by understanding customer pain points

(08:49) Creating niche long-tail content around your ideal customer profiles

(16:25) Using an FAQ section on solution pages to rank higher

(17:51) Guest posting and content swaps with partners to build links

(26:52) Inviting target accounts onto your podcast to start relationships

In this episode of Scrappy ABM, host Mason Cosby walks through building a complete account-based marketing (ABM) program for just $58/month. He outlines how to leverage free and low-cost tools like LinkedIn, podcast hosting platforms, and content editing software to target key accounts, build relationships with executives, and generate referrals.

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Best Moments:

(5:01) Identifying target accounts based on attributes like revenue, employee count, and technology stack

(6:57) Using LinkedIn to connect with executives at target accounts and book podcast interviews

(10:15) Creating an intake form and prep call to learn more about podcast guests

(13:39) Distributing clips from podcast interviews for guests to share on social media

(17:04) Following up over time on LinkedIn to stay top of mind and ask for referrals

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 talent

Guest 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 episode of Scrappy ABM, host Mason Cosby discusses the second most common reason why Account-Based Marketing (ABM) programs fail: lack of dedicated resources. In this AMA episode, he emphasizes the importance of executive sponsorship, cross-functional collaboration, and starting small with a focused pilot program to ensure ABM success.

Best Moments:

(01:44) The second reason for ABM failure: lack of dedicated resources

(02:25) ABM as organizational change, not just a marketing initiative

(03:31) The pitfalls of assigning ABM to a single marketing manager without support

(04:28) The importance of executive sponsorship and cross-functional teams

(05:35) Starting small with a focused pilot program for better long-term success

(06:39) Required resources: executive sponsorship, marketing support, and sales involvement

(07:23) Considering customer expansion as a starting point for ABM programs

In this episode of Scrappy ABM, Mason Cosby interviews Kacyn Goranson, VP of Marketing at Worksuite, about building an account-based marketing program with limited resources. They discuss Kacyn's "whiteboard account progression" model, which utilized post-it notes on a whiteboard to manually track target accounts through the sales funnel. Kacyn shares advice for getting ABM off the ground with a small pilot program, repurposing existing marketing content, and gaining buy-in from sales.

Best Moments:

(01:05) Discussion on whiteboard account progression in ABM

(01:41) Understanding account based marketing through whiteboard mapping

(02:59) Color coordination and account progression model

(07:16) Utilizing existing content for ABM success

(09:25) Manual account-based marketing approach

(10:37) Manual execution and lack of dedicated resources in ABM

(13:02) Challenges faced in account progression model implementation

(15:28) Challenges of implementing account-based marketing in financial services

(19:30) The journey of implementing an ABM program

(20:36) Importance of early results in account-based marketing

(22:31) Launching an ABM program in a long sales cycle environment

Guest Bio:

Kacyn Goranson is the VP of Marketing at Worksuite, a provider of HR and benefits administration software. She has past experience building account-based marketing programs and sales and marketing alignment.

In this episode, host Mason Cosby shares budget-friendly strategies on how to effectively network and book meetings at events, even if you don’t have a speaking engagement.

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Best Moments:

(02:05) The importance of attending sessions related to your product or service to identify potential customers and facilitate serendipitous conversations

(03:19) The role of networking and initiating conversations at events, with tips on crafting effective conversation starters

(04:29) Developing scripts for sales teams to guide networking conversations and promote natural relationship-building

(08:07) Strategies for obtaining contact information, such as connecting on LinkedIn or offering a valuable asset or offer

(10:14) Evaluating the success of event networking efforts by tracking LinkedIn connections or engagement with the offered asset

(13:26) Managing expectations for post-event meeting cancellations or no-shows due to the "conference high" effect

In this episode of Scrappy ABM, host Mason Cosby speaks with T.C. Jennings about how to run account-based advertising without needing an expensive ABM platform. They discuss strategies for building an ABM playbook using LinkedIn ads, creating the right content, tracking results, and aligning sales and marketing.

Key Discussion Points:

- Using LinkedIn ads, a target account list, and analytics platforms as the core components for DIY ABM

- Leveraging document ads on LinkedIn as they are a new format with less competition

- The importance of having a wide variety of ad creative to keep target accounts engaged

- Setting a view-through conversion in LinkedIn ads to approximate account-level engagement

- Getting sales team buy-in and feedback to improve performance

In this episode of The Social Selling Podcast, host Daniel Disney interviews Mason Cosby, host of Scrappy ABM, about his successful social selling strategies on LinkedIn. Mason shares how he has generated significant revenue without relying on viral content or a large following, focusing instead on consistent, meaningful engagement.

Best Moments:

(02:38) Mason's start on LinkedIn and initial failures

(03:58) The importance of engaging with prospects' content

(05:18) Balancing personal and professional content on LinkedIn

(10:50) Mason's approach to converting connections into clients

(16:40) Time commitment for social selling activities

(18:39) Maintaining consistency in social selling efforts

(23:39) The importance of patience and long-term commitment in social selling

This episode of Scrappy ABM features a discussion between host Ariana Shannon, sales intel director of marketing, and guest Mason Cosby, founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank.

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Best Moments:

(08:39) Why some ABM programs fail — trying to rely on just one intent signal rather than layering multiple triggers

(09:51) Overview of different types of intent data that can be used, including news data, partner data, website intent, predictive intent, buyer intent, and review sites

(05:48) Using the 4D framework (data, distribution, destination, direction) to build out activation playbooks

(11:53) Prospecting campaigns like website re-engagement for visitors who previously hit key pages

(14:05) Opportunities for closed-lost accounts and stalled pipeline

(15:02) Customer retention and expansion campaigns

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Guest Bio:

Ariana Shannon: Director of Marketing at SalesIntel, focused on leveraging data and intent signals to create effective ABM campaigns.

In this episode of Scrappy ABM, host Mason Cosby interviews Jay Schwedelson, an expert in audience segmentation and marketing strategies. They delve into the importance of targeting specific functions rather than job titles, how to effectively narrow down your target audience, and strategies for distributing content to the right people at the right time.

Best Moments:

(01:01) Definition and importance of audience segmentation

(02:24) Identifying target companies and industries

(03:34) Targeting job functions vs. job titles

(05:19) Using SIC codes for detailed segmentation

(07:26) Leveraging growth indicators for targeting

(09:36) Creating content that speaks to your target audience

(14:45) Distribution channels and email marketing strategies

(17:32) Common mistakes in audience segmentation

(19:37) The importance of regularly updating your target account list

Guest Bio:

Jay Schwedelson is an expert in audience segmentation and marketing strategies. He emphasizes the importance of targeted marketing and leveraging email as a critical communication channel. Jay hosts the podcast Do This, Not That and is passionate about helping marketers refine their audience targeting techniques to improve campaign effectiveness.

In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.

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Best Moments:

(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy

(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input

(09:29) Starting with content mapped to different stages of the account progression model

(11:59) Using a digital salesroom to provide customized collateral to advance opportunities

(18:43) Attribution focused on joint success rather than who should get credit

(21:16) Ongoing alignment through regular check-ins between sales and marketing

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Guest Bios:

Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.

Best Moments:

(00:32) Introduction to closed-loss programs and their importance in Q4

(01:36) Segmenting closed-loss opportunities based on verticals and past objections

(02:17) Importance of reengaging through the same seller for higher success rates

(03:27) Utilizing marketing programming and content assets to overcome past objections

(04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts

(05:29) The year-round potential of closed-loss programs

(06:31) Champion tracking as a strategy for reengaging closed-loss opportunities

(07:22) Customer win-back programs and their potential

(08:13) Time-based triggers for reengaging closed-loss opportunities

(09:04) Effective messaging strategies for reengagement

(10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

In this episode of Scrappy ABM, host Mason Cosby discusses building an effective account-based marketing (ABM) strategy using an account progression model. He outlines the key stages of an account progression model and how to align them with the 4D framework (data, distribution, destination, direction) to create a repeatable ABM program.

Best Moments:

(02:17) Difference between contact-focused lead scoring models and account-based models

(04:37) Stages of the account progression model: awareness, initial engagement, meaningful engagement, reengagement, sales qualification, opportunity

(05:03) Defining goals and transitions for each stage

(08:30) Tailoring account progression model to your sales cycle

(10:50) Following up with accounts after meaningful engagement

(12:57) Qualifying accounts/contacts even after initial call is booked

(16:50) Building playbooks for each stage of model aligned with 4D framework

(17:29) Phasing roll out of account progression model

In this episode of Scrappy ABM, host Mason Cosby welcomes Isaac Ware and Trinity Nguyen from UserGems to discuss signal-based go-to-market strategies. They explore the definition of signals, how to identify and leverage them, and common misconceptions in the industry.

Best Moments:

(00:32) Introduction to signal-based go-to-market strategies

(01:35) Definition of signals in go-to-market context

(03:00) Identifying viable signals within customer base

(07:26) Common misconceptions about signals and intent data

(10:52) Time sensitivity of contact vs. account signals

(13:31) Operationalizing stacked signals for BD teams

(16:21) Theming and grouping signals for effective implementation

(19:43) Hurdles in implementing signal-based approaches

(22:32) Introduction to Scrappy ABM Master Class resource

Guest Bios:

Isaac Ware is a representative from UserGems, a company specializing in signal-based marketing and sales solutions. Isaac brings expertise in leveraging customer data and signals to improve go-to-market strategies.

Trinity Nguyen is also from UserGems and contributes insights on implementing signal-based approaches, particularly focusing on the practical aspects of operationalizing these strategies for sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby introduces the first ABM AMA (Ask Me Anything) session, discussing the fundamentals of Account-Based Marketing (ABM) and addressing common challenges faced by marketers implementing ABM strategies.

Best Moments:

(02:31) The "crawl, walk, run" approach to ABM

(06:49) Definition of ABM and who it's suitable for

(10:40) Three main reasons why ABM fails

(16:27) Addressing unrealistic expectations in ABM

(20:05) Examples of successful ABM campaigns

In this episode of Scrappy ABM, host Mason Cosby interviews Alex Olley, CRO and co-founder of Reachdesk, about using 1:1 custom gifting to get 100% response rates in account-based marketing campaigns. They discuss practical tips and examples for creating highly personalized physical gifts to re-engage stalled deals and accelerate your pipeline.

Main Discussion Points:

- 1:1 gifting can be used throughout the customer lifecycle but works especially well for pipeline acceleration

- For a scrappy approach, all you need is a landing page to capture addresses and a printer with nice paper

- Create personalized, vertical-specific content then print and mail physical copies

- Theme gifting campaigns around holidays and seasons for extra impact

- Have always-on campaigns running alongside seasonal ones

- Involve sales and marketing together in campaigns to get buy-in

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 content

Check out The B2B Growth Blueprint: Listen on Apple Podcasts

Join Rob Fegan and Mason Cosby as they discuss strategies for Microsoft partners to add value and align their sales and marketing with Microsoft sellers. Listeners can expect to learn creative approaches to account-based marketing that don't require massive budgets or expensive tech stacks.

In this episode of Scrappy ABM, host Mason Cosby interviews Arianna Shannon, Director of Marketing and Brand at Sales Intel, about their customer enablement and education program. They discuss the creation of Sales Intel Academy, challenges in implementing the program, and strategies for building effective ABM programs.

Best Moments:

(00:02:02) Overview of Sales Intel's customer enablement program

(00:04:43) The creation of Sales Intel Academy

(00:08:05) Prioritizing audiences within customer accounts

(00:12:21) Distribution channels for customer communication

(00:14:41) Challenges in building the program

(00:16:55) Advice for building a first ABM program

Guest Bio:

Arianna Shannon is the Director of Marketing and Brand at Sales Intel. With a career focused on startups, she brings extensive experience in developing and implementing marketing strategies. At Sales Intel, Arianna plays a key role in creating customer enablement programs and leading initiatives like the Sales Intel Academy to enhance customer experience and success.

In this episode of Scrappy ABM, host Mason Cosby interviews Alexander Stonehouse, Marketing Director at Forj and board adviser at The Startup Marketer. They discuss Alexander's experience implementing a successful Account-Based Marketing (ABM) program at a 3D printing and CNC machining SaaS company. The conversation covers identifying the right audience, creating engaging content for engineers, leveraging various channels for ABM engagement, and overcoming challenges in ABM implementation.

Best Moments:

(02:48) Determining the right audience for ABM

(05:56) Creating engaging content for engineers

(10:28) Best channels for ABM engagement

(14:18) Transitioning from educational to sales content

(21:39) Leveraging internal company intranets for ABM

(23:11) Measuring success in ABM programs

(26:21) Overcoming unexpected roadblocks in ABM implementation

(28:57) Parting wisdom for building a first ABM program

Guest Bio:

Alexander Stonehouse is the Marketing Director at Forj and a board adviser at The Startup Marketer. He has extensive experience in implementing successful Account-Based Marketing programs, particularly in the SaaS and manufacturing technology space. Alexander specializes in creating engaging content for technical audiences and leveraging various channels to drive growth and efficiency in marketing efforts. He is also the host of the Brilliantly Wrong podcast.

The Startup Marketer is a marketing community built for startups and caters to startup marketers at all levels within seed-, early-, and growth-stage companies, as well as early-stage founders and recent grads/entry-level marketers.

SUM LinkedIn: https://www.linkedin.com/company/the-startup-marketer/

SUM Website: https://thestartupmarketer.com/

Forj brings the power of community together with the importance of learning all in a single, modern platform.

Forj Website: https://www.forj.ai/

In this special episode of Scrappy ABM, host Mason Cosby joins Morgan J. Ingram on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests Tyler Pleiss and Corrina Owens, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts.

Best Moments:

(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?

(05:41) Defining Account-Based Marketing (ABM)

(09:03) Do's and don'ts of ABM

(19:02) Breakdown of real ABM campaigns

(32:02) Determining when sales should engage in ABM

(41:35) The "Roast Session": Sharing unsuccessful ABM campaigns and lessons learned

(51:48) Top ABM tips from each guest

(54:40) Working with content marketing teams for ABM

Guest Bios:

Morgan J. Ingram is the founder of Amp Creative and the moderator of Marketing Mayhem, an edutainment show that mixes humor with learning. He brings together top industry professionals to review what works and what doesn't in marketing.

Tyler Pleiss is the Associate Director of Growth Marketing at Movable Ink, specializing in ABM tactics and building account-based go-to-market strategies.

Corrina Owens is a marketing professional with extensive experience in ABM strategies. In her spare time, Corrina teaches aerial silks.

Mason Cosby is the host of Scrappy ABM podcast and an ABM expert. He runs various ABM-related content platforms, including a podcast, newsletter, website, and masterclass in partnership with UserGems.

About Marketing Mayhem:

Marketing Mayhem is an edutainment show moderated by Morgan J. Ingram, founder of Amp Creative. The show mixes humor with learning by reviewing what works and what doesn't in marketing, featuring top industry experts who tackle different areas of marketing in each episode.

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 involved

Special 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 and guest Abhi Yadav from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively.

Best Moments:

(00:06) Introduction to Scrappy ABM and its focus on practical playbooks

(02:00) Overview of topics to be covered in the episode

(04:24) Defining ABM and its core principles

(04:56) Common reasons why ABM programs fail

(09:36) Aligning sales and marketing goals and time horizons

(14:53) The importance of data in ABM decision-making

(20:02) Structuring activation plays for ABM programs

(27:42) Examples of effective ABM plays and their implementation

(43:23) Maturing an ABM program beyond initial playbooks

(51:54) Strategies for building and prioritizing target account lists

Guest Bio:

Abhi Yadav is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby 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 ABM

David'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 informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.

Key Moments:

(02:48) How to determine and select target accounts for an ABM initiative.

(05:52) Best practices for choosing distribution channels to reach the target audience.

(11:03) Tips for creating content that resonates with specific accounts.

(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.

(25:33) Common challenges and unexpected roadblocks in ABM implementation.

(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools.

Guest Bio:

Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.

In this episode of Scrappy ABM, host Mason Cosby discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies.

Best Moments:

(00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals

(01:25) Gaining clarity on structuring an ABM program

(04:04) Discussion on various ABM-related terms and their similarities

(08:35) Three core reasons why ABM programs fail

(12:56) Importance of focusing on people and processes before investing in technology

(15:22) Introduction to the account progression model framework

(16:31) Explanation of the 4D framework for building activation playbooks

(19:37) Identifying current marketing activities and how they fit into the account progression model

(24:09) Examples of how to track and measure various marketing activities

(27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model

In this episode of Scrappy ABM, host Mason Cosby interviews Nick Zeckets, founder of Air Traffic Control, about launching a content-led Account-Based Marketing (ABM) program in just two weeks. They discuss the importance of content in ABM, sources of valuable data, effective distribution methods, and strategies for identifying and filling content gaps. Nick shares practical advice on overcoming common roadblocks and getting an ABM program off the ground quickly and efficiently.

Best Moments:

(01:21) How content is crucial to ABM programs

(05:58) Sources of data for ABM programs

(08:26) Effective content distribution methods

(12:52) Identifying and filling content gaps

(16:24) Common roadblocks in launching ABM programs

(19:03) Advice for getting an ABM program off the ground

Guest Bio:

Nick Zeckets is the founder of Air Traffic Control, a company that analyzes data to understand what content audiences are engaging with. Air Traffic Control helps businesses identify content gaps and create more relevant content for their ideal customers. With extensive experience in content strategy and ABM, Nick specializes in helping organizations launch effective, content-led ABM programs swiftly and successfully.

In this episode, host Mason Cosby interviews Sam Kuehnle, VP of Marketing at Loxo, a recruitment software company. They discuss the strategies and tactics Sam used as a solo marketer to build Loxo's marketing program from the ground up, including focusing on operations and data, leveraging macro and micro content, and aligning marketing with sales.

Key Discussion Points:

• Building the foundation by focusing on operations, data, and optimization first before scaling demand gen efforts (00:07:13)
• Using minimal tech stack - website, native ad platforms like LinkedIn and Facebook, HubSpot for reporting (00:06:06)
• Creating macro content via podcast and repurposing into micro content for multi-channel distribution (00:15:40)
• Changing BDRs from nuisance to advisor by leveraging product signups (00:19:07)
• Ruthlessly prioritizing as a solo marketer and figuring out whether to DIY, outsource or hire (00:24:02)

In this episode of Scrappy ABM, host Mason Cosby dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions.

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Best Moments:

(01:07) Mason reveals his three core channels for driving pipeline: LinkedIn organic posting, the Scrappy ABM podcast, and speaking at events

(03:55) Discussion on the impact of challenging market conditions in 2023 and the timeless value of education

(06:08) Mason explains how giving away valuable information for free positions his business as a trusted resource

(07:51) The "100 pennies" exercise: Mason allocates hypothetical resources across different go-to-market strategies

(15:56) Key takeaway: Prioritizing education, marketing, and customer-led approaches for scalable growth over the traditional, inefficient sales-led channels

In this episode of Scrappy ABM, host Mason Cosby speaks with Tylor Jones, Head of Digital Acquisition at SIB, about implementing a successful account-based marketing (ABM) program with limited resources. They discuss how to determine the right vertical to focus on, identify target audiences, develop effective channel mixes and content strategies, measure success, and overcome unexpected challenges during implementation.

Best Moments:

(01:21) Overview of the ABM program implemented at an HR tech company

(02:50) Determining the right vertical to focus on for ABM

(06:03) Identifying the target audience within the chosen vertical

(08:42) Channel mix and content strategy for the ABM program

(14:12) Measurement of success and key metrics for the program

(23:34) Unexpected roadblocks and challenges during implementation

(27:09) Aligning marketing compensation with sales incentives

(31:53) Parting wisdom for those starting with ABM

Guest Bio:

Tylor Jones is the Head of Digital Acquisition at SIB. With extensive experience in digital marketing and ABM, Tylor has worked with various companies to implement effective account-based strategies. His approach focuses on aligning marketing efforts with sales goals and leveraging existing resources to create impactful campaigns. Tylor is passionate about creating efficient, results-driven marketing programs that contribute directly to revenue growth.

In this episode, host Mason Cosby discusses the value of tracking job changers as a signal for generating quick pipeline. He shares cost-effective strategies for identifying, engaging with, and converting job changers to build a solid account-based marketing (ABM) program.

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Key Discussion Points:

(01:20) Why job changers are a valuable data point for identifying new business opportunities quickly

(02:56) How to use your existing CRM system to identify job changers and potential opportunities

(05:04) Tips for approaching job changers who are settling into new positions and how to offer value during this transitional period

(08:18) Content strategies tailored specifically for job changers and how to distribute them effectively

(11:15) Nurturing relationships with job changers who are still searching for their next opportunity

(13:30) How to track, engage, and convert job changers into actionable leads for your ABM strategy

In this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.

Key Discussion Points:

(00:32) Introduction to the episode and its focus on building ABM programs

(01:21) The importance of implementing information learned in the episode

(03:24) Definition of ABM and the confusion surrounding various terms

(07:48) Three core reasons why ABM programs fail

(11:30) The overwhelming number of marketing tools available

(14:54) Introduction of the account progression model framework

(17:51) Step-by-step guide to building an ABM program framework

(24:48) Identifying gaps and optimizing existing programs

(26:12) Free resources for further learning about ABM

About the Signal Based Marketing Summit:

The Signal Based Marketing Summit is an event hosted by Signals, focusing on how marketers can listen, interpret, and engage buyer signals effectively. The summit brings together industry experts to share insights and strategies for leveraging buyer intent data to drive marketing success.

Note: This episode is a repurposed presentation from the Signal Based Marketing Summit, where Mason was a guest speaker.

In this 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

Vikash Koushik and Mason Cosby discuss how to set up ABM campaigns for success and dive into the things that usuall lead to its failure. If you're thinking about spinning up a new ABM campaign, this episode will give you the framework on how to best launch your campaign with SUCCESS!

In this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough grasp of product-market fit, and an acknowledgment of longer sales cycles.

You'll hear practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging triggers to engage potential clients. Additionally, Mason addresses prevalent misconceptions and pitfalls encountered in ABM execution, enriching listeners with insights garnered from his extensive experience in the field.

Best Moments:

(04:35) Common mistakes in implementing Account Based Marketing

(08:46) ABM strategy and its implementation

(15:14) Using data to target B2B leads with ABM

(20:03) Unique triggers and data to personalize sales outreach

(24:45) Using existing data to target potential clients

(29:09) ABM strategies and growth with Mason Cosby

In this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks.

Best Moments:

(01:17) Why ABM is a popular but challenging topic for marketers

(05:59) Who should implement ABM strategies

(09:41) Differences between ABM and pure play demand generation

(15:10) The importance of personalized content in ABM

(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction

(28:57) Benefits of starting with closed-lost and website re-engagement programs

(34:29) ABM myths and misconceptions

(37:31) The importance of a crawl, walk, run approach to implementing ABM

Guest Bios:

• Dave Gerhardt: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.
• Mason Cosby: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.

About Exit Five Podcast:

The Exit Five podcast, hosted by Dave Gerhardt, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers.

Additional Resources:

Listen to the full episode on Exit Five:

• Spotify
• Apple Podcasts
• Amazon Music
• PlayerFM

Join the Exit Five Community: exitfive.com

Connect with the Guests on LinkedIn:

• Dave Gerhardt
• Mason Cosby

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 interviews Jim Gilkey, an Account Manager at Terminus and host of the podcast "Account Based Beverages." They discuss a $0 budget account-based marketing playbook that uses a "lean coffee" style roundtable event to connect prospects and customers.

Key Discussion Points:

- What a lean coffee roundtable event is and how it works

- Tips for determining who to invite to the roundtables

- Planning considerations like timing and potential roadblocks

- Why focusing deeply on researching just one target account can yield insights that apply more broadly

Hot takes are fun, but have you heard of Sour GTM SaaS takes?

Tune in with Jason Hasenburg to find out if Mason Cosby can deliver critical insights while trying the sourest candies in the world!

Mason's Sour Takes:

• Most organizations are starting with ABM entirely in the wrong way.
• Most organizations should start their ABM program focused on customer expansion.
• The current lack of alignment between marketing and sales is largely marketing's fault.
• ABM should be the only marketing strategy for Vertical SaaS companies.
• The best low-cost ABM playbook is peer-led influencer marketing.