Scrappy ABM

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

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

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

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

Leadership hears “ABM” and brings years of baggage. Scrappy ABM flips the script by cutting the re-education and moving straight to results. Host Mason Cosby welcomes Myles Madden to break down how he built ABM from the ground up—again and again—by starting with a sales-led use case, running a quiet pilot with a few reps, and only socializing the wins after pipeline appears.ㅤMyles lays out the pattern: meet with a tenured sales leader, ask for the one use case that’s driving revenue right now, pull five to ten real accounts, review the opportunities, and become an expert through Gong calls and external reading. From there, distribute across many channels for coverage, go deep on one or two “big bat” channels, and map one really good piece of content per stage—then validate with data. Simplicity wins: show pipeline amount and count, plus efficiency like cost to acquire $1 of pipeline, and keep teams aligned so messaging doesn’t drift.ㅤ👤 Guest BioMyles Madden has built ABM from the ground up across multiple organizations—most often in Series B and Series C environments. He focuses on enterprise programs, specializes in cybersecurity, and emphasizes becoming an expert in the buyer’s use case through Gong calls, external content, and close partnership with sales and product marketing. At One Password, he collaborates with leaders and practitioners to launch focused, repeatable programs that create pipeline and prove efficiency.ㅤ📌 What We CoverWhy over-educating with an ABM maturity model creates confusion and stalls momentumThe stealth pilot: run with a few reps on a single sales-led use case, then share results laterHow to source the first list: ask sales for five+ accounts, pull reports, and find patterns in real opportunitiesProblem-specific vs. vertical-specific targeting across industries (cybersecurity vs. call centers)Becoming a use case expert: review Gong calls, read external content, and integrate into buyer channelsDistribution strategy: broad coverage across channels, then go deep on one or two “big bat” leversContent mapping: align on TOFU/MOFU/BOFU definitions, mirror sales stages, and ship one really good piece per stageMeasurement made simple: pipeline amount + count, efficiency (cost to acquire $1 of pipeline), and conversion as a signal of problem priorityKeeping teams aligned: prevent use case drift with clear communication, examples, and field enablementEquipping AEs: ICP card, personas, discovery questions, outbound strategy, sequences, templates—put it all on a platterㅤ🔗 Resources MentionedGong calls (call reviews for use case understanding)Substack (for following industry voices)Cybersecurity headlines (staying current on breaches and incidents)MED… “med pick” (sales stage framework reference)Seismic (sales enablement page example)One Password website solutions pages (story-led middle-funnel example)Acquisition.com (clear funnel/CTA example)Dave Ramsey (personal reference)Disney World (personal reference)ㅤResources:Scrappy ABM: Visit for more ABM tips and strategies. (Link: ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABM (Link: Mason Cosby)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 agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy ABM, to reveal how agencies can flip that script through account-based podcasting.ㅤWith data, real client results, and behind-the-scenes process, Mason and Joseph walk through the exact steps to generate conversations with best-fit decision makers, build strategic relationships, and predictably drive revenue. This isn’t about chasing downloads or fluffy brand metrics—it’s about creating $2M in sales within two years by building a system that works even if you start with zero listeners.ㅤ👤 Guest BioJoseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since 2021, he has launched 38 podcasts, directly helping hosts generate over $6 million in trackable revenue from their shows. Beyond B2B strategy, Joseph also runs a YouTube channel where he experiments with building, burning, and creating from logs—showcasing his creativity both in and outside of business.ㅤ📌 What We CoverWhy most marketing agencies are commoditized and how podcasting changes that dynamicThe three overlooked questions every agency should answer before launching a showReal-world examples of $2M+ in revenue sourced through account-based podcastingThe three main podcast models: content engine, account-based, and public figureWhy 90% of shows fail and how to avoid the common pitfalls of measurement, consistency, and promotionA 30-day launch framework to secure conversations with best-fit customersPractical guest outreach strategies that consistently book decision makersHow to turn post-episode follow-up into pipeline and referralsㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMConnect with Joseph Lewin on LinkedInㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM is all about practical playbooks that don’t break the bank. In this conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion.ㅤRyan explains how a board-driven request turned into a framework that now guides sales focus, ABM campaigns, SDR targeting, and even M&A decisions. Together, Mason and Ryan explore the balance of quantitative data and qualitative insights, the challenges of execution and alignment, and why sometimes the most important outcome is knowing where not to invest.ㅤListeners will hear first-hand how Docupace built four customer cohorts, used them to inform revenue forecasting and cross-sell strategy, and applied the same lens to merger evaluations. The discussion shows how cohort analysis can simplify a complex market and provide a clear cipher for resource allocation, product journeys, and long-term planning.ㅤ👤 Guest BioRyan George is the Chief Marketing Officer at Docupace, a leading digital operations technology provider for the wealth management industry. With deep expertise in financial services marketing, Ryan has led strategies for growth, retention, and profitability. He brings a unique perspective on aligning teams, using data for expansion, and turning complex markets into clear opportunities.ㅤ📌 What We CoverWhy a recapitalization process pushed Docupace to build a cohort analysisThe 14 factors (quantitative and qualitative) used to segment enterprise clientsFour distinct cohorts: behemoths, core market, scalers, and limited-upside firmsHow the analysis reshaped sales strategy, resource allocation, and ABM campaignsUsing cohorts to target SDR outreach and open new doorsAligning marketing, sales, and relationship management through repeated reinforcementHow compensation structures shape alignment across teamsLeveraging cohort analysis for forecasting, CRM integration, and cross-sell strategyApplying the same framework to M&A evaluations and knowing when to say noㅤ🔗 Resources MentionedDocupaceRyan George 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!

Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a team responsible for more than $100 million, Mason explains how to reframe your work around six core leadership concerns: sustained organizational growth, efficiency, profit, attracting and retaining top talent, fostering a positive culture, and continued innovation.ㅤListeners will walk away with clear, repeatable ways to prove marketing’s value, tie programs to measurable business outcomes, and protect budgets when inevitable cuts arise.ㅤ📌 What We CoverWhy leaders value repeatable, predictable results over one-shot campaignsHow efficiency compounds when systematic programs run quarter after quarterThe importance of targeting the most profitable customers in partnership with financeHow high-profit customers create happier employees, stronger brands, and talent magnet effectsThe link between customer satisfaction and positive company cultureWhy customer similarity enables meaningful innovation and actionable feedbackHow to frame marketing initiatives in monthly meetings to secure executive buy-inPractical ways to tie every win back to the six leadership prioritiesㅤ🔗 Resources MentionedScrappy ABM: scrappyabm.comConnect with Mason on LinkedIn: 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, host of Scrappy ABM, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what it takes to escape the cycle of frustration.ㅤFrom leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to promotions, freedom, and even a tenfold income increase. For marketers who feel like they’re running in circles, this episode offers a practical playbook for building repeatable systems that create engagement, pipeline, and revenue.ㅤ📌 What We CoverThe tale of two marketers: burnout vs. creativity and fulfillmentWhy leadership alignment sets the foundation for everything elseHow pipeline health determines whether sales buys inThe danger of changing target audiences every campaignBuilding systems that generate scalable, repeatable returnsWhy under-resourced seasons can build your careerThe importance of reporting on the right metrics for leadershipMason’s personal story: from overwhelmed solo marketer to repeatable system builderㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies → scrappyabm.comConnect with Mason on LinkedIn → 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!

On Scrappy ABM, host Mason Cosby sits down with Cliff Simon, CEO and founder of Polaris, to get clear on “what the heck is rev ops” and where AI is actually useful. Rev Ops sits at the intersection of systems, processes, insights and analytics, enablement, and a maniacal focus on the customer journey. Cliff draws a sharp line between departmental “ops” and a functional model that breaks down silos and sits in weekly and monthly cadences with sales, marketing, CS, and product.ㅤThey cut through AI hype with a people → process → tech sequence, why most teams aren’t ready because the bottom data layer isn’t there, and how a glossary of terms—agreed at the board level—prevents “good in, good out” from turning into “one degree off course at 120 miles an hour.” Expect pragmatic wins: giving salespeople time back by automating admin, faster copy iteration and A/B tests, forecasting deals, and CS deflection and case resolution. The throughline: don’t expect the world—crawl, walk, run—grow capacity without growing headcount, and use enablement (including AI) to train sellers and leaders.ㅤ👤 Guest BioㅤCliff Simon is the CEO and founder of Polaris. He helps people actually understand effective AI implementation to run revenue operations programs. Cliff emphasizes people, process, then tech; Rev Ops as a thought partner to executives; and a maniacal focus on the customer journey. Connect via LinkedIn or polarisops.com.ㅤ📌 What We CoverRev Ops as the intersection of systems, processes, insights and analytics, and enablementBreaking down departmental silos by aligning analytics and systems teams across sales, marketing, CS, and product“People, process, tech” as the order of operations—and why business acumen and human psychology come firstWhy most teams aren’t ready for AI: the bottom data layer, a glossary of terms, and board-level agreement on definitionsThe “good in, good out” warning and the “one degree off course at 120 miles an hour” metaphorWhere not to expect AI right now (full technology implementation) vs. where it helps: admin automation, faster copy iteration, forecasting dealsCS wins: deflection and case resolution so humans can focus on difficult issues and customer careA measured approach: don’t expect the world; crawl, walk, run; grow capacity without growing headcount; enablement to train sellers and leadersㅤ🔗 Resources MentionedPolaris: https://polarisops.comCliff Simon on LinkedIn: https://www.linkedin.com/in/cliff-simon/Lean Six SigmaQ Flow (forecasting context)Salesforce World Tour (New York City mention)Road Show Stops: Atlanta (October 10), Austin (October 23), Chicago (November 5), Boston (later in November, finalizing), Toronto (potentially November)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, host Mason Cosby sits down with Jeff Hardison, CRO at CaseMark, to cut through tool-first thinking and get back to the fundamentals: pick the ideal customer profile that buys, retains, and expands—then run ABM to get more of your best. Jeff draws a sharp line between ICP and a target audience (the hunch you’re “pushing up a hill”) and shows why alignment breaks when leadership confuses the two.ㅤThey map old-school account-based playbooks to today’s stack, using intent, tasteful personalization by industry or growth stage, and PLG motions that convert free usage into organization-wide adoption—the classic “come over the top” expansion. From Calendly’s surprising webinar signal (“please self-promote the product more”) to building lists with AI agents and wiring product + checkout data to measure PLG ABM, this conversation stays grounded in experiments, feedback, and outcomes.ㅤIf you’re testing a new segment, scaling a hybrid PLG + sales motion, or correcting an over-automated program, this is a practical blueprint to run scrappy without breaking the bank.ㅤ👤 Guest BioJeff Hardison is the CRO at CaseMark and previously served as VP of Product Marketing at Calendly. He’s also worked at Clear Bet and led programs that connect old-school account-based fundamentals with modern platforms, PLG activation, and expansion motions.ㅤ📌 What We CoverThe ICP vs. target audience distinction—and why confusing them derails ABMUsing AI agents to scrape “top 10 / top 100” lists, pair domains, and enrich before outreachOld-school ABM tactics (direct mail, events, coordinated sales air cover) mapped to modern platformsTasteful personalization: segment by industry or growth stage instead of risky person-level guessesWhy PLG content can lean product-tutorial, while sales-led needs more category/problem educationThe hybrid PLG + sales content path: awareness → sign-up → self-pay → sales expansion → CS enablementMeasuring PLG ABM: wiring product data and checkout to prove sign-up, activation, upgrade, and spreadThe Dropbox method: free “viral” adoption, then one org, one invoice, and IT alignment (SSO, SCIM)Running manual ABM to expose solvable problems (tracking, enrichment, MQA signals) before scaling toolsUser interviews that reveal unexpected edge use cases—and reshape ICP, content, and product prioritiesㅤ🔗 Resources MentionedCalendlyHubSpotCaseMarkZoomInfoClayApolloChatGPTManus (for building AI agents)Clear BetDropbox (“Dropbox method” reference)US Banker Magazine (example within trade publications)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.ㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.ㅤWith over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.ㅤ📌 What We CoverThe tension when marketing hits its goals but sales doesn’tWhy account-based marketing is exclusive to B2B organizationsHow aligning marketing, sales, and customer success creates better resultsThe importance of building a shared list of target accountsWhy those accounts should reflect your happiest and most profitable customersHow to involve finance in identifying best-fit accountsA simple, toddler-level definition of ABM: only invite the best people to your partyㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies. scrappyabm.comConnect 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!

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.ㅤNatalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.ㅤ👤 Guest BioNatalie Marcotullio is Head of Growth and Product Marketing at Navattic. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.ㅤ📌 What We CoverWhy one-to-many ABM fits when ACVs don’t justify one-to-oneGoing beyond G2 categories to find hyper-specific sub-verticalsTools like Apollo lookalike features and Oceans IIO for niche targetingMapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programsThe role of interactive demos in mid-funnel engagementStacking and consolidating signals through Koala and Slack alertsMeasuring everything against pipeline, not just demo engagementStandardizing processes with sales to avoid wasted spend and list churnㅤ🔗 Resources MentionedNavattic — Interactive demo platformKoala — Signal aggregation platformApollo — Lookalike and targeting toolOceans IIO (mentioned as niche targeting tool)Cyber Marketing Con & Cyber Marketing Society (events referenced)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.ㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who’ve been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that aligns marketing, sales, customer success, and rev ops around a shared target account list that reflects best customers, with data-driven decision making.From pre-COVID tool stacks (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads) to unbundled, signal-driven programs, the group contrasts platform-led decisions with strategy-first programs. Costs spiraled—$200k+ in tools and team lift pushing some stacks to $910k—while teams chased account-level intent that often came from one contact or disappeared inside the ICP filter. Today’s shift centers on signals, precision, and orchestration: pick the right accounts, design plays around triggers, personalize experiences, and measure contribution, not just source. The takeaway: get the foundations right, then add tech that plays nicely together.👤 Guest BiosAmber Bogie — Director of Global UCC Marketing at GoTo Technologies. Long-time ABM practitioner who has seen changes, trends, and disasters, built programs with Terminus and Uberflip/PathFactory, and calls for data-driven decision making and realistic goals with leadership.Jess Cook — Head of Marketing at Vector, a contact-based marketing platform. Background in copywriting, creative direction, and content; highlights signals and the contact-level reality behind account intent, plus ads audiences built from website and competitive research signals. Also hosts “This Meeting Could Have Been a Podcast” with CEO Josh.Pete Lorenco — Leads Growth Marketing at Flexera (field, partner, and ABM campaigns). Has worked in enterprise and startup, made “every mistake…5,000 times,” and now pushes strategy first, signals and plays, personalization, and measurement beyond sourced attribution.📌 What We CoverA working definition of ABM: B2B revenue strategy aligning marketing, sales, customer success, and rev ops on shared best-customer accounts with data-driven decision making.Pre-COVID stacks that shaped early programs: Engagio→Demandbase, Terminus display, Uberflip/PathFactory for content, Marketo/Salesforce, LinkedIn Campaign Manager, Google Ads, direct mail (manual to sending platforms).Why it got so expensive: platform black boxes, novel data, “full-suite” promises, and the conflation of tool = strategy, plus team cost on top of licenses (examples up to $910k).The signal reality: half of account intent from one contact; ~90% of account intent drops when filtered to ICP—so who is the contact and what is the next play?Moving from mass outreach to precision demand: triggers, plays, personalized experiences, and orchestration across channels.Measurement that leadership buys: beyond marketing-sourced to contribution to all pipeline, showing touchpoints, buyer journeys, and education for long cycles.Unbundled ABM in practice: add tools that do a few things exceptionally well, integrate, and support the strategy, not the other way around.Foundations and fit: who to invite to the party, how to identify them, and when ABM isn’t a fit (see episode 149).🔗 Resources MentionedPlatforms/Tools: Engagio (now part of Demandbase), Demandbase, Terminus, Uberflip, PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads, Outreach, Salesloft, Six Sense, User Gems, Vector, Clay, ZoomInfo, Bombora, HD Insights, Full Circle, Writer, Alice, Sendoso, Reachdesk, CMO Coffee Talk (Slack community), Netflix (content analogy).Shows/Episodes: Scrappy ABM episode 149 (who’s not a fit for ABM).People: Amber Bogie, Jess Cook, Pete Lorenco, Josh (Vector CEO on the podcast with Jess), Sangram (introduction mentioned), Sam Ney (community reference).Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABMIf 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!

SDR teams that were well fed by inbound are now shifting from qualification to outbound prospecting. On Scrappy ABM, host Mason Cosby sits down with Josh Gainey, the Go Market lead over at Kasm Technologies, to break down a practical outbound playbook: start with the right SDR hire profile, define who not to target, and align on an A / C / F grading scale that everyone—SDR and AE—buys into.Josh unpacks “freedom within a framework,” why the process should be the accelerator, not the tool, and how a simple rhythm across LinkedIn, Sales Navigator, ZoomInfo, Outreach, and Salesforce can book the right meetings without burning accounts. From first messages that hit the top three points to moving fast from LinkedIn to calendar, proof of concept momentum, and becoming a manager of managers, this conversation lays out what was awesome, what was hard, and the lessons teams can apply—whether inbound or outbound.👤 Guest BioJosh Gainey is the Go Market lead over at Kasm Technologies. Before Kasm Technologies, he built a fantastic outbound program over at Authenticate and scaled from two or three SDRs—where he was one of them—to leading a team of 25 to 30 SDRs in two and a half years. Josh is active on LinkedIn and there every day.📌 What We CoverWhy the right SDR hire profile matters before calling anybody—and finding people willing to do hard workUsing negative attributes to decide who not to target and prevent AE distrustThe A / C / F grading model: titles, size, industry, engagement, budget, workflow, multiple team members, and proof of conceptGetting AE buy-in so “everybody did their job” and mapping grades in the CRM to closed-won, deal cycle, and deal sizeChannel mix kept simple: LinkedIn first, plus ZoomInfo, Outreach, Salesforce, and Sales Navigator—manual over automation“Process be the accelerator, not the tool” and why scaling what doesn’t work burns accounts in cybersecurityFirst-message approach: straightforward, a little personalized, and the top three points (e.g., dark web access, off-network special web access, managed attribution)Moving fast from interest to work email to calendar invite, and confirming 24 hours beforeMeasuring success: more A meetings, enterprise opportunities, and onboarding ramp speedPromotions and morale: SDR paths to renewals, account executive, and account managementUnexpected roadblocks: shifting into a manager of managers, attrition, and tying compensation to performanceStakeholder buy-in beyond sales: bring in product managers, engineering, CSAM, and the head of sales for executive exposure and culture building🔗 Resources MentionedLinkedInSales NavigatorZoomInfoOutreachSalesforceAuthenticateKasm TechnologiesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook, an $80,000 annual contract, and why “less is more” with “two service lines.” It’s all inbound from LinkedIn and a podcast, plus “speaking engagements,” saying yes to interviews, and an “absurd number of webinars”—including 60 podcast interviews and 18 webinars in ~60 days that created over $2 million in pipeline.He gets “shockingly honest” about 120 hour weeks, a postpartum spouse editing podcasts, firing seven contractors, moving to W2s, and then learning seasonality and sales cycles. Mason explains why a debt free approach matters, how he’s scaling out for a two-month paternity leave, and why he turned down six to seven million to stay focused on a mission: equip a million marketers with repeatable account-based playbooks by January 2035.Nick Bennett — host of 1,000 Routes. In this conversation, Nick steers the candid discussion on solopreneurship, scaling, contractors vs. W2, and the shift from “Mason the marketer” to “Mason the CEO.”📌 What We CoverFrom “little teeny tiny side hustle” to “I think I have a business”: $25K in March ’23, a $150K deal that “backed out,” and stacking project revenue with one $80K annual contract.Why “less is more”: from 16 service lines to two service lines that are “way easier to sell.”All inbound: LinkedIn, a podcast, “speaking engagements,” saying yes to podcasts, networking calls, and an “absurd number of webinars.”Buying back time: hiring a contractor at $70/hr, “bought back 65 hours,” and discovering margin without doing the delivery.Contractors vs. W2: “shockingly honest” lessons, firing seven people, then learning seasonality, fixed costs, and building a bench of professional contractors.Scaling out of delivery and most selling: hiring an AE, a COO, and “four specialists” per client so the team “does it better than me.”Pipeline swings and seasonality: 60 podcast interviews + 18 webinars → over $2M in pipeline as H2 budgets open.Mission over exit: turning down six–seven million, staying debt free, and the goal to equip a million marketers by January 2035.🔗 Resources Mentioned1,000 RoutesDave Ramsey / Ramsey Solutions (“baby steps,” “Ramsey guy”)System & Soul (business operating framework)EOS (operating system reference)Acquisition.com workshopC12 (Christian business leaders group)Terminus (AE experience referenced)Create your next digital offer: https://harnessandhone.com/Join How Solos Scale: https://www.howsolosscale.com/Download the free roadmap: https://fullstacksoloroadmap.com/Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience.While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. From segmentation strategies and digital adoption to habit formation and personalization, Katie shares how data, milestones, and feedback loops transform customer relationships. The conversation shows exactly how mapping behaviors and empowering users at the right moments leads to retention, expansion, and exponential growth.👤 Guest BioKatie Yagodnik is the founder of SFE Advisors, helping companies grow after the sale. With 20+ years in customer success, sales, operations, and growth, Katie is a post-sales strategist recognized as a Totango Hero and Monster.com alum. At SFE Advisors, she specializes in building customer journeys that drive retention, expansion, and long-term revenue impact.📌 What We CoverWhy focusing on net revenue retention matters more than acquisition costsCustomer segmentation based on spend, size, and adoption for post-sale successMapping milestones across implementation, training, adoption, renewal, and expansionTurning customer communications into a data-driven framework for personalizationCreating personas for executives, admins, end users, managers, and technical stakeholdersDistribution channels that work: email cadences, LMS, office hours, knowledge base, and success squadsMeasuring success through open rates, activity tracking, and behavioral benchmarksLessons learned: reducing email overload, proving program results, and iterating based on data🔗 Resources MentionedKatie Yagodnik on LinkedInSFE AdvisorsScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where AI helps and where it falls short.This conversation also emphasizes the irreplaceable role of human connection, the need for intentional strategy, and the importance of aligning marketing, sales, and customer success teams around best-fit accounts.📌 What We CoverThe four-part ABM framework: data, distribution, destination, and directionHow tools like ChatGPT and Fathom improve client profiling and objection trackingWhy AI-generated distribution can fail without accurate targetingThe difference between training AI like a tool versus like a team memberThe role of in-person events as a conversion point in ABM programsHow “digital fatigue” and AI at scale impact personalization strategiesThe definition of ABM as a revenue strategy aligned around best customersWhy B2B buying committees involve 8–14 people and what that means for contentThe challenges of long, complex buying cycles and seasonal decision-makingThe balance of AI efficiency with human review to prevent irrelevant outreach🔗 Resources MentionedScrappy ABMMason Cosby on LinkedInMike Montague on LinkedInAvenue9Fathom (AI transcript tool)Superhuman (AI email tool)Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABM (Mason Cosby)If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web advertising, programmatic campaigns, and even connected TV—without software fees. Together, Mason and Galen explore the concept of account-based RevOps, the seven playbooks for ABM execution, and how to empower sales teams with direct control of campaigns. The discussion highlights practical strategies for orchestrating omnichannel touches, measuring engagement, and aligning marketing and sales to accelerate pipeline growth.👤 Guest BioGalen Dow is the founder of BrandGen and previously founded New Breed, the first Elite tier HubSpot agency. With deep expertise in account-based marketing and revenue operations, Galen focuses on helping companies implement cost-effective account-based advertising by connecting HubSpot CRM and marketing automation with open web and programmatic advertising.📌 What We CoverThe limitations of expensive ABM platforms and the genesis of BrandGenWhy intent data and contact enrichment often block smaller companies from scalingThe concept of account-based RevOps and how it aligns marketing, sales, and serviceSeven account-based playbooks, including land and expand and blended account-based approachesUsing open web and connected TV advertising as cost-effective alternatives to walled gardensHow BrandGen integrates with HubSpot for campaign activation, workflows, and rep-level controlOrchestrating omnichannel touches to stand out in a crowded, AI-driven landscapeThe challenge of measuring ABM success and why BrandGen compares to trade show presence🔗 Resources MentionedBrandGen.ioGalen Dow on LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason Cosby for a conversation about ABMIf 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’ve ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you’re not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won’t buy into marketing programs—and what to do about it.From definitions that don’t match up, to time horizons that clash, to calendars that feel empty or overwhelming, Mason explains how small misalignments create major breakdowns in trust. He also walks through the reality of seasonality, why pipeline timing matters, and how compensation structures can make alignment almost impossible.This is a blunt, practical breakdown of what really drives the disconnect between marketers and sales—and how to fix it before your next big plan gets ignored.📌 What We CoverHow miscommunication over basic terms like “lead,” “MQL,” and “opportunity” destroys trustWhy marketers think in months and years, while sales lives in days, weeks, and quartersThe difference between an empty calendar for marketers versus sellers—and what it signalsHow seasonality shapes when sales teams will and won’t buy into your programsWhy sales compensation structures can make collaboration impossibleThe starting point Mason recommends for solving alignment issues🔗 Resources MentionedScrappy ABM: Visit ScrappyABM.com for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMIf 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!