In this episode, Dave Gerhardt sits down with Mason Cosby, a leader in account-based marketing (ABM) strategy and founder of Scrappy ABM. Dave and Mason unpack how to simplify ABM, create meaningful engagement, and build personalized campaigns that drive real business results.

Dave and Mason cover:

• Why companies should crawl before they walk or run” with ABM by starting with re-engagement programs instead of complex tech stacks.
• Why you need to track key signals of engagement and align marketing efforts to warm up prospects before sales outreach.
• Why you should be treating sales as an integrated marketing channel.

Timestamps

• (00:00 ) - - Intro to Mason
  


• (04:58 ) - - Should you be using ABM?
  


• (07:54 ) - - Breaking down the process — awareness to acquisition
  


• (11:12 ) - - Why you should be treating sales as a marketing channel
  


• (15:57 ) - - Insights and data you need for effective ABM
  


• (21:29 ) - - Distribution strategies
  


• (25:32 ) - - When to adjust your outreach strategy
  


• (27:14 ) - - Awareness, engagement, and high-intent follow-up strategies
  


• (31:31 ) - - Re-engagement vs awareness for ABM
  


• (34:32 ) - - Why your story and positioning drive marketing success
  


• (35:47 ) - - Mason’s framework for ABM programming
  


• (39:29 ) - - Learn before scaling ideas (crawl, walk, run)

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

This episode of the Exit Five podcast is brought to you by our friends at Knak.  Launching an email or landing page in your marketing automation platform shouldn't feel like assembling an airplane mid flight with no instructions, but too often that's exactly how it feels.

No more having to stop midway through your campaign to fix something simple. Knack lets you work with your entire team in real time and stops you from having to fix things mid flight. Check them out at knak.com/exit-five/

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more