Scrappy ABM returns with host Mason Cosby and guest Liam MacCormack, founder and solopreneur at Growth by Liam, breaking down how real account-based marketing gets built when the ACV is high, the deals are complex, and shortcuts fail. Liam starts at the only place that matters: historical closed won accounts, not guesses. He walks through a massive breakdown of who books demos, who joins calls, who gets added into the product in PLG motions, and how that activity builds a clear picture of the buying group.ㅤThe conversation moves into where those personas actually spend time, why LinkedIn audience assumptions fall apart, how Reddit and niche communities come into play, and why talking directly to happy customers beats any ad platform pitch. Mason and Liam press into problem content versus solution content, high-intent measurement signals beyond revenue alone, and the scrappy, manual, “pain in the ass” direct mail and gifting-style plays that stand out in a world of ignored cold emails and identical ads.ㅤ👤 Guest BioLiam MacCormack is the founder and solopreneur at Growth by Liam, partnering with early and growth-stage companies on growth programs across channels. In this conversation, he shares firsthand experience building account-based motions for enterprise and high-ACV deals, grounded in closed won data, buying group behavior, and real-world engagement signals from digital and offline channels.ㅤ📌 What We CoverHow Liam starts ABM and targeting with a massive breakdown of closed won accounts, demo bookers, call participants, and product users.Why PLG signals—like who opens free trials, who gets added to the account, and when executives show up—reveal real buying committees and conversion windows.The ACV reality check: when a $10K deal should not trigger a heavy ABM program and why enterprise and high-ACV motions justify one-to-one or one-to-few plays.Using Sales Navigator, posting activity, and real behavior to confirm if target personas are actually active on LinkedIn instead of trusting audience estimates.Talking directly to customers and target personas to learn where they discover solutions, including subreddits and niche communities that never show up in generic targeting.Balancing problem content and solution content so target accounts recognize their pain, see new ways to solve it, and understand specific use cases by industry and persona.Early indicators that ABM is working: target accounts visiting the site, consuming content, booking demos, and moving into real sales conversations long before deals close.The challenge of digital ad fatigue, ignored cold outreach, and how thoughtful direct mail-style plays and personalized touches create excitement, word-of-mouth, and executive-level association.The biggest miss Liam sees: teams skipping deep upfront research, failing to map each member of the buying group, and only speaking to the initial contact instead of every decision-maker.ㅤ🔗 Resources MentionedMason Cosby on LinkedInLiam MacCormack on LinkedInGrowth by Liam website: mentioned as Liam’s site for learning more about his workLinkedIn & Sales Navigator: for building and validating target account lists and activityReddit & subreddits: as real communities where specific personas learn and shareDirect mail-style campaigns and custom postcards: tactile plays to stand out with target accountsScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!
Scrappy ABM keeps the focus on practical playbooks that don’t break the bank, and this conversation stays locked on real-world execution. Host Mason Cosby sits down with Katerina Maerefat, who has repeatedly launched ABM at Quorum Software, OpenSesame, and Resilinc, shifting teams away from fully inbound spray-and-pray toward strategic account based marketing.ㅤAcross this breakdown of roughly sixteen industry-focused programs, Mason and Katerina walk through building an all ICP vertical play, centering on one unified account list, reliable targeting, predictive intent dials, and consistent execution across channels. They highlight how campaign infrastructure, a shared list across platforms, and full-funnel content tied to buying stages prevent random acts of marketing. Katerina shares specific examples of competitive displacement, partner marketing, all ICP programs, special reports, and field reports, then ties it all to pragmatic measurement, sales alignment, and account-based everything that actually reflects how revenue teams work.ㅤ👤 Guest BioKaterina has led ABM launches at her last three companies, including Quorum Software, OpenSesame, and Resilinc, where she shifted teams from spray-and-pray inbound to strategic account based marketing. She has built one-to-one, one-to-few, and one-to-many programs, along with closed-lost, competitive displacement, partner marketing, and all ICP industry plays. Katerina consistently centers her approach on predictive intent, named account lists, scalable campaigns across channels, and tight collaboration with sales.ㅤ📌 What We CoverHow Katerina launched ABM at three companies by moving from fully inbound spray-and-pray to strategic account based marketing.Building an all ICP, industry-focused program using one unified account list across platforms for list consistency and scalability.Using 6sense or similar ABM platforms to create account-based lists, layer predictive intent, and sync audiences into LinkedIn, Meta, Google, and other channels.Why vertical targeting starts with named accounts instead of broken native filters, and how constant list growth and buying stage changes shape campaign design.Structuring campaign infrastructure so maps, CRM, landing pages, and ads tie together for performance tracking and meaningful “tweak the dials” adjustments.Running integrated, multi-channel programs: organic social, paid social, paid search, communities, and testing channels like Microsoft/Bing based on how specific audiences behave.Full-funnel content for ICP plays: blogs, videos, case studies, podcasts, infographics, special reports, field reports, webinars, and clear bottom-of-funnel CTAs that match buying stages.Measurement using stages from anonymous web visits through MQL, opportunities, sourced vs. influenced pipeline, and revenue — plus the shift toward account-based everything and pre-created opportunities.The critical role of sales alignment: agreeing on account lists, handoff processes, regular communication, sales enablement, talking points, and follow-up that matches ABM plays.ㅤ🔗 Resources Mentioned6senseDemandbaseLinkedInMetaGoogleMicrosoft / BingHotjarMicrosoft ClarityQuorum SoftwareOpenSesameResilincSalesforceJMI roundtableSpecial reports based on supply chain disruption dataField reports comparing equipment performance on rigsScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!
Scrappy ABM hands the mic to another show and lets the numbers speak. Mason Cosby opens this episode of Scrappy ABM by sharing a re-release from Is Anything Real in Paid Advertising?, “the show where we unpack what’s real and what’s just noise” in a chaotic world of marketing and media. Host Adam W. Barney sits down with Mason, who “lives the phrase market like you mean it” and runs a content first growth engine built on daily LinkedIn posts, weekly podcasts, cold ads, and speaking gigs at manufacturing conferences.ㅤTogether they break down how a two-year-old business scaled through podcasts, 2,000+ target accounts with a five year conversion runway, and a four-show guest system that turns one great conversation into long-term relationships. They walk through thought leadership ads on LinkedIn focused on awareness, website de-anonymization and direct outreach, barter deals for PR and speaking, and a very real look at seasonality, CPL, CAC, and knowing your numbers when you’re an agency founder staring at your pipeline and wondering if this is even worth building anymore.ㅤ📌 What We CoverHow Mason scaled a two-year-old, content first growth engine by hiring a team that’s “better at doing the work,” creating time and margin for training, education, team leadership, and running the business.Why podcasting is outperforming expectations, including a 70–80% podcast booking rate and how roughly 40% of guests turn into opportunities or referrals within 90 days.The 2,000+ account target list with a five year conversion runway, and how a four-show guest “swap” system keeps ideal buyers creating content with Scrappy ABM 4–6 times over a year to year and a half.How Mason thinks about LinkedIn thought leadership ads as pure awareness for 2025, focusing on followers, newsletter subscribers, and engaged fans instead of forcing “book a meeting” conversions.Why the team didn’t rush into retargeting, how website de-anonymization plus direct outreach became a lower cost starting point, and why upcoming case studies, ROI calculators, and marketing-specific landing pages will change the retargeting play.The disconnect Mason sees between content creators and ad buyers: running similar ads to all audiences, letting algorithms decide, and missing programs mapped to where the buyer is in their journey and their past engagement.How barter arrangements came together, including implementing HubSpot and training a sales team in exchange for PR and introductions to conferences and events that expanded speaking opportunities beyond the LinkedIn bubble.A practical playbook for building a speaking portfolio: podcast circuits as “reps,” becoming the backup speaker for local events, traveling cheap, and “build your own stage” so you can capture footage and prove you can hold a room.Fractional CRO lessons on seasonality, offering annual commitments with delayed payments instead of discounts, and selling based on reasonable CAC and CPL—like a virtual conference that drives 24,000 engaged leads at about $2.08 per lead.Real talk for agency founders burned out on cold ads and not seeing ROI from content yet: know your numbers, know your actual close rate, break down why you’re sad or anxious, go from “I need 10,000 people” to “I need four customers,” and move from anxiety to conviction so you can act.ㅤ🔗 Resources MentionedLinkedIn – Mason’s primary channel for connecting and sharing content.Scrappy ABM – “If you Google scrappy a BM, there’s a newsletter, there’s a podcast, there’s a website” with an “ungodly number of webinars.”HubSpot – Used in a barter arrangement for a HubSpot implementation and sales process training in exchange for PR and conference introductions.Website de-anonymization tools – Used to identify who is on the Scrappy ABM site so Mason can screenshot activity and directly ask, “Hey, something on our website that’s gonna be helpful?”BW MX – A conference where Mason has spoken for multiple years, including keynotes and three hour breakouts, and where he’s now considered a standing speaker.So guru conferences – The virtual conference business where Mason serves as a fractional CRO and sells sponsorships based on CPL and engaged leads.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!
Scrappy ABM host Mason Cosby sits down with Chris Moody from Demandbase to confront why so many ABM programs have failed inside B2B organizations that “tried ABM” over the last five or six years. The conversation centers on executives who launch impressive strategy decks and shiny new initiatives without changing real behavior, staying close to sales, or aligning on who does what when the rubber hits the road. Chris calls out the pattern of marketing introducing “ABM” as a new object to sellers who have always focused on high-value accounts, and why that tension stalls programs before they start.ㅤTogether, Mason and Chris walk through starting with one account, proving a different, more coordinated way of working, and then scaling what actually works. They dig into buying groups, resource allocation, dedicated ABM leadership, and why celebration of wins matters. Most importantly, they offer a human test for alignment: whether sales would actually choose to spend time with marketing outside the conference room.ㅤ👤 Guest BioChris Moody is the chief evangelist at Demandbase and has spent years around the ABM space, including time at TOPO and Gartner. In this conversation, he brings a practical, sales-first lens to account-based programs, leadership alignment, and coordinated go-to-market execution.ㅤ📌 What We CoverWhy many well-intentioned executive-led ABM initiatives fail when marketing doesn’t truly talk to sales or align on metrics, ownership, and execution.How “new shiny object” ABM pitches can feel like a slap in the face to sellers who have always focused on high-value accounts.The two paths after the leadership meeting: lip service and Slack messages vs. real behavior change, clear roles, and shared work.Starting scrappy: picking one account, one seller, and one cross-functional group to prove a new, more personal, more relevant, more strategic approach.The role of a dedicated account-based leader and cross-functional pods that pull in sales, marketing, customer success, events, and social as needed.How CMOs can walk in “hat in hand,” join calls, understand buying groups, and reallocate people, time, and budget toward the highest-value accounts.Why celebrating wins, sharing stories, and weekly communication (like Moody’s “M5”) reinforce trust and momentum across teams.The “dinner test” and direct Slack messages as simple signals that sales and marketing are genuinely aligned, not just aligned on paper.ㅤ🔗 Resources MentionedDemandbase – Account-based GTM and pipeline AI platformConnect with Chris Moody on LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!
Scrappy ABM brings a focused look at business to government—B2G in the context of an ABM program. Host Mason Cosby sits down with Michelle Hanley to map the nuances of payment processing for governments across state and local. With a finite group of agencies, shifting election cycles, and long six to 24-month timelines, buying groups change and risk aversion is real. Michelle lays out a play that flips “normal B2B” on its head: events to meet new people and get contacts, email as the day-to-day touchpoint, and webinars that are completely bottom of funnel—often a sniff test for open opportunities. Listen for practical talk on RFPs, contact harvest, segmentation by state or city, stage one opportunities, and why “if it ain’t broke, don’t fix it” still shapes adoption—while teams have to get scrappy with budget.ㅤ👤 Guest BioMichelle Hanley is the Senior Manager of Demand Gen at PayIt, focused on payment processing for governments across state and local. She leads programs that rely on events, email, webinars, RFPs, and segmentation of buying groups—often by state or city—with timelines ranging from six to 24 months. Michelle highlights stage one opportunities, contact harvest, and attribution to guide spend.ㅤ📌 What We CoverB2G ABM focus: state and local, a finite group of agencies, and elected roles that change every 2, 4, 6, 8 yearsBuying signals & timelines: RFPs, six to 18 months locally, 18 to 24 months at the state levelChannel mix that flips B2B: events to meet people and get contacts, email for nurtures and newsletters, webinars as bottom-of-funnel“Sniff test” webinars: smaller registration but tied to open opportunities and real evaluationPaid as air cover: paid media for awareness; content syndication for contact harvest into lead scoring and nurturesSegmentation reality: agencies like DMV, finance, IT; buying groups differ by state and citySuccess metrics in motion: stage one opportunities, the right people in system, events with the right audiences, and relationship expansion within accountsBudget constraints: fewer campaigns, bigger impact; get scrappy and point dollars to events and webinars with attributionMindsets in government: risk aversion, legacy systems, and “if it ain’t broke, don’t fix it”—while newer officials expect credit card online and digitalㅤ🔗 Resources MentionedBigMarker (webinar platform)Marketo (automation platform)Salesforce (CRM)Groove (BDR outreach; “a Clary program”)Outreach — outreach.ioSalesLoftCaliberMind (attribution)LinkedIn (contact and community)City of Atlanta — cityofatlanta.comScrappy 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 the freaking meetings?” It’s the question every marketer hears — and the one that defines real accountability in B2B marketing. On this solo episode of Scrappy ABM, host Mason Cosby breaks down how to measure success across every stage of an ABM program so you can focus on the right goals at the right time.ㅤRather than chasing meetings too early, Mason introduces the account progression model, a six-stage framework — from awareness through opportunity — that helps marketers understand where buyers really are in their journey. He shows how to align metrics with intent, track engagement meaningfully, and report results that earn credibility with both sales and executives.ㅤIf you’ve ever struggled to connect marketing activity with pipeline, this walkthrough gives a clear, practical map for knowing what to measure, when to report it, and how to prove your impact at every stage.ㅤ📌 What We CoverWhy “Where are the meetings?” is the wrong first question for ABM successThe six stages of the account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, and opportunityHow to measure awareness through simple engagement metrics like impressions, clicks, and visitsTracking engagement that validates problem recognition and solution explorationIdentifying high-intent signals that move accounts into meaningful engagement and MQA statusWhat to measure once sales takes over: budget, authority, need, and timingHow marketing continues to play a role in opportunity acceleration and deal closureReporting engagement early, then shifting to meetings, pipeline, and revenue for executive visibilityBuilding dashboards that connect marketing activity to real business outcomesㅤ🔗 ResourcesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.ㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!
Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accounts shape targeting, how a documented workflow in Asana creates a white-glove ABM ecosystem with unique landing pages, forms, completion actions, targeted display ads, and curated email drips, and why starting simple proved out the path to a 24-email segmentation. The discussion gets specific on channel mix, geo-targeted ads around events, QR codes and vanity URLs in Ubers and Lyfts, alignment with sales, and measurement across Account Engagement (Pardot), Salesforce, and performance reports in Six Sense to see ICP accounts move through deeper stages faster.ㅤ👤 Guest BioNick Clark is the Marketing Automations Director at Basis Technologies. In 2025, he’s focused on ICP accounts, email-intensive automation, and event-driven go-to-market with sellers “boots on the ground.” Find the team at basis.com.ㅤ📌 What We CoverProgram orchestration: who reaches out at what time with what thing and whyTargeting and account segmentation as Basis shifts to ICP accountsA documented workflow in Asana to stand up an ABM “ecosystem environment” (unique page, form, completion actions, ads, curated emails)Starting simple (agency vs. brand) and iterating to role-based personalization (VP and above vs. director and below) across 24 unique emailsUsing Six Sense performance reports to see ICP accounts move into deeper stages faster—just by sending emails that complement sellersChannel mix by persona and device: geo-targeted ads, unique webpages, value propositions, and event-driven tacticsEvents in 2025: Ubers/Lyfts, QR codes, and vanity URLs around Adweek and similar gatheringsMeasurement across Account Engagement (Pardot) and Salesforce campaign objects, attribution gaps, and “anec data” from salesAlignment with sales to keep one tone and one voice—even with cookie uncertaintyLessons learned: exclude current clients where needed, avoid paralysis by over analysis, perfect is the enemy of goodㅤ🔗 Resources MentionedBasis Technologies — basis.comAsana (project management tool)Six Sense (ABM platform)Account Engagement (Pardot)Salesforce (campaign object and reporting)Adweek (New York)Ubers, Lyfts, QR codes, vanity URLScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!
Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. He launched Scrappy ABM as a side hustle, did about $300,000 in sales in three weeks, and now runs about $200,000 a month with a team of about 14. The conversation covers product market fit, the account progression model (awareness through reengagement), the 4D framework (data, distribution, destination, direction), and a six-hour workshop that delivered 300 slides and eight templates with a 9.4 out of 10 rating. Discover how LinkedIn, podcasts, and webinars drive discovery, why bangers should be recycled, and how to use negotiation levers to keep pricing cards face up.ㅤRohan Karunakaran hosts Founder Led, where he dives into the minds of today’s successful entrepreneurs. He first connected with Mason Cosby on LinkedIn and invited him to share the story of starting Scrappy ABM, launching it when he just had his daughter, and the opportunity ahead for account based marketing and business building.ㅤ📌 What We CoverStarting in sales, discovering account based marketing, and building programs with a really good list, value proposition and offer, CRM, and marketing automationThe ABM craze in 2020 and why roughly 80% of programs failed by 2023Two ICP tracks: 20–100M SaaS or vertical specific companies with dedicated sales, HubSpot/Salesforce plus Pardot/Marketo/HubSpot, and ACV at least 30,000 a year; and the podcast offering for founder led services businessesProduct market fit before ABM, refunds when it didn’t work, and formalizing ICP after 18 months based on massive wins and referralsDiscovery through LinkedIn, 75+ podcast interviews, and webinars (including 16 in two months), plus an aggressive release schedule of two episodes a week and over 200 episodesThe six-hour workshop: 300 slides, eight templates, 75 people live, 40 meetings, and a 9.4 out of 10 score; next date: November 13 at scrappy.com/workshop / scrap ab.com/workshopLinkedIn approach: build a target account list, connect first, post problem and solution content on the six reasons ABM programs fail (execution, leadership buy-in, sales and marketing alignment, measurement, limited internal resourcing, targeting)Content operations: podcasts and webinars as the closed-loop source, video reach changes, rotating formats, saving and reposting bangers every two to three months4D framework: data, distribution, destination, direction to design repeatable playbooks with targets, triggers, aligned destinations, and trackingAccount progression model: awareness, initial engagement, meaningful engagement, MQA, SQA, opportunity, reengagement—and measuring the right goals at each stagePricing transparency and negotiation levers from Todd Caponi: length of commitment, time to cash, volume, start date—with cards face up and a pricing calculatorㅤ🔗 Resources MentionedLinkedIn (primary discovery mechanism)YouTube, Apple, Spotify (podcast distribution)HubSpot, Salesforce, Pardot, Marketo (CRM/marketing automation)Todd Caponi (four levers of negotiation: length of commitment, time to cash, volume, start date)Money Models (book reference)Do This, Not That (podcast example on YouTube, Apple, Spotify)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!
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!