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In this episode we interview Mason Cosby, founder of Scrappy ABM and host of the Scrappy ABM podcast. Mason brings years of experience and over 300 podcast episodes focused on Account-Based Marketing (ABM) to this energetic and insight-packed conversation.
What you'll learn in this episode:
- Why 50% of ABM messaging should be universal—and the other 50% deeply personalized
- The real role of content in a high-performing ABM program
- How to define buyer journey stages using tangible behaviors and real engagement signals
- The “4D Framework” for aligning sales and marketing: Data, Distribution, Destination, Direction
- How to enable sales with smart content, contextual messaging, and battle-tested templates
- What first-party engagement can tell you that third-party intent data never will
- Why “awareness” isn't a feeling—it’s a trackable milestone
- How to revive deals stuck in limbo with a meaningful re-engagement strategy
