Scrappy ABM

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!

Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work.👤 Guest BioLeslie Venetz is the author of Profit Generating Pipeline and a USA Today bestselling author recognized as the 2024 Sales Innovator of the Year. With a career spanning service-based and SaaS sales, Leslie built her philosophy around full-cycle accountability, customer retention, and the belief that sellers must “earn the right” to their buyer’s attention. She shares daily insights on LinkedIn and can be found at salesledgtm.com/book.📌 What We CoverWhy “cheapest customers” are rarely the most profitableThe difference between chasing big logos and finding the right accountsHow renewal, upsell, and cross-sell drive long-term revenueLessons from service-based sales and full-cycle account managementWhy MQL processes often break down and how to fix themThe dangers of disingenuous contact-level personalizationLeslie’s three-step approach to segmentation and value prop developmentHow industry-specific campaigns create credibility and trustWhy the biggest logos aren’t always the best accounts for ABM programsThe type of content sales actually needs from marketing🔗 Resources MentionedProfit Generating Pipeline by Leslie VenetzLeslie Venetz on LinkedInScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn 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!

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020.Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months. They unpack what worked — executive sponsorship, a sharply defined target account list, and tightly documented operations — and where they’d hit rewind: overinvesting in tech, misaligned expectations, and the pain of forcing MQLs into a sales pipeline.Whether you’re building ABM from scratch, stuck in the middle, or scaling with momentum, this conversation reveals both the early signals that matter and the long-game reality required to see real impact.👤 Guest BiosRyan Gunn is the founder of Attribution Academy, an education platform helping HubSpot users learn how to tie marketing activity to revenue. He’s known for demystifying marketing attribution and helping teams prove their impact.Amanda “Chuck” Palmarchuk is Head of Strategy at Scrappy ABM, with nearly two decades in marketing and seven years specializing exclusively in account-based marketing. She’s helped organizations at all stages — from building ABM programs from scratch to refining them for revenue impact.📌 What We CoverThe core truth of ABM: awareness first, trust alwaysBreaking into a new market segment without existing relationshipsWhy executive sponsorship and consultant authority shaped successBuilding a tight, tiered target account list (~200 accounts total)How mind mapping and workflow planning prevented ops breakdownsThe cost of overinvesting in tech before strategy is provenResetting unrealistic expectations when early pipeline is slowMeasuring influence and account penetration alongside revenueRecognizing seasonality and its role in pipeline timingLessons for aligning sales and marketing without creating friction🔗 Resources MentionedScrappy ABM — Visit 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!

Scrappy ABM delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using a seamless travel kit, co-branded items, and a scavenger hunt-inspired process, the team generated buzz, showcased network strength, and created meaningful conversations. The discussion highlights how creative packaging, clear messaging, and smart use of resources—like an event agency and even ChatGPT—can transform event marketing. Listeners will hear how this scrappy approach turned a standard booth into the talk of the show while building momentum for future events.👤 Guest BioYelena Kozlova is the VP of Marketing at Finch, leading strategies that strengthen partnerships and drive network growth. With a background in product marketing and a passion for contextual messaging, Yelena shares insights on creative event activations and field marketing.📌 What We CoverThe strategy behind Finch’s partner activation at a third-party administrator eventHow a travel kit theme connected partners and prospects through co-branded itemsTurning booth visits into an engaging scavenger hunt experienceOvercoming last-minute challenges and evolving the activation from idea to executionUsing a personalized landing page and QR codes to capture and track leadsPartner collaboration, measurement, and building buzz at eventsLessons learned and what’s planned for scaling the activation at future eventsWhy having the right partners and agencies matters more than a large team🔗 Resources MentionedFinchFarrago Events (Monica Ortiz)ChatGPTScrappy ABM: Visit for more ABM tips and strategies.Connect 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!

Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to replace bad clients with high-value partnerships, increase lifetime value, and build a predictable pipeline without adding unnecessary expenses or headcount.Listeners will hear two powerful frameworks — the account progression model and the four D’s of ABM — along with practical advice on pricing, targeting, and scaling. This episode equips recruiters and service businesses with the mindset and tools to transform their growth strategies while avoiding the pitfalls of traditional acquisition methods.📌 What We CoverWhy account-based marketing is the most efficient way to approach B2B recruitingThe role of ethical selling and conviction in building lasting client relationshipsHow niching down leads to better results and stronger positioningCommon acquisition strategies recruiters use before adopting ABMWho ABM works for, the importance of product/message market fit, and ideal contract valuesOvercoming internal pushbacks and misalignment between marketing and salesThe account progression model for guiding prospects from awareness to closed dealsThe four D’s framework: Data, Distribution, Destination, and DirectionPractical steps for building a target account list and reducing client escalation riskHow to measure success and pipeline stability over time🔗 Resources MentionedLoxoScrappy ABMConnect with Mason Cosby on LinkedIn 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 brings practical playbooks that don’t break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what’s working, what’s not, and how Daxko uses AI as a partner rather than a replacement. She details practical workflows that blend automation with human oversight to protect brand voice, improve lead quality, and empower teams. With real examples—from using Clay for enriched targeting to deploying AI Piper for off-hours lead qualification—this conversation challenges marketing leaders to rethink how they scale.👤 Guest BioWendy White is the CMO of Daxko, a software company powering over 25 million daily fitness experiences across gyms, YMCAs, martial arts studios, and boutique fitness businesses. At Daxko, Wendy leads AI-driven marketing strategies that accelerate pipeline and enhance customer engagement. She is passionate about ABM, agentic AI, and building revenue engines that move fast without sacrificing quality.📌 What We CoverUsing AI to personalize content for known buying entities and long-tail marketsHow Daxko enriches data with Clay and Seamless to improve outbound precisionHuman-in-the-loop strategies for outbound campaigns and SEO content generationLeveraging AI Piper to qualify leads and support customers during off-hoursBuilding workflows that 10x content output while protecting brand voiceAvoiding AI missteps by training tools, protecting the brand, and rethinking opsCreating a new “AI Ops” role to maintain orchestrations and drive efficiencyHow AI adoption changes team structures, hiring, and performance expectations🔗 Resources MentionedDaxkoClaySeamlessBuiltWithQualifiedPiperN8NThe Boring Marketer (Twitter)The Kiln (agency)Resources:Scrappy 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!

Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work.This conversation unpacks how to narrow focus in global markets, identify the right accounts to pursue, and avoid overengineering your strategy. Amanda reveals how segmentation drives success, why starting with existing content accelerates results, and how aligning metrics to progression stages keeps programs on track. They also discuss common missteps like rushing the process or asking for meetings too early—and how to prevent them.Listeners will walk away with specific ways to repurpose content, choose channels that matter, and measure what really proves ABM is working.👤 Guest BioAmanda (Florez) Palmarchuk leads client strategy as Head of Strategy at Scrappy ABM. Known as “Chuk” to the team, she has guided successful ABM programs across global brands by focusing on segmentation, content alignment, and clear progression stages. Amanda thrives on helping organizations create meaningful connections with their target accounts.📌 What We CoverWhy segmentation is the foundation of a successful ABM programHow to focus efforts when global brands want to “go after everyone”Choosing distribution channels that match audience behavior and engagement dataAligning content with progression stages to build relationshipsThe importance of manual tracking and team communication for measuring social impactHow to identify content gaps and prioritize net new creationMetrics that matter across awareness, engagement, and pipeline stagesCommon mistakes teams make, including rushing journeys and asking for meetings too soon🔗 Resources MentionedHotjar – for tracking engagement and content performanceScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn 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, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists.ㅤThis conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of content needs—education, production value, time efficiency, and entertainment—and why missing even one kills ROI.ㅤFrom choosing syndication channels to setting up feedback loops that actually work, listeners will hear clear ways to measure success and pivot fast. Whether targeting small businesses or moving upmarket, Rob’s insights reveal how to adjust expectations, fight out incumbents, and make every content dollar count.ㅤ🎯 Must-Have Resources for Content Syndication SuccessRob Bellenfant and TechnologyAdvice recommend two essential guides to help revenue leaders evaluate and choose the right lead generation and publishing partners:Checklist: 25 Questions to Ask Every Lead Gen Provider — A practical resource to assess potential partners through your buyer’s lens.Complete Guide to Choosing the Right Lead Gen Partner — A comprehensive roadmap for selecting partners that align with your pipeline goals and audience needs.These resources provide clarity on how to navigate content syndication partnerships and maximize ROI.ㅤ👤 Guest BioRob Bellenfant, CEO and Founder of TechnologyAdvice, leads a company focused on connecting B2B technology buyers with the right solutions through trusted audiences and high-quality content. Operating across 30 digital media brands and 50+ newsletters, Rob and his team help companies create content syndication strategies that deliver authentic engagement and measurable pipeline.ㅤ📌 What We CoverWhy trusted first-party audiences outperform mass contact listsHow to evaluate a content syndication partner through the eyes of your buyerThe four critical ingredients every piece of content must have to drive ROIWhy channel selection matters less than content quality and authenticityKey differences in measurement between SMB and mid-market buying cyclesHow to set up feedback loops and avoid waiting too long to pivot strategyThe power of small, fast experiments in paid media for faster learningWhy tight measurement and clear audience insights pay dividendsㅤ🔗 Resources MentionedTechnologyAdviceTop 25 Questions to Ask a Lead Generation or Publishing Partner (resource mentioned by Rob)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!

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model.From understanding what qualifies as meaningful engagement to identifying content gaps through a simple audit, Trevor and Mason break down the nuances of building targeted assets that serve a clear purpose. Whether you're sending emails, building product pages, or prepping for your next webinar, this episode gives you the framework to stop guessing and start aligning content with what your prospects actually need.👤 Guest BioTrevor Grimes is the Lead Content Strategist at Scrappy ABM. He focuses on building stage-specific content strategies that connect account-based programs with real buyer behavior. He also previously joined Scrappy ABM to discuss content repurposing and returns this time to walk through net-new content creation across the ABM funnel.📌 What We CoverThe five core stages of an account progression model: awareness, initial engagement, meaningful engagement, conversion, and re-engagementA simple afternoon exercise to categorize your existing content across the funnelHow to handle “multi-purpose” content by asking: what do you want them to do next?Why short-form social, listicle blogs, and educational posts power awarenessWhat content qualifies as initial engagement (hint: it starts to frame the solution)Examples of meaningful engagement assets like demos, walkthroughs, and comparison guidesWhy conversion-stage content should be personalized, product-focused, and shareableThe underestimated power of response-based email CTAs vs. “book a call” asksHow to use pre- and post-webinar outreach to spark real conversations🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: 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!

What if a few LinkedIn headshots and some paint sticks could generate more qualified meetings than a six-figure ABM platform? On this episode of Scrappy ABM, host Mason Cosby welcomes Brandon Redlinger, a seasoned ABM leader and co-founder of The Forge, to break down a low-cost, high-yield play executed during Forrester’s Summit.The campaign—built around a simple idea called Find Your Face—used printed cutouts of buyers’ faces to turn booth traffic into booked meetings. And it worked so well, the team ran out of faces on Day One.Brandon shares the full breakdown: sourcing the target list from LinkedIn hashtags and past sponsors, how reps organically promoted the play, and why the Bose headphones weren’t the real incentive. He also explores what worked, what he’d change, and how even fractional marketing teams can align with sales—without becoming order-takers.👤 Guest BioBrandon Redlinger is a fractional VP of Marketing and co-founder of The Forge, where he helps ambitious marketing leaders accelerate their careers. He’s also led ABM and demand programs at brands like Noble and Sidebar. Brandon’s known for building smart, scrappy programs that drive pipeline—even without massive budgets.📌 What We CoverThe “Find Your Face” event play that turned heads (and booked meetings)How they sourced buyer headshots using LinkedIn hashtags and last year’s attendee listWhy reps started slacking photos of cutouts to execs who didn’t attendThe moment sales realized the play worked—and jumped in to helpHow adding influencers’ faces boosted social amplificationWhy a $25 Amazon gift card wasn’t the real driver for C-suite engagementThe shift from geo-based to industry-based territories in ABMBrandon’s view on alignment: why marketing success shouldn’t rely on sales buy-inAdvice for ABM starters: test small, avoid shiny tools, and go narrow on account lists🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby on LinkedIn: Start a conversation about ABM.Connect with Brandon Redlinger on LinkedInIf 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!