Scrappy ABM

If you are struggling to make your revenue results highly repeatable, you need a simple system to ensure you cover all your bases. In this episode of Scrappy ABM, Mason Cosby walks through the "4D framework" that has helped generate a hundred million in revenue over the past three years.ㅤMason breaks down the four critical components of every successful program: Data, Distribution, Destination, and Direction. He explains why simply sending mass emails to a database fails to create nuanced messaging and how to align your outreach triggers with the right people. You will learn why the standard "book a call" page is often the wrong destination for prospects and how to measure success based on where a buyer actually sits in their journey.ㅤ📌 What We CoverThe 4D framework: Data, Distribution, Destination, and DirectionDefining Data: Identifying your target list and the specific reasons for reaching outHow to create personalized messaging using triggers rather than mass blastsCategorizing Distribution: Direct channels (email, phone) vs. Indirect channels (ads, events)Destination strategy: Matching your landing page content to the prospect's problem or product interestWhy "book a call" is not always the right call to actionDirection: Aligning your measurement of success (engagement vs. meetings) with the goal of the channelㅤ🔗 Resources MentionedDownload the Program Template (ScrappyABM.com/plan)Scrappy 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!

Mason Cosby shares a webinar on finding a treasure trove of opportunities in closed-lost programs. If you are looking for a quick way to generate a pipeline right now, this is it. You have already spent money to acquire these accounts, built relationships, and uncovered real pain. Mason explains why 60 to 80 percent of closed-lost opportunities are lost for reasons that can change: budget, timing, and priorities.ㅤThis episode breaks down the 4 D framework: Data, Distribution, Destination, and Direction. Mason outlines a systematic approach to re-engagement rather than just reaching out when the pipeline is low. He walks through specific playbooks designed to address industry changes, overcome past objections, and engage missing personas in the buying committee.ㅤWhat We CoverDefining ABM as a Revenue Strategy: Aligning marketing, sales, and customer success around shared target accounts that reflect your best customers.Why ABM Programs Fail: How a lack of sales marketing alignment, measurement difficulties, and undefined ownership stall progress.The 4D Framework: Using Data (targets and triggers), Distribution (channels), Destination (content), and Direction (measurement) to build repeatable processes.Vertical Specific Playbooks: Reactivating deals by addressing industry changes—like tariffs or regulations—that impact your target accounts.Objection-Based Playbooks: Creating campaigns that directly address and diffuse reasons for saying no, such as pricing, missing features, or status quo.Persona-Based Playbooks: Identifying deal cycles where key decision makers were missing or single-threaded, and re-engaging with a multi-threaded approach.Roles in Distribution: Why the Account Executive should lead outreach to known contacts while SDRs and Executives support with new contacts and alignment.ㅤResources MentionedScrappy ABM Plan TemplateABM in a Day WorkshopFathomHubSpotLinkedInㅤResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM: Mason CosbyㅤIf 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!

Mason Cosby connects with Putney Cloos, the Chief Marketing Officer at Bombora, to clarify exactly what intent data is and how revenue teams should use it. While many marketers view intent data strictly as a tool for sales prioritization, Putney argues that the use cases go much deeper. She explains the difference between first-party data collected from owned properties and third-party data gathered from across the web.ㅤA major focus of the conversation is data provenance. Putney highlights a critical but often overlooked question: Does your data provider actually have the right to use the data they sell? She details how Bombora uses a proprietary tag within a data co-op to ensure consent is explicitly granted for intent tracking.ㅤMason and Putney also explore how to operationalize this data without buying a massive, all-in-one platform. They discuss the "unbundled" ABM stack, where data is ported directly into the tools teams already use, such as CRMs, CDPs, or advertising platforms like The Trade Desk and LinkedIn.ㅤGuest BioPutney Cloos is the Chief Marketing Officer at Bombora, where she leads marketing and communications to expand the company's "Data Co-op" and intent data solutions. She previously served as CMO at Cision, where she built the company's first account-level data strategy. Putney also spent nearly a decade at American Express, rising to Vice President of Commercial Demand Generation and creating Amex's first commercial demand-generation and ABM capabilities. She holds an AB from Harvard College and an MBA from the Kellogg School of Management.ㅤWhat We CoverDefining intent data: Putney clarifies that intent is behavioral data showing when a company is actively researching a solution, distinct from static firmographic data.First-party vs. third-party signals: The difference between tracking known visitors on your own site versus capturing research behaviors across the broader B2B internet.The importance of data rights: Why marketers must ask if their provider has explicit consent to use data for intent purposes, rather than relying on repurposed bidstream data.Reducing customer churn: How customer success teams use intent signals to spot when current clients start researching competitors before the renewal conversation happens.Informing the product roadmap: Using search behavior to identify unmet market needs or features that prospects are actively seeking.The unbundled tech stack: How to deploy intent data directly into existing platforms like Salesforce, HubSpot, or programmatic ad exchanges without needing a standalone ABM platform.Start simple: Putney's advice to pick one specific use case—like sales prioritization—and master it before adding complexity.ㅤResourcesBomboraScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason 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!

Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate. The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value.ㅤMason breaks down the process, starting with targeting based on profitability and retention rather than just revenue. He explains how to map the buying committee by analyzing deal records and introduces the Account Progression Model. You will hear how to build awareness, validate existence, and move accounts through meaningful engagement using existing tools and content.ㅤWhat We CoverTargeting based on profit: Why you must verify product-market fit and profitability before launching ABM to ensure you get more of your best customers.The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity.Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months.ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing.AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution.Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts.ㅤResourcesScrappy ABM Templates: Download the program planning templates mentioned in the episode.Scrappy ABM Newsletter: Sign up for unique content sent directly to your inbox.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!

Most marketers follow a strict rule: never send paid traffic to a homepage. Tony Bradberry and the team at Grey Matter break that rule every day. Tony joins Mason Cosby to explain how a "problem-centric" homepage can actually outperform specific landing pages when the messaging is right. He argues that if your core message resonates with the buyer's problem, the homepage should be the best place to start.ㅤThey also discuss Grey Matter's evolution into a tech-enabled ABM approach. Tony breaks down their internal "Intelligent Dossier" tool, which automates research and generates custom landing pages for individual buyers. The conversation covers how to run broad high-intent search campaigns alongside surgical, data-driven ABM programs to drive sustainable growth.ㅤGuest BioTony Bradberry is the Managing Director at Grey Matter, a customer acquisition agency based in Cincinnati, Ohio. With a background starting in inside sales and sales engineering, Tony applies an "engineering" mindset to B2B marketing. He helps technical and industrial companies modernize their go-to-market strategies by focusing on problem-solving rather than merely selling services. Under his leadership, Grey Matter has been recognized on the Inc. 5000 list for three consecutive years.ㅤWhat We CoverWhy Grey Matter sends paid ad traffic directly to their homepage instead of niche landing pages.The difference between transactional messaging and problem-centric messaging in B2B.How to use an "Intelligent Dossier" to automate account research and create buyer battle cards.Creating dynamic landing pages that automatically adapt content based on the viewer's persona (e.g., CEO vs. CFO).Integrating AI tools like HeyGen to scale personalized video outreach without losing authenticity.The importance of running high-intent search and ABM programs in parallel rather than choosing one over the other.Why data quality is the single most important factor when using AI to generate content.ㅤResources MentionedGrey MatterGrey Matter Messaging Audit ToolScrappy ABMConnect with Mason Cosby 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!

Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, and the program gets cut.ㅤMason Cosby joins Andrea Coloma, Product Marketer at Dreamdata, for a live session on the Attributed podcast to discuss building repeatable account-based marketing plays. Mason explains why companies should prove ABM works using their current tooling before investing in expensive software. They discuss how to navigate the shift from lead generation to ABM over a 12-to-24-month timeframe without starting over completely. The discussion outlines specific frameworks for tracking account progression and activating playbooks that move best-fit customers through the pipeline.ㅤWhat We CoverWhy buying technology first creates a false sense of progress and wastes the initial grace window given by leadership.The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement.Moving from the overwhelming idea of "I don't have an ABM program" to identifying specific problems to solve.The Account Progression Model: A framework for moving accounts from awareness to opportunity using intentional programming at every stage.The 4D Framework for activation playbooks: Data, Distribution, Destination, and Direction.A practical event playbook: Using data to target attendees and local accounts before, during, and after an event.Using a referral program as an ABM tactic: Offering a 2% discount in exchange for introductions to specific prospects on a target list.How to start sales and marketing alignment with just one to three sellers: specifically those who are engaged, on a PIP, or top performers.ㅤResourcesScrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.comConnect with Mason: Mason Cosby on LinkedInDreamdata: Dreamdata.ioAttributed Podcast: Attributed - A podcast by DreamdataConnect with Andrea: Andrea Coloma 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!

Sendoso has solidified its position as a leader in the direct mail space by acquiring competitors like Alyce and Postal. But acquiring a company is only the first step. The real challenge is retaining those customers and expanding the relationship. Host Mason Cosby sits down with Kris Rudeegraap, Co-CEO of Sendoso, to discuss the specific playbook they used to merge three platforms into one without alienating their user base.ㅤKris Rudeegraap details a strategy built on patience and data. Instead of forcing an immediate migration, Sendoso unified its data sources and focused on education. Kris explains why they waited up to two years to sunset the Alyce platform and how offering "warm welcomes" mattered more than immediate upsells. They also discuss a specific certification program that led to a significant jump in customer spend. This conversation breaks down how to manage consolidation while keeping both customers and employees happy.ㅤGuest BioKris Rudeegraap is the Co-Founder and Co-CEO of Sendoso, a leading Sending Platform designed to help revenue teams engage customers through direct mail and gifting. An alumnus of California State University, Chico, Kris spent over a decade in sales roles at companies like Talkdesk and Yapstone before founding Sendoso in 2016. His philosophy centers on the "pattern interrupt"—using physical items to break through digital noise. Under his leadership, Sendoso has raised significant capital and executed major strategic acquisitions, including Alyce and Postal.io, to consolidate the corporate gifting market.ㅤWhat We CoverThe First Step in Acquisition: Why unifying data sources and establishing a single CRM source of truth must happen before any sales outreach.Relationship First, Sales Second: How Sendoso used office hours, LinkedIn messages, and VIP warehouse tours to welcome new customers before discussing contracts.The Power of Certification: Kris Rudeegraap shares data showing that certified customers increased their spend on the platform by over 70%.Patient Migration Timelines: The strategic decision to keep the Alyce platform running for two years to allow customers to self-select when to switch.Leveraging Job Changes: How the team tracks users across Sendoso, Alyce, and Postal who move to new companies to drive new business.Win-Back Opportunities: Using combined data from closed-lost deals across multiple companies to triangulate why a deal was lost and how to win it back.Measuring Success: Why metrics like EBITDA, margin improvement, and employee Net Promoter Score (eNPS) are just as critical as revenue retention.ㅤResourcesSendoso - The leading Sending Platform for revenue teams.Email Kris Rudeegraap - Connect directly with Kris.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason 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!

Most companies treat events as a logo parade or a chance to walk the floor, relying on hope, dreams, and prayers to scan badges and make money later. Mason Cosby argues that if your event is not ROI positive before your plane takes off, you are doing events wrong. Events should be viewed as a relationship accelerator for existing connections rather than a place to blindly hope for new ones.ㅤMason breaks down a tactical plan to ensure every event generates a return. He outlines four core sections: pre-event preparation, event execution, follow-up, and speaking sessions. He explains how to identify exactly who is attending, how to book meetings before you arrive, and why you must leave the event with next steps already scheduled.ㅤWhat We CoverThe four core sections of an event strategy: A breakdown of pre-event, during the event, follow-up, and speaking sessions.Identifying attendees early: Using past event lists, event apps, social media hashtags, and location filters on LinkedIn to find people before the conference starts.Strategic meeting scheduling: How to book meetings around relevant agenda sessions and find people actively seeking solutions to specific problems.The BAMFAM rule: Why you must "Book A Meeting From A Meeting" to ensure sales cycles continue moving after the event ends.Leveraging speaking sessions: Creating a specific content offer for the room and using the session to segment the audience into hand-raisers and future prospects.The "Free Consultant" approach: How Mason uses speaking opportunities to offer help without selling, while directing immediate buyers to the sales team.Hosting private side events: Using dinners or cocktail hours to target top accounts and ensure the trip is ROI positive through a few key opportunities.ㅤResources MentionedScrappy ABM Newsletter: Get actionable tactical playbooks delivered to your inbox.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!

Mason Cosby sits down with Gillian Hinkle to discuss the complexities of marketing within a portfolio company. When an organization moves from a single product to a suite of services, marketers often struggle to build intentional sequencing. Gillian shares her approach to identifying customer behaviors and mapping the overlap between different buying committees.ㅤShe explains why you cannot go it alone: you must work with other teams to find commonalities in lead information and problem sets. A critical part of her strategy is to market to the internal sales team first. If sellers do not understand the deal cycle or how a new product addresses a specific pain point, they will not present it to their customers.ㅤGillian also details how to protect the customer relationship by validating data with product managers before launching a campaign. She emphasizes the importance of "small measures"—tracking observable behaviors and engagement rates in internal channels like Slack—to understand program success before revenue numbers come in.ㅤGuest BioGillian Hinkle is a seasoned marketing leader currently serving as the Senior Director of Product Marketing at Salesforce, with a focus on Heroku, a cloud platform as a service (PaaS). Her career trajectory transitions from an initial background in arts administration and education to technical B2B marketing leadership in the SaaS and cloud infrastructure sectors. Before joining Salesforce, Hinkle served as Director of Growth Marketing at Earnix.ㅤWhat We CoverUsing behavioral data to identify which customers are ready for expansion products.How to map the overlap between different buying groups—like marketing buyers versus data buyers—in a portfolio company.Why you must understand sales compensation before asking account managers to sell a new product.The strategy of "marketing to sellers" first: using enablement sessions to test if an offer is right for the current market.Protecting customer relationships by excluding unqualified accounts and validating pain points with product teams.Using Slack channels and lists to manage program execution and track internal engagement.The importance of reporting "small measures" and observable behaviors when revenue data is not yet available.ㅤResourcesHeroku: A cloud platform as a service (PaaS) supporting several programming languages.Slack: The primary communication tool Gillian uses for program management.Connect with Gillian Hinkle on LinkedInScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason 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!

If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.ㅤIf you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you.ㅤInstead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake.ㅤWhat We CoverThe problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.The swag rule: Why you should offer your branded gear as an option rather than the default gift.Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival.ㅤResourcesScrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.Visit for more ABM tips and strategiesConnect with Mason 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!

BambooHR built a massive brand on inbound marketing for small businesses. As the company looks to move upmarket to target larger, growing organizations, its strategy must evolve to cut through the noise. Hannah Forson joins Mason Cosby to explain how she layers account-based strategies on top of an existing inbound engine without bringing the bank.ㅤThe conversation focuses on the practical steps of defining a target audience by analyzing closed-won opportunities rather than guessing. Hannah explains why marketers should rarely start an ABM pilot by creating net-new content and how to repurpose what already works. She also shares the honest reality of managing internal expectations when ABM sales cycles take twice as long as standard inbound deals, and how to partner with channel managers who worry about how targeted campaigns affect their metrics.ㅤAbout Hannah ForsonHannah Forson is the Sr. Manager of Demand Generation at BambooHR, where she leads the programs team focused on mid-to-bottom funnel demand generation. She specializes in building efficient strategies that drive high-quality leads and pipeline. Before joining BambooHR, Hannah worked at Pluralsight and has spent years building marketing programs in both bootstrapped and public organization environments.ㅤWhat We CoverDefining the audience through data: How to use historical closed-won opportunities to identify the right company size and industry "sweet spots."The decision committee breakdown: Why finance professionals need a different message than HR leaders and how to prepare sales teams for those conversations.Collaborating with channel managers: Specific ways to run ABM campaigns on paid social without ruining a channel manager's core metrics or CPMs.The "If it's not broken, don't fix it" content strategy: Why you should audit your existing inventory and tweak successful assets rather than building from scratch.Managing timeline expectations: Dealing with executive pressure when targeted deals take twice as long to close as transactional inbound leads.Quality over quantity: Shifting focus from volume of form fills to capturing the right accounts that stick around longer.Storytelling for buy-in: How to use individual deal journeys to prove the value of ABM to leadership and individual contributors.ㅤResourcesBambooHRScrappy 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!

"Where are all of my leads?" If you are a B2B marketer, you have likely heard this question at least twice today. Continuing to focus on lead generation might cost you your job. In this episode of Scrappy ABM, Mason Cosby explains why the lead gen model is broken for B2B and offers a better path forward.ㅤMost people experience marketing in a B2C context, where the goal is to get hundreds of thousands of people to click "buy." But B2B is nuanced and complex. Mason breaks down why applying a volume-based approach to a quality-based game destroys credibility. You will learn why celebrating high download numbers often leads to an empty pipeline and makes marketing look like an "arts and crafts" department rather than a revenue partner.ㅤWhat We CoverThe disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails.Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline.The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource.Efficiency of spend: Understanding why a sub-10% lead-to-opportunity conversion rate means you are wasting 90% of your budget.Damaging the brand: How aggressive lead gen tactics annoy potential buyers who are not ready to purchase.Building a target list: Practical steps to move from a generic Ideal Customer Profile (ICP) to a specific list of accounts.The ABM alternative: How to get buy-in from leadership, sales, and customer success to market only to companies you actually want to work with.ㅤResourcesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason 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!

Mason Cosby sits down with Adam Holmgren, CEO and co-founder of Fibbler, to talk about a gap in the market around LinkedIn advertising: what happens when “people don’t click on ads,” and “we continue to… measure them for clicks.”ㅤAdam Holmgren explains a “very simple” approach: connect LinkedIn ads data with CRM data so you can “showcase what happens even if people don’t click on a freaking ad,” and surface “the actual companies and the deals that you are influencing.” The conversation stays “super tactical” on how teams use impressions, engagements, and clicks to build reporting in HubSpot or Salesforce, support account scoring, and trigger workflows for BDRs: “These companies have engaged with us a lot in the last week… maybe we should give a task for BDRs.”ㅤ👤 Guest BioAdam Holmgren is the CEO and co-founder of Fibbler. He built the tool from “my own frustration and issues, trying to prove myself to my execs, to my board,” especially in a channel like LinkedIn ads that “could be argued… to be more of a brand awareness channel.” He also shares that he runs “a bootstrap startup on the side of your full-time… job,” and he tries to “post five times a week” on LinkedIn.ㅤ📌 What We CoverWhy LinkedIn ads can be “more of a brand awareness channel,” and why “measure them for clicks… just doesn’t make sense.”“Connect LinkedIn ads data with your CRM data” to show influence, even if people don’t click on a freaking ad.”“Influence pipeline” and “influence revenue”: giving exec teams “indications” and “tangible things” like “these are the deals.”Sending impressions, engagements, and clicks into HubSpot or Salesforce weekly so marketers can build reporting “on their own.”Account prioritization and account scoring: combining ad engagement with “website data” and other inputs to trigger sales tasksSignals for sales and outbound: “These companies have engaged with us a lot in the last week… give a task for BDRs.”Clay as a destination for account-level ads data when you “want to have context” and figure out who to reach out toTitle targeting, function targeting, and “super titles” that make the audience “shoot up… tens of thousands”Where teams get stuck: without “technical capability” or a “marketing ops resource,” they “will not see value.”ㅤ🔗 Resources MentionedFibblerAdam HolmgrenHubSpotSalesforceClayLinkedIn adsLinkedIn’s APIScrappy 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!

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 website").Distribution: How does the message get to them? (e.g., LinkedIn Ads, Cold Email).Destination: Where are we sending them? (e.g., A specific case study or podcast episode).Direction: How do we measure success? (e.g., Did they register for the event?).3. Identify and Fill the GapsOnce you map your current tactics to the APM, you will likely see huge holes. For example, you might have plenty of Awareness (social posts) and MQA attempts (demo requests), but zero Meaningful Engagement in the middle. Focus your resources on building that missing bridge rather than buying more ads.ㅤEpisode HighlightsThe Definition of ABMMason clarifies the confusion among ABM, ABX, and ABS. It is a B2B revenue strategy in which Marketing, Sales, and CS align on a shared list of accounts representing your best customers.Why ABM Programs FailThe failure rate is high (around 78%) because teams over-complicate the tech stack and fail to align on simple definitions. If you can't measure relationship depth, you default to lead volume, which kills ABM.The 4D Framework ExplainedA breakdown of Data (Targets + Triggers), Distribution, Destination, and Direction. Mason emphasizes that "Triggers" are the missing piece in most cold outreach—reaching out just because someone is on a list isn't enough.Real-World Example: Scrappy's Own ProgramMason walks through how Scrappy ABM used this exact model to generate $4M in sales. He admits their "Meaningful Engagement" stage was originally broken, which led them to create the "ABM in a Day" workshop to fix the gap.ㅤLinks & ResourcesDownload the Account Progression Model TemplateScrappy ABM WorkshopConnect with Mason Cosby on LinkedIn

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)Canva (Kathleen: "designed graphics in Canva")Upwork (Kathleen: "used Upwork for video clips")Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason 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!

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 InsightWear Your Cape to WorkLinkedInA large organizational conferenceNASAA credit union “across your entire country”Universal StudiosJohn Wayne International AirportFairlife milkThe Proximity PrincipleStreamYardscriptBuzzsproutCanvaScrappy 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!

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 into customers or referrers by making them look awesome, talking only 20–30% of the time, asking “How can I help?”, being a “friend in your corner,” and using frameworks or worksheets as a natural follow-up.Why you should prioritize remote video over in-person recording as the “path of least resistance” and aim to maintain a backlog of episodes so recording stays sustainable instead of becoming a stressful scramble.ㅤResources MentionedScrappy ABM – Account-based marketing, demand generation, podcasting, and social content strategy.Scrappy ABM Podcast – Over 200 interviews on account-based podcasts and revenue marketing.Scrappy ABM Case Studies – Revenue-driving ABM programs and podcast results: https://scrappyabm.com/case-studiesScrappy ABM Contact – Explore Activation Plays, ABM Pilot Programs, and Account-Based Podcasts: https://scrappyabm.com/contactMason Cosby on LinkedIn – Host of Scrappy ABM and CEO and founder of Scrappy ABM.Joseph Lewin on LinkedIn – Head of podcast strategy at Scrappy ABM.Streamyard, Riverside, Descript, Zencastr, and Captivate – Recording, editing, and podcast hosting tools referenced in the launch process.Canva – For simple show graphics and launch assets.LinkedIn, LinkedIn Sales Navigator, LinkedIn Newsletter – For guest outreach, content distribution, and audience growth.ChatGPT and Gemini 3 Pro – For show prep, question sets, and show note creation from transcripts.Mal Pod – Pay-per-subscriber podcast growth partner used by many top shows.Inbound – Event stage used to promote shows like “Do This, Not That” with Jay.Shows mentioned as examples: “Do This, Not That,” “Sales Through Social.”Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.

“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 MentionedLinkedIn (find Raymon and connect)StoryBrand (mentioned for messaging)B2B MX (where Raymon and Mason met)Excel and PowerPoint (as ways to tell the “visual story”)Scrappy 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!

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”)Slack (how teams stay connected; call people in to support)Salesforce (“if it didn’t happen in Salesforce, it didn’t happen”)ClickUp, HubSpot, Asana (tools referenced for keeping work and documentation visible)Radical CandorMeasuring What MattersShopTalk (referenced as a big event example)LinkedIn (where Rebecca points people to find her)Scrappy 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!