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	Title	Pub. Date	Duration
	ABM-ify YOUR Events \| Ep. 284	03 sept. 2026	00:54:17
Most event programs are a booth, a badge scanner, and a hope that the right buyer walks past. This episode of Scrappy ABM is pulled from a webinar Mason Cosby ran on ABMifying your events, and it covers two programs from the past six months. ㅤ One client invested two hundred thousand dollars into a single event and generated 31 opportunities in three days. Mason's own two-person team spent thirty to forty thousand dollars across a full year of events, got punched in the mouth at SaaStr with zero connections after day one, and rebuilt the whole approach around selling to sponsors instead of chasing attendees. ㅤ Mason walks through the four reasons events fail, the five audiences you can build before the doors open, the three roles to split across the floor, and the 4D framework behind every playbook. The through-line: if your event isn't ROI positive before your flight takes off, there is a better way. ㅤ 📌 What We Cover The four reasons events fail: no list visibility, booth and badge scans, the one person bottleneck, and no follow-through plan Why Mason and Jim Gilkey almost flew home early from SaaStr, and the single question that turned it around Working the empty showroom floor during sessions, and why roughly 10% of a 350-account target list was sponsoring the conference The five pre-event audiences: last year's list, the event app, social search, Sales Navigator plus location, and the sponsor roster Zero-budget floor plays: the co-branded latte, the buffet-line lunch run, and a two hundred fifty dollar taco night that produced four meetings Networkers, offerers, and setters, and why the setter should be on the first call The half a gift play: 28 of 30 executives came to the meeting suite after receiving an empty glasses case The 4D framework, the 10X pipeline target, and why in-person meetings cancel at a higher rate ㅤ 🔗 Resources Mentioned Sequel.io, whose sponsor-selling play Mason credits OneScreen.ai for out-of-home advertising around conferences Katie Ray on inviting locals to event dinners Rob Jones, the unofficial mayor of INBOUND Informa, the event company behind the executive car service Sales Navigator for persona plus location targeting scrappyabm.com/taco and scrappyabm.com/b2bmx, the event landing pages referenced Events discussed: SaaStr, Forrester B2B Summit, Gartner, B2BMX, Drive, Unbound, Dreamforce, Pavilion's GTM, Demand & Expand 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!
	Building an ABM Program Live \| Ep. 283	27 août 2026	00:58:49
Most ABM advice assumes a team of ten and a six-figure tech stack. This episode of Scrappy ABM goes the other way. Mason Cosby takes a real company with a three-person marketing team and builds their ABM program live on a webinar, with the audience following along and writing their own answers down. ㅤ Hanna Liszniansky leads marketing at Roundtable Learning, which creates custom VR and AR training programs for Fortune 500 companies. Big expensive product, complex sale, long cycle. Mason works through how people currently find out Roundtable exists, how the team builds pain, how they prove they can solve it, and where the whole thing stalls. ㅤ The stall is the conversion stage. Roundtable ungates almost everything, puts demo videos on YouTube, and has booking links across the site, and still can't reliably move someone from watching a demo to booking a call. Mason maps their current programs against the account progression model, names the missing stage, and builds a one-to-one conversion play out of public quarterly earnings reports. ㅤ 👤 Guest Bio Hanna Liszniansky is Head of Marketing at Roundtable Learning, a Chagrin Falls company that has been building custom learning content since 1997 and now creates VR, AR, and eLearning training programs for Fortune 500 buyers. She runs a three-person marketing team covering content, organic search, social, and events. Before Roundtable she was Director of Marketing at Rust Belt Recruiting, where she worked on hiring pathways and workforce development for the trades. ㅤ 📌 What We Cover Why Mason went into the build intentionally a little blind, and what that shows you about thinking through the problems live The four ways Roundtable generates awareness today: outbound sales, referrals, SEO and AEO, and walking the floor at L&D and XR events How Hanna builds pain without violating NDAs, using aggregated industry data and invented scenarios based on real client patterns Why ungated demo videos on YouTube are the right call and still not a conversion play Primary intent: why events can generate awareness, book meetings, and accelerate pipeline, and still only have one job The 4D framework broken down: data, distribution, destination, direction The notification game, and why the goal of a LinkedIn connection request is to open the channel rather than book the meeting Champion tracking on no budget, using bounced newsletter emails to spot customers who changed jobs Building the conversion stage from Fortune 500 quarterly earnings reports, at 20 to 30 accounts a quarter Customer expansion through the If You Give a Mouse a Cookie lens: every problem you solve creates the next one ㅤ 🔗 Resources Mentioned Scrappy ABM planning templates Scrappy ABM workshop Roundtable Learning ArborXR Apollo, HubSpot, UserGems, Clay If You Give a Mouse a Cookie, by Laura Numeroff 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!
	A List and a Custom Swag Piece Is Enough to Be ABM (with Cindy Dubon from Goldcast) \| Ep. 282	20 août 2026	00:23:53
Most ABM programs stall on the list. Cindy Dubon has a fixed budget and a rule about it: don't spend a dollar on an account you aren't desperate to win. On this episode of Scrappy ABM, Mason Cosby talks with Cindy Dubon about how she built a tiered target account list at Goldcast, and why tier A comes down to whether a company already gets what she's selling. ㅤ Cindy walks through the firmographic and technographic signals she uses, how she separates preferences from requirements when tiering, and why she can hand sales five hundred accounts instead of six thousand. ㅤ She also breaks down the quarterly virtual event her team works like a trade show booth, where they're the only booth on the floor. Gifting boxes go only to target accounts. Reps ask attendees what questions they want put to the speakers. SDRs walk out with meetings booked before follow-up even starts. ㅤ 👤 Guest Bio Cindy Dubon is Director of Demand Generation at Goldcast, the AI-first B2B video and events platform acquired by Cvent in December 2025. She joined Goldcast in late 2024 after demand gen roles at DroneDeploy, Perceptyx, and Greenfly, and she managed the SDR team directly out of marketing. She co-presents Goldcast's annual Webinar Benchmark Report and markets to an ICP she belongs to herself, having been a customer before she was an employee. ㅤ 📌 What We Cover Why the target account list starts with customer lookalikes instead of dream logos The firmographic and technographic filters that qualify an account: employee count, an actual marketing team, and investment in tools like Marketo, HubSpot, or Salesforce How tiers A through F work, and why geography lowers a tier rather than removing an account Preferences versus requirements as a tiering framework Mapping webinar topics to funnel stage, and why "vibe coding" became "vibe coding for webinars" Running a quarterly virtual event like a trade show where you're the only booth on the floor The AI summer camp gifting box that only target accounts received, and the social posts it generated Why Cindy tells her SDRs exactly which messages she would never respond to The insider intel you get from relationships that no third-party intent provider will ever surface Why she believed she needed 6sense to do ABM, and where that belief came from ㅤ 🔗 Resources Mentioned Goldcast Cvent 6sense Marketo HubSpot Salesforce Clay Cindy Dubon on LinkedIn 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!
	$250 of Tacos, 10 Target Accounts, 4 Booked Meetings (with Jim Gilkey from Scrappy ABM) \| Ep. 281	13 août 2026	00:30:27
Twelve events, roughly $30,000 to $40,000 all-in, and a plan that fell apart at the first conference. ㅤ On this episode of Scrappy ABM, Mason Cosby sits down with Jim Gilkey to break down what happened when the pre-booked meeting play stopped working. When you're not a sponsor you don't get the registration list. Vendor-class tickets can lock you out of the attendee directory entirely, and the event app often doesn't open until the day before. ㅤ The fix came from reading the target account list differently. At one conference, about 10% of a 350-account list was sponsoring the event, so Mason and Jim stopped chasing attendees and started walking the show floor. They cover the plays that came out of it: logo-printed lattes at Forrester B2B, a plate of buffet food at Gartner that turned into a CMO meeting, and a $250 taco night that produced four booked meetings. Even with the original plan dead, the year still produced over 40 opportunities. ㅤ 👤 Guest Bio Jim Gilkey is Head of Sales at Scrappy ABM and the only seller on the team, as he points out in the first 30 seconds. Before joining, he spent nearly four years at Terminus across enterprise sales, customer success, and account management, and he started his career as a Salesforce BDR. He also hosts Account Based Beverages, a short-format ABM interview show he launched in 2022. He's based in Indianapolis. ㅤ 📌 What We Cover Why a $30,000 to $40,000 event budget bought a plan that didn't survive the first conference The structural problem: no sponsorship means no registration list, and vendor tickets can hide the attendee directory Nobody reads event app messages, including the people sending them The shift from attendees to sponsors, and the 350-account list where 10% were sponsoring The opening line at a booth: "Hey, do you have a marketer here that is helping run the show?" Logo-printed lattes, a plate of lunch at Gartner, and the $250 taco night that booked four meetings Why targeting sponsors lets you go where your ICP is, from ed tech to HR tech, instead of only marketing conferences Networkers, offerers, and setters, plus why the setter should hold the first meeting Building measurement layers so a weak offer doesn't get an entire channel killed ㅤ 🔗 Resources Mentioned Events: B2BMX, SaaStr, Demand & Expand, ANA, Gartner, Salesforce Connections, Forrester B2B Tools: LinkedIn Sales Navigator, ChatGPT, Claude, Canva Data Axle Taco night landing page 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!
	Accounts Don't Buy, People Buy (with Amanda Oles from Stensul) \| Ep. 280	06 août 2026	00:27:53
Most advice on building a target account list assumes you have the time to build one properly. Amanda Oles has a second answer for everyone else, and it starts with the accounts that already know who you are. ㅤ Mason Cosby and Amanda work through both paths on Scrappy ABM: the fully structured ICP approach for when ABM is your whole role, and the two programs to run when it isn't. Pipeline acceleration and closed lost. Her case is that those two lists define themselves, so you skip signals and orchestration and get straight to doing. ㅤ From there they get into channels for long enterprise sales cycles, why Stensul's most influential combination is trade show plus email plus paid social, the two-minute pitch rule that makes customer dinners convert, and how Amanda knows she has momentum before pipeline shows up. Her closing lesson: simple is better. ㅤ 👤 Guest Bio Amanda Oles is Director of Revenue Marketing at Stensul, the governed creation platform for enterprise marketing teams. She stepped into the role in 2025 after two and a half years leading demand generation there, and came up through demand gen at Datto and WordStream. Her programs sell into large, highly regulated enterprises where sales cycles run long and compliance limits what marketing can say. She's active in the ForgeX ABM community. ㅤ 📌 What We Cover Why sales and marketing "need to be like best friends" before a target account list exists The two programs Amanda recommends when the company treats ABM as a tactic: pipeline acceleration and closed lost Using AI to analyze the past 100 Gong calls instead of relying on philosophical intent at the account level Getting target contacts into Salesforce and tagged so the motion can scale Stensul's most influential channel combination: trade show plus email plus paid social Mason's split of digital for existence and in-person for acceleration The two-minute pitch rule at customer dinners, and using an anchor customer to fill the room Owning your own account score instead of being married to a platform's version Why the procurement one-pager came out of finding where deals stall the longest ㅤ 🔗 Resources Mentioned Stensul ForgeX Marketo, Salesforce, Gong Influ2 study presented at Gartner on ABM success metrics Amanda Oles on LinkedIn 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!
	Your ICP Isn't Real Until It Shows Up in the CRM (with Christy Behnke from Terryberry) \| Ep. 279	30 juil. 2026	00:32:45
Most target account lists get built backwards. Someone writes an ICP, sales adds the logos they've always wanted, and nobody checks it against a single closed deal. On this episode of Scrappy ABM, Mason Cosby talks with Christy Behnke, VP of Marketing at Terryberry, about where that list should actually come from. ㅤ Christy starts with Salesforce reports on closed won and closed lost, and pays close attention to the stage where lost deals fell out. From there she grades accounts A through D, loops in product to see where the roadmap is headed, and tests messaging on 10% of the target account list instead of half of it. ㅤ The conversation also covers content mapped to funnel stage, ChatGPT ads as a new test channel, and why she treats ABM as part of demand gen rather than a separate program. Plus the measurement that happens before the MQL, her 25% of contract value rule for acquisition cost, and what she wishes she'd known before her first ABM campaign. ㅤ 👤 Guest Bio Christy Behnke is VP of Marketing at Terryberry, an employee recognition and engagement company founded in 1918 and headquartered in Grand Rapids, Michigan. She's built ABM at multiple organizations, with prior revenue marketing leadership roles at SMG (Service Management Group), Omnigo Software, and Rittal North America. At Terryberry she led the migration onto HubSpot and pulled the company's ABM launch forward to March, grading the ICP and building the target account list from CRM data. ㅤ 📌 What We Cover Why pulling closed won and closed lost comes before anything else in building a target account list What the stage a deal died at tells you about product fit versus a test segment worth running ICP grading with A, B, C, and D tiers, and why a bloated C tier is a signal to investigate Mapping the product roadmap against firmographics when there's no historical closed won data Using content syndication and 10% of target accounts to test messaging without risking budget Why ABM is a play for demand gen rather than a separate program The Engagement Maturity Map, and mapping content to top, middle, and bottom of funnel Top-of-funnel measurement, cost per lead, the 25% of contract value rule, and three to one CAC ㅤ 🔗 Resources Mentioned Salesforce (closed won and closed lost reporting) HubSpot, including the smart content feature for personalized landing pages Forrester and Gartner analyst reports ChatGPT ads, Bing, and Google paid search Terryberry's Engagement Maturity Map Christy Behnke on LinkedIn 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!
	20K in Sends, a Million in Pipeline (with Jess Annadurai from Supermetrics) \| Ep. 278	23 juil. 2026	00:30:04
Most product-led companies decide ABM isn't built for them and move on. On Scrappy ABM, Mason Cosby makes the opposite case with Jess Annadurai, Senior Global Marketing Director at Supermetrics, who ran customer expansion as the entry point instead of new business. ㅤ Supermetrics is a PLG company with a land-and-expand motion, and Jess treats its existing customer base as the strongest target account list it owns. She walks through how she, the VP of Sales, and the Director of Customer Success in North America picked accounts, why they started with an advocacy approach, and how a "meet your manager" campaign moved booked meeting rates from under 1% to 13-14%. ㅤ The conversation stays specific: product signals for targeting, gifting that feels personal instead of a $25 gift card, $150K to $200K in pipeline per send, and roughly 9X ROI on year-one spend. Jess also shares what didn't travel when she tried to take a US playbook global. ㅤ 👤 Guest Bio Jess Annadurai is Senior Global Marketing Director at Supermetrics, where she's spent just over three and a half years, first as North American head of marketing and then across a global remit covering demand, field, partner, and customer marketing. She was an active 6sense power user around 2018 and has worked both sides of the ABM world, as a practitioner buying the tools and as a marketer at an ABM vendor before moving to the data side of martech. ㅤ 📌 What We Cover Why a PLG customer base is the best target account list you already own, and how much context it hands you for free How Jess, the VP of Sales, and the Director of Customer Success agreed that customer education was the real gap Starting with an advocacy approach: 10 customer case studies, and the new use cases and retention lift they uncovered Segmenting customers by whether they had an account manager, then running two different motions The "meet your manager" campaign, with personalized gifting instead of gift cards Booked meeting rates going from under 1% to 13-14% $150K to $200K in pipeline per send, ~$35K total gifting spend for the year, and roughly 9X ROI A small agency at ~$10K that expanded to $140K within six months Why gifting norms differ by region, and what Jess would scale differently next time ㅤ 🔗 Resources Mentioned Supermetrics 6sense Postal (now Sendoso) Looker Studio Google Sheets Connect with Jess on LinkedIn 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!
	Your ABM List Is Just Brand Awareness With Extra Steps (with Mahsa Malekyar) \| Ep. 277	16 juil. 2026	00:26:03
Most ABM target lists start the same way: sales names the accounts they want, marketing runs campaigns at them, and everyone hopes volume closes the gap. On this episode of Scrappy ABM, Mason Cosby sits down with Mahsa Malekyar to pull that approach apart. Her point is blunt: an account that will eventually need your tool is not the same as an account that needs it right now, and if you can't tell the difference, you're buying brand awareness and calling it ABM. ㅤ The conversation covers where free intent data already lives inside the tools you own, why in-person conversations are the trust signal that digital can't manufacture, and how to capture qualitative event conversations without asking a salesperson to open a spreadsheet. Mahsa also names the mistake she'd undo from her first ABM program, and it isn't a channel or a tool. ㅤ 👤 Guest Bio Mahsa Malekyar, PMP, brings over a decade of marketing and project management experience, with prior leadership roles at First Onsite Property Restoration and Charter Communications. She builds ABM and event marketing programs with a marketing operations lens, and she's a self-described HubSpot power user who is very clear that HubSpot is not paying her to say so. ㅤ 📌 What We Cover 🔸 Why "who sales is targeting" is a fine starting point for ABM and a bad finishing point 🔸 The three questions that separate a real target from good brand awareness: do they need it now, will they need it in three months, are they looking at contract signing 🔸 Free and low-cost intent data sources: HubSpot's intent tracking, the Apollo.io website pixel, Microsoft Clarity, and Google tracking 🔸 Why ABM campaigns have to establish or expand trust, not just educate, and where in-person events come in 🔸 The event follow-up sequence: take the photo, ask to text it, get the number, then retarget with messaging tied to what they actually talked about 🔸 Content that earns the follow-up: templated guides and industry data benchmarks instead of "let's book a call" 🔸 How to measure conversations you can't put in a dropdown: dedicated event Slack channels, voice notes from the floor, and one person turning the dump into next steps 🔸 Why getting salespeople to use spreadsheets is a losing battle, and what to build instead 🔸 Mahsa's answer to what she'd do differently in her first ABM program: collaborate across sales, customer success, and product before the list is final ㅤ 🔗 Resources Mentioned 🔸 HubSpot (CRM and intent tracking) 🔸 Apollo.io (enrichment, outreach, website pixel) 🔸 Microsoft Clarity 🔸 Canva (post-event photo collages) 🔸 Slack (event channels and voice notes) 🔸 Wispr Flow (AI voice-to-text) 🔸 Freeman (research on media mistrust referenced by Mahsa) 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!
	Why "Sales, Please Go After Google" Is How ABM Fails (with Ed VanderBush from LiveRamp) Ep. 276	02 juil. 2026	00:31:59
Most people are three to five years into account-based marketing. Ed VanderBush has been doing it for over a decade, and he's watched the whole thing move from a concept Bev Burgess was talking about in the early 2010s into an integrated mindset across a marketing team. On this episode of Scrappy ABM, Mason Cosby sits down with Ed, Senior Manager of Account-Based Marketing at LiveRamp, to get into what actually moves ABM forward when you don't have an unlimited budget. ㅤ They cover the three inputs Ed uses to build a target account list, why "sales, please go after Google" is how programs fail, and how framing existing content beats building bespoke assets for every account. Ed also walks through going from "the ABM guy off in the corner" to an integrated ABM motion, plus the accidental CIO deal acceleration he hammered out with a seller over Slack in under 20 minutes. ㅤ 👤 Guest Bio Ed VanderBush is Senior Manager of Account-Based Marketing at LiveRamp, the data collaboration and identity platform. He happened into ABM by accident at LexisNexis in the early 2010s, picking up a project a colleague had to hand off, and it turned into the last decade-plus of his career. At LiveRamp he built the ABM function from the ground up and now runs it as part of the integrated marketing team. He's based in southwest Ohio. ㅤ 📌 What We Cover 🔸 The three inputs Ed uses to build a target account list: sales priorities, signals that validate them, and whether marketing actually has a story to tell 🔸 Why "sales, please go after Google" is the wrong way to pick accounts, and the rocket-ship example of saying no when you have zero resources for a segment 🔸 Building a first ABM program off existing CRM data and existing content instead of creating everything bespoke 🔸 Why framing an asset for the audience beats custom reports, and the client who built a one-off report for a single CIO 🔸 Customer stories as Ed's favorite content, and how a recognizable logo closes more than a stronger but unknown one 🔸 Industry groups and subject matter experts as a sourcing channel that never shows up cleanly in a dashboard 🔸 The "Anatomy of the Deal" conversations Ed ran to mine internal stories and build early evangelism 🔸 The accidental deal acceleration: spotting a CIO engage with an ad, then closing the loop with the seller over Slack 🔸 The Kroger coupon mailer that taught Ed what relevancy and value actually mean ㅤ 🔗 Resources Mentioned 🔸 Bev Burgess, an early voice in account-based marketing referenced from the practice's infancy 🔸 LiveRamp, the data collaboration and identity platform where Ed leads ABM 🔸 LexisNexis, where Ed first picked up account-based marketing 🔸 BambooHR, the recognizable customer story Mason credits with lifting close rates 🔸 Salesforce and Slack, the tools behind the accidental deal acceleration story 🔸 Kroger, the personalized coupon example behind Ed's lesson on relevancy 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!
	7 Hours of ABM in a Day, Distilled to 15 Minutes \| Ep. 275	25 juin 2026	00:12:29
For almost a year, the Scrappy ABM team has run a full-day workshop called ABM in a Day, with over 900 marketers coming through it. In this solo episode, host Mason Cosby pulls the best of the best from that workshop's survey feedback and condenses roughly seven hours of material into about 15 minutes. ㅤ The thing marketers rated most helpful was a clear structure and system for their ABM program. Mason walks through the two core frameworks behind that structure: the account progression model and the 4D framework. Then he gets into the best customer profile, a look-back method for finding the accounts you actually want more of. ㅤ If you're heading into H2 and trying to figure out where to make an impact in the second half of the year, this one hands you a starting exercise you can run with a sheet of paper today. ㅤ 📌 What We Cover Why a clear structure and system ranked as the most helpful takeaway from ABM in a Day The account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, opportunity, and a re-engagement stage The paper-and-pen exercise: write down every program you run, then map each one to the stage that matches its primary intent The 4D framework: data, distribution, destination, and direction Why targets without triggers turn "ABM" into targeted cold outbound, and how a champion tracking play creates a real reason to reach out Matching direct vs indirect channels to where an account sits in its journey, plus weaving problem, product, and proof content across the model The BCP (best customer profile) and the look-back questions behind it: happiest by NPS, longest-tenured, most profitable How the overlap of BCP and ICP creates the TAP (target account profile) ㅤ 🔗 Resources Mentioned ABM in a Day workshop: Next live session on July 28th. Podcast listeners can use code 75OFF to join for $50. Free ABM template: The exact program-build template Scrappy ABM uses with every client, available behind a quick form fill. 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!
	The Scrappy ABM Moves Worth Stealing \| Ep. 274 (Best Of)	18 juin 2026	00:21:28
A best-of pulls the moments worth keeping, and this one runs from getting internal buy-in all the way to proving the ads nobody clicks. On Scrappy ABM, Mason Cosby revisits four conversations that each solve a different part of running an account-based program without an enterprise budget. ㅤ Hannah Forson explains how to bring channel managers along without wrecking their metrics. Payton Christopher builds a target list from CRM data and customer-service influence. Greg Rokisky turns organic social into an account channel. Adam Holmgren connects LinkedIn ad data to the CRM so brand awareness stops being invisible. ㅤ 👤 Guests Hannah Forson, Senior Manager of Demand Generation at BambooHR, layers account-based motions on top of a primarily inbound engine. ㅤ Payton Christopher, Head of Demand Generation and Growth Marketing at Delivery Solutions, runs an enterprise-focused program built on CRM data, events, and paid social. ㅤ Greg Rokisky, Senior Social Media Marketing Manager at Calendly, built the organic social ABM program discussed here during his time at Sprout Social. ㅤ Adam Holmgren, Co-Founder and CEO of Fibbler, created a tool to measure LinkedIn ad influence after struggling to prove the channel to his own board. ㅤ 📌 What We Cover Isolating an ABM campaign so a channel manager's CPMs and form fills stay clean in reporting. Why a separate executive campaign over the holidays captures decision makers when the market is quiet. Defining the ICP from CRM data instead of asking each department for an opinion. Engaging frontline influencers who have no buying power but real internal influence. Building a target account list with sales and engaging brands during their viral social moments. Making content that is one-to-one for the account and one-to-many for the audience. Connecting LinkedIn ad data to the CRM to surface influenced companies and deals. Avoiding LinkedIn super titles so you target specific roles you can actually follow up with. 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!
	Your Events Are Expensive Because You Skip This Step \| Ep. 273	11 juin 2026	00:24:39
Most ABM programs stall not because the channels are wrong, but because nothing is designed to actually move accounts forward. This episode of Scrappy ABM pulls from the live Q&A section of one of Mason Cosby's ABM in a Day workshops, and the questions are exactly the ones practitioners get stuck on: how to define account progression stages, how long to run a re-engagement playbook before giving up, and what a real conversion mechanism looks like when you're running lean. ㅤ The episode wraps with a live program teardown with a workshop attendee, walking through her actual ABM stack channel by channel. It's the kind of honest, real-time problem solving that reveals where most scrappy programs break down. ㅤ 📌 What We Cover How to define the intent of each account progression model stage, from awareness through re-engagement, and why that definition has to come before you can track anything What makes Mason's Fix Your Site program still his all-time favorite, and the broader philosophy behind programs built on first-party, willingly-given data Why live engagement formats (workshops, webinars) beat passive content for moving accounts and building relationships at scale How to structure a re-engagement playbook: four quarterly sales touches, mirroring initial engagement, with a 12-month window before you call an account dead The four data sources that power a pre-event program, two of which cost nothing, and why most event ROI problems are actually a pre-event planning problem Three core event destinations (booth, speaking session, happy hour side event) and why getting the meeting set on-site is the only reliable path to a follow-up meeting A live ABM program audit with a workshop attendee targeting school superintendents, including a real-time diagnosis of what's missing: a conversion mechanism at meaningful engagement ㅤ 🔗 Resources Mentioned Scrappy ABM Workshop: ABM in a Day, runs every four to six weeks 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!
	Brand Recall Takes Three to Six Months. Are You Measuring ABM on the Right Clock? \| Ep. 272	04 juin 2026	00:17:01
Most ABM teams are drowning in signals and stressing about gaps in their programs. This episode of Scrappy ABM cuts through that with raw Q&A from the ABM in a Day workshop, where Mason Cosby answers the questions that keep coming up again and again. Measurement cadences. Signal prioritization. Partner plays for locked-down verticals. What to do when someone visits your book-a-meeting page and doesn't book. ㅤ This is part three of the ABM in a Day FAQ series, pulled straight from live workshop Q&A. No fluff, no setups. Just Mason working through real practitioner questions in real time. ㅤ 📌 What We Cover Why brand recall takes three to six months and why that should change how you set measurement windows at the awareness stage versus later stages How a $3 billion company uses the account progression model not to run more programs but to cut the signals they track down to what actually matters A partner-based framework for breaking into relationship-locked verticals like oil and gas, including how to structure data, distribution, destination, and direction How to classify content syndication leads within the account progression model and why they live closer to second-party data than most teams assume What to do when accounts reach your book-a-meeting page and still don't convert, including why Mason uses a video telling people not to book as the primary CTA Why curated target account landing pages outperform standard booking pages and how to build them without new tooling The case for doing free work for high-priority accounts as a straight CAC calculation, and why every one-to-one play still needs to be systematic and repeatable The "more and better before new" framework for prioritizing ABM investment without spinning up net-new programs ㅤ 🔗 Resources Mentioned Scrappy ABM Workshop: ABM in a Day, running every four to six weeks scrappyabm.com/contact: Mason's book-a-meeting page with the "don't book" video example HubSpot CMS: referenced as the tool used for cloning and customizing one-to-one landing pages 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!
	Twenty Email Opens, Zero Replies: What That Signal Actually Means \| Ep. 271	28 mai 2026	00:17:25
Engaged accounts that won't advance. SDRs burned too early. Twenty email opens with zero replies. This episode of Scrappy ABM pulls real Q&A from the ABM in a Day workshop and works through the questions every ABM operator hits when the playbook starts to crack. ㅤ Mason Cosby walks through why engaged accounts stall (usually because the wrong people are engaged, or nobody has quantified the cost of inaction), what signals to use when website visitor data isn't an option, and where SDRs actually fit in an account progression model. He also breaks down the minimum viable team for an ABM program, the case for content-led outbound, and how to read multiple email opens that never turn into replies. ㅤ If you've ever wondered whether your engaged accounts are actually engaged, or whether your outbound is asking for too much too early, this is the conversation. ㅤ 📌 What We Cover Why engaged accounts don't advance and the role of cost of inaction How to spot when only influencers are engaged but no budget holders are involved List-based versus signal-based triggers for B2B targeting without website visitor data Where SDRs actually belong in an account progression model (and where they don't) Why events and webinars carry weight in mid-market B2B AI software and cybersecurity The content-led outbound approach with no meeting ask The core roles every ABM program needs: strategist, content, creative, ops, execution owner, sales and CS How to read twenty to thirty email opens with no reply, and what to do next with audience expansion ㅤ 🔗 Resources Mentioned ABM in a Day workshop PLG motions for re-engaging enterprise accounts G2 review signals and third-party intent data The 4D framework: data, distribution, destination, direction 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!
	Goal One Is Just to Get Them to Answer (with Drew Johnson from Everflow) \| Ep. 270	21 mai 2026	00:25:27
Outbound has changed. What worked two years ago does not work today, and what works today is not going to work two years from now. On this episode of Scrappy ABM, Mason Cosby sits down with Drew Johnson, Senior Director of Business Development at Everflow, to walk through how his team actually picks targets, runs LinkedIn-led outreach, and knows when to pivot off a vertical that has stopped paying out. ㅤ Drew runs outbound for a bootstrapped affiliate-tracking platform going up against bigger logos. He calls it David versus Goliath. To compete, his SDRs and AEs lean on LinkedIn over InMail, treat the connection request and the pitch as two separate problems, and build target lists off of verticals where one client win has already started to pop. The conversation gets tactical fast: when to abandon a list of 70 accounts, why the five-minute response window after a connection accept matters, and what to do when the decision-maker keeps ignoring you. ㅤ 👤 Guest Bio Drew Johnson is Senior Director of Business Development at Everflow, a bootstrapped affiliate and partner-marketing platform headquartered in Mountain View. He joined Everflow in 2018 and has run sales and BD there ever since, scaling the team that brings new brands onto a platform now tracking 1,200+ clients across affiliate, influencer, lead-gen, telehealth, and mobile. Before Everflow, Drew held BD and AE roles at Digital Remedy, Leadnomics, and Digital Roadmap. ㅤ 📌 What We Cover How Everflow picks new verticals by pouncing on the lookalikes of one client win The signal Drew watches for when a vertical is starting to dry up Why LinkedIn does the heavy lifting and email and calls run as multi-threading support The two-part LinkedIn play: getting the connection accepted, then pitching The five-minute SLA after a connection accept and why speed compounds The "sweetest person in marketing" detour for accounts that won't reply to senior titles Why one silver-bullet playbook only works if you are the number one logo in the space What Drew tells his team about seniority: you keep proving you can print the money ㅤ 🔗 Resources Mentioned Everflow: Affiliate and partner-marketing tracking platform LinkedIn Sales Navigator HubSpot Gemini (Google) for building lookalike audiences Drew's email: drew@everflow.io Brands Drew references in Everflow's telehealth and GLP-1 vertical: Rugiet, Ro, BlueChew, BodyHealth, ReflexMD, GobyMeds 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!
	Why Your Event Follow-Up Kills the Warmth You Just Built (with Dave Schools from Singulate) \| Ep. 286	14 mai 2026	00:25:19
Most of us have run an event, watched the in-person conversations crackle, then sent the same templated follow-up to everyone on the lead list. The energy disappears the moment marketing hits send. That gap is what Dave Schools set out to close when he started Singulate, and it's what he and Mason Cosby get into on this episode of Scrappy ABM. ㅤ Dave breaks down why marketing ops keeps becoming the bottleneck on personalization, why data is now a commodity but messaging is not, and what it actually takes to send hyper-segmented email at scale without sounding like AI. He shares the four channels working for Singulate today, the 15% open-rate bump from a single hook rewrite, and the framework his team uses to keep humans in the loop while AI does the heavy lifting. ㅤ If you're a revenue leader running ABM with a limited budget and a database full of underused signals, this conversation gives you a clearer picture of what to do with what you already have. ㅤ 👤 Guest Bio Dave Schools is co-founder and CEO of Singulate, an AI native marketing personalization platform that sits on top of HubSpot or Marketo to activate first-party data into hyper-segmented messaging. Before Singulate, Dave was on the founding team at Hopin, where he ran marketing through the company's hypergrowth phase and led growth across multiple products. He started Singulate in 2024 with two former Hopin colleagues to solve the email blast problem he kept running into himself. ㅤ 📌 What We Cover Why marketing ops becomes the bottleneck on personalization, and what Dave calls the "infinity tree of segmentation" Why event follow-up almost always kills the warmth and energy from the event itself The four channels working for Singulate's go-to-market: LinkedIn ads, events, outbound, and referrals Why data is now a commodity, and why messaging at scale is the harder problem to solve The "imagine a billboard" hook strategy that drove a 15% open-rate bump on email three with a customer Why Dave advises spending 45% of campaign-build time on the hook for outbound The case for benchmarking against your own historical performance instead of external industry data Singulate's three approaches to personalized messaging: token transformation, modular segmentation (branching), and fine-tuned prompts with context Why Dave says B2C is roughly 10 years ahead of B2B on what he calls "invisible personalization" ㅤ 🔗 Resources Mentioned Singulate: Dave's company, an AI native marketing personalization platform. Singulate's MCSA white paper: Modular Communication Strategy Architecture, Singulate's framework for keeping humans in the loop on AI-generated messaging at scale.ㅤ Knak: Email creation platform mentioned in the episode. Marketing automation platforms referenced: HubSpot, Marketo. Data and enrichment tools referenced: ZoomInfo, Apollo, Clay. Other tools referenced: Webflow, WordPress, Claude Code, Fireflies. Hopin (Dave's prior company) was also discussed. 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!
	Why Most Startups Shouldn't Run ABM Yet \| Ep. 268	07 mai 2026	00:20:30
This episode pulls a question-and-answer block from Scrappy ABM's ABM in a Day workshop, the recurring session Mason Cosby runs every four to six weeks. Mason takes the questions that have surfaced most often across past workshops and answers them in one sitting, drawing on the patterns he sees show up across operators in the room. ㅤ The questions cover what most ABM teams hit in their first six months. When you should and shouldn't run ABM. What the LTGP-to-CAC ratio means for software companies. How to pick the next vertical without burning the program. What to do when leadership asks for accounts that don't match the data. How to hit LinkedIn's 300 matched-contact floor when your account list is small. ㅤ If you've sat in front of a half-built target account list with a CEO breathing down your neck for logos, this episode is the answers, in order. ㅤ 📌 What We Cover Why ABM doesn't work for most B2B startups without closed deals, and the one TAM exception that proves the rule How Scrappy ABM waited eighteen months to define its own ICP before launching its own ABM program The 10-to-1 LTGP-to-CAC target for software, with the math on a $20K acquisition cost against a $200K first-year contract The Remodel Health story of vertical expansion: churches to Christian schools to volunteer organizations to health networks How to handle CEO logo wishlists that don't match the data, with the "ask behind the ask" and shiny object syndrome Why 300 matched contacts on LinkedIn is easier to hit than most teams think once you map the full decision committee Average B2B decision committee size of 8 to 14 people, plus 20 to 30 with extended influencers ㅤ 🔗 Resources Mentioned ABM in a Day Workshop at scrappyabm.com/workshop Sybill, AI sales call analysis (referenced for the company's pivot from education to sales) Remodel Health, Indianapolis health benefits company referenced for organic vertical expansion Alex Hormozi, originator of the LTGP-to-CAC framework 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!
	Three Years of Failing at ABM, Then Automating Everything Except the Phone Call (with Moréa Pollet from InfluxData) \| Ep. 267	30 avr. 2026	00:26:13
Most ABM programs start with a plan and die with a calendar. Moréa Pollet spent three years watching that happen at InfluxData - and then figured out why. On this episode of Scrappy ABM, Mason Cosby sits down with Moréa to walk through exactly how her team rebuilt their ABM motion from the ground up, using Clay-powered enrichment, AI-generated personalization, and a LinkedIn funnel built for technical buyers. ㅤ The conversation covers what killed version one (sales bandwidth, no real operationalization), what made version two stick (automating everything except the phone call), and the honest truth about measuring ABM success before pipeline is even on the table. InfluxData is an open-source company targeting software engineers - which means they're running ABM in one of the hardest targeting environments possible. The playbook Moréa shares is specific, scrappy, and repeatable. ㅤ 👤 Guest Bio Moréa Pollet is the Director of Demand Generation at InfluxData, the creator of InfluxDB - the world's leading open-source time series database. She has been with InfluxData for over five years, building and evolving the demand gen function across PLG, enterprise, and hybrid sales motions. Her background spans international business, hospitality, legal, and technology marketing, and she holds degrees from San Francisco State University and SKEMA Business School (France). ㅤ 📌 What We Cover Why InfluxData's open-source roots made traditional ABM a poor early fit - and what forced a rethink How the team used Clay to enrich target accounts in the energy sector and surface specific tooling data that wouldn't exist in any standard database The decision to start with SDRs only (no AEs) to simplify the first version of the program How AI-generated personalization is driving higher open and reply rates - not lower ones The LinkedIn funnel structure Moréa built: layered content from brand awareness to pain-point-specific ads, with InMail finally working after two months of testing How content is segmented by role - technical webinars for practitioners, executive briefs and ROI calculators for decision makers Why early ABM success metrics were meetings booked, not pipeline - and how that changed in version two The one piece of advice Moréa wished she had from day one: go get executive buy-in before you go get sales buy-in ㅤ 🔗 Resources Mentioned InfluxData - open-source time series database platform Clay - data enrichment and automation platform used for account targeting and personalization Outreach - sales engagement platform used for SDR sequences Salesforce - CRM referenced in the context of integration challenges 6sense - mentioned as a tool not in budget during the original ABM build Demandbase - mentioned alongside 6sense as an enterprise ABM tool considered but not used early on LinkedIn - paid media channel; thought leader ads and InMail specifically discussed 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!
	Stop Selling Fear 😨 Why Factal's ABM Program Leads with Proof, Not Pain (with Dave Clark from Factal) \| Ep. 282	23 avr. 2026	00:26:34
Most security and risk companies sell fear. Factal sells facts - and their ABM program reflects that difference. On this episode of Scrappy ABM, Mason Cosby sits down with Dave Clark, Marketing Strategist at Factal, to break down how a two-person marketing team with no dedicated ABM stack runs targeted, personalized outreach to Fortune 500 security operations centers - without resorting to fear-mongering. ㅤ The conversation covers how Factal uses NGO champions who move into the private sector as a warm targeting signal, why Dave ignores click-through rates (and why that made them go up 40%), and how to measure ABM success when hyper-attribution is no longer realistic. ㅤ 👤 Guest Bio Dave Clark is Marketing Strategist and Producer at Factal, a risk intelligence platform based in Seattle that combines experienced journalists with machine learning to verify and geolocate global incidents in real time. A former sports journalist, Dave has been at Factal since 2022, where he leads content, email, and targeted ABM outreach for a two-person marketing team serving global security and intelligence organizations. ㅤ 📌 What We Cover How Factal identifies target accounts by looking for global security operations centers (GSOCs) and intelligence centers - not just Fortune 500 name recognition The NGO-to-enterprise pipeline: how humanitarian aid contacts who leave for corporate roles become warm ABM champions Matching case studies to individual backgrounds (not just industry verticals) as a targeting signal - including how military backgrounds and Team Rubicon connections inform outreach Running ABM with only HubSpot, Mailchimp, and native social - no dedicated ABM stack The zero-click email philosophy: why Dave stopped chasing click-through rates and started getting 60% open rates Using event proximity as a trigger for personalized, non-product-heavy outreach Avoiding fear-mongering in a security industry that over-indexes on pain - and leaning into proof and product instead Why lack of sales and marketing alignment is the single biggest ABM failure Dave has seen Measurement without hyper-attribution: tracking lifecycle stage, conference attendance, briefing attendance, and revenue direction Why laying content fundamentals (case studies, logos, quotes) before launching ABM is non-negotiable ㅤ 🔗 Resources Mentioned Factal - risk intelligence and collaboration platform HubSpot - CRM and marketing automation used by Factal Mailchimp - email tool in Factal's stack Team Rubicon - veteran-led disaster relief NGO; Factal case study partner Amnesty International - human rights organization; Factal NGO case study partner University of Washington (UDub) - Seattle institution used as conference proximity trigger Scrappy ABM - referenced by Dave as an influence on his messaging approach 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!
	Your ABM Program Is Failing Because Nobody Owns It (with Aakash Sinha from Clazar) \| Ep. 265	16 avr. 2026	00:48:34
This is an interview of Mason on the GTM & AI Operators Show. 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!
	The Minimum Viable Tools Required for Account-Based Marketing \| Ep. 264	09 avr. 2026	00:17:39
Building an effective account-based program brings up a lot of specific questions. On this episode of Scrappy ABM, host Mason Cosby answers the most frequent questions pulled directly from previous ABM in a Day workshops. Mason addresses exactly what re-engagement means and when accounts should cycle out of your program. 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!
	Building an Organic Social ABM Program from Scratch with Greg Rokisky from Calendly \| Ep. 263	02 avr. 2026	00:25:52
Account-based marketing does not strictly require massive budgets or gated landing pages. Sometimes, all it takes is showing up where your target accounts already spend their time online. On this episode of Scrappy ABM, host Mason Cosby speaks with Greg Rokisky about a highly specific, low-cost marketing play. 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!
	Best place to start with ABM \| Ep. 262	23 mars 2026	00:06:14
Roughly 80% of ABM programs fail. The main reason is that companies start by targeting accounts that have never heard of them. It takes three to six months for your brand to even be remembered. By that time, the program has usually been killed. Welcome to Scrappy ABM. Host Mason Cosby breaks down exactly where you should build your target account list to nearly guarantee a win. 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 Why targeting completely cold accounts causes most ABM programs to fail early. Using website traffic to identify highly engaged people who visit your pricing page or view your webinars. Building specific programming to overcome past objections in your closed lost opportunities. Starting a small pilot program with one to three sales reps to shorten a 6 to 18-month sales cycle. Mapping out a customer journey to find expansion dollars within your current customer base. Defining a real ABM program as a B2B revenue strategy that aligns marketing, sales, and customer success. Measuring success on a data set of best-fit customers rather than guessing with unknown accounts. ㅤ 🔗 Resources Mentioned Scrappy ABM Newsletter: Subscribe to get playbooks every single week at scrappyabm.com/newsletter . 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!
	How to build the right budget and investment for ABM \| Ep. 261	19 mars 2026	00:03:32
Struggling to get buy-in for your ABM program budget? Securing hundreds of thousands of dollars for marketing initiatives requires a specific, structured process. In this episode of Scrappy ABM, host Mason Cosby walks through the exact four steps for building ABM programs and getting leaders on board quickly. 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 Write down everything you are currently doing from a marketing perspective, including SEO and paid media. Categorizing existing programs by their purpose to build your first account progression model. Mapping tactical details using the four D framework: data, distribution, destination, and direction. Answering the six critical questions for every single playbook at every stage of your program. Moving from repurposing current content to building new assets to fill specific gaps. Asking leadership for help solving a problem rather than directly asking for a general ABM budget. ㅤ 🔗 Resources Mentioned ABM Planning Template: Visit scrappyabm.com/plan to get a full program mapped out in about an hour. 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!
	Why Most ABM Programs Fail: Executing In The Wrong Sequence \| Ep. 260	16 mars 2026	00:13:00
Most ABM programs fail not because they have a bad strategy, but because they execute in the wrong sequence. Marketers often start with a blank canvas and build strictly at the awareness stage for cold accounts. Brand recall typically takes three to six months. Because of this timeline delay, executive leadership often cuts the program before it generates any actual pipeline. 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 Why starting your ABM program at the awareness stage often leads to the program getting cut. How the psychology of the Debt Snowball method applies to securing early wins and generating pipeline. Targeting known audiences first: Closed-Lost, win-back programs, referrals, and pipeline acceleration. Using a conversion mechanism to offer a free one-to-one audit process that highlights the gap in a prospect's current state. Validating your conversion mechanism with a highly targeted cohort of 30 to 50 right-fit accounts. Building consistent feeder programs, like webinars, podcasts, or email nurtures, to build trust and drive opt-ins. Scaling back up to the awareness stage only after validating the bottom-of-the-funnel steps. A breakdown of a cybersecurity client progressing accounts from an automated assessment to a one-to-one consult. ㅤ 🔗 Resources Mentioned Actionable Tactical Playbooks: scrappyabm.com/newsletter 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!
	Vibe Coding Custom Dashboards To Reimagine Marketing Attribution (with Lisa Sharapata from Metadata) \| Ep. 259	12 mars 2026	00:21:49
Buyers are not searching Google keywords in the dark funnel anymore. They are asking questions in private channels, large-language-model communities, Perplexity, and Slack communities. In episode 259 of Scrappy ABM, host Mason Cosby sits down with Lisa Sharapata to discuss this exact shift in buyer behavior. 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 How buyer behavior has shifted from traditional search to private channels and large language models. Ways to prioritize go-to-market signals without boiling the ocean. Using Meta Match technology to reach B2B buyers on personal platforms like Instagram. Building an Answer Engine Optimization strategy to rank higher in LLMs against competitors. Creating an agentic workflow to automatically identify content gaps, generate drafts, and stage posts. Re-imagining attribution and reporting by pulling CRM and advertising data into custom Claude dashboards. Why in-person dinners and events remain the ultimate relationship accelerators. The dangers of turning off brand spending and how it immediately drops demo request volume. ㅤ 🔗 Resources Mentioned Metadata Air Ops Claude HubSpot Perplexity Gong Lisa Sharapata's 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!
	The Referral Playbook: How to Scale the Most Underrated Pipeline Source \| Ep. 267	09 mars 2026	00:13:56
If you are not hitting your pipeline goals, you might be ignoring the easiest way to generate revenue: a systematic referral program. Mason Cosby argues that most organizations leave millions of dollars on the table simply because they do not know how to ask for referrals effectively. 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 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. The "Wingman Referral" concept: How to structure incentives (inspired by Acquisition.com) that reward both the person making the referral and the new prospect. Asking at the close: Why new customers are actually the best source of referrals immediately after they sign the contract. Leveraging QBRs: Using Quarterly Business Reviews to remind happy clients about referral incentives with a one-time invoice discount. Monetizing offboarding: A strategy to waive final invoices in exchange for introductions when a client leaves due to budget cuts. The economics of referrals: How to calculate the right incentive amount based on your existing Customer Acquisition Cost (CAC). Target Account Mapping: Moving away from generic "who do you know" questions to asking for specific introductions within your target market. ㅤ Resources Acquisition.com: The source of the "Wingman Referral" concept mentioned by Mason. Scrappy ABM: Visit for more ABM tips and strategies. 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!
	Why the "Book a Call" Page Has Never Worked Well \| Ep. 257	05 mars 2026	00:05:01
If you are struggling to make your revenue results highly repeatable, you need a simple system to ensure you cover all your bases. In this episode of Scrappy ABM, Mason Cosby walks through the "4D framework" that has helped generate a hundred million in revenue over the past three years. 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 The 4D framework: Data, Distribution, Destination, and Direction Defining Data: Identifying your target list and the specific reasons for reaching out How to create personalized messaging using triggers rather than mass blasts Categorizing Distribution: Direct channels (email, phone) vs. Indirect channels (ads, events) Destination strategy: Matching your landing page content to the prospect's problem or product interest Why "book a call" is not always the right call to action Direction: Aligning your measurement of success (engagement vs. meetings) with the goal of the channel ㅤ 🔗 Resources Mentioned Download the Program Template (ScrappyABM.com/plan) 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!
	Lost on Where to Start With ABM? \| Ep. 256	02 mars 2026	00:59:51
Mason Cosby shares a webinar on finding a treasure trove of opportunities in closed-lost programs. If you are looking for a quick way to generate a pipeline right now, this is it. You have already spent money to acquire these accounts, built relationships, and uncovered real pain. Mason explains why 60 to 80 percent of closed-lost opportunities are lost for reasons that can change: budget, timing, and priorities. 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 Defining ABM as a Revenue Strategy: Aligning marketing, sales, and customer success around shared target accounts that reflect your best customers. Why ABM Programs Fail: How a lack of sales marketing alignment, measurement difficulties, and undefined ownership stall progress. The 4D Framework: Using Data (targets and triggers), Distribution (channels), Destination (content), and Direction (measurement) to build repeatable processes. Vertical Specific Playbooks: Reactivating deals by addressing industry changes—like tariffs or regulations—that impact your target accounts. Objection-Based Playbooks: Creating campaigns that directly address and diffuse reasons for saying no, such as pricing, missing features, or status quo. Persona-Based Playbooks: Identifying deal cycles where key decision makers were missing or single-threaded, and re-engaging with a multi-threaded approach. 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 Scrappy ABM Plan Template ABM in a Day Workshop Fathom HubSpot 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!
	How to Spot Churn Before a Customer Leaves (with Putney Cloos from Bombora) \| Ep. 255	26 févr. 2026	00:21:00
Mason Cosby connects with Putney Cloos, the Chief Marketing Officer at Bombora, to clarify exactly what intent data is and how revenue teams should use it. While many marketers view intent data strictly as a tool for sales prioritization, Putney argues that the use cases go much deeper. She explains the difference between first-party data collected from owned properties and third-party data gathered from across the web. 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 Defining intent data: Putney clarifies that intent is behavioral data showing when a company is actively researching a solution, distinct from static firmographic data. 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. 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. Reducing customer churn: How customer success teams use intent signals to spot when current clients start researching competitors before the renewal conversation happens. Informing the product roadmap: Using search behavior to identify unmet market needs or features that prospects are actively seeking. 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. Start simple: Putney's advice to pick one specific use case—like sales prioritization—and master it before adding complexity. ㅤ Resources Bombora 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!
	The Account Progression Model: From Awareness to Opportunity \| Ep. 254	23 févr. 2026	00:44:23
Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate. The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value. 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 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. The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity. Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months. ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing. AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution. Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts. ㅤ Resources Scrappy ABM Templates: Download the program planning templates mentioned in the episode. Scrappy ABM Newsletter: Sign up for unique content sent directly to your inbox. Scrappy ABM: Visit for more ABM tips and strategies. 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!
	The Simple Paid Ads Playbook That Fueled 5 Years of Growth (with Tony Bradberry from Grey Matter) \| Ep. 253	19 févr. 2026	00:18:50
Most marketers follow a strict rule: never send paid traffic to a homepage. Tony Bradberry and the team at Grey Matter break that rule every day. Tony joins Mason Cosby to explain how a "problem-centric" homepage can actually outperform specific landing pages when the messaging is right. He argues that if your core message resonates with the buyer's problem, the homepage should be the best place to start. 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 Why Grey Matter sends paid ad traffic directly to their homepage instead of niche landing pages. The difference between transactional messaging and problem-centric messaging in B2B. How to use an "Intelligent Dossier" to automate account research and create buyer battle cards. Creating dynamic landing pages that automatically adapt content based on the viewer's persona (e.g., CEO vs. CFO). Integrating AI tools like HeyGen to scale personalized video outreach without losing authenticity. The importance of running high-intent search and ABM programs in parallel rather than choosing one over the other. Why data quality is the single most important factor when using AI to generate content. ㅤ Resources Mentioned Grey Matter Grey Matter Messaging Audit Tool Scrappy ABM 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!
	Why You Don't Need New Tech to Start ABM (Live Session with Dreamdata) \| Ep. 252	16 févr. 2026	00:56:19
Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, and the program gets cut. 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 Why buying technology first creates a false sense of progress and wastes the initial grace window given by leadership. The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement. Moving from the overwhelming idea of "I don't have an ABM program" to identifying specific problems to solve. The Account Progression Model: A framework for moving accounts from awareness to opportunity using intentional programming at every stage. The 4D Framework for activation playbooks: Data, Distribution, Destination, and Direction. A practical event playbook: Using data to target attendees and local accounts before, during, and after an event. Using a referral program as an ABM tactic: Offering a 2% discount in exchange for introductions to specific prospects on a target list. 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 Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com Connect with Mason: Mason Cosby on LinkedIn Dreamdata: Dreamdata.io Attributed Podcast: Attributed - A podcast by Dreamdata 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!
	How to ABM-ify Customer Expansion After an Acquisition (with Kris Rudeegraap from Sendoso) \| Ep. 251	12 févr. 2026	00:24:29
Sendoso has solidified its position as a leader in the direct mail space by acquiring competitors like Alyce and Postal. But acquiring a company is only the first step. The real challenge is retaining those customers and expanding the relationship. Host Mason Cosby sits down with Kris Rudeegraap, Co-CEO of Sendoso, to discuss the specific playbook they used to merge three platforms into one without alienating their user base. 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 The First Step in Acquisition: Why unifying data sources and establishing a single CRM source of truth must happen before any sales outreach. Relationship First, Sales Second: How Sendoso used office hours, LinkedIn messages, and VIP warehouse tours to welcome new customers before discussing contracts. The Power of Certification: Kris Rudeegraap shares data showing that certified customers increased their spend on the platform by over 70%. Patient Migration Timelines: The strategic decision to keep the Alyce platform running for two years to allow customers to self-select when to switch. Leveraging Job Changes: How the team tracks users across Sendoso, Alyce, and Postal who move to new companies to drive new business. 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. Measuring Success: Why metrics like EBITDA, margin improvement, and employee Net Promoter Score (eNPS) are just as critical as revenue retention. ㅤ Resources Sendoso - The leading Sending Platform for revenue teams. Email Kris Rudeegraap - Connect directly with Kris. 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!
	The BAMFAM Method: Book A Meeting From A Meeting \| Ep. 250	09 févr. 2026	00:11:38
Most companies treat events as a logo parade or a chance to walk the floor, relying on hope, dreams, and prayers to scan badges and make money later. Mason Cosby argues that if your event is not ROI positive before your plane takes off, you are doing events wrong. Events should be viewed as a relationship accelerator for existing connections rather than a place to blindly hope for new ones. 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 The four core sections of an event strategy: A breakdown of pre-event, during the event, follow-up, and speaking sessions. Identifying attendees early: Using past event lists, event apps, social media hashtags, and location filters on LinkedIn to find people before the conference starts. Strategic meeting scheduling: How to book meetings around relevant agenda sessions and find people actively seeking solutions to specific problems. The BAMFAM rule: Why you must "Book A Meeting From A Meeting" to ensure sales cycles continue moving after the event ends. 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. The "Free Consultant" approach: How Mason uses speaking opportunities to offer help without selling, while directing immediate buyers to the sales team. 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 Scrappy ABM Newsletter: Get actionable tactical playbooks delivered to your inbox. Scrappy ABM: Visit for more ABM tips and strategies. 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!
	Marketing to Sellers Before Customers (with Gillian Hinkle) \| Ep. 249	05 févr. 2026	00:30:38
Mason Cosby sits down with Gillian Hinkle to discuss the complexities of marketing within a portfolio company. When an organization moves from a single product to a suite of services, marketers often struggle to build intentional sequencing. Gillian shares her approach to identifying customer behaviors and mapping the overlap between different buying committees. 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 Using behavioral data to identify which customers are ready for expansion products. How to map the overlap between different buying groups—like marketing buyers versus data buyers—in a portfolio company. Why you must understand sales compensation before asking account managers to sell a new product. The strategy of "marketing to sellers" first: using enablement sessions to test if an offer is right for the current market. Protecting customer relationships by excluding unqualified accounts and validating pain points with product teams. Using Slack channels and lists to manage program execution and track internal engagement. The importance of reporting "small measures" and observable behaviors when revenue data is not yet available. ㅤ Resources Heroku: A cloud platform as a service (PaaS) supporting several programming languages. Slack: The primary communication tool Gillian uses for program management. Connect with Gillian Hinkle 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!
	Why Your Direct Mail Gets Thrown Away \| Ep. 248	02 févr. 2026	00:10:43
If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox. 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 The problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash. The "Delightful Interruption": How to provide context and excitement when a prospect opens a package. Avoiding the bidding war: Why the mailbox offers less competition than social media feeds. Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals. The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory. Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends. The swag rule: Why you should offer your branded gear as an option rather than the default gift. Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival. ㅤ Resources Scrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here. Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata. Visit for more ABM tips and strategies 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!
	Why You Should Not Build Net-New Content for ABM (with Hannah Forson from BambooHR) \| Ep. 247	29 janv. 2026	00:27:01
BambooHR built a massive brand on inbound marketing for small businesses. As the company looks to move upmarket to target larger, growing organizations, its strategy must evolve to cut through the noise. Hannah Forson joins Mason Cosby to explain how she layers account-based strategies on top of an existing inbound engine without bringing the bank. 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 Defining the audience through data: How to use historical closed-won opportunities to identify the right company size and industry "sweet spots." The decision committee breakdown: Why finance professionals need a different message than HR leaders and how to prepare sales teams for those conversations. Collaborating with channel managers: Specific ways to run ABM campaigns on paid social without ruining a channel manager's core metrics or CPMs. 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. Managing timeline expectations: Dealing with executive pressure when targeted deals take twice as long to close as transactional inbound leads. Quality over quantity: Shifting focus from volume of form fills to capturing the right accounts that stick around longer. Storytelling for buy-in: How to use individual deal journeys to prove the value of ABM to leadership and individual contributors. ㅤ Resources BambooHR 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!
	Lead gen is killing your B2B Marketing \| Ep. 246	26 janv. 2026	00:06:22
"Where are all of my leads?" If you are a B2B marketer, you have likely heard this question at least twice today. Continuing to focus on lead generation might cost you your job. In this episode of Scrappy ABM, Mason Cosby explains why the lead gen model is broken for B2B and offers a better path forward. 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 The disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails. Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline. The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource. Efficiency of spend: Understanding why a sub-10% lead-to-opportunity conversion rate means you are wasting 90% of your budget. Damaging the brand: How aggressive lead gen tactics annoy potential buyers who are not ready to purchase. Building a target list: Practical steps to move from a generic Ideal Customer Profile (ICP) to a specific list of accounts. 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 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!
	Connect LinkedIn Ads Data with your CRM Data (with Adam Holmgren from Fibbler) \| Ep. 245	22 janv. 2026	00:19:14
Mason Cosby sits down with Adam Holmgren, CEO and co-founder of Fibbler, to talk about a gap in the market around LinkedIn advertising: what happens when “people don’t click on ads,” and “we continue to… measure them for clicks.” 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 Why LinkedIn ads can be “more of a brand awareness channel,” and why “measure them for clicks… just doesn’t make sense.” “Connect LinkedIn ads data with your CRM data” to show influence, even if people don’t click on a freaking ad.” “Influence pipeline” and “influence revenue”: giving exec teams “indications” and “tangible things” like “these are the deals.” Sending impressions, engagements, and clicks into HubSpot or Salesforce weekly so marketers can build reporting “on their own.” Account prioritization and account scoring: combining ad engagement with “website data” and other inputs to trigger sales tasks Signals for sales and outbound: “These companies have engaged with us a lot in the last week… give a task for BDRs.” Clay as a destination for account-level ads data when you “want to have context” and figure out who to reach out to Title targeting, function targeting, and “super titles” that make the audience “shoot up… tens of thousands” Where teams get stuck: without “technical capability” or a “marketing ops resource,” they “will not see value.” ㅤ 🔗 Resources Mentioned Fibbler Adam Holmgren HubSpot Salesforce Clay LinkedIn ads LinkedIn’s API 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!
	Stop Scaling ABM. Start Stacking Signals \| Ep. 244	19 janv. 2026	00:30:50
If you tried to demo every marketing tool available today for one hour each, it would take you 7.7 years to get through them all. Yet when companies decide to launch an Account-Based Marketing (ABM) program, the first step is almost always to buy a new platform. 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 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. 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. 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. 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. 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: Awareness: Do they know we exist? Initial Engagement: Are they interacting with problem-aware content? Meaningful Engagement: Are they spending significant time with solution-aware content (e.g., a 7-hour workshop or deep-dive webinar)? MQA (Converting Touch): Have they visited high-intent pages (pricing, demo)? 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: Data: Who are we targeting, and what is the trigger? (e.g., "Target accounts" + "Visited website"). Distribution: How does the message get to them? (e.g., LinkedIn Ads, Cold Email). Destination: Where are we sending them? (e.g., A specific case study or podcast episode). 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 Download the Account Progression Model Template Scrappy ABM Workshop Connect with Mason Cosby on LinkedIn
	Podcasting as an Account Based Play to Reach a Super Hard Niche Audience (with Kathleen Booth) \| Ep. 243	15 janv. 2026	00:22:49
The challenge: selling to a "tight-knit" and "insular" group of ad operations leaders who already have solutions and rarely talk to vendors. Kathleen Booth explains how she broke through this "fortress" audience at clean.io by launching a podcast focused entirely on the buyer's career journey. 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 Facing a "difficult go-to-market scenario" where the audience was niche and "everyone knew everyone." Creating Ad Ops All Stars as "persona research in the form of a podcast" to spotlight the buyer's career Overcoming the "expertise myth": being curious and asking good questions instead of trying to be the subject matter expert The "thread" for finding guests: starting with community leaders and asking "who else" should be interviewed at the end of every call Turning interviews into relationships with a "thank you" package containing a branded baseball jersey and a handwritten note The dinner strategy: splitting the guest list 50/50 between happy customers and podcast guests so customers do the selling Focusing on the "habit" of consistency rather than high production value - using tools like Upwork and Canva to keep it scrappy ㅤ 🔗 Resources Mentioned Scrappy ABM Mason Cosby on LinkedIn Kathleen Booth on LinkedIn Pavilion clean.io (Kathleen's previous company) Ad Ops All Stars (Kathleen's podcast) Canva (Kathleen: "designed graphics in Canva") Upwork (Kathleen: "used Upwork for video clips") 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!
	Why build a podcast? (with Trina Schaetz from Project Insight) \| Ep. 242	14 janv. 2026	00:22:44
Hello and welcome to Scrappy ABM—this is your host, Mason Cosby—and today Mason is joined by Trina Schaetz from Project Insight. Brand reach, brand recognition, and “getting something that differentiated us from other software tools” show up fast, along with a show name that makes it hard to say no: Wear Your Cape to Work. 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 “Why build a podcast?”: brand reach, brand recognition, and “something that differentiated us from other software tools” The story behind “Wear Your Cape to Work” and project managers as “the superheroes of their organizations” Sending guests a “Wear your Cape to Work mug” with a “superhero avatar of themselves” Getting guests from “genuine conversations” at a large organizational conference—customers, prospects, and people you “maybe would never sell our product to” Using LinkedIn when someone “liked something we were doing” or is “connected to someone who we know” Structuring episodes with a “wish list,” boundaries, and a “five or 15” minute prep call so guests don’t “overthink the answers” Internal buy-in: co-hosting with the CEO and business development director, plus “thought leadership role” Revenue and pipeline: “thought leadership and brand awareness,” a “long play,” and when “cold calling now becomes warm calling” ㅤ🔗 Resources Mentioned Trina Schaetz on LinkedIn Project Insight Wear Your Cape to Work LinkedIn A large organizational conference NASA A credit union “across your entire country” Universal Studios John Wayne International Airport Fairlife milk The Proximity Principle StreamYard script Buzzsprout Canva 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!
	$17M in 2 Years Through Account-Based Podcasting \| Ep. 241	12 janv. 2026	00:58:21
Host Mason Cosby from Scrappy ABM walks through how account-based podcasting can drive real revenue instead of chasing downloads or trying to become the next Joe Rogan. Alongside Joseph Lewin, head of podcast strategy at Scrappy ABM, they share how a focused, guest-first show generated millions in sourced pipeline, closed revenue, speaking engagements, and long-term relationships. 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 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? 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. 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. 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. Why unclear goals, inconsistent publishing, and poor promotional strategy cause most podcasts to fail—and how simple structure and consistency beat “secret hidden magic.” 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. 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. 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. 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. 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. 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 Scrappy ABM – Account-based marketing, demand generation, podcasting, and social content strategy. Scrappy ABM Podcast – Over 200 interviews on account-based podcasts and revenue marketing. Scrappy ABM Case Studies – Revenue-driving ABM programs and podcast results: https://scrappyabm.com/case-studies Scrappy ABM Contact – Explore Activation Plays, ABM Pilot Programs, and Account-Based Podcasts: https://scrappyabm.com/contact Mason Cosby on LinkedIn – Host of Scrappy ABM and CEO and founder of Scrappy ABM. Joseph Lewin on LinkedIn – Head of podcast strategy at Scrappy ABM. Streamyard, Riverside, Descript, Zencastr, and Captivate – Recording, editing, and podcast hosting tools referenced in the launch process. Canva – For simple show graphics and launch assets. LinkedIn, LinkedIn Sales Navigator, LinkedIn Newsletter – For guest outreach, content distribution, and audience growth. ChatGPT and Gemini 3 Pro – For show prep, question sets, and show note creation from transcripts. Mal Pod – Pay-per-subscriber podcast growth partner used by many top shows. Inbound – Event stage used to promote shows like “Do This, Not That” with Jay. Shows mentioned as examples: “Do This, Not That,” “Sales Through Social.” Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM.
	“Start small and test, test, test.” (with Raymon David from LG) \| Ep. 240	08 janv. 2026	00:30:00
“There is no one answer. You have to start small and test, test, test.” On Scrappy ABM, Mason Cosby sits down with Raymon David to talk about what it looks like to build ABM inside “very large, primarily B2C manufacturing” brands—running B2B ABM while educating internally on how even to build 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 “There is no one answer”: start small and test, test, test The shift from lead generation expectations to accounts versus people (“companies convert”) B2B manufacturing reality: contact us forms, spec sheets, product sheets, video, and trade show scans The “interesting dichotomy” of Fortune 500 end users and SMB/mid-market buying groups Two buckets: accounts that are in market vs named account lists (and why both matter) Building a simple pyramid structure: tier one, tier two, tier three—then funding tactics you can’t “do it all” “ABM is just a combination of different marketing channels coming together,” and an integrated approach Measuring beyond immediate conversion: awareness, relationships, engagement, what happens after they land Failures as “lessons learned”: examine channel, activation, messaging—don’t just call it a failure A trade show example: the press the red button / spin the wheel game, scanning tech, and “teachers are so competitive” ㅤ 🔗 Resources Mentioned LinkedIn (find Raymon and connect) StoryBrand (mentioned for messaging) B2B MX (where Raymon and Mason met) Excel and PowerPoint (as ways to tell the “visual story”) 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!
	Celebrate Your Customers: We Submitted Our Prospects for Awards (with Jeni Bishop) \| Ep. 239	07 janv. 2026	00:17:08
On Scrappy ABM, Mason Cosby shares a “so simple and it seems so impactful” playbook with Jeni Bishop from Cordial: literally celebrating your customers by submitting customers and prospects for awards. It started with customers and “innovation awards,” then moved to prospects through an event award program—because “it’s an incredible touch point.” The nomination email creates a joyous moment: “Congratulations, you’ve been nominated,” followed by a chance to reach out, congratulate them, and “send them a gift… a direct mail… a bottle of champagne… or a card.” The results show up as touchpoints, “brand affinity,” “brand advocates,” and “brand exposure”—while the advice remains clear: start small, keep a calendar, and prioritize “quality over quantity.” 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!
	No surprises: show up fully briefed and make it a shared responsibility (with Rebecca (Bogler) Grimes from SheerID) \| Ep. 238	05 janv. 2026	00:24:49
“No surprises” is the way teams need to operate—because alignment is tough when teams have different incentives, objectives, and motivations. On Scrappy ABM, Mason Cosby is joined by Rebecca (Bogler) Grimes, the CRO of SheerID, to talk through tips, tricks, and pieces of advice for creating the same experience from inbound to the selling cycle, implementation handoff, and into retention and growth strategies that straddle teams. 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 Creating a seamless handoff process from inbound lead → selling cycle → implementation handoff → retention and growth strategies Being more intentional about documenting conversations, preparing before meetings, and keeping conversations forward-looking Using Gong and AI features to catch up on what’s been discussed and identify “yellow lights” Setting the expectation that you can visibly see where things are—so there’s no “catch me up on where things are” moment Building a playbook with a clear delineation of ownership, plus warm introductions with onboarding and CSMs Operating with no surprises, using inspection by leadership and exception reports (meeting notes, next steps, timeline shifts) Embracing a performance management culture with objectives and key results, an OKR framework, and an org-wide scorecard Having a hypothesis for ABM success criteria beyond a singular metric—and being agile with check-ins, signals, and pivots ㅤ 🔗 Resources Mentioned Gong (AI features to help catch you up on conversations; “yellow lights”) Slack (how teams stay connected; call people in to support) Salesforce (“if it didn’t happen in Salesforce, it didn’t happen”) ClickUp, HubSpot, Asana (tools referenced for keeping work and documentation visible) Radical Candor Measuring What Matters ShopTalk (referenced as a big event example) LinkedIn (where Rebecca points people to find her) 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!
	Events as a Primary Conversion Channel for Enterprise Retailers (with Payton Christopher from Delivery Solutions) \| Ep. 237	18 déc. 2025	00:30:43
On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social. 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!
	Can We Still Tell It’s Your Brand Without the Logo (with Jeni Bishop) \| Ep. 236	17 déc. 2025	00:17:24
Account-based marketing teams want every interaction to build trust, not erode it. On Scrappy ABM, host Mason Cosby sits down with Jeni Bishop to focus on brand and design within ABM programs, rather than just talking about awareness. Jeni shares why every interaction is a touchpoint that either builds trust over time or breaks it when you show up differently each time. 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!
	LIST-based advertising 👉 100% match rates \| Ep. 235	15 déc. 2025	00:08:03
Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn’t nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after. 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!

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