Scrappy ABM

If you tried to demo every marketing tool available today for one hour each, it would take you 7.7 years to get through them all. Yet when companies decide to launch an Account-Based Marketing (ABM) program, the first step is almost always to buy a new platform.In this episode, Mason Cosby shares a repurposed session from a recent webinar with the Wish Group. He argues that most organizations already have 75% of what they need to launch a successful ABM program without spending a dime on new tech. Instead of chasing the perfect tool stack, Mason breaks down how to audit your current marketing activities and align them into a cohesive strategy using the Account Progression Model.He explains why the "alphabet soup" of acronyms (ABM, ABX, ABS) distracts from the core goal: driving revenue from your best-fit customers. Mason also walks through his signature 4D Framework—Data, Distribution, Destination, and Direction—to turn random marketing efforts into a repeatable, measurable system.ㅤKey TakeawaysThe "Alphabet Soup" doesn't matter: whether you call it ABM, ABX, or AB-GTM, the goal is the same: align the revenue team around a shared set of target accounts that mirror your best, most profitable customers.Tools don't fix strategy: With over 15,900 tools on the market, it is easy to get lost in technology. Successful programs start with a strategy, not a software purchase.The 75% rule: Most companies already have the components for ABM (content, email, events, CRM). The failure lies in orchestration, not a lack of resources.Define "Best" correctly: Your target accounts shouldn't be limited to "big companies." They should be profitable, happy, sticky (high retention), and likely to refer others.The "Ninja Move" for orchestration: The success metric (Direction) of one stage should serve as the Trigger (Data) for the next stage. This bridges the gap between simple awareness and meaningful engagement.ㅤThe "Scrappy" Playbook1. Adopt the Account Progression Model (APM)Stop thinking in binary terms (Lead vs. Customer). Map your accounts through these specific stages:Awareness: Do they know we exist?Initial Engagement: Are they interacting with problem-aware content?Meaningful Engagement: Are they spending significant time with solution-aware content (e.g., a 7-hour workshop or deep-dive webinar)?MQA (Converting Touch): Have they visited high-intent pages (pricing, demo)?SQA to Opportunity: Sales qualification based on timing and budget.2. Audit with the 4D FrameworkTake every marketing tactic you currently run and define these four elements for it:Data: Who are we targeting, and what is the trigger? (e.g., "Target accounts" + "Visited

The challenge: selling to a "tight-knit" and "insular" group of ad operations leaders who already have solutions and rarely talk to vendors. Kathleen Booth explains how she broke through this "fortress" audience at clean.io by launching a podcast focused entirely on the buyer's career journey.She shares why she didn't need to be an expert to build trust, how she used a simple referral loop to fill her guest list without cold outreach, and the "scrappy" tactics - like branded baseball jerseys and intimate dinners - that turned listeners into pipeline. Kathleen proves that consistency and curiosity matter more than a massive budget or a complex tech stack.ㅤ👤 Guest BioKathleen Booth is the Senior Vice President of Marketing & Growth at Pavilion, a global community for high-growth commercial executives. A veteran marketer with experience at Sequel.io and clean.io, Kathleen is a long-time podcaster and vocal advocate for Community-Led Growth. She specializes in helping brands build owned media assets to navigate the changing digital world.ㅤ📌 What We CoverFacing a "difficult go-to-market scenario" where the audience was niche and "everyone knew everyone."Creating Ad Ops All Stars as "persona research in the form of a podcast" to spotlight the buyer's careerOvercoming the "expertise myth": being curious and asking good questions instead of trying to be the subject matter expertThe "thread" for finding guests: starting with community leaders and asking "who else" should be interviewed at the end of every callTurning interviews into relationships with a "thank you" package containing a branded baseball jersey and a handwritten noteThe dinner strategy: splitting the guest list 50/50 between happy customers and podcast guests so customers do the sellingFocusing on the "habit" of consistency rather than high production value - using tools like Upwork and Canva to keep it scrappyㅤ🔗 Resources MentionedScrappy ABMMason Cosby on LinkedInKathleen Booth on LinkedInPavilionclean.io (Kathleen's previous company)Ad Ops All Stars (Kathleen's podcast)li

Hello and welcome to Scrappy ABM—this is your host, Mason Cosby—and today Mason is joined by Trina Schaetz from Project Insight. Brand reach, brand recognition, and “getting something that differentiated us from other software tools” show up fast, along with a show name that makes it hard to say no: Wear Your Cape to Work.ㅤTrina shares why project and program managers are “the superheroes of their organizations,” how real-life conversations at a large organizational conference turned into podcast invitations, and how a prep call helps guests feel comfortable—without giving away the best answers. The conversation also hits “thought leadership and brand awareness,” a “long play,” and the shift where “cold calling now becomes warm calling,” plus a clear warning: “episode one needs to be pretty fantastic.”ㅤ👤 Guest BioTrina Schaetz is the Director of Marketing and UX at Project Insight. She hosts Wear Your Cape to Work, built around the idea that project and program managers are “the superheroes of their organizations.” Trina talks about brand reach, brand recognition, and making something that feels tangible—“there’s real people behind this software and we care about the real people that are using it”—plus how guests who “haven’t been highlighted” become very accessible to invite.ㅤ📌 What We Cover“Why build a podcast?”: brand reach, brand recognition, and “something that differentiated us from other software tools”The story behind “Wear Your Cape to Work” and project managers as “the superheroes of their organizations”Sending guests a “Wear your Cape to Work mug” with a “superhero avatar of themselves”Getting guests from “genuine conversations” at a large organizational conference—customers, prospects, and people you “maybe would never sell our product to”Using LinkedIn when someone “liked something we were doing” or is “connected to someone who we know”Structuring episodes with a “wish list,” boundaries, and a “five or 15” minute prep call so guests don’t “overthink the answers”Internal buy-in: co-hosting with the CEO and business development director, plus “thought leadership role”Revenue and pipeline: “thought leadership and brand awareness,” a “long play,” and when “cold calling now becomes warm calling”ㅤ🔗 Resources MentionedTrina Schaetz on LinkedInProject...

Host Mason Cosby from Scrappy ABM walks through how account-based podcasting can drive real revenue instead of chasing downloads or trying to become the next Joe Rogan. Alongside Joseph Lewin, head of podcast strategy at Scrappy ABM, they share how a focused, guest-first show generated millions in sourced pipeline, closed revenue, speaking engagements, and long-term relationships.ㅤThey break down why most agencies are stuck as commoditized vendors, why “information without implementation is useless,” and how an account-based podcast becomes branding, content creation, market research, and pipeline generation all at once. You’ll hear the 30-day launch approach, the three podcast types (content engine, account-based podcast, public figure podcast), and the exact guest follow-up process that helped close deals, including a $170,000 opportunity in 30 days, and consistently generate opportunities from 9% of podcast guests.ㅤWhat We CoverWhy are so many agencies commoditized and stuck in a race to the bottom on pricing, referrals without a system, and outbound efforts that are largely ignored?How account-based podcasting helps move from “commodity vendor” to strategic partner by having deep, meaningful conversations with best-fit customers, partners, and industry influencers.The real numbers behind the strategy: 300+ episodes recorded, tens of thousands of followers, 50 speaking engagements, 8 million in sourced pipeline from podcast guests, 3.5 million in closed revenue, and 2 million closed in the last two years for Scrappy ABM.The three podcast types—content engine, account-based podcast, and public figure podcast—and how goals shift from content and reach to meetings, pipeline, and raving fans.Why unclear goals, inconsistent publishing, and poor promotional strategy cause most podcasts to fail—and how simple structure and consistency beat “secret hidden magic.”The 30-day launch framework: setting goals and ICP; naming the show; live-first episodes on pain points, unique value, and sales FAQs; and building a guest and topic shortlist.Practical outreach and booking tactics using short LinkedIn or email messages, LinkedIn Sales Navigator, and email tools to book guests in “legacy” industries like B2B distribution and local government.A simple tech stack for recording, editing, and hosting using tools like Streamyard, Riverside, Descript, Zencastr, Captivate, Canva, LinkedIn newsletters, ChatGPT, and Gemini 3 Pro.Promotion that doesn’t burn you out: episode graphics, trailer, basic launch, repurposed clips, grassroots promotion at industry events like Inbound, and paid support via LinkedIn thought leadership ads and Mal Pod.Exactly how Mason Cosby turns guests...

“There is no one answer. You have to start small and test, test, test.” On Scrappy ABM, Mason Cosby sits down with Raymon David to talk about what it looks like to build ABM inside “very large, primarily B2C manufacturing” brands—running B2B ABM while educating internally on how even to build ABM.ㅤThe conversation keeps coming back to the same mantra: accounts versus people—because “leads don’t convert… companies convert.” Raymon walks through signals from trade shows, form fields, social media, and “in-market” research, alongside “named account lists” driven by a sales perspective (sometimes “more anecdotal… more emotion”). From there: tiering (“tier one, tier two, tier three”), budget realities, long sales cycles, brand and logo awareness, and what success looks like beyond “the number of meetings.”ㅤ👤 Guest BioRaymon David is the head of web and marketing ops at LG and has worked in very large, primarily B2C manufacturing and hardware companies running B2B ABM, including HP. He talks about building playbooks, staying sensitive to “both sides of the equation” (in-market signals and sales’ named accounts), and focusing on accounts, relationships, and “opening up the door” for conversations—especially when sales cycles can be long.ㅤ📌 What We Cover“There is no one answer”: start small and test, test, testThe shift from lead generation expectations to accounts versus people (“companies convert”)B2B manufacturing reality: contact us forms, spec sheets, product sheets, video, and trade show scansThe “interesting dichotomy” of Fortune 500 end users and SMB/mid-market buying groupsTwo buckets: accounts that are in market vs named account lists (and why both matter)Building a simple pyramid structure: tier one, tier two, tier three—then funding tactics you can’t “do it all”“ABM is just a combination of different marketing channels coming together,” and an integrated approachMeasuring beyond immediate conversion: awareness, relationships, engagement, what happens after they landFailures as “lessons learned”: examine channel, activation, messaging—don’t just call it a failureA trade show example: the press the red button / spin the wheel game, scanning tech, and “teachers are so competitive”ㅤ🔗 Resources Mentioneda...

On Scrappy ABM, Mason Cosby shares a “so simple and it seems so impactful” playbook with Jeni Bishop from Cordial: literally celebrating your customers by submitting customers and prospects for awards. It started with customers and “innovation awards,” then moved to prospects through an event award program—because “it’s an incredible touch point.” The nomination email creates a joyous moment: “Congratulations, you’ve been nominated,” followed by a chance to reach out, congratulate them, and “send them a gift… a direct mail… a bottle of champagne… or a card.” The results show up as touchpoints, “brand affinity,” “brand advocates,” and “brand exposure”—while the advice remains clear: start small, keep a calendar, and prioritize “quality over quantity.”ㅤ👤 Guest BioJeni Bishop is the VP of Marketing and head of brand at Cordial. She shares a simple playbook: “We submitted our prospects for awards,” starting with customers and expanding to prospects through an event award program. She recommends starting with “free, simple event-based” awards and says the nomination email is “an incredible touch point.” Jeni points people to LinkedIn: “It’s just Jeni Bishop… Jeni said, “I like the ice cream.”ㅤ📌 What We Cover“Literally celebrating your customers” by submitting customers and prospects for awardsHow it started with customers, “innovation awards,” and “fascinating use cases.”Choosing prospects: “What story did we have to tell?” and sales/team relationship inputThe nomination process: a “paragraph or two,” and a “wide range” of commitment levelsThe nomination email is “another touch point,” plus gifts, direct mail, and messagesResults: “touchpoint is number one,” “brand affinity,” and “brand advocates.”Scaling: start with a calendar, but “quality over quantity” and avoid “robotic or scaled.”Advice: “Don’t start with paid awards… start with the free ones.”ㅤ🔗 Resources MentionedCordialCommerceNextCommerceNext DaysLinkedIn (find Jeni Bishop on LinkedIn)cordial@cordial.comScrappy 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!

“No surprises” is the way teams need to operate—because alignment is tough when teams have different incentives, objectives, and motivations. On Scrappy ABM, Mason Cosby is joined by Rebecca (Bogler) Grimes, the CRO of SheerID, to talk through tips, tricks, and pieces of advice for creating the same experience from inbound to the selling cycle, implementation handoff, and into retention and growth strategies that straddle teams.ㅤThe conversation keeps coming back to being intentional: documenting conversations, preparing well before meetings, doing research, and making conversations forward-looking and specific to an individual account. Rebecca also shares how tools, AI features, and synced systems support a “catalog” of what’s been discussed—so nobody has to say “catch me up.” From OKRs and scorecards to collaboration and compensation, the thread is simple: revenue is owned by everybody.ㅤ👤 Guest BioRebecca (Bogler) Grimes is the CRO of SheerID and describes her role as “full cycle,” owning marketing, sales, and customer success. She talks about shared responsibility across the organization, performance management culture, and using tools and documented next steps so teams can show up fully briefed and avoid surprises. When asked where to find her, Rebecca points people to LinkedIn.ㅤ📌 What We CoverCreating a seamless handoff process from inbound lead → selling cycle → implementation handoff → retention and growth strategiesBeing more intentional about documenting conversations, preparing before meetings, and keeping conversations forward-lookingUsing Gong and AI features to catch up on what’s been discussed and identify “yellow lights”Setting the expectation that you can visibly see where things are—so there’s no “catch me up on where things are” momentBuilding a playbook with a clear delineation of ownership, plus warm introductions with onboarding and CSMsOperating with no surprises, using inspection by leadership and exception reports (meeting notes, next steps, timeline shifts)Embracing a performance management culture with objectives and key results, an OKR framework, and an org-wide scorecardHaving a hypothesis for ABM success criteria beyond a singular metric—and being agile with check-ins, signals, and pivotsㅤ🔗 Resources MentionedGong (AI features to help catch you up on conversations; “yellow lights”)span

On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social.ㅤPayton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward.ㅤFrom there, Mason and Payton unpack how events shifted into a primary conversion channel, how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives.ㅤ👤 Guest BioPayton Christopher serves as head of demand generation and growth marketing at Delivery Solutions. He focuses on enterprise accounts, large-scale retailers, and an account-based marketing strategy that combines events, paid social, cold outbound, partner referrals, and a close relationship with the UPS parent company. In this conversation, Payton shares how he works with sales, customer service, and product, builds a content distribution strategy with a director of content, and measures programs through inbound demo requests, inbound pipeline, and pipeline velocity while navigating a long enterprise sales cycle and C-suite expectations.ㅤ📌 What We CoverDefining the ICP by combining CRM data with input from sales, customer service, and product to focus on enterprise retailers.Identifying decision makers and frontline influencers, then engaging end users who drive real influence inside large accounts.Turning events into a primary conversion channel with digital backdrops, demo stations, and live product walkthroughs.Running an ABM-focused LinkedIn program that uses always-on paid social and product education for target accounts.Using interview-style case studies and a “waterfall” content approach to fuel social, website, and YouTube.Coordinating social events, website, cold outbound, partner referrals, and UPS relationships as core revenue drivers.Measuring success through direct and organic lift, inbound demo requests, inbound pipeline, and pipeline velocity as the North Star.Handling static ads that did not work, C-suite pushback, long enterprise sales cycles, and the need for ongoing relationships and office hours with sales.ㅤ🔗 Resources MentionedDelivery Solutions: Mentioned as the enterprise-focused product that integrates with custom solutions for large-scale retailers and delivers a return on investment, especially when accounts have many storefront locations and...

Account-based marketing teams want every interaction to build trust, not erode it. On Scrappy ABM, host Mason Cosby sits down with Jeni Bishop to focus on brand and design within ABM programs, rather than just talking about awareness. Jeni shares why every interaction is a touchpoint that either builds trust over time or breaks it when you show up differently each time.ㅤTogether, they walk through how to keep ads, content, emails, SDR outreach, and sales outreach consistent so a prospect doesn’t feel like they landed in the wrong place. Jeni explains her “take the logo off” test, why your company has to be the wrapper, and how overusing a target account’s colors, fonts, and logo can confuse people and erode brand trust. They also get into one-to-one versus one-to-few versus one-to-many ABM, how language from ICP research shapes messaging, and why branded solution terms come after problem language in the journey on Scrappy ABM.ㅤ👤 Guest BioJeni Bishop is VP of marketing and head of brand at Cordial. She works at a MarTech company focused on orchestrations and customer journeys, and she brings a brand and design perspective to account-based marketing programs. Jeni thinks about every interaction as a touch point that builds trust over time, from one-to-many campaigns to one-to-one content deeper in the funnel. This is her first podcast ever, and she is excited to be here. You can find her on LinkedIn and at cordial.com.ㅤ📌 What We CoverWhy every interaction in an ABM program is a touch point that builds trust over timeHow showing up differently every time erodes trust with prospects and accountsThe role of buttoned-up brand guidelines in keeping touch points consistent across ads, content, emails, SDR outreach, sales outreach, and marketing contentThe “take your logo off the asset” test to see if people can still tell it’s your brandHow over-customizing with a target account’s color palette, fonts, lifestyle imagery, language, and logo can work against your brandLogo hierarchy in one-to-one programs: making sure your logo is more prominent so people know where the ad or content came fromWhy your brand should be the wrapper through brand colors, fonts, and imagery so the ad and the website feel like the same experienceBrand is others’ perception of your company, and how messaging shapes that perceptionUsing ICP research, keyword research, and surveys to understand the language prospects use for their problems and challengesExamples like “orchestrations” versus “journey” and “account progression model” versus “funnel” or “customer journey map”Balancing problem language prospects use with branded terms that position your solution as unique, distinguished, and differentiatedBudget challenges, doing more with less, and why one-to-few ABM can be more cost-effective than one-to-one while still feeling personalGrouping accounts that share very similar characteristics and challenges so campaigns can address their problems and still feel specificMoving from one-to-many to one-to-few at the top of the journey and focusing on one-to-one personalization on active pipeline and deal cyclesUsing one-to-one content lower in the funnel when you know their needs and challenges, and there is less guessworkHow...

Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn’t nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after.ㅤTitle-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you.ㅤThe alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes.ㅤ📌 What We CoverTargeting is the number one thing that is killing your ad programFor the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansionTwo ways people are setting money on fire: industry-based targeting and title-based targetingLinkedIn industry targeting is super confusing and isn’t nearly specific enoughTitle-based targeting on LinkedIn is lumping together multiple titles that are kinda closeList-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedInMatch rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exportsQuarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spendㅤ🔗 Resources MentionedLinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)GoogleChatGPTSales IntelZoomInfoAmplemarket: AI Sales Copilot for sales teamsScrappy 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 have a review and share this episode with your team or fellow marketers!

Scrappy ABM brings together host Mason Cosby and Yann Sarfati, CEO and Co-founder of Userled, to talk about ABM, AI, field marketing, and events that actually bring the bank. The conversation starts with the problem statement: ABM is a strong buzzword, but finding the accounts you really want to go after is actually the hardest thing. Many teams say they have a narrow ICP and still end up with a list of 10,000 accounts.ㅤYann shares how Userled spent almost six months building a list of 1,000 accounts with clear commonality, strong conviction, and ethical belief that life will be better for those accounts. Mason highlights the mental headache and wasted 10 to 20 hours per bad deal when the ICP is wrong. Together they walk through NRR in MarTech, repeatable GTM motion, small events where the persona actually shows up, personalized event invites, and doing things that do not scale to win enterprise deals and keep customers for the long term.ㅤ👤 Guest BioYann Sarfati is the CEO and Co-founder of Userled. He started from the ABM problem statement and built a product that generates content with AI for every stage of the funnel, per industry, and per account. Yann is in the trenches with a team of salespeople, cares very little about the growth element compared to NRR in MarTech, and focuses on a strong list of accounts that share similar pain. He spends time at small events where the right persona is present, rolls out the red carpet for key accounts, and does things that do not scale to break into and grow enterprise deals.ㅤ📌 What We CoverStarting from the ABM problem statement and why finding the accounts you really want to go after is actually the hardest thing.How Userled built a list of 1,000 accounts over almost six months with clear commonality like complementary tech, existing ABM team, enterprise focus, ACV above 500K, CMO sponsorship, and sales already involved.Mason’s framing of ethical conviction: looking at each individual account and asking if life will be better because of the work together.The time tradeoff between spending 10 to 20 hours per deal in the sales cycle versus 20 minutes per account to make sure the list is right and avoid wasting time on completely irrelevant opportunities.The mental headache and frustration of sales when 50% of the pipeline is shit deals, how repeated rejection kills confidence, and why slipping for the right reasons feels different from losing deals you never could have won.Why Yann cares very little about the growth element and focuses on NRR in MarTech, renewals, upsell, and building a company that is a no-brainer for clients for the next five years.How Userled uses AI-generated content by industry and funnel stage plus small events where the persona from key accounts is present to get the highest conversion of pipeline.The event playbook: complementary tech events like Six Sense and Demandbase, max 400 attendees, 15 to 17 hyper relevant conferences, personalized event invite for every single attendee, dynamic calendars, short product tests at the booth, and a quota of at least 10 booked calls per day with ICP.Why they do not collect emails, do not rely on badge scans, and instead book calls on the day or lose them, then follow up with recaps and event invites that drive six out of seven attended calls.Using per-industry value props, education around AI in ABM, and case studies, plus tracking who reads and...

Scrappy ABM brings together host Mason Cosby and Erika White Crutchlow from Resolver to walk through an event-focused ABM program that runs on tight alignment with customer success and sales, bold booth visuals, and simple giveaways like branded socks. Mason and Erika revisit a conversation that started at B2BMX in October and trace how a heavy event season turned into a structured approach to account selection, pre-event outreach, and on-site execution.ㅤErika explains how Resolver builds event-based target account lists, crawls LinkedIn, and uses historical lists to reach high-value customers and prospects before anyone steps on the trade show floor. She shares how tailored email, LinkedIn, and phone outreach, SDR calls two weeks before the show, and “after-hours” breakfasts, activities, and dinners with customers and prospects create real relationships, qualified accounts, and long-term brand awareness that show up in Salesforce long after the event ends.ㅤ👤 Guest BioErika White Crutchlow from Resolver builds and runs event-focused ABM programs across multiple divisions. She works very closely with customer success and sales to identify high-value customer accounts and prospect accounts, map them to the right events, and align on pre-event outreach, booth strategy, meetings, and after-hours activities. Erika tracks results through Salesforce, leans on historical event lists, and partners with local vendors for “cheap and cheerful” giveaways like popcorn, branded cookies, and socks that keep people coming back to the booth and to Resolver’s team year after year.ㅤ📌 What We CoverBuilding an event-focused ABM program that starts with high-value customer accounts and prospect accounts from customer success and sales.Deciding whether to go to events for specific accounts or use events to reach an existing target account list, and leaving room for “moments of serendipity.”Using LinkedIn crawling, hashtags, session topics, and historical lists to see which accounts will be attending and to fuel pre-event outreach.Running tailored, personalized outreach through email, LinkedIn, and phone calls that invite people to on-site meetings and custom demos tied to new features or products.Offering simple incentives like branded socks instead of expensive headphones, and using cost per opportunity and meetings per opportunity to guide budget and meeting targets.Training the booth team to ask qualifying questions, filter out swag-only visitors, and focus on people who are ready for a real conversation and demo.Comparing sponsored speaking sessions and thought leadership abstracts with booth investments, and why Resolver often prefers the booth over expensive sponsored slots.Designing after-hours breakfasts, activities, and dinners that pair target accounts with customers so they can talk about shared problems, risk, and tools without pressure.Tracking meetings, follow-up meetings, new leads, qualified accounts, and pipeline in Salesforce, while recognizing that many event touches pay off one or two years later.Testing two-week pre-event SDR calls to confirm meetings, ask pre-qualifying...

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