ㅤ

What happens when you strip away the enterprise budget, the fancy ABM platform, and the eight-person marketing team - and still have to hit a revenue number? That's the premise behind Scrappy ABM, and in this episode, Mason Cosby sits down with Aakash Sinha on the GTM & AI Operators Show to break down what ABM actually is, when it works, and why most programs fail before they ever get going. Mason walks through the four core reasons ABM programs break down, how to tell if your ICP is real or just aspirational, and what it actually takes to build a program that generates pipeline without a bloated budget.

ㅤ

👤 Guest Bio

Aakash Sinha is Founding Member - Marketing at Clazar, a cloud GTM platform that helps software companies list, manage, and co-sell on AWS, Azure, and Google Cloud marketplaces. Prior to Clazar, he served as Director of Marketing at SpotDraft and held marketing roles at Belong, Cashfree, and Entrepreneur First. He runs the GTM & AI Operators Show, where he interviews operators building and shipping in an AI-shaped world.

ㅤ

📌 What We Cover

• The origin of Scrappy ABM and why Mason fell in love with account-based marketing at a vertical FinTech company
• The three prerequisites for ABM readiness: product-market fit, higher ACV, and a favorable CAC-to-lifetime-value ratio
• The Core Four reasons ABM programs fail: sales-marketing misalignment, poor fit, inadequate internal resourcing, and measurement gaps
• Why the "Susie problem" kills most ABM programs before they start - and the eight distinct roles every ABM program actually requires
• The difference between a real ICP and an inspirational one, and how to test yours using nothing but your CRM
• Mason's graduate-and-leave agency model and why outcome-based pricing produces happier clients and more referrals
• How Mason built a seven-figure business using LinkedIn content alone, and the "learning in public" strategy that drove the first four years
• Why podcasting works as a pipeline channel - especially for operators with fewer than 2,000 followers
• How Mason's view on conferences completely reversed as AI made digital trust harder to establish
• The three-layer buying committee strategy: bottom-up, top-down, and account-level presence
• Why early-stage companies should not run ABM, and what they should do instead

ㅤ

🔗 Resources Mentioned

• Scrappy ABM - Mason's ABM consultancy and education brand
• GTM & AI Operators Show - Aakash Sinha's podcast
• Salesforce (accounts object configuration for ABM measurement)
• Claude (Anthropic's AI, used by Mason's team for content repurposing)
• HubSpot
• ClickUp
• B2BMX - B2B Marketing Exchange conference
• Fathom (call recording tool referenced in Mason's case study automation story)

ㅤ

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Mason details the minimum viable tools required to run a successful strategy. He warns against buying new software before establishing a clear plan. Instead, he explains how your strategy should inform the tools you use. You only really need a CRM, a marketing automation platform, and a sales outreach tool.

ㅤ

The conversation also addresses the common conflict between outbound sales outreach and marketing automation sequences. Mason explains how to turn sales into a distribution channel. This ensures target accounts get the same message across multiple channels, making your overall outreach more intentional.

ㅤ

📌 What We Cover

• How the re-engagement stage targets accounts that received an offer but decided not to purchase right now.
• Why accounts that refuse to engage should cycle off your program to make room for higher propensity accounts.
• The importance of naming marketing plays clearly so salespeople understand them without needing to do research.
• The three minimum viable tools needed for success: a CRM, a marketing automation platform, and a sales outreach system.
• How to use exclusion lists to ensure target accounts receive specific, curated experiences instead of generalized marketing.
• Why identifying the exact problem your customers experience before they need your solution generates meaningful engagement.
• How small total addressable markets make account-based marketing the most logical solution for vertical SaaS companies.
• Why sending the same messaging through marketing automation and BDR outreach is highly effective for engagement.

ㅤ

🔗 Resources Mentioned

• ABM in a Day Workshop: scrappyabm.com/workshop
• Tools mentioned: Factors, RB2B, Marketo
• People mentioned: Dr. Brené Brown
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

Greg details the process of building an organic social account program during his time at Sprout Social. He explains how his team partnered closely with sales to identify target accounts and monitor their activity. When a target brand had a viral moment, Greg's team engaged directly on platforms like Twitter and LinkedIn.

This strategy created a "bouncy trampoline" effect. Social engagement became a jumping-off point that account executives could use for warmer outreach. Greg and Mason also discuss how to make one-to-one video content that still works for a broader audience, and how to measure the revenue return of simple online interactions.

Guest Bio

Greg Rokisky serves as the Senior Social Media Marketing Manager at Calendly, a scheduling automation platform designed to eliminate the back-and-forth of booking meetings. Prior to Calendly, Greg worked as a Senior Social Media Strategist at Sprout Social, where he led campaigns and built out the organic programs discussed in this episode.

Greg is a strong advocate for a social-first customer journey and the creator economy. He focuses on inclusive, human-centered storytelling. You can connect with Greg Rokisky on LinkedIn to see more of his content.

What We Cover

• How Greg transitioned from standard social media management to pioneering a target account program.
• The process of creating a "bouncy trampoline" for sales by engaging with quick-service restaurant brands on social channels.
• Using organic comments as a direct handoff to account executives for warmer outbound messaging.
• Building one-to-one content that remains valuable for a one-to-many public audience.
• Tracking success through a pilot program and moving toward a custom W-model attribution strategy.
• Connecting online interactions to in-person events like Dreamforce and South by Southwest.
• The missed opportunity of not tying the B2B creator economy into the account strategy from day one.

Resources Mentioned

• Sprout Social
• Sales Assembly
• Dreamforce
• South by Southwest
• Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)
• Connect with Mason on LinkedIn for a conversation about ABM (Link Mason's LinkedIn)

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!

ㅤ

If you focus on a completely net new audience, you are setting yourself up for a long wait. It can take anywhere from 3 to 24 months for those accounts to enter the pipeline. Mason explains why starting with people who already know you exist gives you the best potential for success. You already have a sheer amount of data on these accounts, making it easier to measure success.

ㅤ

We explore the four core places to look for these target accounts: website traffic, closed lost opportunities, your active sales pipeline, and your current customer base. By focusing on these engaged audiences, you can shorten sales cycles and directly address past objections. This approach builds trust and helps you secure buy-in before you go after cold prospects.

ㅤ

📌 What We Cover

1. Why targeting completely cold accounts causes most ABM programs to fail early.
2. Using website traffic to identify highly engaged people who visit your pricing page or view your webinars.
3. Building specific programming to overcome past objections in your closed lost opportunities.
4. Starting a small pilot program with one to three sales reps to shorten a 6 to 18-month sales cycle.
5. Mapping out a customer journey to find expansion dollars within your current customer base.
6. Defining a real ABM program as a B2B revenue strategy that aligns marketing, sales, and customer success.
7. Measuring success on a data set of best-fit customers rather than guessing with unknown accounts.

ㅤ

🔗 Resources Mentioned

1. Scrappy ABM Newsletter: Subscribe to get playbooks every single week at scrappyabm.com/newsletter.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Instead of asking for a budget right away, marketers must first audit their current efforts. Mason Cosby explains how to map out everything from SEO to organic social events. He breaks down how to categorize these programs by their intended purpose to create your first account progression model.

ㅤ

This model guides accounts from initial awareness straight to buying readiness. By identifying specific gaps and presenting a clear plan first, you can ask leadership for help solving large initiatives rather than just asking for dollars. You will learn how to complete this entire mapping process and secure the resources you need in under an hour.

ㅤ

📌 What We Cover

1. Write down everything you are currently doing from a marketing perspective, including SEO and paid media.
2. Categorizing existing programs by their purpose to build your first account progression model.
3. Mapping tactical details using the four D framework: data, distribution, destination, and direction.
4. Answering the six critical questions for every single playbook at every stage of your program.
5. Moving from repurposing current content to building new assets to fill specific gaps.
6. Asking leadership for help solving a problem rather than directly asking for a general ABM budget.

ㅤ

🔗 Resources Mentioned

1. ABM Planning Template: Visit scrappyabm.com/plan to get a full program mapped out in about an hour.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

On Scrappy ABM, Mason Cosby explains why mathematically paying off debt with the Avalanche method is the fastest, but the Snowball method is actually the most successful. The Snowball method works because human psychology requires momentum and early wins. Mason applies this exact logic to scaling an ABM program long-term.

ㅤ

Instead of starting at the top with unaware buyers, Mason recommends starting with audiences that already know your brand. By focusing on Closed-Lost opportunities, customer win-back programs, or pipeline acceleration, you can skip the three to six months of brand recall. You get a quick win, prove that coordinated sales and marketing efforts work, and secure the momentum needed to build out the rest of the strategy.

ㅤ

📌 What We Cover

1. Why starting your ABM program at the awareness stage often leads to the program getting cut.
2. How the psychology of the Debt Snowball method applies to securing early wins and generating pipeline.
3. Targeting known audiences first: Closed-Lost, win-back programs, referrals, and pipeline acceleration.
4. Using a conversion mechanism to offer a free one-to-one audit process that highlights the gap in a prospect's current state.
5. Validating your conversion mechanism with a highly targeted cohort of 30 to 50 right-fit accounts.
6. Building consistent feeder programs, like webinars, podcasts, or email nurtures, to build trust and drive opt-ins.
7. Scaling back up to the awareness stage only after validating the bottom-of-the-funnel steps.
8. A breakdown of a cybersecurity client progressing accounts from an automated assessment to a one-to-one consult.

ㅤ

🔗 Resources Mentioned

1. Actionable Tactical Playbooks: scrappyabm.com/newsletter
2. Scrappy ABM: Visit for more ABM tips and strategies
3. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Lisa shares how she is rewriting marketing playbooks by getting closer to the customer through first and second-party intent signals, in-person events, and Answer Engine Optimization (AEO). She explains how to use artificial intelligence to find content gaps, draft resources with human-in-the-loop oversight, and build highly specific dashboards using Claude code.

ㅤ

Mason Cosby and Lisa also discuss why turning off your brand advertising is a mistake and how a strong partnership with sales is strictly required for any account-based marketing program to survive.

ㅤ

👤 Guest Bio

Lisa Sharapata is the VP of AI and GTM Strategy at Metadata and the Founder of 4Profit GTM. With over 20 years of experience turning marketing into a revenue engine, Lisa specializes in building and aligning go-to-market systems. She previously built the marketing function from scratch at The Arbinger Institute and led GTM transformations at BoostUp.ai and Mindtickle.

ㅤ

Today, she focuses on Answer Engine Optimization and agentic workflows to help B2B leaders scale. Connect with Lisa Sharapata on LinkedIn to join her free weekly AI Exchange on Fridays.

ㅤ

📌 What We Cover

1. How buyer behavior has shifted from traditional search to private channels and large language models.
2. Ways to prioritize go-to-market signals without boiling the ocean.
3. Using Meta Match technology to reach B2B buyers on personal platforms like Instagram.
4. Building an Answer Engine Optimization strategy to rank higher in LLMs against competitors.
5. Creating an agentic workflow to automatically identify content gaps, generate drafts, and stage posts.
6. Re-imagining attribution and reporting by pulling CRM and advertising data into custom Claude dashboards.
7. Why in-person dinners and events remain the ultimate relationship accelerators.
8. The dangers of turning off brand spending and how it immediately drops demo request volume.

ㅤ

🔗 Resources Mentioned

1. Metadata
2. Air Ops
3. Claude
4. HubSpot
5. Perplexity
6. Gong
7. Lisa Sharapata's LinkedIn
8. Scrappy ABM: Visit for more ABM tips and strategies
9. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Many revenue leaders fall into the trap of thinking referrals are serendipitous or awkward to request. In this episode of Scrappy ABM, Mason breaks down a repeatable process to turn referrals into a scalable revenue engine. He explains exactly when to make the ask, how to structure incentives so everyone wins, and why even offboarding can be a prime opportunity for growth.

ㅤ

What We Cover

1. The three common referral camps: Why most companies either never ask, only get referrals by accident, or rely on a single salesperson to do all the work.
2. The "Wingman Referral" concept: How to structure incentives (inspired by Acquisition.com) that reward both the person making the referral and the new prospect.
3. Asking at the close: Why new customers are actually the best source of referrals immediately after they sign the contract.
4. Leveraging QBRs: Using Quarterly Business Reviews to remind happy clients about referral incentives with a one-time invoice discount.
5. Monetizing offboarding: A strategy to waive final invoices in exchange for introductions when a client leaves due to budget cuts.
6. The economics of referrals: How to calculate the right incentive amount based on your existing Customer Acquisition Cost (CAC).
7. Target Account Mapping: Moving away from generic "who do you know" questions to asking for specific introductions within your target market.

ㅤ

Resources

1. Acquisition.com: The source of the "Wingman Referral" concept mentioned by Mason.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason: Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Mason breaks down the four critical components of every successful program: Data, Distribution, Destination, and Direction. He explains why simply sending mass emails to a database fails to create nuanced messaging and how to align your outreach triggers with the right people. You will learn why the standard "book a call" page is often the wrong destination for prospects and how to measure success based on where a buyer actually sits in their journey.

ㅤ

📌 What We Cover

1. The 4D framework: Data, Distribution, Destination, and Direction
2. Defining Data: Identifying your target list and the specific reasons for reaching out
3. How to create personalized messaging using triggers rather than mass blasts
4. Categorizing Distribution: Direct channels (email, phone) vs. Indirect channels (ads, events)
5. Destination strategy: Matching your landing page content to the prospect's problem or product interest
6. Why "book a call" is not always the right call to action
7. Direction: Aligning your measurement of success (engagement vs. meetings) with the goal of the channel

ㅤ

🔗 Resources Mentioned

1. Download the Program Template (ScrappyABM.com/plan)
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

This episode breaks down the 4 D framework: Data, Distribution, Destination, and Direction. Mason outlines a systematic approach to re-engagement rather than just reaching out when the pipeline is low. He walks through specific playbooks designed to address industry changes, overcome past objections, and engage missing personas in the buying committee.

ㅤ

What We Cover

1. Defining ABM as a Revenue Strategy: Aligning marketing, sales, and customer success around shared target accounts that reflect your best customers.
2. Why ABM Programs Fail: How a lack of sales marketing alignment, measurement difficulties, and undefined ownership stall progress.
3. The 4D Framework: Using Data (targets and triggers), Distribution (channels), Destination (content), and Direction (measurement) to build repeatable processes.
4. Vertical Specific Playbooks: Reactivating deals by addressing industry changes—like tariffs or regulations—that impact your target accounts.
5. Objection-Based Playbooks: Creating campaigns that directly address and diffuse reasons for saying no, such as pricing, missing features, or status quo.
6. Persona-Based Playbooks: Identifying deal cycles where key decision makers were missing or single-threaded, and re-engaging with a multi-threaded approach.
7. Roles in Distribution: Why the Account Executive should lead outreach to known contacts while SDRs and Executives support with new contacts and alignment.

ㅤ

Resources Mentioned

1. Scrappy ABM Plan Template
2. ABM in a Day Workshop
3. Fathom
4. HubSpot
5. LinkedIn

ㅤ

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM: Mason Cosby

ㅤ

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!

ㅤ

A major focus of the conversation is data provenance. Putney highlights a critical but often overlooked question: Does your data provider actually have the right to use the data they sell? She details how Bombora uses a proprietary tag within a data co-op to ensure consent is explicitly granted for intent tracking.

ㅤ

Mason and Putney also explore how to operationalize this data without buying a massive, all-in-one platform. They discuss the "unbundled" ABM stack, where data is ported directly into the tools teams already use, such as CRMs, CDPs, or advertising platforms like The Trade Desk and LinkedIn.

ㅤ

Guest Bio

Putney Cloos is the Chief Marketing Officer at Bombora, where she leads marketing and communications to expand the company's "Data Co-op" and intent data solutions. She previously served as CMO at Cision, where she built the company's first account-level data strategy. Putney also spent nearly a decade at American Express, rising to Vice President of Commercial Demand Generation and creating Amex's first commercial demand-generation and ABM capabilities. She holds an AB from Harvard College and an MBA from the Kellogg School of Management.

ㅤ

What We Cover

1. Defining intent data: Putney clarifies that intent is behavioral data showing when a company is actively researching a solution, distinct from static firmographic data.
2. First-party vs. third-party signals: The difference between tracking known visitors on your own site versus capturing research behaviors across the broader B2B internet.
3. The importance of data rights: Why marketers must ask if their provider has explicit consent to use data for intent purposes, rather than relying on repurposed bidstream data.
4. Reducing customer churn: How customer success teams use intent signals to spot when current clients start researching competitors before the renewal conversation happens.
5. Informing the product roadmap: Using search behavior to identify unmet market needs or features that prospects are actively seeking.
6. The unbundled tech stack: How to deploy intent data directly into existing platforms like Salesforce, HubSpot, or programmatic ad exchanges without needing a standalone ABM platform.
7. Start simple: Putney's advice to pick one specific use case—like sales prioritization—and master it before adding complexity.

ㅤ

Resources

1. Bombora
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Mason breaks down the process, starting with targeting based on profitability and retention rather than just revenue. He explains how to map the buying committee by analyzing deal records and introduces the Account Progression Model. You will hear how to build awareness, validate existence, and move accounts through meaningful engagement using existing tools and content.

ㅤ

What We Cover

1. Targeting based on profit: Why you must verify product-market fit and profitability before launching ABM to ensure you get more of your best customers.
2. The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity.
3. Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months.
4. ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing.
5. AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution.
6. Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts.

ㅤ

Resources

1. Scrappy ABM Templates: Download the program planning templates mentioned in the episode.
2. Scrappy ABM Newsletter: Sign up for unique content sent directly to your inbox.
3. Scrappy ABM: Visit for more ABM tips and strategies.
4. Connect with Mason on LinkedIn: Start a conversation about ABM.

ㅤ

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!

ㅤ

They also discuss Grey Matter's evolution into a tech-enabled ABM approach. Tony breaks down their internal "Intelligent Dossier" tool, which automates research and generates custom landing pages for individual buyers. The conversation covers how to run broad high-intent search campaigns alongside surgical, data-driven ABM programs to drive sustainable growth.

ㅤ

Guest Bio

Tony Bradberry is the Managing Director at Grey Matter, a customer acquisition agency based in Cincinnati, Ohio. With a background starting in inside sales and sales engineering, Tony applies an "engineering" mindset to B2B marketing. He helps technical and industrial companies modernize their go-to-market strategies by focusing on problem-solving rather than merely selling services. Under his leadership, Grey Matter has been recognized on the Inc. 5000 list for three consecutive years.

ㅤ

What We Cover

1. Why Grey Matter sends paid ad traffic directly to their homepage instead of niche landing pages.
2. The difference between transactional messaging and problem-centric messaging in B2B.
3. How to use an "Intelligent Dossier" to automate account research and create buyer battle cards.
4. Creating dynamic landing pages that automatically adapt content based on the viewer's persona (e.g., CEO vs. CFO).
5. Integrating AI tools like HeyGen to scale personalized video outreach without losing authenticity.
6. The importance of running high-intent search and ABM programs in parallel rather than choosing one over the other.
7. Why data quality is the single most important factor when using AI to generate content.

ㅤ

Resources Mentioned

1. Grey Matter
2. Grey Matter Messaging Audit Tool
3. Scrappy ABM
4. Connect with Mason Cosby on LinkedIn

ㅤ

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!

ㅤ

Mason Cosby joins Andrea Coloma, Product Marketer at Dreamdata, for a live session on the Attributed podcast to discuss building repeatable account-based marketing plays. Mason explains why companies should prove ABM works using their current tooling before investing in expensive software. They discuss how to navigate the shift from lead generation to ABM over a 12-to-24-month timeframe without starting over completely. The discussion outlines specific frameworks for tracking account progression and activating playbooks that move best-fit customers through the pipeline.

ㅤ

What We Cover

1. Why buying technology first creates a false sense of progress and wastes the initial grace window given by leadership.
2. The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement.
3. Moving from the overwhelming idea of "I don't have an ABM program" to identifying specific problems to solve.
4. The Account Progression Model: A framework for moving accounts from awareness to opportunity using intentional programming at every stage.
5. The 4D Framework for activation playbooks: Data, Distribution, Destination, and Direction.
6. A practical event playbook: Using data to target attendees and local accounts before, during, and after an event.
7. Using a referral program as an ABM tactic: Offering a 2% discount in exchange for introductions to specific prospects on a target list.
8. How to start sales and marketing alignment with just one to three sellers: specifically those who are engaged, on a PIP, or top performers.

ㅤ

Resources

1. Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com
2. Connect with Mason: Mason Cosby on LinkedIn
3. Dreamdata: Dreamdata.io
4. Attributed Podcast: Attributed - A podcast by Dreamdata
5. Connect with Andrea: Andrea Coloma on LinkedIn

ㅤ

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!

ㅤ

Kris Rudeegraap details a strategy built on patience and data. Instead of forcing an immediate migration, Sendoso unified its data sources and focused on education. Kris explains why they waited up to two years to sunset the Alyce platform and how offering "warm welcomes" mattered more than immediate upsells. They also discuss a specific certification program that led to a significant jump in customer spend. This conversation breaks down how to manage consolidation while keeping both customers and employees happy.

ㅤ

Guest Bio

Kris Rudeegraap is the Co-Founder and Co-CEO of Sendoso, a leading Sending Platform designed to help revenue teams engage customers through direct mail and gifting. An alumnus of California State University, Chico, Kris spent over a decade in sales roles at companies like Talkdesk and Yapstone before founding Sendoso in 2016. His philosophy centers on the "pattern interrupt"—using physical items to break through digital noise. Under his leadership, Sendoso has raised significant capital and executed major strategic acquisitions, including Alyce and Postal.io, to consolidate the corporate gifting market.

ㅤ

What We Cover

1. The First Step in Acquisition: Why unifying data sources and establishing a single CRM source of truth must happen before any sales outreach.
2. Relationship First, Sales Second: How Sendoso used office hours, LinkedIn messages, and VIP warehouse tours to welcome new customers before discussing contracts.
3. The Power of Certification: Kris Rudeegraap shares data showing that certified customers increased their spend on the platform by over 70%.
4. Patient Migration Timelines: The strategic decision to keep the Alyce platform running for two years to allow customers to self-select when to switch.
5. Leveraging Job Changes: How the team tracks users across Sendoso, Alyce, and Postal who move to new companies to drive new business.
6. Win-Back Opportunities: Using combined data from closed-lost deals across multiple companies to triangulate why a deal was lost and how to win it back.
7. Measuring Success: Why metrics like EBITDA, margin improvement, and employee Net Promoter Score (eNPS) are just as critical as revenue retention.

ㅤ

Resources

1. Sendoso - The leading Sending Platform for revenue teams.
2. Email Kris Rudeegraap - Connect directly with Kris.
3. Scrappy ABM: Visit for more ABM tips and strategies.
4. Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Mason breaks down a tactical plan to ensure every event generates a return. He outlines four core sections: pre-event preparation, event execution, follow-up, and speaking sessions. He explains how to identify exactly who is attending, how to book meetings before you arrive, and why you must leave the event with next steps already scheduled.

ㅤ

What We Cover

1. The four core sections of an event strategy: A breakdown of pre-event, during the event, follow-up, and speaking sessions.
2. Identifying attendees early: Using past event lists, event apps, social media hashtags, and location filters on LinkedIn to find people before the conference starts.
3. Strategic meeting scheduling: How to book meetings around relevant agenda sessions and find people actively seeking solutions to specific problems.
4. The BAMFAM rule: Why you must "Book A Meeting From A Meeting" to ensure sales cycles continue moving after the event ends.
5. Leveraging speaking sessions: Creating a specific content offer for the room and using the session to segment the audience into hand-raisers and future prospects.
6. The "Free Consultant" approach: How Mason uses speaking opportunities to offer help without selling, while directing immediate buyers to the sales team.
7. Hosting private side events: Using dinners or cocktail hours to target top accounts and ensure the trip is ROI positive through a few key opportunities.

ㅤ

Resources Mentioned

1. Scrappy ABM Newsletter: Get actionable tactical playbooks delivered to your inbox.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn: Start a conversation about ABM.

ㅤ

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!

ㅤ

She explains why you cannot go it alone: you must work with other teams to find commonalities in lead information and problem sets. A critical part of her strategy is to market to the internal sales team first. If sellers do not understand the deal cycle or how a new product addresses a specific pain point, they will not present it to their customers.

ㅤ

Gillian also details how to protect the customer relationship by validating data with product managers before launching a campaign. She emphasizes the importance of "small measures"—tracking observable behaviors and engagement rates in internal channels like Slack—to understand program success before revenue numbers come in.

ㅤ

Guest Bio

Gillian Hinkle is a seasoned marketing leader currently serving as the Senior Director of Product Marketing at Salesforce, with a focus on Heroku, a cloud platform as a service (PaaS). Her career trajectory transitions from an initial background in arts administration and education to technical B2B marketing leadership in the SaaS and cloud infrastructure sectors. Before joining Salesforce, Hinkle served as Director of Growth Marketing at Earnix.

ㅤ

What We Cover

1. Using behavioral data to identify which customers are ready for expansion products.
2. How to map the overlap between different buying groups—like marketing buyers versus data buyers—in a portfolio company.
3. Why you must understand sales compensation before asking account managers to sell a new product.
4. The strategy of "marketing to sellers" first: using enablement sessions to test if an offer is right for the current market.
5. Protecting customer relationships by excluding unqualified accounts and validating pain points with product teams.
6. Using Slack channels and lists to manage program execution and track internal engagement.
7. The importance of reporting "small measures" and observable behaviors when revenue data is not yet available.

ㅤ

Resources

1. Heroku: A cloud platform as a service (PaaS) supporting several programming languages.
2. Slack: The primary communication tool Gillian uses for program management.
3. Connect with Gillian Hinkle on LinkedIn
4. Scrappy ABM: Visit for more ABM tips and strategies.
5. Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

If you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you.

ㅤ

Instead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake.

ㅤ

What We Cover

1. The problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.
2. The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.
3. Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.
4. Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.
5. The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.
6. Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.
7. The swag rule: Why you should offer your branded gear as an option rather than the default gift.
8. Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival.

ㅤ

Resources

1. Scrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.
2. Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.
3. Visit for more ABM tips and strategies
4. Connect with Mason on LinkedIn

ㅤ

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!

ㅤ

The conversation focuses on the practical steps of defining a target audience by analyzing closed-won opportunities rather than guessing. Hannah explains why marketers should rarely start an ABM pilot by creating net-new content and how to repurpose what already works. She also shares the honest reality of managing internal expectations when ABM sales cycles take twice as long as standard inbound deals, and how to partner with channel managers who worry about how targeted campaigns affect their metrics.

ㅤ

About Hannah Forson

Hannah Forson is the Sr. Manager of Demand Generation at BambooHR, where she leads the programs team focused on mid-to-bottom funnel demand generation. She specializes in building efficient strategies that drive high-quality leads and pipeline. Before joining BambooHR, Hannah worked at Pluralsight and has spent years building marketing programs in both bootstrapped and public organization environments.

ㅤ

What We Cover

1. Defining the audience through data: How to use historical closed-won opportunities to identify the right company size and industry "sweet spots."
2. The decision committee breakdown: Why finance professionals need a different message than HR leaders and how to prepare sales teams for those conversations.
3. Collaborating with channel managers: Specific ways to run ABM campaigns on paid social without ruining a channel manager's core metrics or CPMs.
4. The "If it's not broken, don't fix it" content strategy: Why you should audit your existing inventory and tweak successful assets rather than building from scratch.
5. Managing timeline expectations: Dealing with executive pressure when targeted deals take twice as long to close as transactional inbound leads.
6. Quality over quantity: Shifting focus from volume of form fills to capturing the right accounts that stick around longer.
7. Storytelling for buy-in: How to use individual deal journeys to prove the value of ABM to leadership and individual contributors.

ㅤ

Resources

1. BambooHR
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Most people experience marketing in a B2C context, where the goal is to get hundreds of thousands of people to click "buy." But B2B is nuanced and complex. Mason breaks down why applying a volume-based approach to a quality-based game destroys credibility. You will learn why celebrating high download numbers often leads to an empty pipeline and makes marketing look like an "arts and crafts" department rather than a revenue partner.

ㅤ

What We Cover

1. The disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails.
2. Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline.
3. The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource.
4. Efficiency of spend: Understanding why a sub-10% lead-to-opportunity conversion rate means you are wasting 90% of your budget.
5. Damaging the brand: How aggressive lead gen tactics annoy potential buyers who are not ready to purchase.
6. Building a target list: Practical steps to move from a generic Ideal Customer Profile (ICP) to a specific list of accounts.
7. The ABM alternative: How to get buy-in from leadership, sales, and customer success to market only to companies you actually want to work with.

ㅤ

Resources

1. Scrappy ABM: Visit for more ABM tips and strategies.
2. Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Adam Holmgren explains a “very simple” approach: connect LinkedIn ads data with CRM data so you can “showcase what happens even if people don’t click on a freaking ad,” and surface “the actual companies and the deals that you are influencing.” The conversation stays “super tactical” on how teams use impressions, engagements, and clicks to build reporting in HubSpot or Salesforce, support account scoring, and trigger workflows for BDRs: “These companies have engaged with us a lot in the last week… maybe we should give a task for BDRs.”

ㅤ

👤 Guest Bio

Adam Holmgren is the CEO and co-founder of Fibbler. He built the tool from “my own frustration and issues, trying to prove myself to my execs, to my board,” especially in a channel like LinkedIn ads that “could be argued… to be more of a brand awareness channel.” He also shares that he runs “a bootstrap startup on the side of your full-time… job,” and he tries to “post five times a week” on LinkedIn.

ㅤ

📌 What We Cover

1. Why LinkedIn ads can be “more of a brand awareness channel,” and why “measure them for clicks… just doesn’t make sense.”
2. “Connect LinkedIn ads data with your CRM data” to show influence, even if people don’t click on a freaking ad.”
3. “Influence pipeline” and “influence revenue”: giving exec teams “indications” and “tangible things” like “these are the deals.”
4. Sending impressions, engagements, and clicks into HubSpot or Salesforce weekly so marketers can build reporting “on their own.”
5. Account prioritization and account scoring: combining ad engagement with “website data” and other inputs to trigger sales tasks
6. Signals for sales and outbound: “These companies have engaged with us a lot in the last week… give a task for BDRs.”
7. Clay as a destination for account-level ads data when you “want to have context” and figure out who to reach out to
8. Title targeting, function targeting, and “super titles” that make the audience “shoot up… tens of thousands”
9. Where teams get stuck: without “technical capability” or a “marketing ops resource,” they “will not see value.”

ㅤ

🔗 Resources Mentioned

1. Fibbler
2. Adam Holmgren
3. HubSpot
4. Salesforce
5. Clay
6. LinkedIn ads
7. LinkedIn’s API
8. Scrappy ABM: Visit for more ABM tips and strategies.
9. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

In this episode, Mason Cosby shares a repurposed session from a recent webinar with the Wish Group. He argues that most organizations already have 75% of what they need to launch a successful ABM program without spending a dime on new tech. Instead of chasing the perfect tool stack, Mason breaks down how to audit your current marketing activities and align them into a cohesive strategy using the Account Progression Model.

He explains why the "alphabet soup" of acronyms (ABM, ABX, ABS) distracts from the core goal: driving revenue from your best-fit customers. Mason also walks through his signature 4D Framework—Data, Distribution, Destination, and Direction—to turn random marketing efforts into a repeatable, measurable system.

ㅤ

Key Takeaways

1. The "Alphabet Soup" doesn't matter: whether you call it ABM, ABX, or AB-GTM, the goal is the same: align the revenue team around a shared set of target accounts that mirror your best, most profitable customers.
2. Tools don't fix strategy: With over 15,900 tools on the market, it is easy to get lost in technology. Successful programs start with a strategy, not a software purchase.
3. The 75% rule: Most companies already have the components for ABM (content, email, events, CRM). The failure lies in orchestration, not a lack of resources.
4. Define "Best" correctly: Your target accounts shouldn't be limited to "big companies." They should be profitable, happy, sticky (high retention), and likely to refer others.
5. The "Ninja Move" for orchestration: The success metric (Direction) of one stage should serve as the Trigger (Data) for the next stage. This bridges the gap between simple awareness and meaningful engagement.

ㅤ

The "Scrappy" Playbook

1. Adopt the Account Progression Model (APM)

Stop thinking in binary terms (Lead vs. Customer). Map your accounts through these specific stages:

1. Awareness: Do they know we exist?
2. Initial Engagement: Are they interacting with problem-aware content?
3. Meaningful Engagement: Are they spending significant time with solution-aware content (e.g., a 7-hour workshop or deep-dive webinar)?
4. MQA (Converting Touch): Have they visited high-intent pages (pricing, demo)?
5. SQA to Opportunity: Sales qualification based on timing and budget.

2. Audit with the 4D Framework

Take every marketing tactic you currently run and define these four elements for it:

1. Data: Who are we targeting, and what is the trigger? (e.g., "Target accounts" + "Visited website").
2. Distribution: How does the message get to them? (e.g., LinkedIn Ads, Cold Email).
3. Destination: Where are we sending them? (e.g., A specific case study or podcast episode).
4. Direction: How do we measure success? (e.g., Did they register for the event?).

3. Identify and Fill the Gaps

Once you map your current tactics to the APM, you will likely see huge holes. For example, you might have plenty of Awareness (social posts) and MQA attempts (demo requests), but zero Meaningful Engagement in the middle. Focus your resources on building that missing bridge rather than buying more ads.

ㅤ

Episode Highlights

The Definition of ABM

Mason clarifies the confusion among ABM, ABX, and ABS. It is a B2B revenue strategy in which Marketing, Sales, and CS align on a shared list of accounts representing your best customers.

Why ABM Programs Fail

The failure rate is high (around 78%) because teams over-complicate the tech stack and fail to align on simple definitions. If you can't measure relationship depth, you default to lead volume, which kills ABM.

The 4D Framework Explained

A breakdown of Data (Targets + Triggers), Distribution, Destination, and Direction. Mason emphasizes that "Triggers" are the missing piece in most cold outreach—reaching out just because someone is on a list isn't enough.

Real-World Example: Scrappy's Own Program

Mason walks through how Scrappy ABM used this exact model to generate $4M in sales. He admits their "Meaningful Engagement" stage was originally broken, which led them to create the "ABM in a Day" workshop to fix the gap.

ㅤ

Links & Resources

1. Download the Account Progression Model Template
2. Scrappy ABM Workshop
3. Connect with Mason Cosby on LinkedIn

She shares why she didn't need to be an expert to build trust, how she used a simple referral loop to fill her guest list without cold outreach, and the "scrappy" tactics - like branded baseball jerseys and intimate dinners - that turned listeners into pipeline. Kathleen proves that consistency and curiosity matter more than a massive budget or a complex tech stack.

ㅤ

👤 Guest Bio

Kathleen Booth is the Senior Vice President of Marketing & Growth at Pavilion, a global community for high-growth commercial executives. A veteran marketer with experience at Sequel.io and clean.io, Kathleen is a long-time podcaster and vocal advocate for Community-Led Growth. She specializes in helping brands build owned media assets to navigate the changing digital world.

ㅤ

📌 What We Cover

1. Facing a "difficult go-to-market scenario" where the audience was niche and "everyone knew everyone."
2. Creating Ad Ops All Stars as "persona research in the form of a podcast" to spotlight the buyer's career
3. Overcoming the "expertise myth": being curious and asking good questions instead of trying to be the subject matter expert
4. The "thread" for finding guests: starting with community leaders and asking "who else" should be interviewed at the end of every call
5. Turning interviews into relationships with a "thank you" package containing a branded baseball jersey and a handwritten note
6. The dinner strategy: splitting the guest list 50/50 between happy customers and podcast guests so customers do the selling
7. Focusing on the "habit" of consistency rather than high production value - using tools like Upwork and Canva to keep it scrappy

ㅤ

🔗 Resources Mentioned

1. Scrappy ABM
2. Mason Cosby on LinkedIn
3. Kathleen Booth on LinkedIn
4. Pavilion
5. clean.io (Kathleen's previous company)
6. Ad Ops All Stars (Kathleen's podcast)
7. Canva (Kathleen: "designed graphics in Canva")
8. Upwork (Kathleen: "used Upwork for video clips")
9. Scrappy ABM: Visit for more ABM tips and strategies.
10. Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Trina shares why project and program managers are “the superheroes of their organizations,” how real-life conversations at a large organizational conference turned into podcast invitations, and how a prep call helps guests feel comfortable—without giving away the best answers. The conversation also hits “thought leadership and brand awareness,” a “long play,” and the shift where “cold calling now becomes warm calling,” plus a clear warning: “episode one needs to be pretty fantastic.”

ㅤ

👤 Guest Bio

Trina Schaetz is the Director of Marketing and UX at Project Insight. She hosts Wear Your Cape to Work, built around the idea that project and program managers are “the superheroes of their organizations.” Trina talks about brand reach, brand recognition, and making something that feels tangible—“there’s real people behind this software and we care about the real people that are using it”—plus how guests who “haven’t been highlighted” become very accessible to invite.

ㅤ

📌 What We Cover

1. “Why build a podcast?”: brand reach, brand recognition, and “something that differentiated us from other software tools”
2. The story behind “Wear Your Cape to Work” and project managers as “the superheroes of their organizations”
3. Sending guests a “Wear your Cape to Work mug” with a “superhero avatar of themselves”
4. Getting guests from “genuine conversations” at a large organizational conference—customers, prospects, and people you “maybe would never sell our product to”
5. Using LinkedIn when someone “liked something we were doing” or is “connected to someone who we know”
6. Structuring episodes with a “wish list,” boundaries, and a “five or 15” minute prep call so guests don’t “overthink the answers”
7. Internal buy-in: co-hosting with the CEO and business development director, plus “thought leadership role”
8. Revenue and pipeline: “thought leadership and brand awareness,” a “long play,” and when “cold calling now becomes warm calling”

ㅤ

🔗 Resources Mentioned

1. Trina Schaetz on LinkedIn
2. Project Insight
3. Wear Your Cape to Work
4. LinkedIn
5. A large organizational conference
6. NASA
7. A credit union “across your entire country”
8. Universal Studios
9. John Wayne International Airport
10. Fairlife milk
11. The Proximity Principle
12. StreamYard
13. script
14. Buzzsprout
15. Canva
16. Scrappy ABM: Visit for more ABM tips and strategies.
17. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

They break down why most agencies are stuck as commoditized vendors, why “information without implementation is useless,” and how an account-based podcast becomes branding, content creation, market research, and pipeline generation all at once. You’ll hear the 30-day launch approach, the three podcast types (content engine, account-based podcast, public figure podcast), and the exact guest follow-up process that helped close deals, including a $170,000 opportunity in 30 days, and consistently generate opportunities from 9% of podcast guests.

ㅤ

What We Cover

1. Why are so many agencies commoditized and stuck in a race to the bottom on pricing, referrals without a system, and outbound efforts that are largely ignored?
2. How account-based podcasting helps move from “commodity vendor” to strategic partner by having deep, meaningful conversations with best-fit customers, partners, and industry influencers.
3. The real numbers behind the strategy: 300+ episodes recorded, tens of thousands of followers, 50 speaking engagements, 8 million in sourced pipeline from podcast guests, 3.5 million in closed revenue, and 2 million closed in the last two years for Scrappy ABM.
4. The three podcast types—content engine, account-based podcast, and public figure podcast—and how goals shift from content and reach to meetings, pipeline, and raving fans.
5. Why unclear goals, inconsistent publishing, and poor promotional strategy cause most podcasts to fail—and how simple structure and consistency beat “secret hidden magic.”
6. The 30-day launch framework: setting goals and ICP; naming the show; live-first episodes on pain points, unique value, and sales FAQs; and building a guest and topic shortlist.
7. Practical outreach and booking tactics using short LinkedIn or email messages, LinkedIn Sales Navigator, and email tools to book guests in “legacy” industries like B2B distribution and local government.
8. A simple tech stack for recording, editing, and hosting using tools like Streamyard, Riverside, Descript, Zencastr, Captivate, Canva, LinkedIn newsletters, ChatGPT, and Gemini 3 Pro.
9. Promotion that doesn’t burn you out: episode graphics, trailer, basic launch, repurposed clips, grassroots promotion at industry events like Inbound, and paid support via LinkedIn thought leadership ads and Mal Pod.
10. Exactly how Mason Cosby turns guests into customers or referrers by making them look awesome, talking only 20–30% of the time, asking “How can I help?”, being a “friend in your corner,” and using frameworks or worksheets as a natural follow-up.
11. Why you should prioritize remote video over in-person recording as the “path of least resistance” and aim to maintain a backlog of episodes so recording stays sustainable instead of becoming a stressful scramble.

ㅤ

Resources Mentioned

1. Scrappy ABM – Account-based marketing, demand generation, podcasting, and social content strategy.
2. Scrappy ABM Podcast – Over 200 interviews on account-based podcasts and revenue marketing.
3. Scrappy ABM Case Studies – Revenue-driving ABM programs and podcast results: https://scrappyabm.com/case-studies
4. Scrappy ABM Contact – Explore Activation Plays, ABM Pilot Programs, and Account-Based Podcasts: https://scrappyabm.com/contact
5. Mason Cosby on LinkedIn – Host of Scrappy ABM and CEO and founder of Scrappy ABM.
6. Joseph Lewin on LinkedIn – Head of podcast strategy at Scrappy ABM.
7. Streamyard, Riverside, Descript, Zencastr, and Captivate – Recording, editing, and podcast hosting tools referenced in the launch process.
8. Canva – For simple show graphics and launch assets.
9. LinkedIn, LinkedIn Sales Navigator, LinkedIn Newsletter – For guest outreach, content distribution, and audience growth.
10. ChatGPT and Gemini 3 Pro – For show prep, question sets, and show note creation from transcripts.
11. Mal Pod – Pay-per-subscriber podcast growth partner used by many top shows.
12. Inbound – Event stage used to promote shows like “Do This, Not That” with Jay.
13. Shows mentioned as examples: “Do This, Not That,” “Sales Through Social.”
14. Scrappy ABM: Visit for more ABM tips and strategies.
15. Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

The conversation keeps coming back to the same mantra: accounts versus people—because “leads don’t convert… companies convert.” Raymon walks through signals from trade shows, form fields, social media, and “in-market” research, alongside “named account lists” driven by a sales perspective (sometimes “more anecdotal… more emotion”). From there: tiering (“tier one, tier two, tier three”), budget realities, long sales cycles, brand and logo awareness, and what success looks like beyond “the number of meetings.”

ㅤ

👤 Guest Bio

Raymon David is the head of web and marketing ops at LG and has worked in very large, primarily B2C manufacturing and hardware companies running B2B ABM, including HP. He talks about building playbooks, staying sensitive to “both sides of the equation” (in-market signals and sales’ named accounts), and focusing on accounts, relationships, and “opening up the door” for conversations—especially when sales cycles can be long.

ㅤ

📌 What We Cover

1. “There is no one answer”: start small and test, test, test
2. The shift from lead generation expectations to accounts versus people (“companies convert”)
3. B2B manufacturing reality: contact us forms, spec sheets, product sheets, video, and trade show scans
4. The “interesting dichotomy” of Fortune 500 end users and SMB/mid-market buying groups
5. Two buckets: accounts that are in market vs named account lists (and why both matter)
6. Building a simple pyramid structure: tier one, tier two, tier three—then funding tactics you can’t “do it all”
7. “ABM is just a combination of different marketing channels coming together,” and an integrated approach
8. Measuring beyond immediate conversion: awareness, relationships, engagement, what happens after they land
9. Failures as “lessons learned”: examine channel, activation, messaging—don’t just call it a failure
10. A trade show example: the press the red button / spin the wheel game, scanning tech, and “teachers are so competitive”

ㅤ

🔗 Resources Mentioned

1. LinkedIn (find Raymon and connect)
2. StoryBrand (mentioned for messaging)
3. B2B MX (where Raymon and Mason met)
4. Excel and PowerPoint (as ways to tell the “visual story”)
5. Scrappy ABM: Visit for more ABM tips and strategies.
6. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

👤 Guest Bio

Jeni Bishop is the VP of Marketing and head of brand at Cordial. She shares a simple playbook: “We submitted our prospects for awards,” starting with customers and expanding to prospects through an event award program. She recommends starting with “free, simple event-based” awards and says the nomination email is “an incredible touch point.” Jeni points people to LinkedIn: “It’s just Jeni Bishop… Jeni said, “I like the ice cream.”

ㅤ

📌 What We Cover

• “Literally celebrating your customers” by submitting customers and prospects for awards
• How it started with customers, “innovation awards,” and “fascinating use cases.”
• Choosing prospects: “What story did we have to tell?” and sales/team relationship input
• The nomination process: a “paragraph or two,” and a “wide range” of commitment levels
• The nomination email is “another touch point,” plus gifts, direct mail, and messages
• Results: “touchpoint is number one,” “brand affinity,” and “brand advocates.”
• Scaling: start with a calendar, but “quality over quantity” and avoid “robotic or scaled.”
• Advice: “Don’t start with paid awards… start with the free ones.”

ㅤ

🔗 Resources Mentioned

• Cordial
• CommerceNext
• CommerceNext Days
• LinkedIn (find Jeni Bishop on LinkedIn)
• cordial@cordial.com
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

The conversation keeps coming back to being intentional: documenting conversations, preparing well before meetings, doing research, and making conversations forward-looking and specific to an individual account. Rebecca also shares how tools, AI features, and synced systems support a “catalog” of what’s been discussed—so nobody has to say “catch me up.” From OKRs and scorecards to collaboration and compensation, the thread is simple: revenue is owned by everybody.

ㅤ

👤 Guest Bio

Rebecca (Bogler) Grimes is the CRO of SheerID and describes her role as “full cycle,” owning marketing, sales, and customer success. She talks about shared responsibility across the organization, performance management culture, and using tools and documented next steps so teams can show up fully briefed and avoid surprises. When asked where to find her, Rebecca points people to LinkedIn.

ㅤ

📌 What We Cover

1. Creating a seamless handoff process from inbound lead → selling cycle → implementation handoff → retention and growth strategies
2. Being more intentional about documenting conversations, preparing before meetings, and keeping conversations forward-looking
3. Using Gong and AI features to catch up on what’s been discussed and identify “yellow lights”
4. Setting the expectation that you can visibly see where things are—so there’s no “catch me up on where things are” moment
5. Building a playbook with a clear delineation of ownership, plus warm introductions with onboarding and CSMs
6. Operating with no surprises, using inspection by leadership and exception reports (meeting notes, next steps, timeline shifts)
7. Embracing a performance management culture with objectives and key results, an OKR framework, and an org-wide scorecard
8. Having a hypothesis for ABM success criteria beyond a singular metric—and being agile with check-ins, signals, and pivots

ㅤ

🔗 Resources Mentioned

1. Gong (AI features to help catch you up on conversations; “yellow lights”)
2. Slack (how teams stay connected; call people in to support)
3. Salesforce (“if it didn’t happen in Salesforce, it didn’t happen”)
4. ClickUp, HubSpot, Asana (tools referenced for keeping work and documentation visible)
5. Radical Candor
6. Measuring What Matters
7. ShopTalk (referenced as a big event example)
8. LinkedIn (where Rebecca points people to find her)
9. Scrappy ABM: Visit for more ABM tips and strategies
10. Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Payton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward.

ㅤ

From there, Mason and Payton unpack how events shifted into a primary conversion channel, how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives.

ㅤ

👤 Guest Bio

Payton Christopher serves as head of demand generation and growth marketing at Delivery Solutions. He focuses on enterprise accounts, large-scale retailers, and an account-based marketing strategy that combines events, paid social, cold outbound, partner referrals, and a close relationship with the UPS parent company. In this conversation, Payton shares how he works with sales, customer service, and product, builds a content distribution strategy with a director of content, and measures programs through inbound demo requests, inbound pipeline, and pipeline velocity while navigating a long enterprise sales cycle and C-suite expectations.

ㅤ

📌 What We Cover

• Defining the ICP by combining CRM data with input from sales, customer service, and product to focus on enterprise retailers.
• Identifying decision makers and frontline influencers, then engaging end users who drive real influence inside large accounts.
• Turning events into a primary conversion channel with digital backdrops, demo stations, and live product walkthroughs.
• Running an ABM-focused LinkedIn program that uses always-on paid social and product education for target accounts.
• Using interview-style case studies and a “waterfall” content approach to fuel social, website, and YouTube.
• Coordinating social events, website, cold outbound, partner referrals, and UPS relationships as core revenue drivers.
• Measuring success through direct and organic lift, inbound demo requests, inbound pipeline, and pipeline velocity as the North Star.
• Handling static ads that did not work, C-suite pushback, long enterprise sales cycles, and the need for ongoing relationships and office hours with sales.

ㅤ

🔗 Resources Mentioned

• Delivery Solutions: Mentioned as the enterprise-focused product that integrates with custom solutions for large-scale retailers and delivers a return on investment, especially when accounts have many storefront locations and complex setups.
• LinkedIn: Used as a primary paid social and organic social channel where account lists and job titles are uploaded, videos are always on, and the team focuses on brand awareness and product education for the target audience.
• Toal (self-guided demo tool): Referenced as a tool for self-guided demos that inspired Delivery Solutions to record product demos, turn short segments into GIFs, and run those 15-second clips on LinkedIn to highlight specific features and benefits.
• HubSpot: The CRM where reps view leads, accounts, and assignments. Payton uses HubSpot in office hours to help sales understand how to move leads along and see the accounts assigned to them.
• UPS: Called out as the parent company and a key channel. Payton and the team maintain strong relationships with UPS sales reps, run webinars to explain the product, and help reps identify opportunities to bring Delivery Solutions into their own accounts.
• Shop Talk, Grocery Shop, and Retail Dive events: Named as important industry conferences and events where Delivery Solutions needs to show up with a strong booth, digital backdrops, and live demos so brands see the product and do not compare them poorly to competitors.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Together, they walk through how to keep ads, content, emails, SDR outreach, and sales outreach consistent so a prospect doesn’t feel like they landed in the wrong place. Jeni explains her “take the logo off” test, why your company has to be the wrapper, and how overusing a target account’s colors, fonts, and logo can confuse people and erode brand trust. They also get into one-to-one versus one-to-few versus one-to-many ABM, how language from ICP research shapes messaging, and why branded solution terms come after problem language in the journey on Scrappy ABM.

ㅤ

👤 Guest Bio

Jeni Bishop is VP of marketing and head of brand at Cordial. She works at a MarTech company focused on orchestrations and customer journeys, and she brings a brand and design perspective to account-based marketing programs. Jeni thinks about every interaction as a touch point that builds trust over time, from one-to-many campaigns to one-to-one content deeper in the funnel. This is her first podcast ever, and she is excited to be here. You can find her on LinkedIn and at cordial.com.

ㅤ

📌 What We Cover

• Why every interaction in an ABM program is a touch point that builds trust over time
• How showing up differently every time erodes trust with prospects and accounts
• The role of buttoned-up brand guidelines in keeping touch points consistent across ads, content, emails, SDR outreach, sales outreach, and marketing content
• The “take your logo off the asset” test to see if people can still tell it’s your brand
• How over-customizing with a target account’s color palette, fonts, lifestyle imagery, language, and logo can work against your brand
• Logo hierarchy in one-to-one programs: making sure your logo is more prominent so people know where the ad or content came from
• Why your brand should be the wrapper through brand colors, fonts, and imagery so the ad and the website feel like the same experience
• Brand is others’ perception of your company, and how messaging shapes that perception
• Using ICP research, keyword research, and surveys to understand the language prospects use for their problems and challenges
• Examples like “orchestrations” versus “journey” and “account progression model” versus “funnel” or “customer journey map”
• Balancing problem language prospects use with branded terms that position your solution as unique, distinguished, and differentiated
• Budget challenges, doing more with less, and why one-to-few ABM can be more cost-effective than one-to-one while still feeling personal
• Grouping accounts that share very similar characteristics and challenges so campaigns can address their problems and still feel specific
• Moving from one-to-many to one-to-few at the top of the journey and focusing on one-to-one personalization on active pipeline and deal cycles
• Using one-to-one content lower in the funnel when you know their needs and challenges, and there is less guesswork
• How inconsistent experiences between the ad and the website put a question mark in a prospect’s head
• Aligning every touch point to create a seamless journey that builds trust, brand affinity, and recognition over time

ㅤ

🔗 Resources Mentioned

• Cordial – The company where Jeni is VP of marketing and head of brand, referenced throughout the conversation.
• Jeni Bishop on LinkedIn – Jeni invites listeners to check her out on LinkedIn.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Title-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you.

ㅤ

The alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes.

ㅤ

📌 What We Cover

• Targeting is the number one thing that is killing your ad program
• For the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansion
• Two ways people are setting money on fire: industry-based targeting and title-based targeting
• LinkedIn industry targeting is super confusing and isn’t nearly specific enough
• Title-based targeting on LinkedIn is lumping together multiple titles that are kinda close
• List-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedIn
• Match rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exports
• Quarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spend

ㅤ

🔗 Resources Mentioned

• LinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)
• Google
• ChatGPT
• Sales Intel
• ZoomInfo
• Amplemarket: AI Sales Copilot for sales teams
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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 have a review and share this episode with your team or fellow marketers!

ㅤ

Yann shares how Userled spent almost six months building a list of 1,000 accounts with clear commonality, strong conviction, and ethical belief that life will be better for those accounts. Mason highlights the mental headache and wasted 10 to 20 hours per bad deal when the ICP is wrong. Together they walk through NRR in MarTech, repeatable GTM motion, small events where the persona actually shows up, personalized event invites, and doing things that do not scale to win enterprise deals and keep customers for the long term.

ㅤ

👤 Guest Bio

Yann Sarfati is the CEO and Co-founder of Userled. He started from the ABM problem statement and built a product that generates content with AI for every stage of the funnel, per industry, and per account. Yann is in the trenches with a team of salespeople, cares very little about the growth element compared to NRR in MarTech, and focuses on a strong list of accounts that share similar pain. He spends time at small events where the right persona is present, rolls out the red carpet for key accounts, and does things that do not scale to break into and grow enterprise deals.

ㅤ

📌 What We Cover

• Starting from the ABM problem statement and why finding the accounts you really want to go after is actually the hardest thing.
• How Userled built a list of 1,000 accounts over almost six months with clear commonality like complementary tech, existing ABM team, enterprise focus, ACV above 500K, CMO sponsorship, and sales already involved.
• Mason’s framing of ethical conviction: looking at each individual account and asking if life will be better because of the work together.
• The time tradeoff between spending 10 to 20 hours per deal in the sales cycle versus 20 minutes per account to make sure the list is right and avoid wasting time on completely irrelevant opportunities.
• The mental headache and frustration of sales when 50% of the pipeline is shit deals, how repeated rejection kills confidence, and why slipping for the right reasons feels different from losing deals you never could have won.
• Why Yann cares very little about the growth element and focuses on NRR in MarTech, renewals, upsell, and building a company that is a no-brainer for clients for the next five years.
• How Userled uses AI-generated content by industry and funnel stage plus small events where the persona from key accounts is present to get the highest conversion of pipeline.
• The event playbook: complementary tech events like Six Sense and Demandbase, max 400 attendees, 15 to 17 hyper relevant conferences, personalized event invite for every single attendee, dynamic calendars, short product tests at the booth, and a quota of at least 10 booked calls per day with ICP.
• Why they do not collect emails, do not rely on badge scans, and instead book calls on the day or lose them, then follow up with recaps and event invites that drive six out of seven attended calls.
• Using per-industry value props, education around AI in ABM, and case studies, plus tracking who reads and shares content inside target accounts.
• Looking at engagement spikes from key accounts, web visits, and contact-level interest as signals for sales outreach instead of waiting for a Cisco-style stakeholder to knock on the door and ask for a demo.
• Lessons learned from doing events like everyone else with vanity metrics, the discrepancy between event spend and pipeline, and the shift to events that help deals get over the line by meeting CMOs and stakeholders in person.
• The power of flying to a place like Naples to meet an executive stakeholder, doing things that do not scale, and why the playing field has leveled up now that everybody has the same data and intent signals.
• Final advice on building an ABM program: not just sorting previous big enterprise wins by deal value, but working with CS to understand what exactly is a perfect account, why referrals and advocates matter, and how profit and NPS change the real definition of best customer.

ㅤ

🔗 Resources Mentioned

• Userled – Product for ABM plus AI that generates content for bottom of the funnel, middle of the funnel, and end of the funnel per industry and account, and distributes it through sales and ads platforms.
• Six Sense – Complementary tech that organizes events where key ABM personas from target accounts are present.
• Demandbase – Another complementary tech with events that attract the same people again and again from the right ICP.
• Clay – Place to find emails so you do not spend 10 to 60K on an event just to collect addresses at the booth.
• ZoomInfo – Example of a platform where teams can get emails instead of relying on badge scans and generic follow-up.
• Apollo – Another way to find contacts without turning events into email collection exercises.
• HubSpot event – Example of a big conference Yann does not prioritize when he can double down on smaller, hyper relevant events.
• Dreamforce – Another large event that looks attractive on paper but does not match the focused ABM and small-event playbook described in this conversation.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Erika explains how Resolver builds event-based target account lists, crawls LinkedIn, and uses historical lists to reach high-value customers and prospects before anyone steps on the trade show floor. She shares how tailored email, LinkedIn, and phone outreach, SDR calls two weeks before the show, and “after-hours” breakfasts, activities, and dinners with customers and prospects create real relationships, qualified accounts, and long-term brand awareness that show up in Salesforce long after the event ends.

ㅤ

👤 Guest Bio

Erika White Crutchlow from Resolver builds and runs event-focused ABM programs across multiple divisions. She works very closely with customer success and sales to identify high-value customer accounts and prospect accounts, map them to the right events, and align on pre-event outreach, booth strategy, meetings, and after-hours activities. Erika tracks results through Salesforce, leans on historical event lists, and partners with local vendors for “cheap and cheerful” giveaways like popcorn, branded cookies, and socks that keep people coming back to the booth and to Resolver’s team year after year.

ㅤ

📌 What We Cover

• Building an event-focused ABM program that starts with high-value customer accounts and prospect accounts from customer success and sales.
• Deciding whether to go to events for specific accounts or use events to reach an existing target account list, and leaving room for “moments of serendipity.”
• Using LinkedIn crawling, hashtags, session topics, and historical lists to see which accounts will be attending and to fuel pre-event outreach.
• Running tailored, personalized outreach through email, LinkedIn, and phone calls that invite people to on-site meetings and custom demos tied to new features or products.
• Offering simple incentives like branded socks instead of expensive headphones, and using cost per opportunity and meetings per opportunity to guide budget and meeting targets.
• Training the booth team to ask qualifying questions, filter out swag-only visitors, and focus on people who are ready for a real conversation and demo.
• Comparing sponsored speaking sessions and thought leadership abstracts with booth investments, and why Resolver often prefers the booth over expensive sponsored slots.
• Designing after-hours breakfasts, activities, and dinners that pair target accounts with customers so they can talk about shared problems, risk, and tools without pressure.
• Tracking meetings, follow-up meetings, new leads, qualified accounts, and pipeline in Salesforce, while recognizing that many event touches pay off one or two years later.
• Testing two-week pre-event SDR calls to confirm meetings, ask pre-qualifying questions, and improve show rates with a simple “are we still good” follow-up.
• Partnering with local vendors for popcorn, branded cookies, and city-specific giveaways that reduce shipping costs and create a local connection.
• The ongoing importance of alignment between sales and marketing, rowing in the same direction, and not underestimating the ROI of those off-site, after-hours events.

ㅤ

🔗 Resources Mentioned

• Resolver
• B2BMX
• Salesforce
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Instead of chasing hundreds of thousands of leads and celebrating opt-ins, Mason pushes marketers to focus on targeting a very specific list of best fit customers—people who are super happy, highly profitable, send more friends, and stay for a long time. He shows how to speak the language of leadership by tying every program to named company objectives and real pipeline, and how to get sales to buy in by actually delivering the companies everyone agreed to go after.

ㅤ

From lack of resources and unclear measurement to broken execution after the company all hands and strategy meeting, Mason lays out a simple way forward: eliminate what is not working, stick to a plan for three to six months, and use account-based marketing to go get the customers you really want.

ㅤ

📌 What We Cover

• Why a lead generation approach that celebrates opt-ins instead of pipeline keeps you from going after the right people.
• How to define best fit customers (super happy, highly profitable, send more friends, stay for a long time) and use your marketing dollars to get more of them.
• How to stop leadership eyes from glazing over by dropping secret acronym language and tying programs to company initiatives, pipeline, and customers that close and stay.
• Why sales won’t buy in when the calendar is light and the pipeline is empty, and how agreeing on a list of companies and actually delivering those accounts changes everything.
• The lack of resources problem: being bombarded with ideas (email newsletter, event program, podcast, webinar program) and doing all of it poorly instead of a few things well.
• The three options for fixing the resource gap: automate, delegate (or hire), and especially eliminate the things that are not doing anything for the business.
• How to handle programs that are super hard to measure by deciding what success looks like, showcasing impact, and tying everything downstream to pipeline and revenue.
• Why execution falls apart right after the onsite or company all hands, and how eliminating old work, measuring success, and sticking to a new plan for three to six months changes your B2B marketing program.
• The simple fix that pulls everything together: stop trying to get everyone, build a very specific list of companies, and use account-based marketing to get those accounts to engage, enter the pipeline, show up on your website, engage in your email, and book meetings.

ㅤ

🔗 Resources Mentioned

• Account-based marketing (ABM) – Focusing on a very specific list of companies and best customers instead of general people.
• Channel dedicated to how to build out your ABM program – Content that shows how to build an ABM program that goes after the right people and gets them into your pipeline.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Phil walks through how to get buy-in by generating passion and giving confidence, starting from an environment that already feels natural to the founder or SME. They talk about simple ways to record real conversations, give SMEs a strong hand in review, and place each piece of content at the right point in the progression model. From faces associated with brands to “something is better than nothing,” this conversation shows how 30 minutes a week or an hour a month can turn SME time into subject matter expert content that actually moves accounts forward.

ㅤ

👤 Guest Bio

• Phil Pilalas is a content strategist at Scrappy ABM who helps subject matter experts document why they do the thing, why they want to do the thing, and why it matters. He produces podcasts, creates micro content, and supports social media so ideas are presented in an efficient, confident way. Phil focuses on giving founders and SMEs a natural venue to talk, helping them feel comfortable on camera, and building a regular cadence of subject matter expert content. He is pretty regular on LinkedIn and points people there to find him.

ㅤ

📌 What We Cover

• Why getting buy-in from subject matter experts is “a big deal,” and why it starts with generating passion and giving confidence around a specific problem, product, or solution.
• How to find the natural setting where a founder or SME already opens up—one-on-one, a small room, or a simple back-and-forth—and then figure out how to record it without throwing them onstage before they’re ready.
• The role of clear expectations: what the content will look like, how it will sound, the purpose of it, and how a strong approval process keeps SMEs from being surprised when someone says, “Hey, I saw you on LinkedIn.”
• Expectation versus reality in content quality, and why “a couple of people sitting in an office having a conversation” is often good enough compared to heavily produced, studio-style content.
• How SME content fits in an account progression model: founder energy at the top of the funnel, technical depth and numbers at the lower, more meaningful engagement parts of the progression.
• Why it matters to have faces associated with brands—because there is no building sitting on a Zoom call, only human beings with eyes, words, and passion about the problem they want to solve.
• Practical time expectations: 30 minutes a week or an hour a month of recording can fuel a full month of micro content when paired with production, outlines, and a focused theme.
• Messy but real ways to communicate success: podcast growth, opportunities where people say they heard the show, DMs from peers, and correlations between regular SME content, engagement, and pipeline.

ㅤ

Resources:

• Phil Pilalas on LinkedIn: Phil is pretty regular on LinkedIn; he tells listeners to look for “Phil plus Scrappy ABM” to find him and connect around subject matter expert content and podcasts.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Instead of getting stuck in email blasts and third-party events that promise “rubbing elbows” with executives, Yadin shares a high-level framework that starts small with relationships your own C-suite already has, then builds proof points through web stories, webinars, podcasts, and thought leadership videos. The conversation walks through going top down from your CEO and bottoms up from directors and senior managers, doing the hard “eat your vegetables” work of segmentation, and mapping LinkedIn so you make it easy for leaders to say yes.

ㅤ

Through stories from Angel Med Flight, JetBlue, GE Healthcare, NASA Jet Propulsion Labs, Wells Fargo, Michael Dell, and a seven-figure deal, Mason and Yadin show how time and trust, podcasts, and truly helping individuals with their own goals can turn a focused ABM program into a powerful path to the C-suite.

ㅤ

👤 Guest Bio

• Yadin Porter de León is the Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce. He has built ABM programs in multiple organizations, including smaller companies and large brands, and has engaged C-suite leaders such as the CIO of GE Healthcare, the CIO of NASA Jet Propulsion Labs, the CIO of Angel Med Flight, the new CIO at JetBlue, and senior leaders at Wells Fargo, along with conversations that include Michael Dell. Through podcasts, virtual events, and thought leadership videos, he focuses on making executives look good, delivering value to them as individuals, and creating proof points that help highly focused teams reach their most important accounts.

ㅤ

📌 What We Cover

• Why so many smaller companies feel frustrated when email blasts and third-party events fail to spark any response from the C-suite—and why “don’t be discouraged” matters.
• How to “start small” by finding C-suite peers who are already “bosom buddies” with your CEO or CTO, and turn a simple web story or webinar into a powerful proof point.
• Using your own C-suite’s LinkedIn connections plus account reps’ insights to identify specific executives, line up warm intros, and make it easy for leaders to say yes.
• Combining top-down and bottoms-up ABM: working with your company’s executives while also delivering value to directors and senior managers inside target accounts.
• Treating segmentation and ABM list building as the “eat your vegetables” work that makes it possible to attack a CIO, CEO, or CMO from both sides with focus.
• Real stories of value: a 45-minute podcast with the CIO of Angel Med Flight that led to a virtual event, a news story, an influential innovators list, and a thought leadership video with a Wells Fargo SVP that helped close a seven-figure deal even though it never went live.
• Why helping individuals switch industries, elevate their brand, or grow an audience often matters more than a gift card—and how that mindset builds long-term trust.
• Mason’s example of following CROs as they switch jobs, helping them land their next gig, and then being brought in to develop their new sales teams.
• Yadin’s Seth Godin-inspired lens: instead of using your audience to solve a marketing problem, use marketing to solve their problem, working with the two most precious resources—time and trust.
• How podcasts as a platform give smaller ABM programs a scrappy, accessible way to reach CIOs, CTOs, CEOs, and CMOs, including the JetBlue CIO story where simply offering a podcast sparked the first meeting.
• Common mistakes that create a terrible experience for executives, from treating them like another task on a to-do list to poor communication and rushed preparation.
• The risk of getting blacklisted inside a focused account list, and why it is better to keep a neutral brand perception than create a negative one with a bad interaction.
• Why you should not “boil the ocean” with events, webinars, YouTube, and podcasts all at once—do one thing, do it well, then move on to the next channel.

ㅤ

🔗 Resources Mentioned

• Yadin Porter de León on LinkedIn — for staying connected with Yadin and his work on customer stories and thought leadership.
• Heroku — The Salesforce platform where Yadin leads Customer Stories and thought leadership.
• LinkedIn — The place Mason and Yadin reference for finding connections, mapping relationships, and reaching the C-suite.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Tyler walks through breaking a market into specific industry subsegments like cybersecurity software vendors and HR tech vendors, backing those choices with win rates, average deal size, and field-level sales feedback. The discussion follows how in-person activations at industry conferences, niche newsletters, and original buyer insights research become “reasons to reach out” for sales and SDR teams. Along the way, Mason and Tyler highlight small, specific ABM programs with one rep and a handful of target accounts, measuring success by whether the right people at the right accounts show up, engage, ask questions, and move into real conversations.

ㅤ

👤 Guest Bio

• Tyler Lessard is the CMO at Technology Advice, a marketing leader who has built ABM in a couple of different organizations and worked with clients that have ABM use cases. In his role as CMO at Technology Advice, he focuses on B2B software, working with segments like cybersecurity software vendors and HR tech vendors. Tyler has spent a lot of time as a head of marketing running different ABM programs, partnering with sales reps, CROs, and CEOs, and helping companies across the board activate their ABM programs by reaching audience members across an ecosystem.

ㅤ

📌 What We Cover

• Moving from a broad target market of “B2B marketing leaders or demand gen leaders” to specific industry subsegments inside B2B software.
• Using data on where you win—like cybersecurity software vendors and HR tech vendors—to pick two or three segments and identify the top accounts to start with.
• Bringing a focused ICP story to the CRO and CEO with clear context, tactics, and programs instead of just saying, “We want to focus here.”
• Getting buy-in from field-level sales reps by asking them to poke holes in the strategy, combining their anecdotal feedback with quantitative data.
• Building an efficiency story using win rates, average deal sizes, ACV, and the idea that “if we spend a dollar here, the ROI will be higher.”
• Finding channels that actually get in front of the right people when attention is harder than ever, including in-person activations and local events.
• Treating original thought leadership and primary research as genuine value, not “lipstick on a pig,” and using it as an anchor for ABM programs.
• Creating a micro program of “reasons to reach out” so marketing intentionally gives sales and SDRs multiple touchpoints tied to research, webinars, and events.
• Using an in-person happy hour at RSA as a scrappy way to meet marketing leaders from cybersecurity vendors without buying a big conference sponsorship.
• Thinking in terms of watering holes, niche influencers, and newsletters like The Hustle instead of only chasing massive reach.
• Building an annual buyer insights report from first-party data and survey-based data to become a trusted source of market and buyer trends.
• Slicing research by segments like SMB to run smaller, niche activations where even 5–20 of the right people is a clear win.
• Repurposing research into webinars, blog posts, social posts with infographic-style images, on-demand content, and PR-style outreach to other media and podcasts.
• Measuring ABM programs by asking, “Did we reach the right people?” and looking at who opened emails, engaged with content, attended webinars, and asked questions.
• Using a qualitative lens alongside downloads, registrants, and pipeline to diagnose issues in targeting, messaging, value, or brand awareness.
• Applying a simple framework around data, distribution, destination, and direction to understand when an activation works or breaks down.
• Starting ABM small and specific by partnering with a single sales rep like “Sarah” and two or three accounts with a clear commonality, such as financial services accounts.
• Embracing constraints so a small ABM program becomes a creative process instead of trying to “do it all” on day one.
• Keeping the number of accounts small so it is easier to stay close to the data and see when 10 people from one target account register for a webinar.

ㅤ

🔗 Resources Mentioned

• Technology Advice: Mentioned as the company where Tyler is CMO and as a partner that helps companies across the board activate their ABM programs by reaching audience members across an ecosystem.
• solutions.technologyadvice.com: The place Tyler points listeners to learn more about how Technology Advice helps companies activate their ABM programs.
• RSA Conference: The cybersecurity conference where Technology Advice hosted a marketers’ happy hour as an ancillary in-person activation to meet target accounts and build one-to-one relationships.
• The Hustle newsletter: A large newsletter example contrasted with more niche communities and newsletters for reaching specific audiences.
• LinkedIn: Called out as the best place to follow and connect with Tyler Lessard and as the platform where Mason Cosby invites conversations about ABM.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Briana shares how seven years at Bench Prep created space to take a hard, long look at who they serve and where they find success. The team moved away from trying to work with training companies and enterprise software companies and chose to go all in on nonprofit associations and credentialing organizations that serve professional learners with high-stakes learning and exam preparation.

ㅤ

From doing completely away with paid ads to doubling down on webinars and conferences, Briana explains how channel mix, content, ABM, and brand awareness all had to shift. She talks about the mindset shift from quantity to quality, the slow burn of long sales cycles, the time it really takes to run one-to-one ABM, and why every piece of content now needs a defined objective, audience, and CTA.

ㅤ

👤 Guest Bio

Briana Manrique is the head of marketing at Bench Prep, where she has stayed for almost seven years and seen the evolution of casting a wide net and then getting a little bit more niche year over year. Leading a very small marketing team, she focuses on nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and exam preparation.

ㅤ

A former demand gen marketer, Briana leans into one-to-one ABM, brand, and content that is created with intention and tied to clear objectives, pipeline, and revenue. She is always happy to talk about marketing strategy or ABM and loves learning from others. Connect with Briana on LinkedIn: https://www.linkedin.com/in/brianamanrique/

ㅤ

📌 What We Cover

• How Briana’s seven years at Bench Prep led from casting a wide net to getting more niche with nonprofit associations and credentialing organizations that serve professional learners with high stakes learning.
• The mindset shift required to niche down, intentionally work with fewer kinds of people, and focus on quality over quantity so the juice is worth the squeeze.
• Why Bench Prep decided to do completely away with paid search and paid social, then double down on webinars and an evolving conferences channel as one of their best performing channels.
• How an inflection point with new and exciting features and use cases outside of just exam prep is pushing the team to reconsider brand awareness channels and re-explore programs that didn’t work in the past.
• The importance of setting expectations that ABM and brand are a slow burn, especially with six- to eighteen-month sales cycles, seasonality, and buyers who may not even know you exist yet.
• How Briana measures success beyond pipeline and revenue, tracking engagement, responses, LinkedIn activity, and any type of win week over week to show traction.
• What it really takes to run one-to-one ABM: the surprising time commitment for account and contact research, ongoing content creation, daily engagement, and why weeks with less time invested lead to slower results.
• Lessons from the first pilot ABM campaign, including why 100 accounts was way too many for a one-to-one approach, how they filtered down to about 50 accounts, and how ABM tactics are now influencing more account based selling on the outbound side.

ㅤ

🔗 Resources Mentioned

• Bench Prep – Exam preparation software for nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and licenses.
• Connect with Briana on LinkedIn – Briana welcomes connection requests and is always happy to talk about marketing strategy or ABM.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Jess walks through how she built a really lean but scrappy program focused on hyper-targeted accounts from a reverse-engineered ICP, account prioritization, and a tightly validated target account list. The conversation covers personalized outreach, founder-led thought-leadership ads, tiny virtual events, cold calling, surveys, and a buying-committee-first approach. Mason and Jess highlight account penetration, alternative lists, and the idea that less is more, especially at an early stage. They close with “scrappy does not necessarily mean cheap,” testing, and using founder branding as a powerful part of ABM.

ㅤ

👤 Guest Bio

Jess Martin is the head of demand gen who stepped in as head of marketing for Metaphor Data, a new data catalog on the block. She built a really lean but scrappy ABM program for a tiny seed round company trying to punch above its weight, where ABM was the go-to-market strategy to lock down more customers and get the right logos on the site. Jess focuses on hyper-targeted accounts from the ICP, personalized outreach, tiny virtual events, surveys, cold calling, and thought leadership ads. She loves early stage, demand gen, and ABM, and invites people, especially in early stage, to hit her up on LinkedIn to talk demand gen and ABM.

ㅤ

📌 What We Cover

• How a tiny seed round company made ABM the go-to-market strategy to get specific logos on the site and secure a Series A round.
• Reverse engineering the ICP by looking at who they win with, who they lose to, and who they never want to waste time on again.
• Using Keyplay, Apollo, Sales Nav, and BuiltWith to build and enrich a two-tier target account list of about 170 accounts, plus internal validation with initials from sales and product.
• Setting tier one at 20 “white glove” accounts and tier two from 21 through roughly 150, and aligning this with limited headcount and bandwidth.
• Minimum viable list size thinking for LinkedIn and Meta audiences, and aiming for three to five contacts per account on the buying committee.
• Running thought leadership ads on LinkedIn with founders, focusing on impression share, awareness, branding, and targeted air cover rather than driving clicks.
• Tiny virtual events and round tables for specific verticals, using timely issues like compliance and new laws to pull three highly valuable attendees from the target account list.
• Filling the outbound gap by having marketing do cold calling with a simple Google Form survey, branding the company, complimenting senior data leaders, and proving the need for an SDR.
• Creating a custom ChatGPT “BDR” prompt to scan 10-K reports, press releases, and news for each account and generate study guides and personalized messaging for every member of the buying committee.
• Measuring success with account penetration, website visits, engagement with thought leadership ads, and swapping in an alternate list when accounts stay dark or become customers.
• Lessons learned: scrappy does not necessarily mean cheap, budget and time are both crucial, less is more on accounts and AEs, and founder branding can be more valuable than company branding for a long time.

ㅤ

🔗 Resources Mentioned

• Keyplay – Used to get a little bit of intent-driven insight and account prioritization when building the target account list.
• Apollo – Main tool for getting actual contact information for the buying committee, building outbound lists, and cold calling from the survey.
• LinkedIn Sales Navigator (“Sales Nav”) – Used alongside Apollo to identify the right roles and understand how job titles differ across org sizes.
• BuiltWith – Helpful to figure out whether target accounts had the right tech stack before spending time on them.
• LinkedIn Thought Leadership Ads – Founder-led, face-first ads to warm up the buying committee, drive awareness, and deliver targeted air cover before company ads and CTAs.
• Meta / Facebook Audiences – Referenced list minimums to guide the number of matched contacts needed for paid campaigns.
• Google Forms / Survey – Simple Google form survey used for cold calling outreach to senior data leaders, gathering input on X, Y, and Z in the industry.
• ChatGPT / Custom GPT BDR – A GPT of a BDR that reads 10-K reports, press releases, and company news, then explains why the product is a perfect fit and generates two-paragraph breakdowns for each role in the buying committee.
• Metaphor Data – Described as a new data catalog on the block and the company context for this first ABM program.
• LinkedIn (for Jess) – Jess Martin invites people, especially in the early stages, to hit her up on LinkedIn to talk demand gen and ABM.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

The 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 Bio

Liam 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 Cover

• How 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 Mentioned

• Mason Cosby on LinkedIn
• Liam MacCormack on LinkedIn
• Growth by Liam website: mentioned as Liam’s site for learning more about his work
• LinkedIn & Sales Navigator: for building and validating target account lists and activity
• Reddit & subreddits: as real communities where specific personas learn and share
• Direct mail-style campaigns and custom postcards: tactile plays to stand out with target accounts
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Across 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 Bio

Katerina 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 Cover

• How 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 Mentioned

• 6sense
• Demandbase
• LinkedIn
• Meta
• Google
• Microsoft / Bing
• Hotjar
• Microsoft Clarity
• Quorum Software
• OpenSesame
• Resilinc
• Salesforce
• JMI roundtable
• Special reports based on supply chain disruption data
• Field reports comparing equipment performance on rigs
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Together 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 Cover

• How 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 Mentioned

• LinkedIn – 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 strategies
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Together, 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 Bio

Chris 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 Cover

• Why 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 Mentioned

• Demandbase – Account-based GTM and pipeline AI platform
• Connect with Chris Moody on LinkedIn
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

👤 Guest Bio

Michelle 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 Cover

• B2G ABM focus: state and local, a finite group of agencies, and elected roles that change every 2, 4, 6, 8 years
• Buying signals & timelines: RFPs, six to 18 months locally, 18 to 24 months at the state level
• Channel 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 evaluation
• Paid as air cover: paid media for awareness; content syndication for contact harvest into lead scoring and nurtures
• Segmentation reality: agencies like DMV, finance, IT; buying groups differ by state and city
• Success metrics in motion: stage one opportunities, the right people in system, events with the right audiences, and relationship expansion within accounts
• Budget constraints: fewer campaigns, bigger impact; get scrappy and point dollars to events and webinars with attribution
• Mindsets in government: risk aversion, legacy systems, and “if it ain’t broke, don’t fix it”—while newer officials expect credit card online and digital

ㅤ

🔗 Resources Mentioned

• BigMarker (webinar platform)
• Marketo (automation platform)
• Salesforce (CRM)
• Groove (BDR outreach; “a Clary program”)
• Outreach — outreach.io
• SalesLoft
• CaliberMind (attribution)
• LinkedIn (contact and community)
• City of Atlanta — cityofatlanta.com
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Rather 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.

ㅤ

If 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 Cover

• Why “Where are the meetings?” is the wrong first question for ABM success
• The six stages of the account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, and opportunity
• How to measure awareness through simple engagement metrics like impressions, clicks, and visits
• Tracking engagement that validates problem recognition and solution exploration
• Identifying high-intent signals that move accounts into meaningful engagement and MQA status
• What to measure once sales takes over: budget, authority, need, and timing
• How marketing continues to play a role in opportunity acceleration and deal closure
• Reporting engagement early, then shifting to meetings, pipeline, and revenue for executive visibility
• Building dashboards that connect marketing activity to real business outcomes

ㅤ

🔗 Resources

• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby for a conversation about ABM.

ㅤ

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!

ㅤ

👤 Guest Bio

Nick 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 Cover

• Program orchestration: who reaches out at what time with what thing and why
• Targeting and account segmentation as Basis shifts to ICP accounts
• A 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 emails
• Using Six Sense performance reports to see ICP accounts move into deeper stages faster—just by sending emails that complement sellers
• Channel mix by persona and device: geo-targeted ads, unique webpages, value propositions, and event-driven tactics
• Events in 2025: Ubers/Lyfts, QR codes, and vanity URLs around Adweek and similar gatherings
• Measurement across Account Engagement (Pardot) and Salesforce campaign objects, attribution gaps, and “anec data” from sales
• Alignment with sales to keep one tone and one voice—even with cookie uncertainty
• Lessons learned: exclude current clients where needed, avoid paralysis by over analysis, perfect is the enemy of good

ㅤ

🔗 Resources Mentioned

• Basis Technologies — basis.com
• Asana (project management tool)
• Six Sense (ABM platform)
• Account Engagement (Pardot)
• Salesforce (campaign object and reporting)
• Adweek (New York)
• Ubers, Lyfts, QR codes, vanity URL
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

ㅤ

Rohan 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 Cover

• Starting in sales, discovering account based marketing, and building programs with a really good list, value proposition and offer, CRM, and marketing automation
• The ABM craze in 2020 and why roughly 80% of programs failed by 2023
• Two 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 businesses
• Product market fit before ABM, refunds when it didn’t work, and formalizing ICP after 18 months based on massive wins and referrals
• Discovery 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 episodes
• The 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/workshop
• LinkedIn 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 months
• 4D framework: data, distribution, destination, direction to design repeatable playbooks with targets, triggers, aligned destinations, and tracking
• Account progression model: awareness, initial engagement, meaningful engagement, MQA, SQA, opportunity, reengagement—and measuring the right goals at each stage
• Pricing transparency and negotiation levers from Todd Caponi: length of commitment, time to cash, volume, start date—with cards face up and a pricing calculator

ㅤ

🔗 Resources Mentioned

• LinkedIn (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 ABM

ㅤ

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!

ㅤ

👤 Guest Bio

Steven 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 Cover

• Building 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 Mentioned

• Apollo
• Salesforce
• SAP
• HubSpot
• Courageous 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 ABM

ㅤ

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!

ㅤ

He 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 Cover

• Why “do more with less” can actually accelerate your career, not kill it
• The six categories every B2B marketing program should fit into
• How to identify which initiatives actually drive business impact
• A practical sequence for getting buy-in when cutting underperforming work
• The difference between doing more and doing better
• The four core components of a successful marketing program — data, distribution, destination, and direction
• How to diagnose weak or missing areas that limit performance
• The compounding effect of doubling down on the 20% that drives 80% of results
• How consistent results create predictable pipeline and unlock more resources

ㅤ

🔗 Resources Mentioned

• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

The 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 Bio

Sidney 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 Cover

• Why poor targeting breaks ABM and how to identify the specific best customer
• Building a thousand-account list with product data you “can’t really argue with”
• Tiering by category, product and data coverage, white space, and retention/churn
• Six to eight weeks to nail the list; Premier ~38, Tier 1 ~100; investing by tiers
• Quarterly/6-month check-ins: adjusting for economy, overseas production, renewals
• Starting simple and clean on channels: LinkedIn + outbound; validating audience reach
• Three content pillars: problem (product awareness), helpful how-to, industry data and insights
• Messaging focus: one core thing, in their terms, and simplify
• Measuring brand vs. demand: hand raisers, target account website engagement, one meeting goal
• Outbound deliverability surprises, video outreach, phone heavy touches, and multi-touch sequences
• Doing things that don’t scale, then exploring AI and workflows to scale (with real training)

ㅤ

🔗 Resources Mentioned

• Vector — “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 raisers
• LinkedIn — audience validation, CEO activity, and DM Sidney
• OpenBrand
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!

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 Cover

• Why targeting the wrong customers ranks among the top five reasons B2B marketing programs fail
• The key differences between persona-based and account-based targeting
• How chasing “dream” accounts like Apple or Netflix sets organizations up for failure
• Defining 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 customers
• A real-world example of how pursuing the wrong size customer led to 18 months of wasted resources
• How to translate customer data into a prioritized account list your sales and marketing teams can act on
• The simple way to earn buy-in from finance, customer success, and leadership through data-backed targeting

🔗 Resources

• Scrappy 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!

ㅤ

Myles 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 Bio

Myles 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 Cover

• Why over-educating with an ABM maturity model creates confusion and stalls momentum
• The stealth pilot: run with a few reps on a single sales-led use case, then share results later
• How to source the first list: ask sales for five+ accounts, pull reports, and find patterns in real opportunities
• Problem-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 channels
• Distribution strategy: broad coverage across channels, then go deep on one or two “big bat” levers
• Content mapping: align on TOFU/MOFU/BOFU definitions, mirror sales stages, and ship one really good piece per stage
• Measurement made simple: pipeline amount + count, efficiency (cost to acquire $1 of pipeline), and conversion as a signal of problem priority
• Keeping teams aligned: prevent use case drift with clear communication, examples, and field enablement
• Equipping AEs: ICP card, personas, discovery questions, outbound strategy, sequences, templates—put it all on a platter

ㅤ

🔗 Resources Mentioned

• Gong 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)

ㅤ

Resources:

• 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)

ㅤ

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!

ㅤ

With 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 Bio

Joseph 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 Cover

• Why most marketing agencies are commoditized and how podcasting changes that dynamic
• The three overlooked questions every agency should answer before launching a show
• Real-world examples of $2M+ in revenue sourced through account-based podcasting
• The three main podcast models: content engine, account-based, and public figure
• Why 90% of shows fail and how to avoid the common pitfalls of measurement, consistency, and promotion
• A 30-day launch framework to secure conversations with best-fit customers
• Practical guest outreach strategies that consistently book decision makers
• How to turn post-episode follow-up into pipeline and referrals

ㅤ

🔗 Resources Mentioned

• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM
• Connect with Joseph Lewin on LinkedIn

ㅤ

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!

ㅤ

Ryan 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.

ㅤ

Listeners 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 Bio

Ryan 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 Cover

• Why a recapitalization process pushed Docupace to build a cohort analysis
• The 14 factors (quantitative and qualitative) used to segment enterprise clients
• Four distinct cohorts: behemoths, core market, scalers, and limited-upside firms
• How the analysis reshaped sales strategy, resource allocation, and ABM campaigns
• Using cohorts to target SDR outreach and open new doors
• Aligning marketing, sales, and relationship management through repeated reinforcement
• How compensation structures shape alignment across teams
• Leveraging cohort analysis for forecasting, CRM integration, and cross-sell strategy
• Applying the same framework to M&A evaluations and knowing when to say no

ㅤ

🔗 Resources Mentioned

• Docupace
• Ryan George on LinkedIn
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

ㅤ

Listeners 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 Cover

• Why leaders value repeatable, predictable results over one-shot campaigns
• How efficiency compounds when systematic programs run quarter after quarter
• The importance of targeting the most profitable customers in partnership with finance
• How high-profit customers create happier employees, stronger brands, and talent magnet effects
• The link between customer satisfaction and positive company culture
• Why customer similarity enables meaningful innovation and actionable feedback
• How to frame marketing initiatives in monthly meetings to secure executive buy-in
• Practical ways to tie every win back to the six leadership priorities

ㅤ

🔗 Resources Mentioned

• Scrappy ABM: scrappyabm.com
• Connect with Mason on LinkedIn: Mason Cosby

ㅤ

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!

ㅤ

From 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 Cover

• The tale of two marketers: burnout vs. creativity and fulfillment
• Why leadership alignment sets the foundation for everything else
• How pipeline health determines whether sales buys in
• The danger of changing target audiences every campaign
• Building systems that generate scalable, repeatable returns
• Why under-resourced seasons can build your career
• The importance of reporting on the right metrics for leadership
• Mason’s personal story: from overwhelmed solo marketer to repeatable system builder

ㅤ

🔗 Resources Mentioned

• Scrappy ABM: Visit for more ABM tips and strategies → scrappyabm.com
• Connect with Mason on LinkedIn → Mason Cosby

ㅤ

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!

ㅤ

They 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 Bio

ㅤ

Cliff 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 Cover

• Rev Ops as the intersection of systems, processes, insights and analytics, and enablement
• Breaking 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 first
• Why most teams aren’t ready for AI: the bottom data layer, a glossary of terms, and board-level agreement on definitions
• The “good in, good out” warning and the “one degree off course at 120 miles an hour” metaphor
• Where not to expect AI right now (full technology implementation) vs. where it helps: admin automation, faster copy iteration, forecasting deals
• CS wins: deflection and case resolution so humans can focus on difficult issues and customer care
• A measured approach: don’t expect the world; crawl, walk, run; grow capacity without growing headcount; enablement to train sellers and leaders

ㅤ

🔗 Resources Mentioned

• Polaris: https://polarisops.com
• Cliff Simon on LinkedIn: https://www.linkedin.com/in/cliff-simon/
• Lean Six Sigma
• Q 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 ABM

ㅤ

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!

ㅤ

They 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.

ㅤ

If 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 Bio

Jeff 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 Cover

• The ICP vs. target audience distinction—and why confusing them derails ABM
• Using AI agents to scrape “top 10 / top 100” lists, pair domains, and enrich before outreach
• Old-school ABM tactics (direct mail, events, coordinated sales air cover) mapped to modern platforms
• Tasteful personalization: segment by industry or growth stage instead of risky person-level guesses
• Why PLG content can lean product-tutorial, while sales-led needs more category/problem education
• The hybrid PLG + sales content path: awareness → sign-up → self-pay → sales expansion → CS enablement
• Measuring PLG ABM: wiring product data and checkout to prove sign-up, activation, upgrade, and spread
• The 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 tools
• User interviews that reveal unexpected edge use cases—and reshape ICP, content, and product priorities

ㅤ

🔗 Resources Mentioned

• Calendly
• HubSpot
• CaseMark
• ZoomInfo
• Clay
• Apollo
• ChatGPT
• Manus (for building AI agents)
• Clear Bet
• Dropbox (“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.

ㅤ

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!