B2B marketing that makes you want to ram your head through a wall usually has the same pattern: the wrong people in the funnel, a light calendar, and an empty pipeline. On Scrappy ABM, host Mason Cosby calls out six specific reasons most B2B marketing programs are failing and walks through exactly how to fix them.

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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.

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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.

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📌 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.

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🔗 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

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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!

Subject matter experts are often scientists, coders, founders, or salespeople who never planned to live on camera or spend their days writing, yet the revenue team still needs their stories. On Scrappy ABM, host Mason Cosby and Phil Pilalas, content strategist at Scrappy ABM, get practical about how to create content with people who don’t think of themselves as “content people.”

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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.

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👤 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.

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📌 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.

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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

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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM brings a focused look at business to government—B2G in the context of an ABM program. Host Mason Cosby sits down with Michelle Hanley to map the nuances of payment processing for governments across state and local. With a finite group of agencies, shifting election cycles, and long six to 24-month timelines, buying groups change and risk aversion is real. Michelle lays out a play that flips “normal B2B” on its head: events to meet new people and get contacts, email as the day-to-day touchpoint, and webinars that are completely bottom of funnel—often a sniff test for open opportunities. Listen for practical talk on RFPs, contact harvest, segmentation by state or city, stage one opportunities, and why “if it ain’t broke, don’t fix it” still shapes adoption—while teams have to get scrappy with budget.

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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.

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• 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

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• 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

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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 of Scrappy ABM, host Mason Cosby sits down with Evan Cox, marketing director, to discuss the crucial role of messaging in Account-Based Marketing (ABM). They explore how tailored messaging can significantly impact the success of ABM campaigns and share insights on creating effective, targeted content for specific accounts.

Best Moments:

(01:09) The importance of messaging in ABM strategy

(02:45) Differentiating messaging for concurrent campaigns

(03:24) The significance of clear brand messaging

(04:02) Adapting global messaging for specific ABM markets

(04:19) Example of tailored messaging for SAP customers

(05:32) Leveraging customer logos and testimonials

(06:15) Highlighting success and failure points in messaging

(07:16) The importance of iterative messaging refinement

(08:25) Using ABM programs to test and improve global messaging

In this episode of Scrappy ABM, host Mason Cosby discusses five key points that C-suite executives should understand about Account-Based Marketing (ABM). He provides insights on timelines, expectations, sales team challenges, leveraging existing resources, and the importance of leadership alignment in implementing successful ABM programs.

Best Moments:

(02:00) Realistic timelines and expectations for ABM results

(03:19) Challenges of transitioning inbound AEs to outbound ABM roles

(05:23) Overcoming the "lone wolf" sales mentality in ABM programs

(07:04) Leveraging existing resources to start an ABM program

(09:05) The crucial role of C-suite alignment in successful ABM implementation

In this episode of Scrappy ABM, host Mason Cosby interviews Cynthia Handal, Chief Marketing Officer of Simera, about international talent in the tech industry and her personal journey from Honduras to a successful career in the US.

Best Moments:

(02:09) Cynthia shares her background and passion for international talent

(11:25) Importance of setting clear expectations when hiring international talent

(15:36) Differences between hiring contractors and using an employer of record

(18:42) Challenges of finding health insurance for international team members

(19:33) Strategies for ensuring all team members feel valued, regardless of location

(22:39) Advice for companies considering hiring international talent

Guest Bio:

Cynthia Handal is the Chief Marketing Officer of Simera. Born and raised in Honduras, she transitioned from a career in real estate to the tech industry during the pandemic. Cynthia has experience as a BDR, account executive, and SDR manager. She is passionate about helping international talent find opportunities in the global job market and has grown her LinkedIn following to over 28,000 followers. Cynthia is an advocate for remote work and cultural diversity in the workplace.

In this Scrappy ABM holiday special, host Mason Cosby welcomes guest Brianna Doe to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts!

Best Moments:

(00:55) Introduction to the topic of aligning ABM programs with influencer marketing

(02:17) How to align influencers with brand goals from an audience perspective

(05:51) Transitioning from transactional to long-term influencer relationships

(09:39) Finding influencers that address your target audience

(15:44) The importance of authenticity in influencer partnerships

(19:15) Where influencers fit into an overall ABM program

(22:59) Integrating paid advertising with influencer marketing

Guest Bio:

Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com.

In this episode of Scrappy ABM, host Mason Cosby and guest Abhi Yadav from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively.

Best Moments:

(00:06) Introduction to Scrappy ABM and its focus on practical playbooks

(02:00) Overview of topics to be covered in the episode

(04:24) Defining ABM and its core principles

(04:56) Common reasons why ABM programs fail

(09:36) Aligning sales and marketing goals and time horizons

(14:53) The importance of data in ABM decision-making

(20:02) Structuring activation plays for ABM programs

(27:42) Examples of effective ABM plays and their implementation

(43:23) Maturing an ABM program beyond initial playbooks

(51:54) Strategies for building and prioritizing target account lists

Guest Bio:

Abhi Yadav is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby talks with Jessica Fewless, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.

Best Moments:

(01:24) Determining the right audience for ABM

(04:42) Segmenting the audience for targeted outreach

(08:45) Developing content for different stages of the buyer's journey

(14:38) Determining the best distribution channels for content

(16:48) Evaluating existing content for use in ABM programs

(19:52) Measuring success at various stages of ABM programs

(22:05) Common roadblocks in implementing ABM programs

(24:46) Parting wisdom for building a first ABM program

Guest Bio:

Jessica Fewless is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.

In this episode of Scrappy ABM, host Mason Cosby dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.

Best Moments:

(00:48) Overview of ABM and its components

(01:39) The one-page ABM program exercise

(03:09) Mason's background and company introduction

(04:08) Definition and breakdown of ABM

(07:37) Why ABM programs often fail

(10:37) The importance of product-market fit in ABM

(14:16) What sales teams want from marketing

(20:25) Balancing brand building and sales activation

(26:55) Operationalizing ABM partnerships

(35:36) The 4D framework for structuring ABM playbooks

(46:55) Three stages of ABM implementation

(49:34) Mason's personal ABM program breakdown

In this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.

Key Discussion Points:

(00:32) Introduction to the episode and its focus on building ABM programs

(01:21) The importance of implementing information learned in the episode

(03:24) Definition of ABM and the confusion surrounding various terms

(07:48) Three core reasons why ABM programs fail

(11:30) The overwhelming number of marketing tools available

(14:54) Introduction of the account progression model framework

(17:51) Step-by-step guide to building an ABM program framework

(24:48) Identifying gaps and optimizing existing programs

(26:12) Free resources for further learning about ABM

About the Signal Based Marketing Summit:

The Signal Based Marketing Summit is an event hosted by Signals, focusing on how marketers can listen, interpret, and engage buyer signals effectively. The summit brings together industry experts to share insights and strategies for leveraging buyer intent data to drive marketing success.

Note: This episode is a repurposed presentation from the Signal Based Marketing Summit, where Mason was a guest speaker.

In this informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.

Key Moments:

(02:48) How to determine and select target accounts for an ABM initiative.

(05:52) Best practices for choosing distribution channels to reach the target audience.

(11:03) Tips for creating content that resonates with specific accounts.

(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.

(25:33) Common challenges and unexpected roadblocks in ABM implementation.

(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools.

Guest Bio:

Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.

In this episode of Scrappy ABM, host Mason Cosby interviews Nick Zeckets, founder of Air Traffic Control, about launching a content-led Account-Based Marketing (ABM) program in just two weeks. They discuss the importance of content in ABM, sources of valuable data, effective distribution methods, and strategies for identifying and filling content gaps. Nick shares practical advice on overcoming common roadblocks and getting an ABM program off the ground quickly and efficiently.

Best Moments:

(01:21) How content is crucial to ABM programs

(05:58) Sources of data for ABM programs

(08:26) Effective content distribution methods

(12:52) Identifying and filling content gaps

(16:24) Common roadblocks in launching ABM programs

(19:03) Advice for getting an ABM program off the ground

Guest Bio:

Nick Zeckets is the founder of Air Traffic Control, a company that analyzes data to understand what content audiences are engaging with. Air Traffic Control helps businesses identify content gaps and create more relevant content for their ideal customers. With extensive experience in content strategy and ABM, Nick specializes in helping organizations launch effective, content-led ABM programs swiftly and successfully.

“Where are the freaking meetings?” It’s the question every marketer hears — and the one that defines real accountability in B2B marketing. On this solo episode of Scrappy ABM, host Mason Cosby breaks down how to measure success across every stage of an ABM program so you can focus on the right goals at the right time.

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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.

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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.

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• 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

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

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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 of Scrappy ABM, host Mason Cosby interviews Silvio Perez, founder of AdConversion, about using incentives in advertising to book meetings with target accounts. They discuss how to effectively implement incentivized ad campaigns, target the right audience, choose the best incentives, and measure success.

Best Moments:

(01:17) The premise of offering incentives to book meetings

(03:19) Targeting the right audience on LinkedIn

(05:15) When to activate incentivized ad campaigns in the buyer's journey

(07:05) Best LinkedIn ad types for incentivized campaigns

(08:26) Content recommendations for incentivized ads

(09:23) Choosing the right incentive (Amazon gift cards perform best)

(13:27) Conversion rate expectations and cost per SQL benchmarks

(16:19) Getting internal buy-in for incentivized ad campaigns

(19:16) Scaling incentivized ad campaigns across channels

(22:29) The importance of building a quality target account list

Guest Bio:

Silvio Perez is the founder of AdConversion, an agency specializing in B2B advertising. With extensive experience in running incentivized ad campaigns, Silvio has tested various incentives across different platforms to discover what works best. He is passionate about helping businesses level up their B2B advertising skills and offers free courses through AdConversion.com.

In this episode of Scrappy ABM, host Mason Cosby speaks with Tylor Jones, Head of Digital Acquisition at SIB, about implementing a successful account-based marketing (ABM) program with limited resources. They discuss how to determine the right vertical to focus on, identify target audiences, develop effective channel mixes and content strategies, measure success, and overcome unexpected challenges during implementation.

Best Moments:

(01:21) Overview of the ABM program implemented at an HR tech company

(02:50) Determining the right vertical to focus on for ABM

(06:03) Identifying the target audience within the chosen vertical

(08:42) Channel mix and content strategy for the ABM program

(14:12) Measurement of success and key metrics for the program

(23:34) Unexpected roadblocks and challenges during implementation

(27:09) Aligning marketing compensation with sales incentives

(31:53) Parting wisdom for those starting with ABM

Guest Bio:

Tylor Jones is the Head of Digital Acquisition at SIB. With extensive experience in digital marketing and ABM, Tylor has worked with various companies to implement effective account-based strategies. His approach focuses on aligning marketing efforts with sales goals and leveraging existing resources to create impactful campaigns. Tylor is passionate about creating efficient, results-driven marketing programs that contribute directly to revenue growth.

In this episode of Scrappy ABM, host Mason Cosby interviews Alexander Stonehouse, Marketing Director at Forj and board adviser at The Startup Marketer. They discuss Alexander's experience implementing a successful Account-Based Marketing (ABM) program at a 3D printing and CNC machining SaaS company. The conversation covers identifying the right audience, creating engaging content for engineers, leveraging various channels for ABM engagement, and overcoming challenges in ABM implementation.

Best Moments:

(02:48) Determining the right audience for ABM

(05:56) Creating engaging content for engineers

(10:28) Best channels for ABM engagement

(14:18) Transitioning from educational to sales content

(21:39) Leveraging internal company intranets for ABM

(23:11) Measuring success in ABM programs

(26:21) Overcoming unexpected roadblocks in ABM implementation

(28:57) Parting wisdom for building a first ABM program

Guest Bio:

Alexander Stonehouse is the Marketing Director at Forj and a board adviser at The Startup Marketer. He has extensive experience in implementing successful Account-Based Marketing programs, particularly in the SaaS and manufacturing technology space. Alexander specializes in creating engaging content for technical audiences and leveraging various channels to drive growth and efficiency in marketing efforts. He is also the host of the Brilliantly Wrong podcast.

The Startup Marketer is a marketing community built for startups and caters to startup marketers at all levels within seed-, early-, and growth-stage companies, as well as early-stage founders and recent grads/entry-level marketers.

SUM LinkedIn: https://www.linkedin.com/company/the-startup-marketer/

SUM Website: https://thestartupmarketer.com/

Forj brings the power of community together with the importance of learning all in a single, modern platform.

Forj Website: https://www.forj.ai/

In this episode of Scrappy ABM, host Mason Cosby interviews Scott Logan, SVP of Marketing and Demand Gen at Connex AI, about practical approaches to account-based marketing (ABM) that don't break the bank. They discuss how to find the right audience, involve sales teams in ABM planning, test new markets, align sales and marketing goals, and structure ABM campaigns effectively.

Best Moments:

(00:25) Introduction to the podcast's focus on scrappy ABM programs

(01:55) Finding the right audience for ABM campaigns

(07:37) Importance of involving sales teams in ABM planning

(10:49) Testing new markets before launching full ABM programs

(14:46) Aligning sales and marketing goals and metrics

(23:23) Structuring ABM campaigns in 3-6 month sprints

(24:59) Breaking down a full ABM program execution strategy

(30:58) Using events as conversion points in ABM campaigns

Guest Bio:

Scott Logan is the SVP of Marketing and Demand Gen at Connex AI. With a background as a salesperson at heart, Scott brings a unique perspective to marketing, focusing on aligning marketing efforts with sales goals. He emphasizes the importance of spending time with sales teams, using the same reporting metrics, and structuring ABM campaigns around tangible events to drive results.

In this episode of Scrappy ABM, host Mason Cosby interviews Jay Schwedelson, an expert in audience segmentation and marketing strategies. They delve into the importance of targeting specific functions rather than job titles, how to effectively narrow down your target audience, and strategies for distributing content to the right people at the right time.

Best Moments:

(01:01) Definition and importance of audience segmentation

(02:24) Identifying target companies and industries

(03:34) Targeting job functions vs. job titles

(05:19) Using SIC codes for detailed segmentation

(07:26) Leveraging growth indicators for targeting

(09:36) Creating content that speaks to your target audience

(14:45) Distribution channels and email marketing strategies

(17:32) Common mistakes in audience segmentation

(19:37) The importance of regularly updating your target account list

Guest Bio:

Jay Schwedelson is an expert in audience segmentation and marketing strategies. He emphasizes the importance of targeted marketing and leveraging email as a critical communication channel. Jay hosts the podcast Do This, Not That and is passionate about helping marketers refine their audience targeting techniques to improve campaign effectiveness.

In this special episode of Scrappy ABM, host Mason Cosby joins Tushar, Ashish, and Guraish on the Thrivecast podcast to discuss the differences between Product-Led Growth (PLG) and Account-Based Marketing (ABM) strategies for startups. They provide insights on how to effectively implement ABM, when to leverage PLG, and how combining both strategies can drive scalable growth.

Best Moments:

• (00:06) Introduction to Scrappy ABM podcast
• (00:43) Guest introductions and backgrounds
• (02:35) Defining PLG and ABM
• (05:59) Considerations for early-stage startups choosing between PLG and ABM
• (19:22) The importance of identifying Ideal Customer Profiles (ICPs)
• (34:09) Steps to build a target account list for ABM
• (42:47) The role of AI in ABM strategies
• (54:30) A four-D framework for getting started with ABM
• (56:12) Final advice for companies figuring out their go-to-market motions

Guest Bios:

• Tushar Ladha: Tushar is a co-host of Thrivecast and an expert in startup growth strategies. He brings valuable insights into how startups can navigate the complexities of choosing between PLG and ABM.
• Ashish Bharti: Ashish is a co-host of Thrivecast with extensive experience in product development and marketing. He offers a deep understanding of how AI can be leveraged in ABM strategies.
• Guraish Lal: Guraish is a co-host of Thrivecast and specializes in sales and marketing alignment. He provides practical advice on building effective go-to-market motions for startups.
• Mason Cosby: Mason is the host of the Scrappy ABM podcast and an expert in Account-Based Marketing. He specializes in building effective ABM programs on low budgets that drive high impact. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.

About Thrivecast:

Thrivecast is a podcast that explores strategies and insights for startups and businesses looking to scale. This episode is a repurposed session from Thrivecast, where Mason was a guest discussing the interplay between PLG and ABM strategies.

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for building effective closed-loss programs in account-based marketing. He provides insights on how to reengage past opportunities, segment audiences, and leverage various channels for successful outreach.

Best Moments:

(00:32) Introduction to closed-loss programs and their importance in Q4

(01:36) Segmenting closed-loss opportunities based on verticals and past objections

(02:17) Importance of reengaging through the same seller for higher success rates

(03:27) Utilizing marketing programming and content assets to overcome past objections

(04:34) Leveraging LinkedIn ads for targeted remarketing to closed-loss accounts

(05:29) The year-round potential of closed-loss programs

(06:31) Champion tracking as a strategy for reengaging closed-loss opportunities

(07:22) Customer win-back programs and their potential

(08:13) Time-based triggers for reengaging closed-loss opportunities

(09:04) Effective messaging strategies for reengagement

(10:24) Opportunistic triggers for reengagement, such as industry changes or personnel shifts

In this episode of Scrappy ABM, host Mason Cosby discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies.

Best Moments:

(00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals

(01:25) Gaining clarity on structuring an ABM program

(04:04) Discussion on various ABM-related terms and their similarities

(08:35) Three core reasons why ABM programs fail

(12:56) Importance of focusing on people and processes before investing in technology

(15:22) Introduction to the account progression model framework

(16:31) Explanation of the 4D framework for building activation playbooks

(19:37) Identifying current marketing activities and how they fit into the account progression model

(24:09) Examples of how to track and measure various marketing activities

(27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model

In this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks.

Best Moments:

(01:17) Why ABM is a popular but challenging topic for marketers

(05:59) Who should implement ABM strategies

(09:41) Differences between ABM and pure play demand generation

(15:10) The importance of personalized content in ABM

(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction

(28:57) Benefits of starting with closed-lost and website re-engagement programs

(34:29) ABM myths and misconceptions

(37:31) The importance of a crawl, walk, run approach to implementing ABM

Guest Bios:

• Dave Gerhardt: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.
• Mason Cosby: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.

About Exit Five Podcast:

The Exit Five podcast, hosted by Dave Gerhardt, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers.

Additional Resources:

Listen to the full episode on Exit Five:

• Spotify
• Apple Podcasts
• Amazon Music
• PlayerFM

Join the Exit Five Community: exitfive.com

Connect with the Guests on LinkedIn:

• Dave Gerhardt
• Mason Cosby

In this special episode of Scrappy ABM, host Mason Cosby joins Natalie Furness and Andrei Zinkevich to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes.

Best Moments:

(01:56) The importance of technology stack in ABM

(04:33) Essential processes for starting an ABM program

(07:06) The 4D framework for building an ABM program

(10:51) Using third-party intent data in ABM playbooks

(17:42) Balancing account-focused and contact-focused approaches

(23:31) Measuring lifecycle stages at account vs. contact level

Guest Bios:

• Natalie Furness: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.
• Andrei Zinkevich: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.

About RevOps Automated:

RevOps Automated is a platform powered by CEO Natalie Furness, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.

Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accounts shape targeting, how a documented workflow in Asana creates a white-glove ABM ecosystem with unique landing pages, forms, completion actions, targeted display ads, and curated email drips, and why starting simple proved out the path to a 24-email segmentation. The discussion gets specific on channel mix, geo-targeted ads around events, QR codes and vanity URLs in Ubers and Lyfts, alignment with sales, and measurement across Account Engagement (Pardot), Salesforce, and performance reports in Six Sense to see ICP accounts move through deeper stages faster.

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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.

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• 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

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• 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

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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 special episode of Scrappy ABM, host Mason Cosby joins Morgan J. Ingram on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests Tyler Pleiss and Corrina Owens, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts.

Best Moments:

(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?

(05:41) Defining Account-Based Marketing (ABM)

(09:03) Do's and don'ts of ABM

(19:02) Breakdown of real ABM campaigns

(32:02) Determining when sales should engage in ABM

(41:35) The "Roast Session": Sharing unsuccessful ABM campaigns and lessons learned

(51:48) Top ABM tips from each guest

(54:40) Working with content marketing teams for ABM

Guest Bios:

Morgan J. Ingram is the founder of Amp Creative and the moderator of Marketing Mayhem, an edutainment show that mixes humor with learning. He brings together top industry professionals to review what works and what doesn't in marketing.

Tyler Pleiss is the Associate Director of Growth Marketing at Movable Ink, specializing in ABM tactics and building account-based go-to-market strategies.

Corrina Owens is a marketing professional with extensive experience in ABM strategies. In her spare time, Corrina teaches aerial silks.

Mason Cosby is the host of Scrappy ABM podcast and an ABM expert. He runs various ABM-related content platforms, including a podcast, newsletter, website, and masterclass in partnership with UserGems.

About Marketing Mayhem:

Marketing Mayhem is an edutainment show moderated by Morgan J. Ingram, founder of Amp Creative. The show mixes humor with learning by reviewing what works and what doesn't in marketing, featuring top industry experts who tackle different areas of marketing in each episode.

In this episode of Scrappy ABM, host Mason Cosby discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles.

Best Moments:

(01:42) Three main reasons for marketing and sales misalignment

(01:49) Historical lack of tangible pipeline delivery from marketing

(03:59) Compensation structures not incentivizing alignment

(06:47) Sales team's protective nature over pipeline and accounts

(09:40) Strategies for marketers to overcome alignment challenges

(12:38) Importance of starting small and building trust with sales teams

(13:26) Addressing compensation structures to drive engagement

(14:14) Targeting the right salespeople for ABM program involvement

In this episode of Scrappy ABM, Mason Cosby joins a lively debate with Tim Davidson on various aspects of Account-Based Marketing (ABM). The episode is structured as a three-round debate covering intent data, ABM platforms, and pilot programs, offering diverse perspectives and insights for ABM enthusiasts.

Best Moments:

(03:02) Round 1: Debate on the effectiveness of intent data

(08:38) Round 2: Discussion on the value and necessity of ABM platforms

(14:14) Round 3: Debate on investment strategies for pilot programs

In this episode of The Social Selling Podcast, host Daniel Disney interviews Mason Cosby, host of Scrappy ABM, about his successful social selling strategies on LinkedIn. Mason shares how he has generated significant revenue without relying on viral content or a large following, focusing instead on consistent, meaningful engagement.

Best Moments:

(02:38) Mason's start on LinkedIn and initial failures

(03:58) The importance of engaging with prospects' content

(05:18) Balancing personal and professional content on LinkedIn

(10:50) Mason's approach to converting connections into clients

(16:40) Time commitment for social selling activities

(18:39) Maintaining consistency in social selling efforts

(23:39) The importance of patience and long-term commitment in social selling

In this episode of Scrappy ABM, host Mason Cosby welcomes Isaac Ware and Trinity Nguyen from UserGems to discuss signal-based go-to-market strategies. They explore the definition of signals, how to identify and leverage them, and common misconceptions in the industry.

Best Moments:

(00:32) Introduction to signal-based go-to-market strategies

(01:35) Definition of signals in go-to-market context

(03:00) Identifying viable signals within customer base

(07:26) Common misconceptions about signals and intent data

(10:52) Time sensitivity of contact vs. account signals

(13:31) Operationalizing stacked signals for BD teams

(16:21) Theming and grouping signals for effective implementation

(19:43) Hurdles in implementing signal-based approaches

(22:32) Introduction to Scrappy ABM Master Class resource

Guest Bios:

Isaac Ware is a representative from UserGems, a company specializing in signal-based marketing and sales solutions. Isaac brings expertise in leveraging customer data and signals to improve go-to-market strategies.

Trinity Nguyen is also from UserGems and contributes insights on implementing signal-based approaches, particularly focusing on the practical aspects of operationalizing these strategies for sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby discusses the second most common reason why Account-Based Marketing (ABM) programs fail: lack of dedicated resources. In this AMA episode, he emphasizes the importance of executive sponsorship, cross-functional collaboration, and starting small with a focused pilot program to ensure ABM success.

Best Moments:

(01:44) The second reason for ABM failure: lack of dedicated resources

(02:25) ABM as organizational change, not just a marketing initiative

(03:31) The pitfalls of assigning ABM to a single marketing manager without support

(04:28) The importance of executive sponsorship and cross-functional teams

(05:35) Starting small with a focused pilot program for better long-term success

(06:39) Required resources: executive sponsorship, marketing support, and sales involvement

(07:23) Considering customer expansion as a starting point for ABM programs

In this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.

Best Moments:

(01:31) Mason introduces himself and his experience with ABM

(02:33) The evolution of ABM since its buzzword days

(04:11) Common challenges and pain points in modern ABM

(08:25) How successful ABM programs contend with AI and self-service buying journeys

(11:17) The concept of "stacking signals" instead of scaling ABM

(16:32) What keeps Mason coming back to B2B MX events

(18:39) Preview of Mason's upcoming keynote at B2B MX East

(20:30) The future of ABM and what successful programs will look like

In this episode of B2B Revenue Leaders, host Dustin Tysick welcomes back Mason Cosby, founder of Scrappy ABM and head of partnerships at Guru Media Hub, for a deep dive into the world of podcasting.

Best Moments:

(01:20) Three types of podcasts: content engine, account-based, and public figure

(02:56) Measuring podcast success based on strategy and type

(05:13) Content engine podcasts and thought leadership curation

(08:07) Account-based podcasting and relationship building

(11:45) Common mistakes in podcast creation and measurement

(15:06) Measuring podcast success and its nebulous nature

(18:54) The importance of having subject matter experts as hosts

(23:34) Benefits and strategies for creating solo podcast episodes

(26:07) Repurposing existing content for podcasting

In this episode of Scrappy ABM, host Mason Cosby interviews Arianna Shannon, Director of Marketing and Brand at Sales Intel, about their customer enablement and education program. They discuss the creation of Sales Intel Academy, challenges in implementing the program, and strategies for building effective ABM programs.

Best Moments:

(00:02:02) Overview of Sales Intel's customer enablement program

(00:04:43) The creation of Sales Intel Academy

(00:08:05) Prioritizing audiences within customer accounts

(00:12:21) Distribution channels for customer communication

(00:14:41) Challenges in building the program

(00:16:55) Advice for building a first ABM program

Guest Bio:

Arianna Shannon is the Director of Marketing and Brand at Sales Intel. With a career focused on startups, she brings extensive experience in developing and implementing marketing strategies. At Sales Intel, Arianna plays a key role in creating customer enablement programs and leading initiatives like the Sales Intel Academy to enhance customer experience and success.

In this episode of Scrappy ABM, host Mason Cosby introduces the first ABM AMA (Ask Me Anything) session, discussing the fundamentals of Account-Based Marketing (ABM) and addressing common challenges faced by marketers implementing ABM strategies.

Best Moments:

(02:31) The "crawl, walk, run" approach to ABM

(06:49) Definition of ABM and who it's suitable for

(10:40) Three main reasons why ABM fails

(16:27) Addressing unrealistic expectations in ABM

(20:05) Examples of successful ABM campaigns

Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. He launched Scrappy ABM as a side hustle, did about $300,000 in sales in three weeks, and now runs about $200,000 a month with a team of about 14. The conversation covers product market fit, the account progression model (awareness through reengagement), the 4D framework (data, distribution, destination, direction), and a six-hour workshop that delivered 300 slides and eight templates with a 9.4 out of 10 rating. Discover how LinkedIn, podcasts, and webinars drive discovery, why bangers should be recycled, and how to use negotiation levers to keep pricing cards face up.

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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.

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• 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

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• 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

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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 of Scrappy ABM, host Mason Cosby speaks with Corrina Owens about her "Churn Buster" playbook for account-based marketing. They discuss innovative strategies for retaining customers and acquiring new enterprise accounts using champion tracking and personalized outreach.

Best Moments

(01:36) Introduction to the "Churn Buster" playbook

(02:23) Using CRM data to identify target accounts

(04:59) Leveraging UserGems for tracking job movements

(06:11) Tactics for personalized outreach to moved champions

(09:08) Creating and repurposing content assets for the campaign

(12:05) Enabling customer success teams to retain accounts

(16:10) Results and ongoing success of the program

(19:54) Strategies for aligning sales and marketing teams

Guest Bio

Corrina Owens is a seasoned account-based marketing expert and fractional ABM leader. She has extensive experience in developing and implementing successful ABM strategies, particularly in enterprise segments. Corrina is known for her innovative approaches to sales and marketing alignment and her ability to drive results through data-driven, personalized campaigns. She is active on LinkedIn and offers her expertise to companies looking to build out their ABM programs.

In this episode, host Mason Cosby discusses the value of tracking job changers as a signal for generating quick pipeline. He shares cost-effective strategies for identifying, engaging with, and converting job changers to build a solid account-based marketing (ABM) program.

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Key Discussion Points:

(01:20) Why job changers are a valuable data point for identifying new business opportunities quickly

(02:56) How to use your existing CRM system to identify job changers and potential opportunities

(05:04) Tips for approaching job changers who are settling into new positions and how to offer value during this transitional period

(08:18) Content strategies tailored specifically for job changers and how to distribute them effectively

(11:15) Nurturing relationships with job changers who are still searching for their next opportunity

(13:30) How to track, engage, and convert job changers into actionable leads for your ABM strategy

In this episode of Scrappy ABM, host Mason Cosby interviews Sean Sullivan, a go-to-market operations adviser and host of Converge Coffee. They delve into data segmentation, overcoming analysis paralysis, and how to build a robust account-based marketing (ABM) strategy even with limited resources.

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Key Discussion Points:

(02:00) The role of proper data segmentation in achieving marketing and sales alignment

(03:00) Tips for connecting data to executive dashboards and ensuring business alignment

(05:51) How to organize data effectively for ABM programs using a hub-and-spoke model

(08:57) Sourcing and enriching audience data to power successful ABM strategies

(15:26) The risks of poor-quality data and strategies for maintaining high data standards to avoid negative business impacts

(22:41) How long it typically takes to build and execute an effective ABM strategy

(28:25) Key recommendations for companies starting or refining their ABM initiatives

(34:12) The critical role of technology in ABM and how to assess and improve your current tech stack

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Guest Bio:

Sean Sullivan is a go-to-market operations adviser with a focus on data strategy, segmentation, and ABM implementation. He is the host of Converge Coffee, a podcast where he interviews experts to learn from their experiences in marketing, technology, and growth. Sean helps companies optimize their tech stacks, ensure data quality, and build effective ABM strategies that drive business results.

In this episode of Scrappy ABM, host Mason Cosby discusses strategies for turning podcast guests into customers, focusing on conversion-based playbooks specifically designed for account-based marketing (ABM). Mason shares actionable insights on leveraging podcast interviews as a way to build relationships and create sales opportunities.

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Best Moments:

(01:16) Using podcasts to convert guests into customers through immediate, conversion-based strategies

(01:53) Free consulting and peer-to-peer conversation models

(02:22) How hosting podcasts can offer guests a preview of what working together would be like

(03:43) Using podcast episodes to produce content that benefits both sales and marketing teams

(04:38) Conducting subtle discovery conversations to uncover key insights

(06:28) Leveraging expert hosts to challenge guests' thinking

(08:54) How to use podcast content to inform sales teams about potential opportunities

(10:28) How to follow up with guests after the episode using the information gathered during the interview

(11:51) Why having an expert host is essential for turning podcast guests into paying customers

(12:50) Key tactics for building trust with guests and showcasing expertise during podcast interviews to facilitate conversions

In this episode, host Mason Cosby sits down with Josh Elledge, a podcasting strategist, to discuss how podcasting can be leveraged as a powerful tool for networking and fostering business relationships that lead to growth. They dive into actionable tips on creating successful podcasting strategies, booking high-value guests, and nurturing long-term relationships.

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Best Moments:

(01:56) Josh explains why many podcasts fail after just seven episodes, and what it takes to push past this barrier

(04:25) The art of reaching out to guests and getting them to appear on your show, even when you're just starting out

(13:19) How to maintain and nurture relationships with podcast guests after the interview ends

(18:28) Using a podcast as a means of generating business opportunities through referrals and word-of-mouth

(20:58) The long-term benefits of consistently building high-value relationships through podcasting

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Guest Bio:

Josh Eldridge is an expert in podcast strategy who has helped launch between 200-250 podcasts. With over 2,000 media appearances, he specializes in helping people build authority and cultivate strong business relationships. Josh is a strong advocate for the "go-giver" approach, using podcasts as a key relationship-building tool to grow both authority and business networks.

In this episode, host Mason Cosby shares a powerful playbook for converting podcast guests into clients or partners by leveraging story-based interviews. He dives into the strategy of using podcasts as a relationship-building tool, where guests are invited to share their personal stories, fostering trust and long-term connections.

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Best Moments:

(01:16) Using story-driven interviews to connect with potential clients or partners, creating a foundation for future business relationships

(02:04) How "The Marketing Ladder" podcast serves as a model for story-based podcasting, helping guests share their career journeys and successes

(03:36) By focusing on talent acquisition and career stories, podcasts can build positive associations with target accounts, positioning the host as a connector in the industry

(04:24) Strategies for engaging with guests after the interview, including personalized follow-ups and content sharing to maintain the relationship

(06:09) Tips for selecting the type of stories that guests should share, ensuring it aligns with their experiences and the podcast's objectives

(07:54) The main objective of a story-based podcast — to build trust, which can lead to referrals, partnerships, and long-term business opportunities

(09:37) Discussing the enduring value of relationships built through genuine, story-centered conversations

(10:42) The importance of showing genuine care for guests and establishing oneself as a trustworthy partner

In this episode, host Mason Cosby sits down with Jay Moolenaar, founder of Sentient Sales Technology, to talk about how to build effective Account-Based Marketing (ABM) programs without breaking the bank, focusing on collaboration between sales and marketing, creating authentic content, and capturing demand efficiently.

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Best Moments:

(02:00) Jay emphasizes the critical role of aligning sales and marketing teams to create a cohesive ABM strategy.

(05:44) Insights on identifying and engaging your target audience on LinkedIn and other relevant platforms.

(07:45) Discussing strategies to quickly capture and connect with prospects to move them through the sales funnel effectively.

(11:37) Techniques for driving targeted traffic to your website and segmenting content for maximum impact

(14:58) Overcoming common hurdles in content creation while maintaining authenticity and relevance

(19:53) Practical advice for those new to ABM, including tips on building and scaling programs on a budget

(21:41) How to stand out in a crowded market with creative branding and marketing approaches

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Guest Bio:

Jay Moolenaar is the founder of Sentient Sales Technology, a platform designed to capture and qualify leads rapidly. With extensive experience in sales, Jay now focuses on creating marketing programs that support sales teams effectively within the ABM framework. His approach prioritizes cost-effective strategies, authentic content, and leveraging technology to connect with prospects at the right time.

In this episode of Scrappy ABM, host Mason Cosby dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth.

Best Moments:

(01:12) Exploring three podcast formats for guest conversion: expertise, story, and host-as-expert

(01:38) The expertise format: showcasing guests’ thought leadership to build credibility

(02:00) The story format: focusing on relationship-building with guests

(04:11) How to source the right guests for an expertise-based podcast

(06:54) Preparing for podcast interviews using intake forms or prep calls

(11:30) Strategies for converting expert guests into referral partners or clients

In this insightful episode of Scrappy ABM, host Mason Cosby sits down with Amber Bogie, Sr Director of GTM & ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization.

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Best Moments:

(01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there

(04:52) The significance of having "GTM" in her title and how it reflects her advisory role within the company

(07:38) Understanding that ABM isn’t a one-size-fits-all solution and may not be viable in every segment of the organization

(12:36) Amber talks about integrating account-based principles into existing demand strategies, moving beyond pure-play ABM

(20:21) Strategies for communicating the value of ABM to sales teams and securing their buy-in

(33:04) Parting wisdom from Amber: Don't overcomplicate ABM—focus on what drives revenue effectively

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Guest Bio:

Amber Bogie is the Sr Director of GTM & ABM Innovation at GoTo. With a reputation as a practical and results-driven leader in the ABM space, Amber brings a wealth of knowledge on how to effectively implement ABM strategies within large organizations.

In this episode, host Mason Cosby shares budget-friendly strategies on how to effectively network and book meetings at events, even if you don’t have a speaking engagement.

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Best Moments:

(02:05) The importance of attending sessions related to your product or service to identify potential customers and facilitate serendipitous conversations

(03:19) The role of networking and initiating conversations at events, with tips on crafting effective conversation starters

(04:29) Developing scripts for sales teams to guide networking conversations and promote natural relationship-building

(08:07) Strategies for obtaining contact information, such as connecting on LinkedIn or offering a valuable asset or offer

(10:14) Evaluating the success of event networking efforts by tracking LinkedIn connections or engagement with the offered asset

(13:26) Managing expectations for post-event meeting cancellations or no-shows due to the "conference high" effect

Scrappy ABM spotlights practical playbooks that don’t break the bank, and Mason Cosby welcomes Steven Tripp to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the right accounts, prioritize first-party engagement data, and be brave enough to let buyers pull themselves through their own funnel. He lays out how a 100% inbound motion can evolve without jumping back on the expensive ad hamster wheel, why de-anonymizing late works when HubSpot lights up, and how ungating content led to a 5x traffic jump. You’ll hear the SAP “sunset” story—one search a month, one perfect lead—and how a matrixed buyer’s-journey approach ensures the right content shows up on Google and YouTube at every point. The punchline: marketing’s “product” isn’t leads—it’s SQAs—and alignment gets real when teams listen, act on behavioral signals, and measure what sales actually values.

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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.

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• 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.

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• 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

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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 of "Scrappy ABM," host Mason Cosby is joined by Tyler Pleiss, the Growth Marketing Manager at Movable Ink. Together, they dive into Tyler's practical approach to building and scaling an account-based marketing (ABM) program from the ground up, without relying on expensive technology platforms.

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Best Moments:

(02:05) Tyler introduces Movable Ink, an email platform that provides personalization for B2C brands

(03:19) Defining account-based go-to-market and the key pillars of the strategy

(06:01) Using first and third-party data to prioritize accounts and align messaging

(10:48) The process of creating the targeted account list, involving cross-functional stakeholders

(16:04) The importance of collaboration in developing messaging and content for ABM campaigns

(19:00) Measuring success through KPIs and a framework for reporting on progress

(24:21) A specific win-back strategy being implemented, leveraging internal data insights

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Guest Bio:

Tyler Pleiss is the Growth Marketing Manager at Movable Ink, an email personalization platform for B2C brands. He is responsible for building and scaling the company's account-based marketing program from the ground up. Tyler is known for his insightful newsletter on ABM strategies and approaches, which offers practical advice and real-world experiences.

In this episode of Scrappy ABM, host Mason Cosby dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions.

============================

Best Moments:

(01:07) Mason reveals his three core channels for driving pipeline: LinkedIn organic posting, the Scrappy ABM podcast, and speaking at events

(03:55) Discussion on the impact of challenging market conditions in 2023 and the timeless value of education

(06:08) Mason explains how giving away valuable information for free positions his business as a trusted resource

(07:51) The "100 pennies" exercise: Mason allocates hypothetical resources across different go-to-market strategies

(15:56) Key takeaway: Prioritizing education, marketing, and customer-led approaches for scalable growth over the traditional, inefficient sales-led channels

In this episode of Scrappy ABM, host Mason Cosby is joined by ABM consultant Tania Saez to explore a practical playbook for executing a robust account-based marketing program using LinkedIn, email, and direct mail, specifically tailored for SMB and mid-market organizations.

========================================

Best Moments:

(02:05) Finding your target audience through sales team input and data enrichment tools

(06:28) Leveraging LinkedIn, email, personalized videos, and direct mail as core ABM channels

(10:58) Tools like Vidyard for personalized videos and Snov.io for outbound sequencing

(14:33) Crafting content like event key takeaways, free consultancy sessions, checklists, and assessments for personalized outreach

(20:19) Measuring success via engagement metrics, meetings, opportunities, and revenue impact

(25:04) Starting small, scaling gradually, and operationalizing your ABM strategy

========================================

Guest Bio:

Tania Saez is an ABM consultant who shares daily insights on LinkedIn, focusing on effective and practical ABM strategies. She helps organizations build and scale ABM programs with limited resources, making them accessible and impactful.