Scrappy ABM

B2B marketing that makes you want to ram your head through a wall usually has the same pattern: the wrong people in the funnel, a light calendar, and an empty pipeline. On Scrappy ABM, host Mason Cosby calls out six specific reasons most B2B marketing programs are failing and walks through exactly how to fix them.ㅤInstead of chasing hundreds of thousands of leads and celebrating opt-ins, Mason pushes marketers to focus on targeting a very specific list of best fit customers—people who are super happy, highly profitable, send more friends, and stay for a long time. He shows how to speak the language of leadership by tying every program to named company objectives and real pipeline, and how to get sales to buy in by actually delivering the companies everyone agreed to go after.ㅤFrom lack of resources and unclear measurement to broken execution after the company all hands and strategy meeting, Mason lays out a simple way forward: eliminate what is not working, stick to a plan for three to six months, and use account-based marketing to go get the customers you really want.ㅤ📌 What We CoverWhy a lead generation approach that celebrates opt-ins instead of pipeline keeps you from going after the right people.How to define best fit customers (super happy, highly profitable, send more friends, stay for a long time) and use your marketing dollars to get more of them.How to stop leadership eyes from glazing over by dropping secret acronym language and tying programs to company initiatives, pipeline, and customers that close and stay.Why sales won’t buy in when the calendar is light and the pipeline is empty, and how agreeing on a list of companies and actually delivering those accounts changes everything.The lack of resources problem: being bombarded with ideas (email newsletter, event program, podcast, webinar program) and doing all of it poorly instead of a few things well.The three options for fixing the resource gap: automate, delegate (or hire), and especially eliminate the things that are not doing anything for the business.How to handle programs that are super hard to measure by deciding what success looks like, showcasing impact, and tying everything downstream to pipeline and revenue.Why execution falls apart right after the onsite or company all hands, and how eliminating old work, measuring success, and sticking to a new plan for three to six months changes your B2B marketing program.The simple fix that pulls everything together: stop trying to get everyone, build a very specific list of companies, and use account-based marketing to get those accounts to engage, enter the pipeline, show up on your website, engage in your email, and book meetings.ㅤ🔗 Resources MentionedAccount-based marketing (ABM) – Focusing on a very specific list of companies and best customers instead of general people.Channel dedicated to how to build out your ABM program – Content that shows how to build an ABM program that goes after the right people and gets them into your pipeline.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on...

Subject matter experts are often scientists, coders, founders, or salespeople who never planned to live on camera or spend their days writing, yet the revenue team still needs their stories. On Scrappy ABM, host Mason Cosby and Phil Pilalas, content strategist at Scrappy ABM, get practical about how to create content with people who don’t think of themselves as “content people.”ㅤPhil walks through how to get buy-in by generating passion and giving confidence, starting from an environment that already feels natural to the founder or SME. They talk about simple ways to record real conversations, give SMEs a strong hand in review, and place each piece of content at the right point in the progression model. From faces associated with brands to “something is better than nothing,” this conversation shows how 30 minutes a week or an hour a month can turn SME time into subject matter expert content that actually moves accounts forward.ㅤ👤 Guest BioPhil Pilalas is a content strategist at Scrappy ABM who helps subject matter experts document why they do the thing, why they want to do the thing, and why it matters. He produces podcasts, creates micro content, and supports social media so ideas are presented in an efficient, confident way. Phil focuses on giving founders and SMEs a natural venue to talk, helping them feel comfortable on camera, and building a regular cadence of subject matter expert content. He is pretty regular on LinkedIn and points people there to find him.ㅤ📌 What We CoverWhy getting buy-in from subject matter experts is “a big deal,” and why it starts with generating passion and giving confidence around a specific problem, product, or solution.How to find the natural setting where a founder or SME already opens up—one-on-one, a small room, or a simple back-and-forth—and then figure out how to record it without throwing them onstage before they’re ready.The role of clear expectations: what the content will look like, how it will sound, the purpose of it, and how a strong approval process keeps SMEs from being surprised when someone says, “Hey, I saw you on LinkedIn.”Expectation versus reality in content quality, and why “a couple of people sitting in an office having a conversation” is often good enough compared to heavily produced, studio-style content.How SME content fits in an account progression model: founder energy at the top of the funnel, technical depth and numbers at the lower, more meaningful engagement parts of the progression.Why it matters to have faces associated with brands—because there is no building sitting on a Zoom call, only human beings with eyes, words, and passion about the problem they want to solve.Practical time expectations: 30 minutes a week or an hour a month of recording can fuel a full month of micro content when paired with production, outlines, and a focused theme.Messy but real ways to communicate success: podcast growth, opportunities where people say they heard the show, DMs from peers, and correlations between regular SME content, engagement, and pipeline.ㅤResources:Phil Pilalas on LinkedIn: Phil is pretty regular on LinkedIn; he tells listeners to look for...

Scrappy ABM brings together host Mason Cosby and Yadin Porter de León, Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce, to talk about going straight to the top of your target accounts without getting blacklisted.ㅤInstead of getting stuck in email blasts and third-party events that promise “rubbing elbows” with executives, Yadin shares a high-level framework that starts small with relationships your own C-suite already has, then builds proof points through web stories, webinars, podcasts, and thought leadership videos. The conversation walks through going top down from your CEO and bottoms up from directors and senior managers, doing the hard “eat your vegetables” work of segmentation, and mapping LinkedIn so you make it easy for leaders to say yes.ㅤThrough stories from Angel Med Flight, JetBlue, GE Healthcare, NASA Jet Propulsion Labs, Wells Fargo, Michael Dell, and a seven-figure deal, Mason and Yadin show how time and trust, podcasts, and truly helping individuals with their own goals can turn a focused ABM program into a powerful path to the C-suite.ㅤ👤 Guest BioYadin Porter de León is the Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce. He has built ABM programs in multiple organizations, including smaller companies and large brands, and has engaged C-suite leaders such as the CIO of GE Healthcare, the CIO of NASA Jet Propulsion Labs, the CIO of Angel Med Flight, the new CIO at JetBlue, and senior leaders at Wells Fargo, along with conversations that include Michael Dell. Through podcasts, virtual events, and thought leadership videos, he focuses on making executives look good, delivering value to them as individuals, and creating proof points that help highly focused teams reach their most important accounts.ㅤ📌 What We CoverWhy so many smaller companies feel frustrated when email blasts and third-party events fail to spark any response from the C-suite—and why “don’t be discouraged” matters.How to “start small” by finding C-suite peers who are already “bosom buddies” with your CEO or CTO, and turn a simple web story or webinar into a powerful proof point.Using your own C-suite’s LinkedIn connections plus account reps’ insights to identify specific executives, line up warm intros, and make it easy for leaders to say yes.Combining top-down and bottoms-up ABM: working with your company’s executives while also delivering value to directors and senior managers inside target accounts.Treating segmentation and ABM list building as the “eat your vegetables” work that makes it possible to attack a CIO, CEO, or CMO from both sides with focus.Real stories of value: a 45-minute podcast with the CIO of Angel Med Flight that led to a virtual event, a news story, an influential innovators list, and a thought leadership video with a Wells Fargo SVP that helped close a seven-figure deal even though it never went live.Why helping individuals switch industries, elevate their brand, or grow an audience often matters more than a gift card—and how that mindset builds long-term trust.Mason’s example of following CROs as they switch jobs, helping them land their next gig, and then being brought in to develop their new sales...

Scrappy targeting, small segments, and extreme empathy for the audience sit at the center of this conversation on Scrappy ABM. Host Mason Cosby sits down with Tyler Lessard, CMO at Technology Advice, to move from a broad “B2B marketing leaders or demand gen leaders” ICP to focused clusters of accounts where the team can win day after day.ㅤTyler walks through breaking a market into specific industry subsegments like cybersecurity software vendors and HR tech vendors, backing those choices with win rates, average deal size, and field-level sales feedback. The discussion follows how in-person activations at industry conferences, niche newsletters, and original buyer insights research become “reasons to reach out” for sales and SDR teams. Along the way, Mason and Tyler highlight small, specific ABM programs with one rep and a handful of target accounts, measuring success by whether the right people at the right accounts show up, engage, ask questions, and move into real conversations.ㅤ👤 Guest BioTyler Lessard is the CMO at Technology Advice, a marketing leader who has built ABM in a couple of different organizations and worked with clients that have ABM use cases. In his role as CMO at Technology Advice, he focuses on B2B software, working with segments like cybersecurity software vendors and HR tech vendors. Tyler has spent a lot of time as a head of marketing running different ABM programs, partnering with sales reps, CROs, and CEOs, and helping companies across the board activate their ABM programs by reaching audience members across an ecosystem.ㅤ📌 What We CoverMoving from a broad target market of “B2B marketing leaders or demand gen leaders” to specific industry subsegments inside B2B software.Using data on where you win—like cybersecurity software vendors and HR tech vendors—to pick two or three segments and identify the top accounts to start with.Bringing a focused ICP story to the CRO and CEO with clear context, tactics, and programs instead of just saying, “We want to focus here.”Getting buy-in from field-level sales reps by asking them to poke holes in the strategy, combining their anecdotal feedback with quantitative data.Building an efficiency story using win rates, average deal sizes, ACV, and the idea that “if we spend a dollar here, the ROI will be higher.”Finding channels that actually get in front of the right people when attention is harder than ever, including in-person activations and local events.Treating original thought leadership and primary research as genuine value, not “lipstick on a pig,” and using it as an anchor for ABM programs.Creating a micro program of “reasons to reach out” so marketing intentionally gives sales and SDRs multiple touchpoints tied to research, webinars, and events.Using an in-person happy hour at RSA as a scrappy way to meet marketing leaders from cybersecurity vendors without buying a big conference sponsorship.Thinking in terms of watering holes, niche influencers, and newsletters like The Hustle instead of only chasing massive reach.Building an annual buyer insights report from first-party data and survey-based data to become a trusted source of market and buyer trends.Slicing research by segments like SMB to run smaller, niche activations where even...

Scrappy ABM brings practical playbooks that don’t break the bank to B2B teams who want more pipeline and revenue without wasting time and budget. In this conversation, host Mason Cosby sits down with Briana Manrique, head of marketing at Bench Prep, to walk through how a very small marketing team went from casting a wide net to getting more niche and seeing more impact.ㅤBriana shares how seven years at Bench Prep created space to take a hard, long look at who they serve and where they find success. The team moved away from trying to work with training companies and enterprise software companies and chose to go all in on nonprofit associations and credentialing organizations that serve professional learners with high-stakes learning and exam preparation.ㅤFrom doing completely away with paid ads to doubling down on webinars and conferences, Briana explains how channel mix, content, ABM, and brand awareness all had to shift. She talks about the mindset shift from quantity to quality, the slow burn of long sales cycles, the time it really takes to run one-to-one ABM, and why every piece of content now needs a defined objective, audience, and CTA.ㅤ👤 Guest BioBriana Manrique is the head of marketing at Bench Prep, where she has stayed for almost seven years and seen the evolution of casting a wide net and then getting a little bit more niche year over year. Leading a very small marketing team, she focuses on nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and exam preparation.ㅤA former demand gen marketer, Briana leans into one-to-one ABM, brand, and content that is created with intention and tied to clear objectives, pipeline, and revenue. She is always happy to talk about marketing strategy or ABM and loves learning from others. Connect with Briana on LinkedIn: https://www.linkedin.com/in/brianamanrique/ㅤ📌 What We CoverHow Briana’s seven years at Bench Prep led from casting a wide net to getting more niche with nonprofit associations and credentialing organizations that serve professional learners with high stakes learning.The mindset shift required to niche down, intentionally work with fewer kinds of people, and focus on quality over quantity so the juice is worth the squeeze.Why Bench Prep decided to do completely away with paid search and paid social, then double down on webinars and an evolving conferences channel as one of their best performing channels.How an inflection point with new and exciting features and use cases outside of just exam prep is pushing the team to reconsider brand awareness channels and re-explore programs that didn’t work in the past.The importance of setting expectations that ABM and brand are a slow burn, especially with six- to eighteen-month sales cycles, seasonality, and buyers who may not even know you exist yet.How Briana measures success beyond pipeline and revenue, tracking engagement, responses, LinkedIn activity, and any type of win week over week to show traction.What it really takes to run one-to-one ABM: the surprising time commitment for account and contact research, ongoing content creation, daily engagement, and why weeks...

Scrappy ABM brings together host Mason Cosby and Jess Martin, head of demand gen and former head of marketing at Metaphor Data, a new data catalog on the block. At a tiny seed round company trying to punch above its weight, ABM was not a nice-to-have; it was the go-to-market strategy to secure specific logos and move on to the next level.ㅤJess walks through how she built a really lean but scrappy program focused on hyper-targeted accounts from a reverse-engineered ICP, account prioritization, and a tightly validated target account list. The conversation covers personalized outreach, founder-led thought-leadership ads, tiny virtual events, cold calling, surveys, and a buying-committee-first approach. Mason and Jess highlight account penetration, alternative lists, and the idea that less is more, especially at an early stage. They close with “scrappy does not necessarily mean cheap,” testing, and using founder branding as a powerful part of ABM.ㅤ👤 Guest BioJess Martin is the head of demand gen who stepped in as head of marketing for Metaphor Data, a new data catalog on the block. She built a really lean but scrappy ABM program for a tiny seed round company trying to punch above its weight, where ABM was the go-to-market strategy to lock down more customers and get the right logos on the site. Jess focuses on hyper-targeted accounts from the ICP, personalized outreach, tiny virtual events, surveys, cold calling, and thought leadership ads. She loves early stage, demand gen, and ABM, and invites people, especially in early stage, to hit her up on LinkedIn to talk demand gen and ABM.ㅤ📌 What We CoverHow a tiny seed round company made ABM the go-to-market strategy to get specific logos on the site and secure a Series A round.Reverse engineering the ICP by looking at who they win with, who they lose to, and who they never want to waste time on again.Using Keyplay, Apollo, Sales Nav, and BuiltWith to build and enrich a two-tier target account list of about 170 accounts, plus internal validation with initials from sales and product.Setting tier one at 20 “white glove” accounts and tier two from 21 through roughly 150, and aligning this with limited headcount and bandwidth.Minimum viable list size thinking for LinkedIn and Meta audiences, and aiming for three to five contacts per account on the buying committee.Running thought leadership ads on LinkedIn with founders, focusing on impression share, awareness, branding, and targeted air cover rather than driving clicks.Tiny virtual events and round tables for specific verticals, using timely issues like compliance and new laws to pull three highly valuable attendees from the target account list.Filling the outbound gap by having marketing do cold calling with a simple Google Form survey, branding the company, complimenting senior data leaders, and proving the need for an SDR.Creating a custom ChatGPT “BDR” prompt to scan 10-K reports, press releases, and news for each account and generate study guides and personalized messaging for every member of the buying committee.Measuring success with account penetration, website visits, engagement with thought leadership ads, and swapping in an alternate list when accounts stay dark or become customers.Lessons learned: scrappy does not necessarily mean cheap, budget and time are both crucial, less is more on accounts and AEs, and founder branding can be more valuable than company branding for a long time.ㅤ🔗 Resources...

Scrappy ABM returns with host Mason Cosby and guest Liam MacCormack, founder and solopreneur at Growth by Liam, breaking down how real account-based marketing gets built when the ACV is high, the deals are complex, and shortcuts fail. Liam starts at the only place that matters: historical closed won accounts, not guesses. He walks through a massive breakdown of who books demos, who joins calls, who gets added into the product in PLG motions, and how that activity builds a clear picture of the buying group.ㅤThe conversation moves into where those personas actually spend time, why LinkedIn audience assumptions fall apart, how Reddit and niche communities come into play, and why talking directly to happy customers beats any ad platform pitch. Mason and Liam press into problem content versus solution content, high-intent measurement signals beyond revenue alone, and the scrappy, manual, “pain in the ass” direct mail and gifting-style plays that stand out in a world of ignored cold emails and identical ads.ㅤ👤 Guest BioLiam MacCormack is the founder and solopreneur at Growth by Liam, partnering with early and growth-stage companies on growth programs across channels. In this conversation, he shares firsthand experience building account-based motions for enterprise and high-ACV deals, grounded in closed won data, buying group behavior, and real-world engagement signals from digital and offline channels.ㅤ📌 What We CoverHow Liam starts ABM and targeting with a massive breakdown of closed won accounts, demo bookers, call participants, and product users.Why PLG signals—like who opens free trials, who gets added to the account, and when executives show up—reveal real buying committees and conversion windows.The ACV reality check: when a $10K deal should not trigger a heavy ABM program and why enterprise and high-ACV motions justify one-to-one or one-to-few plays.Using Sales Navigator, posting activity, and real behavior to confirm if target personas are actually active on LinkedIn instead of trusting audience estimates.Talking directly to customers and target personas to learn where they discover solutions, including subreddits and niche communities that never show up in generic targeting.Balancing problem content and solution content so target accounts recognize their pain, see new ways to solve it, and understand specific use cases by industry and persona.Early indicators that ABM is working: target accounts visiting the site, consuming content, booking demos, and moving into real sales conversations long before deals close.The challenge of digital ad fatigue, ignored cold outreach, and how thoughtful direct mail-style plays and personalized touches create excitement, word-of-mouth, and executive-level association.The biggest miss Liam sees: teams skipping deep upfront research, failing to map each member of the buying group, and only speaking to the initial contact instead of every decision-maker.ㅤ🔗 Resources MentionedMason Cosby on LinkedInLiam MacCormack on LinkedInGrowth by Liam website: mentioned as Liam’s site for learning more about his workLinkedIn & Sales Navigator: for building and validating target account lists and...

Scrappy ABM keeps the focus on practical playbooks that don’t break the bank, and this conversation stays locked on real-world execution. Host Mason Cosby sits down with Katerina Maerefat, who has repeatedly launched ABM at Quorum Software, OpenSesame, and Resilinc, shifting teams away from fully inbound spray-and-pray toward strategic account based marketing.ㅤAcross this breakdown of roughly sixteen industry-focused programs, Mason and Katerina walk through building an all ICP vertical play, centering on one unified account list, reliable targeting, predictive intent dials, and consistent execution across channels. They highlight how campaign infrastructure, a shared list across platforms, and full-funnel content tied to buying stages prevent random acts of marketing. Katerina shares specific examples of competitive displacement, partner marketing, all ICP programs, special reports, and field reports, then ties it all to pragmatic measurement, sales alignment, and account-based everything that actually reflects how revenue teams work.ㅤ👤 Guest BioKaterina has led ABM launches at her last three companies, including Quorum Software, OpenSesame, and Resilinc, where she shifted teams from spray-and-pray inbound to strategic account based marketing. She has built one-to-one, one-to-few, and one-to-many programs, along with closed-lost, competitive displacement, partner marketing, and all ICP industry plays. Katerina consistently centers her approach on predictive intent, named account lists, scalable campaigns across channels, and tight collaboration with sales.ㅤ📌 What We CoverHow Katerina launched ABM at three companies by moving from fully inbound spray-and-pray to strategic account based marketing.Building an all ICP, industry-focused program using one unified account list across platforms for list consistency and scalability.Using 6sense or similar ABM platforms to create account-based lists, layer predictive intent, and sync audiences into LinkedIn, Meta, Google, and other channels.Why vertical targeting starts with named accounts instead of broken native filters, and how constant list growth and buying stage changes shape campaign design.Structuring campaign infrastructure so maps, CRM, landing pages, and ads tie together for performance tracking and meaningful “tweak the dials” adjustments.Running integrated, multi-channel programs: organic social, paid social, paid search, communities, and testing channels like Microsoft/Bing based on how specific audiences behave.Full-funnel content for ICP plays: blogs, videos, case studies, podcasts, infographics, special reports, field reports, webinars, and clear bottom-of-funnel CTAs that match buying stages.Measurement using stages from anonymous web visits through MQL, opportunities, sourced vs. influenced pipeline, and revenue — plus the shift toward account-based everything and pre-created opportunities.The critical role of sales alignment: agreeing on account lists, handoff processes, regular communication, sales enablement, talking points, and follow-up that matches ABM plays.ㅤ🔗 Resources Mentioned6senseDemandbaseLinkedInMetaGoogleMicrosoft / BingHotjarMicrosoft ClarityQuorum SoftwareOpenSesameResilincSalesforceJMI roundtableSpecial reports based on supply chain disruption dataField reports comparing equipment performance on rigs

Scrappy ABM hands the mic to another show and lets the numbers speak. Mason Cosby opens this episode of Scrappy ABM by sharing a re-release from Is Anything Real in Paid Advertising?, “the show where we unpack what’s real and what’s just noise” in a chaotic world of marketing and media. Host Adam W. Barney sits down with Mason, who “lives the phrase market like you mean it” and runs a content first growth engine built on daily LinkedIn posts, weekly podcasts, cold ads, and speaking gigs at manufacturing conferences.ㅤTogether they break down how a two-year-old business scaled through podcasts, 2,000+ target accounts with a five year conversion runway, and a four-show guest system that turns one great conversation into long-term relationships. They walk through thought leadership ads on LinkedIn focused on awareness, website de-anonymization and direct outreach, barter deals for PR and speaking, and a very real look at seasonality, CPL, CAC, and knowing your numbers when you’re an agency founder staring at your pipeline and wondering if this is even worth building anymore.ㅤ📌 What We CoverHow Mason scaled a two-year-old, content first growth engine by hiring a team that’s “better at doing the work,” creating time and margin for training, education, team leadership, and running the business.Why podcasting is outperforming expectations, including a 70–80% podcast booking rate and how roughly 40% of guests turn into opportunities or referrals within 90 days.The 2,000+ account target list with a five year conversion runway, and how a four-show guest “swap” system keeps ideal buyers creating content with Scrappy ABM 4–6 times over a year to year and a half.How Mason thinks about LinkedIn thought leadership ads as pure awareness for 2025, focusing on followers, newsletter subscribers, and engaged fans instead of forcing “book a meeting” conversions.Why the team didn’t rush into retargeting, how website de-anonymization plus direct outreach became a lower cost starting point, and why upcoming case studies, ROI calculators, and marketing-specific landing pages will change the retargeting play.The disconnect Mason sees between content creators and ad buyers: running similar ads to all audiences, letting algorithms decide, and missing programs mapped to where the buyer is in their journey and their past engagement.How barter arrangements came together, including implementing HubSpot and training a sales team in exchange for PR and introductions to conferences and events that expanded speaking opportunities beyond the LinkedIn bubble.A practical playbook for building a speaking portfolio: podcast circuits as “reps,” becoming the backup speaker for local events, traveling cheap, and “build your own stage” so you can capture footage and prove you can hold a room.Fractional CRO lessons on seasonality, offering annual commitments with delayed payments instead of discounts, and selling based on reasonable CAC and CPL—like a virtual conference that drives 24,000 engaged leads at about $2.08 per lead.Real talk for agency founders burned out on cold ads and not seeing ROI from content yet: know your numbers, know your actual close rate, break down why you’re sad or anxious, go from “I need 10,000 people” to “I need four customers,” and move from anxiety to conviction so you can act.ㅤ🔗 Resources MentionedLinkedIn – Mason’s primary channel for connecting and sharing content.Scrappy

Scrappy ABM host Mason Cosby sits down with Chris Moody from Demandbase to confront why so many ABM programs have failed inside B2B organizations that “tried ABM” over the last five or six years. The conversation centers on executives who launch impressive strategy decks and shiny new initiatives without changing real behavior, staying close to sales, or aligning on who does what when the rubber hits the road. Chris calls out the pattern of marketing introducing “ABM” as a new object to sellers who have always focused on high-value accounts, and why that tension stalls programs before they start.ㅤTogether, Mason and Chris walk through starting with one account, proving a different, more coordinated way of working, and then scaling what actually works. They dig into buying groups, resource allocation, dedicated ABM leadership, and why celebration of wins matters. Most importantly, they offer a human test for alignment: whether sales would actually choose to spend time with marketing outside the conference room.ㅤ👤 Guest BioChris Moody is the chief evangelist at Demandbase and has spent years around the ABM space, including time at TOPO and Gartner. In this conversation, he brings a practical, sales-first lens to account-based programs, leadership alignment, and coordinated go-to-market execution.ㅤ📌 What We CoverWhy many well-intentioned executive-led ABM initiatives fail when marketing doesn’t truly talk to sales or align on metrics, ownership, and execution.How “new shiny object” ABM pitches can feel like a slap in the face to sellers who have always focused on high-value accounts.The two paths after the leadership meeting: lip service and Slack messages vs. real behavior change, clear roles, and shared work.Starting scrappy: picking one account, one seller, and one cross-functional group to prove a new, more personal, more relevant, more strategic approach.The role of a dedicated account-based leader and cross-functional pods that pull in sales, marketing, customer success, events, and social as needed.How CMOs can walk in “hat in hand,” join calls, understand buying groups, and reallocate people, time, and budget toward the highest-value accounts.Why celebrating wins, sharing stories, and weekly communication (like Moody’s “M5”) reinforce trust and momentum across teams.The “dinner test” and direct Slack messages as simple signals that sales and marketing are genuinely aligned, not just aligned on paper.ㅤ🔗 Resources MentionedDemandbase – Account-based GTM and pipeline AI platformConnect with Chris Moody on LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM brings a focused look at business to government—B2G in the context of an ABM program. Host Mason Cosby sits down with Michelle Hanley to map the nuances of payment processing for governments across state and local. With a finite group of agencies, shifting election cycles, and long six to 24-month timelines, buying groups change and risk aversion is real. Michelle lays out a play that flips “normal B2B” on its head: events to meet new people and get contacts, email as the day-to-day touchpoint, and webinars that are completely bottom of funnel—often a sniff test for open opportunities. Listen for practical talk on RFPs, contact harvest, segmentation by state or city, stage one opportunities, and why “if it ain’t broke, don’t fix it” still shapes adoption—while teams have to get scrappy with budget.ㅤ👤 Guest BioMichelle Hanley is the Senior Manager of Demand Gen at PayIt, focused on payment processing for governments across state and local. She leads programs that rely on events, email, webinars, RFPs, and segmentation of buying groups—often by state or city—with timelines ranging from six to 24 months. Michelle highlights stage one opportunities, contact harvest, and attribution to guide spend.ㅤ📌 What We CoverB2G ABM focus: state and local, a finite group of agencies, and elected roles that change every 2, 4, 6, 8 yearsBuying signals & timelines: RFPs, six to 18 months locally, 18 to 24 months at the state levelChannel mix that flips B2B: events to meet people and get contacts, email for nurtures and newsletters, webinars as bottom-of-funnel“Sniff test” webinars: smaller registration but tied to open opportunities and real evaluationPaid as air cover: paid media for awareness; content syndication for contact harvest into lead scoring and nurturesSegmentation reality: agencies like DMV, finance, IT; buying groups differ by state and citySuccess metrics in motion: stage one opportunities, the right people in system, events with the right audiences, and relationship expansion within accountsBudget constraints: fewer campaigns, bigger impact; get scrappy and point dollars to events and webinars with attributionMindsets in government: risk aversion, legacy systems, and “if it ain’t broke, don’t fix it”—while newer officials expect credit card online and digitalㅤ🔗 Resources MentionedBigMarker...

“Where are the freaking meetings?” It’s the question every marketer hears — and the one that defines real accountability in B2B marketing. On this solo episode of Scrappy ABM, host Mason Cosby breaks down how to measure success across every stage of an ABM program so you can focus on the right goals at the right time.ㅤRather than chasing meetings too early, Mason introduces the account progression model, a six-stage framework — from awareness through opportunity — that helps marketers understand where buyers really are in their journey. He shows how to align metrics with intent, track engagement meaningfully, and report results that earn credibility with both sales and executives.ㅤIf you’ve ever struggled to connect marketing activity with pipeline, this walkthrough gives a clear, practical map for knowing what to measure, when to report it, and how to prove your impact at every stage.ㅤ📌 What We CoverWhy “Where are the meetings?” is the wrong first question for ABM successThe six stages of the account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, and opportunityHow to measure awareness through simple engagement metrics like impressions, clicks, and visitsTracking engagement that validates problem recognition and solution explorationIdentifying high-intent signals that move accounts into meaningful engagement and MQA statusWhat to measure once sales takes over: budget, authority, need, and timingHow marketing continues to play a role in opportunity acceleration and deal closureReporting engagement early, then shifting to meetings, pipeline, and revenue for executive visibilityBuilding dashboards that connect marketing activity to real business outcomesㅤ🔗 ResourcesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.ㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accounts shape targeting, how a documented workflow in Asana creates a white-glove ABM ecosystem with unique landing pages, forms, completion actions, targeted display ads, and curated email drips, and why starting simple proved out the path to a 24-email segmentation. The discussion gets specific on channel mix, geo-targeted ads around events, QR codes and vanity URLs in Ubers and Lyfts, alignment with sales, and measurement across Account Engagement (Pardot), Salesforce, and performance reports in Six Sense to see ICP accounts move through deeper stages faster.ㅤ👤 Guest BioNick Clark is the Marketing Automations Director at Basis Technologies. In 2025, he’s focused on ICP accounts, email-intensive automation, and event-driven go-to-market with sellers “boots on the ground.” Find the team at basis.com.ㅤ📌 What We CoverProgram orchestration: who reaches out at what time with what thing and whyTargeting and account segmentation as Basis shifts to ICP accountsA documented workflow in Asana to stand up an ABM “ecosystem environment” (unique page, form, completion actions, ads, curated emails)Starting simple (agency vs. brand) and iterating to role-based personalization (VP and above vs. director and below) across 24 unique emailsUsing Six Sense performance reports to see ICP accounts move into deeper stages faster—just by sending emails that complement sellersChannel mix by persona and device: geo-targeted ads, unique webpages, value propositions, and event-driven tacticsEvents in 2025: Ubers/Lyfts, QR codes, and vanity URLs around Adweek and similar gatheringsMeasurement across Account Engagement (Pardot) and Salesforce campaign objects, attribution gaps, and “anec data” from salesAlignment with sales to keep one tone and one voice—even with cookie uncertaintyLessons learned: exclude current clients where needed, avoid paralysis by over analysis, perfect is the enemy of goodㅤ🔗 Resources MentionedBasis Technologies — basis.comAsana (project management tool)Six Sense (ABM platform)Account Engagement (Pardot)Salesforce (campaign object and reporting)Adweek (New York)Ubers, Lyfts, QR codes, vanity URLScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. He launched Scrappy ABM as a side hustle, did about $300,000 in sales in three weeks, and now runs about $200,000 a month with a team of about 14. The conversation covers product market fit, the account progression model (awareness through reengagement), the 4D framework (data, distribution, destination, direction), and a six-hour workshop that delivered 300 slides and eight templates with a 9.4 out of 10 rating. Discover how LinkedIn, podcasts, and webinars drive discovery, why bangers should be recycled, and how to use negotiation levers to keep pricing cards face up.ㅤRohan Karunakaran hosts Founder Led, where he dives into the minds of today’s successful entrepreneurs. He first connected with Mason Cosby on LinkedIn and invited him to share the story of starting Scrappy ABM, launching it when he just had his daughter, and the opportunity ahead for account based marketing and business building.ㅤ📌 What We CoverStarting in sales, discovering account based marketing, and building programs with a really good list, value proposition and offer, CRM, and marketing automationThe ABM craze in 2020 and why roughly 80% of programs failed by 2023Two ICP tracks: 20–100M SaaS or vertical specific companies with dedicated sales, HubSpot/Salesforce plus Pardot/Marketo/HubSpot, and ACV at least 30,000 a year; and the podcast offering for founder led services businessesProduct market fit before ABM, refunds when it didn’t work, and formalizing ICP after 18 months based on massive wins and referralsDiscovery through LinkedIn, 75+ podcast interviews, and webinars (including 16 in two months), plus an aggressive release schedule of two episodes a week and over 200 episodesThe six-hour workshop: 300 slides, eight templates, 75 people live, 40 meetings, and a 9.4 out of 10 score; next date: November 13 at scrappy.com/workshop / scrap ab.com/workshopLinkedIn approach: build a target account list, connect first, post problem and...

Scrappy ABM spotlights practical playbooks that don’t break the bank, and Mason Cosby welcomes Steven Tripp to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the right accounts, prioritize first-party engagement data, and be brave enough to let buyers pull themselves through their own funnel. He lays out how a 100% inbound motion can evolve without jumping back on the expensive ad hamster wheel, why de-anonymizing late works when HubSpot lights up, and how ungating content led to a 5x traffic jump. You’ll hear the SAP “sunset” story—one search a month, one perfect lead—and how a matrixed buyer’s-journey approach ensures the right content shows up on Google and YouTube at every point. The punchline: marketing’s “product” isn’t leads—it’s SQAs—and alignment gets real when teams listen, act on behavioral signals, and measure what sales actually values.ㅤ👤 Guest BioSteven Tripp is the marketing director at Wynne Systems. A full-funnel marketer who “went back to sales roots,” Steven prioritizes first-party engagement, behavioral signals, and building a content flywheel over ads. He champions ungated content, content mapped to every step of the buyer’s journey, and measuring marketing on SQAs with high intent and close rates. Connect with Steven Tripp on LinkedIn.ㅤ📌 What We CoverBuilding the account list with Apollo, custom scoring, and piping it back into Salesforce so “we know what the world looks like.”Prioritizing by first-party engagement data (not third-party “intent”) and actioning behavior on your own content.Operating as 100% inbound today—and why a transition to support outbound helps AEs progress deals.The SAP “sunset” example: write the article nobody else has; one search a month → one right lead in enterprise.Creating a culture of listening to prospects, customers, and your own team to surface unique data competitors don’t have.Treating Google as #1 and YouTube as #2 search engines; publishing content for every point in the buyer’s journey.Ungating content and letting buyers move through their funnel; the immediate 5x traffic lift.Seeing months of anonymous research, then de-anonymizing in HubSpot when someone finally raises their hand.Defining marketing’s “product” as SQAs, not leads; measuring like an outsourced provider that must prove value.Moving from the ad hamster wheel to the content flywheel; “be brave—and be right” to win leadership buy-in.ㅤ🔗 Resources MentionedApolloSalesforceSAPHubSpotCourageous Marketing (“UDI wrote a book, called Courageous Marketing”)Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)Connect with a...

“Do more with less.” Every marketer has heard it — and probably rolled their eyes. But on Scrappy ABM, Mason Cosby flips that phrase from frustration to fuel. Drawing from his experience generating $25 million in direct revenue — and leading a team responsible for over $100 million — Mason breaks down exactly how to turn limited resources into real growth.ㅤHe exposes why overloaded task lists kill impact, how to identify what truly drives results, and the mindset shift needed to earn more resources by proving you can deliver greater results with fewer programs. This episode delivers a clear, repeatable framework for diagnosing what’s working, aligning programs to measurable goals, and building a marketing machine that sustains predictable growth.ㅤ📌 What We CoverWhy “do more with less” can actually accelerate your career, not kill itThe six categories every B2B marketing program should fit intoHow to identify which initiatives actually drive business impactA practical sequence for getting buy-in when cutting underperforming workThe difference between doing more and doing betterThe four core components of a successful marketing program — data, distribution, destination, and directionHow to diagnose weak or missing areas that limit performanceThe compounding effect of doubling down on the 20% that drives 80% of resultsHow consistent results create predictable pipeline and unlock more resourcesㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby on LinkedIn for a conversation about ABM.ㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM brings practical playbooks without breaking the bank as Mason Cosby digs in with Sidney Waterfall from OpenBrand. The conversation opens on poor targeting—often the reason ABM fails—and moves straight into a vertical-specific motion with ABM, high touch, and a land and expand play. Sidney shares how using product data as a “cheat code” helped build and tier a thousand-account list—Premier ~38 and Tier 1 ~100—guided by category, product and data coverage, revenue potential, white space, and churn and retention signals.ㅤThe team audits the list, checks in every six months, and adapts to the economy, overseas production, and renewals. On engagement, they start simple and clean with LinkedIn and outbound, validate that the audience is there, and test problem content, helpful how-to, and industry data and insights. Measurement focuses on hand raisers, target account website engagement, and a single meeting goal across the org—brand vs. demand connected in one ecosystem.ㅤ👤 Guest BioSidney Waterfall is the VP of Marketing over at OpenBrand. She’s pumped up, focused on a high touch ABM motion with land and expand, and actively connects with the target account list on LinkedIn. She also mentions a substack (“gone to the wayside… maybe I’ll resurrect it”). Find her on LinkedIn and shoot her a DM.ㅤ📌 What We CoverWhy poor targeting breaks ABM and how to identify the specific best customerBuilding a thousand-account list with product data you “can’t really argue with”Tiering by category, product and data coverage, white space, and retention/churnSix to eight weeks to nail the list; Premier ~38, Tier 1 ~100; investing by tiersQuarterly/6-month check-ins: adjusting for economy, overseas production, renewalsStarting simple and clean on channels: LinkedIn + outbound; validating audience reachThree content pillars: problem (product awareness), helpful how-to, industry data and insightsMessaging focus: one core thing, in their terms, and simplifyMeasuring brand vs. demand: hand raisers, target account website engagement, one meeting goalOutbound...

The only thing worse than getting no customers is getting the wrong ones. In this solo episode of Scrappy ABM, host Mason Cosby breaks down how misaligned targeting can destroy profit, waste marketing effort, and frustrate every department in the business. He reveals why most B2B programs fail when they focus only on personas, and how to shift toward account-based targeting rooted in real data, not wishful thinking.Mason walks through building a Best Customer Profile (BCP)—a data-backed approach that replaces idealistic wish lists with clear evidence of which customers are actually happy, profitable, and sustainable. Using examples from his own experience, he outlines how to partner with finance, customer success, and sales to define “best,” prioritize accounts, and align your marketing programs with revenue and profit.📌 What We CoverWhy targeting the wrong customers ranks among the top five reasons B2B marketing programs failThe key differences between persona-based and account-based targetingHow chasing “dream” accounts like Apple or Netflix sets organizations up for failureDefining a Best Customer Profile (BCP) instead of an unrealistic Ideal Customer Profile (ICP)What data to gather from finance, customer success, and sales to identify your true best customersA real-world example of how pursuing the wrong size customer led to 18 months of wasted resourcesHow to translate customer data into a prioritized account list your sales and marketing teams can act onThe simple way to earn buy-in from finance, customer success, and leadership through data-backed targeting🔗 ResourcesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby on LinkedIn: Join the conversation about ABM.If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Leadership hears “ABM” and brings years of baggage. Scrappy ABM flips the script by cutting the re-education and moving straight to results. Host Mason Cosby welcomes Myles Madden to break down how he built ABM from the ground up—again and again—by starting with a sales-led use case, running a quiet pilot with a few reps, and only socializing the wins after pipeline appears.ㅤMyles lays out the pattern: meet with a tenured sales leader, ask for the one use case that’s driving revenue right now, pull five to ten real accounts, review the opportunities, and become an expert through Gong calls and external reading. From there, distribute across many channels for coverage, go deep on one or two “big bat” channels, and map one really good piece of content per stage—then validate with data. Simplicity wins: show pipeline amount and count, plus efficiency like cost to acquire $1 of pipeline, and keep teams aligned so messaging doesn’t drift.ㅤ👤 Guest BioMyles Madden has built ABM from the ground up across multiple organizations—most often in Series B and Series C environments. He focuses on enterprise programs, specializes in cybersecurity, and emphasizes becoming an expert in the buyer’s use case through Gong calls, external content, and close partnership with sales and product marketing. At One Password, he collaborates with leaders and practitioners to launch focused, repeatable programs that create pipeline and prove efficiency.ㅤ📌 What We CoverWhy over-educating with an ABM maturity model creates confusion and stalls momentumThe stealth pilot: run with a few reps on a single sales-led use case, then share results laterHow to source the first list: ask sales for five+ accounts, pull reports, and find patterns in real opportunitiesProblem-specific vs. vertical-specific targeting across industries (cybersecurity vs. call centers)Becoming a use case expert: review Gong calls, read external content, and integrate into buyer channelsDistribution strategy: broad coverage across channels, then go deep on one or two “big bat” leversContent mapping: align on TOFU/MOFU/BOFU definitions, mirror sales stages, and ship one really good piece per stageMeasurement made simple: pipeline amount + count, efficiency (cost to acquire $1 of pipeline), and conversion as a signal of problem priorityKeeping teams aligned: prevent use case drift with clear communication, examples, and field enablementEquipping AEs: ICP card, personas, discovery questions, outbound strategy, sequences, templates—put it all on a platterㅤ🔗 Resources MentionedGong calls (call reviews for use case understanding)Substack (for following industry voices)Cybersecurity headlines (staying current on breaches and incidents)MED… “med pick” (sales stage framework reference)Seismic (sales enablement page example)One Password website solutions pages (story-led middle-funnel example)Acquisition.com (clear...

Most agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy ABM, to reveal how agencies can flip that script through account-based podcasting.ㅤWith data, real client results, and behind-the-scenes process, Mason and Joseph walk through the exact steps to generate conversations with best-fit decision makers, build strategic relationships, and predictably drive revenue. This isn’t about chasing downloads or fluffy brand metrics—it’s about creating $2M in sales within two years by building a system that works even if you start with zero listeners.ㅤ👤 Guest BioJoseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since 2021, he has launched 38 podcasts, directly helping hosts generate over $6 million in trackable revenue from their shows. Beyond B2B strategy, Joseph also runs a YouTube channel where he experiments with building, burning, and creating from logs—showcasing his creativity both in and outside of business.ㅤ📌 What We CoverWhy most marketing agencies are commoditized and how podcasting changes that dynamicThe three overlooked questions every agency should answer before launching a showReal-world examples of $2M+ in revenue sourced through account-based podcastingThe three main podcast models: content engine, account-based, and public figureWhy 90% of shows fail and how to avoid the common pitfalls of measurement, consistency, and promotionA 30-day launch framework to secure conversations with best-fit customersPractical guest outreach strategies that consistently book decision makersHow to turn post-episode follow-up into pipeline and referralsㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMConnect with Joseph Lewin on LinkedInㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!