Shows
Scrappy ABMWhy Ethical Selling and Niching Down Drive Scalable Growth | Ep. 194Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to replace bad clients with high-value partnerships, increase lifetime value, and build a predictable pipeline without adding unnecessary expenses or headcount.2025-08-1154 minScrappy ABMScaling Revenue with Agentic AI and ABM (with Wendy White) | Ep. 193Scrappy ABM brings practical playbooks that don’t break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what’s working, what’s not, and how Daxko uses AI as a partner rather than a replacement. She details practical workflows that blend automation with human oversight to protect brand voice, improve lead qualit...2025-08-0720 minScrappy ABMStop Asking for Meetings Too Soon: ABM Lessons That Actually Work | Ep. 192Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work.This conversation unpacks how to narrow focus in global markets, identify the right accounts to pursue, and avoid overengineering your strategy. Amanda reveals how segmentation drives success, why starting with existing content accelerates results, and how aligning metrics to progression stages keeps programs on track. They also discuss...2025-08-0418 minScrappy ABMStop Sending the Same Email: Match Content to Buyer Stage Instead (with Trevor Grimes) | Ep. 190ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model.From understanding what qualifies as meaningful engagement to identifying content gaps through a simple audit, Trevor and Mason break down the nuances of building targeted assets that serve a clear purpose. Whether you're sending emails, building product pages, or prepping for your next webinar, this epis...2025-07-2823 minScrappy ABMThe Booth Hack That Hit Meeting Quotas on Day One (with Brandon Redlinger) | Ep. 189What if a few LinkedIn headshots and some paint sticks could generate more qualified meetings than a six-figure ABM platform? On this episode of Scrappy ABM, host Mason Cosby welcomes Brandon Redlinger, a seasoned ABM leader and co-founder of The Forge, to break down a low-cost, high-yield play executed during Forrester’s Summit.The campaign—built around a simple idea called Find Your Face—used printed cutouts of buyers’ faces to turn booth traffic into booked meetings. And it worked so well, the team ran out of faces on Day One.Bra...2025-07-2423 minScrappy ABMWhy 80% of ABM Programs Fail—And How to Avoid It | Ep. 188What if your ABM program is failing before it even starts?In this special repurposed episode of Scrappy ABM, Mason Cosby shares his guest appearance on the ForgeX Files podcast to break down the five most common reasons ABM programs crash and burn. From leadership indifference to unrealistic targeting, Mason lays out why most pilots never get off the ground—and how to fix them.This conversation strips away the fluff and gets real about the operational and strategic gaps that sabotage ABM efforts. Whether you’re managing a pilo...2025-07-2129 minScrappy ABMGet a Fully Built ABM Strategy in One DayFor the first time ever, the team at Scrappy ABM is giving away their entire account-based marketing strategy development process — step by step — in a free six-and-a-half-hour workshop on August 7. In this mini-episode, host Mason Cosby shares why this is the clearest, most structured way to walk away with a fully mapped-out ABM strategy that you can start executing the very next day.If you've been stuck for months, unsure how to get sales fully bought in or how to work within your current tech stack and budget, this session is designed to solve exac...2025-07-1802 minScrappy ABMHow a Solo Marketer Built 80% of Pipeline With ABM and Zero Ads (with Adam O’Brien from Stackpack) | Ep. 187What happens when you're a solo marketer in a red ocean—no budget, crowded market, and limited differentiation? If you're Adam O’Brien, you go scrappy and win. On this episode of Scrappy ABM, host Mason Cosby sits down with Adam to unpack how he prioritized accounts, activated a lean channel mix, and built a brand in real time—all while leading marketing solo at a nonprofit-focused SaaS company.From hijacking trade show audiences to building GPT-powered microsites, Adam shares how marketing created 80% of pipeline despite not sponsoring events, skipping ads, and selling in a high...2025-07-1719 minScrappy ABMIt’s All Your Fault — And That’s Good News | Ep. 186When revenue goals get missed, teams scramble to assign blame — usually across departmental lines. That’s why this episode of Scrappy ABM hosted by Mason Cosby was titled “It’s All Your Fault.” But instead of finger-pointing, this panel unpacks why taking ownership — not blame — is the key to alignment and performance.In this expert panel, Laura Erdem of Dreamdata, Sarah Sehgal of OpenSesame, and Kacyn Goranson of BetterUp share firsthand challenges of marketing attribution, compensation models, and what alignment really looks like in high-growth B2B companies. The episode explores how misaligned incentives, unclear defini...2025-07-1453 minScrappy ABM“We Built It for Us—and It Took Over an Industry” (with Brad Parker from FormPiper) | Ep. 185ABM isn’t about guessing—it’s about doubling down on the best customers you already know. In this episode of Scrappy ABM, host Mason Cosby sits down with Brad Parker, founder and CEO of FormPiper, to explore how solving one specific pain in his own retail business led to dominating an entire vertical.Brad shares how “being a yes company” reshaped his approach to consumer financing, why his ICP was “literally me,” and how that hyper-focus enabled FormPiper to scale across furniture, jewelry, auto, and medical. From 90-day sprint cycles to hard lessons in vertical ad...2025-07-1023 minScrappy ABMAll the Reasons Your ABM Program Will Fail—And Why That’s a Good Thing | Ep. 184On this episode of Scrappy ABM, you’ll hear Mason Cosby on Scale Your Sales with Janice B. Gordon, where he shares a brutally honest take on what causes most ABM programs to fail—and why that failure is the right place to start. From sales comp misalignment to over-engineered target lists, Mason breaks down why focusing on fewer, better-fit customers creates more momentum and less churn.Mason also offers specific, repeatable plays: how to track champions who leave your client companies, how to earn 15+ referrals per quarter with a single list, and why gett...2025-07-0727 minScrappy ABMHow to Launch a One-to-One ABM Pilot in Just Four Weeks (with Alexander Goodwin from Fingerprint) | Ep. 183Scrappy ABM host Mason Cosby welcomes Alexander Goodwin, Director of Demand Generation at Fingerprint, to unpack the early success of his one-to-one ABM pilot. Within just a few months—and a fast, scrappy launch—Alex was able to generate early wins, create sales alignment, and secure executive buy-in for a scaled version two of the program.Alexander shares how starting with a small cohort of 20 high-profit, previously engaged accounts made it easier to prove quick value. He also breaks down his simple segmentation model, how he templated landing pages in HubSpot, and how embedding rep...2025-07-0324 minScrappy ABMWhy Your Show Hasn’t Launched Yet—And How to Fix It in 30 Days | Ep. 182Scrappy ABM host Mason Cosby sits down with Joseph Lewin, Head of Podcast Strategy at Scrappy ABM, for a tactical breakdown of launching a revenue-generating show in just 30 days. If you’ve ever stalled on getting a podcast off the ground—or struggled to prove its value—this episode delivers an exact playbook.Joseph Lewin shares why podcasting is the most effective networking and sales tool that’s hiding in plain sight. By focusing on speed-to-launch, identifying high-value guests, and using cold outreach that actually converts, Joseph has completely reshaped how Scrappy ABM gets client s...2025-06-3019 minScrappy ABMWhy Personalization Beats Spray-and-Pray Every Time (with Lorena Garcia from FranConnect) | Ep. 181Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practi...2025-06-2628 minScrappy ABMThe One-Page Blueprint for Building a Scrappy ABM Program | Ep. 180Building an ABM engine isn’t about throwing more tools at the problem—it’s about clarity, alignment, and commitment. In this repurposed episode of Scrappy ABM, Mason Cosby joins Jorge Soto on The GTM Pack Podcast to break down the essential systems behind ABM that actually works. Mason, founder of Scrappy ABM, shares why most teams are closer to launch than they realize—and how two frameworks, the Account Progression Model and the Four D Framework, can take you the rest of the way.You’ll hear how to gauge if ABM is right for...2025-06-2327 minScrappy ABMHow Brandon Salisbury Drove 456% Pipeline Growth at Tilt | Ep. 179Practical, measurable growth—Brandon Salisbury joins Mason Cosby on Scrappy ABM to share the framework behind a 456% pipeline increase and 255% revenue growth at Tilt. This episode is for marketers and revenue leaders who want actionable steps, not just theory.Hear how Brandon Salisbury broke down historical data to identify segments with true product-market fit, shifted messaging from generic ROI to sharp, outcome-based content, and partnered closely with sales to make every campaign count. Brandon goes deep on targeting, channel mix, content strategy, and the lessons learned from RFIs, Gong transcripts, and buying committee insights. Wh...2025-06-1923 minScrappy ABMAre We Really Aligned? Why Visualizing Strategy Beats Talking About It (with Christina Bottis and Chris Geraci from Mural) | Ep. 178Visualizing alignment is more than a buzzword—it’s a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they’re “100% on the same page.”Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, wh...2025-06-1651 minScrappy ABMMatching Content to Every Stage: Why It’s Not About Spam | Ep. 176Scrappy ABM and Content Amplified join forces as Mason Cosby, host of Scrappy ABM, takes the guest seat on Benjamin Ard’s show. Mason shares his journey from launching The Marketing Ladder to building Scrappy ABM, a resource now featuring over 140 episodes focused on creating an account-based marketing program.Listeners get a behind-the-scenes look at why Mason believes great content makes life better for customers, sales, and customer success. He breaks down the reality of account-based marketing—explaining why “just running sales sequences” isn’t ABM, how to recognize buyer stages, and what actually moves acco...2025-06-0918 minScrappy ABMThe ABM Cheat Code: ICP, Intent, and Iteration (with Christopher Collier from EHS Insight) | Ep. 175Most ABM teams make one fatal mistake: they treat the strategy like it’s “set it and forget it.” But as Scrappy ABM host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and chan...2025-06-0530 minScrappy ABMWhy Most ABM Fails (And What to Do Instead) | Ep. 174Can you really run an effective ABM program without a six-figure budget? In this special re-release on Scrappy ABM, host Mason Cosby joins The Content Cocktail Hour to debunk the most common myths about account-based marketing—and share how Scrappy ABM generated $3 million in revenue using little more than a podcast, LinkedIn, and clear strategy.In conversation with Jonathan Gandolf, Mason breaks down what separates “good marketing” from true ABM, the real reasons most programs fail, and why success has less to do with tooling and more to do with internal alignment. They also explor...2025-06-0228 minScrappy ABMWhy Your LinkedIn Outreach Isn’t Getting Responses—and What to Do Instead (with Morgan J Ingram from AMP Creative) | Ep. 173Scrappy ABM is back with an unfiltered masterclass on social selling, featuring Morgan J Ingram—Founder and CEO of AMP Creative. Host Mason Cosby walks through Morgan’s five-part framework for building pipeline and engaging decision-makers using LinkedIn, based on real-world outbound experience and data-backed tactics.From mapping executive buyers and influencers with Sales Navigator to sending blank connection requests that outperform personalization, Morgan breaks down why traditional outreach is falling flat—and what to do instead. Learn how to avoid wasted hours, turn DMs into booked meetings, and design content that reaches even the mo...2025-05-2926 minScrappy ABMCrawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you...2025-05-2636 minScrappy ABMEp. 171 - How a Small Team Generated $3.5M in Pipeline in 2 QuartersIn this episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.👤 Guest BioDavid Chase is the Chief Marketing Officer at Workboard, where he rose through the ranks from Director of Product Marketing to CMO in just four years. He’s passionate about building effective, scalable demand generation programs grounded in customer insight and strategic execution.Connect with David on LinkedIn2025-05-2236 minScrappy ABMEp. 170 - Lost on Where to Start with ABM?In this episode of Scrappy ABM, Mason Cosby shares a special session pulled from a recent webinar. It’s a hands-on, highly tactical walkthrough of how to launch a closed lost ABM program—with real playbooks, tested frameworks, and a focus on what’s actually changed since the opportunity was marked “closed lost.”Mason lays out why these lost opportunities are your highest-potential revenue channel: you’ve already spent money to acquire them, you’ve built real relationships, and your sales team wanted to win them. Now it’s time to resurrect that pipeline—fast and scrappy...2025-05-1953 minScrappy ABMEp. 168 - From Awareness to Action: Fixing the Missing Middle in Your ABM FunnelIn this episode of Scrappy ABM, host Mason Cosby breaks down an ABM program submitted by a newsletter subscriber named Melissa, focused on brand tracking services for banks and health insurers. Mason analyzes the current funnel strategy and offers scrappy, actionable tweaks to drive deeper engagement and move stuck accounts forward.Best Moments:(00:33) Breaking down Melissa’s ABM program targeting banks and health insurers(01:00) Ideal customer profile: $1B–$20B financial and healthcare institutions(01:14) How brand resilience tracking fits into a strategic ABM motion(01:41) Review of current tact...2025-05-1209 minScrappy ABMEp. 166 - ORTHO-ABM Playbook! Tactics to Land 10 Meetings/Month with 24/7 Chat for Practices 💬In this episode of Scrappy ABM, host Mason Cosby dissects newsletter reader Joe’s challenge: selling a 24/7 chat-service product to growth-minded operators at independent orthopedic practices—on a scrappy budget. Mason lays out a step-by-step ABM playbook, from pinpointing buying triggers to launching a niche podcast that doubles as a pipeline engine.Best Moments:(00:32) Introduction to Joe’s ABM hurdle—independent orthopedic practices(01:35) Setting realistic conversion expectations & timeframes(02:08) Budget-cycle insights and buying trends in indie practices(03:03) Identifying the trigger point when practices need 24/7 chat(03:58) Finding...2025-05-0509 minScrappy ABMEp. 163 - Get Specific With Your ABM! Practical Tips for Retail Signage & Graphics Target AccountsIn this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.Best Moments:(01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business(01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition(02:24) Why narrowing down from “retail brands” to specific store types is crucia...2025-04-2408 minScrappy ABMEp. 161 - AI Governance ABM Playbook! “One Geo, One Industry” ApproachIn this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.Best Moments:(00:32) Introduction to Jimmy's ABM playbook submission(00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue(01:37) Mason’s first recommendation: Focus on one geo and one industry at a time(04:05) Strategy for targeting companies with AI governance programs through event pa...2025-04-1708 minScrappy ABMEp. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging SolutionsIn this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.Best Moments:(00:32) Introduction to Melissa's specific account-based marketing challenge(01:28) Addressing potential data silo issues in large organizations(01:48) Overcoming sales compensation challenges for cross-selling(02:16) Implementing spiff...2025-04-1410 minScrappy ABMEp. 158 - ABM Audit: Draw the Line- How Great ABM Starts With Strong DifferentiationIn this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators.Best Moments:(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space(01:19) The importance of leveraging FedRAMP authorization as a market differentiator(02:11) Developing an "onlyness statement" based on unique value propositions(02:39) How to identify your true differentiators by asking...2025-04-0708 minScrappy ABMEp. 157 - ABM Audit: Focus Your ICP to Drive ConversionsIn this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users.Best Moments:(00:32) Introduction to the ABM program breakdown format based on listener submissions(00:47) Overview of Lacey's submission: ICP, product, and goals(01:17) Critique that the current ICP isn't specific enough for effective ABM(02:34) Need to narrow down company size focus...2025-04-0308 minScrappy ABMEP. 156 - Target Managers And Directors To Increase ConversionsIn this episode of Scrappy ABM, host Mason Cosby breaks down an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn.Best Moments:(00:31) Introduction to the playbook breakdown format for ABM strategies(00:49) Overview of Lance's specific situation targeting enterprise insurance companies(01:21) Why Mason's first ABM program failed by targeting CEOs directly(01:57) Strategy of targeting manager and director levels instead of C-suite...2025-03-3108 minScrappy ABMEP. 155 - Association Plays And Niche Podcasts: ABM on a BudgetIn this episode of Scrappy ABM, host Mason Cosby breaks down a specific ABM strategy for a listener named Seth who is targeting independent financial advisors with a new custodial platform. Mason provides practical, budget-friendly approaches to overcome the challenges of marketing to small business owners, with a particular focus on data sourcing and building awareness for a new market offering.Best Moments:(01:21) Introduction to Seth's scenario: targeting independent financial advisors with a custodial platform(01:57] Challenge of data sourcing for independent businesses and small business owners(03:07) Strategy #1: Leveraging...2025-03-2708 minScrappy ABMEP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing SuccessIn this episode of Scrappy ABM, host Mason Cosby invites Liam Moroney, CEO of Storybook Marketing, to explore the often-debated relationship between brand building and sales activation—especially within Account-Based Marketing (ABM). They dive into how brand awareness drives long-term success, the importance of measuring brand metrics effectively, and how to maintain a balance between quick wins and sustained growth.Best Moments:(00:32) Introduction to Liam Moroney and the episode’s focus(01:25) Popular marketing chart showing short-term sales activation vs. long-term brand building(03:00) Mason’s background in sales and market...2025-03-1356 minScrappy ABMEP. 150 - From ABM to ROI - Getting started and seeing results in 2025In this episode of Scrappy ABM, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) and provides practical advice for implementing successful ABM programs. He explores common pitfalls, the key roles involved, and strategies to get your ABM efforts off the ground—no fancy tech required.Best Moments:(01:38) Mason’s background in building ABM programs without specialized technology(03:10) Statistics on the effectiveness of successful ABM implementations(05:15) Definition of ABM as a B2B revenue strategy(08:53) Explanation of ideal client profile (ICP) and best-fit customers(1...2025-03-1045 minScrappy ABMEP. 149 - The Scrappy Path To ABM Success! Product-Market Fit, Target Accounts & GTM StrategiesIn this episode of Scrappy ABM, host Mason Cosby shares an interview from GTM Confessions, where he dives into product-market fit (PMF), account-based marketing (ABM), and go-to-market (GTM) strategies. Mason explores why PMF is essential for ABM, who needs to be involved in defining your ideal customer profile (ICP) and target account list, and how to balance immediate results with long-term marketing impact.Best Moments:(01:49) Defining product market fit(06:51) The importance of product market fit for ABM(09:13) Creating a target account list and involving the right people2025-03-0648 minScrappy ABMEP. 148 - Should You Hire Scrappy ABM?In this episode of Scrappy ABM, host Mason Cosby addresses a frequent listener question: Should you hire Scrappy ABM, and how? Mason offers a direct explanation of the company's services, ideal client profiles, and unique ABM enablement approach designed to help organizations launch effective programs and eventually graduate to self-sufficiency.Best Moments:(00:32) Introduction to the episode’s topic: hiring Scrappy ABM(01:39) Explanation of Scrappy ABM’s model as ABM enablement(02:40) Timeline for launching and executing ABM programs(03:25) Ideal client profile for Scrappy ABM services(04:20) Mini...2025-03-0310 minScrappy ABMEP. 146 - Who is ABM for?In this episode of Scrappy ABM, host Mason Cosby explores who Account-Based Marketing (ABM) is best suited for and the essential criteria companies should meet before launching an ABM program. Mason shares insights on sales team requirements, product-market fit, contract value thresholds, and more to help you determine if ABM is the right approach for your business.Best Moments:(00:00) Introduction to the episode’s topic: Who is ABM for?(01:05) ABM is primarily for B2B companies(01:37) The importance of having a dedicated sales team(03:32) Product-market fit an...2025-02-2412 minScrappy ABMEP. 145 - How to Build an ABM Strategy That Actually WorksIn this special Scrappy ABM episode, we’re rebroadcasting a conversation from the B2B Growth Blueprint podcast, where host Mark Osborne interviews Mason Cosby on practical Account-Based Marketing (ABM) strategies.📢 This episode was originally recorded for B2B Growth Blueprint, a podcast focused on scalable B2B strategies for early-stage SaaS, tech, and service firms.Best Moments:(00:32) Introduction to the rebroadcast episode(01:48) Mason’s career journey and experience in ABM(06:26) What is Account-Based Marketing (ABM)?(09:02) How to identify best-fit customers for ABM...2025-02-2032 minScrappy ABMEP. 144 - ABM Without the B2B SaaS GTM BSIn this episode of Scrappy ABM, host Mason Cosby joins Don't Be a SaaS hosts Adam O'Brien and Kate Campbell to discuss how B2B companies can implement Account-Based Marketing (ABM) without the hefty price tag. They break down actionable strategies, essential tech stacks, and what’s next for ABM in 2025 and beyond.📢 This episode is a repurposed conversation from the Don't Be a SaaS podcast, where Mason was a guest.Best Moments:(00:06) Introduction to Scrappy ABM and its focus on practical playbooks(04:06) The importance of es...2025-02-1742 minScrappy ABMEP. 142 - PLANNING & EXECUTING SCRAPPY ABM CAMPAIGNS! Aligning Sales & Marketing TeamsIn this episode of Scrappy ABM, host Mason Cosby dives into the steps for planning and executing a scrappy Account-Based Marketing (ABM) campaign. He shares insights on how to qualify whether ABM is the right fit for your organization, the importance of aligning sales and marketing teams, and strategies for measuring the success of your ABM efforts.Best Moments:(00:32) Introduction to the episode and its format(01:35) Mason's career background and expertise in ABM(03:53) Steps for planning a scrappy ABM campaign(04:58) Qualifications for implementing an ABM program2025-02-1028 minScrappy ABMEP. 141 - SALES & ABM ALIGNMENT: How to Win with Target Account Lists & Closed-Lost ProgramsIn this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, the official account executive of Scrappy ABM. They discuss the critical role of sales in ABM, how to strengthen marketing-sales alignment, and practical strategies for implementing a high-impact ABM program.Key Discussion Points:00:03:38 - The role of sales in an ABM program00:06:40 - Practical week-to-week relationship between marketing and sales00:10:53 - Importance of cross-functional collaboration in ABM00:14:07 - Developing an effective target account list00:16:18 - The value of focusing on closed-lost accounts2025-02-0618 minScrappy ABMEP. 137 - BUILDING A SUCCESSFUL ABM PROGRAM! Strategy, Frameworks & Breaking Down Big ProblemsIn this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach.Best Moments:(02:05) Introduction to Scrappy ABM and its rapid growth(04:15) Meeting clients where they are and delivering in the short term(06:11) Identifying reasons why ABM might fail in an organization(09:56) The account progression model and its se...2025-01-2340 minScrappy ABMEP. 136 - PODCASTING FOR ABM SUCCESS! 🎙️ Mason Cosby on Strategies & Metrics for Podcast ProgramsIn this episode of Scrappy ABM, host Mason Cosby dives into podcast strategies for Account-Based Marketing (ABM). He explores three podcast types—content engine, public figure, and account-based—and shares actionable insights on how to measure podcast success while creating an impactful strategy tailored to your niche.Best Moments:(02:05) Introduction to Account-Based Marketing (ABM)(07:24) Top reasons why podcast programs fail(10:14) Three types of podcasts: content engine, public figure, and account-based(16:47) Measuring success for content engine podcasts(22:41) Public figure podcasts and their benefits(25:55) Acco...2025-01-2047 minScrappy ABMEP. 135 - 2025 ABM TRENDS REVEALED! 🍾 Mason Cosby & Evan Cox on the Future of Account-Based MarketingIn this episode of Scrappy ABM, host Mason Cosby discusses the top trends in Account-Based Marketing (ABM) for 2025 and beyond with marketing director Evan Cox. They explore emerging strategies and key shifts shaping the ABM landscape.Best Moments:(01:12) Influencer marketing in B2B is on the rise(02:58) The increasing use of AI in ABM programs(04:23) ABM as a buzzword is decreasing, being replaced by GTM (Go-to-Market)(05:19) ABM programs are becoming more focused and less flashy(05:51) The future of ABM involves coordinated efforts between marketing...2025-01-1607 minScrappy ABMEP. 134 - RETHINKING ABM: Mason Cosby’s Game-Changing Approach to Growth 🚀In this special episode of Scrappy ABM, host Mason Cosby shares a rerelease of his guest appearance on The B2B Growth Blueprint podcast, hosted by Mark Osborne. Mason dives into his "scrappy" approach to account-based marketing (ABM) and explains why it’s more effective than traditional methods.Best Moments:(00:32) Introduction to the episode as a rerelease from another podcast(01:39) Overview of Mason Cosby's background and expertise(02:11) Definition of account-based marketing (ABM) and related terms(06:28) Importance of identifying the best-fit customers for ABM(11:49) Strategies fo...2025-01-1332 minScrappy ABMEP. 133 - ABM STRATEGY DEMYSTIFIED! 🚀 Why Account Lists Aren't the Answer 🎯 Mason Cosby Shares the 4D FrameworkIn this episode of Scrappy ABM, host Mason Cosby discusses why account targeting should not be the primary focus when building your first account-based marketing (ABM) program. Instead, he emphasizes the importance of focusing on the account progression model and activation playbook structure.Best Moments:(00:46) Why you shouldn't focus on accounts when building your first ABM program(00:57) The two main components of an ABM program: account progression model and activation playbook(01:24) Explanation of the 4D framework: data, distribution, destination, and direction(02:03) The importance of focusing on...2025-01-0909 minScrappy ABMEP. 131 - WHAT THE C-SUITE NEEDS TO KNOW! 🚀 5 ABM Insights for Leaders 🎯 Mason Cosby Unpacks Key StrategiesIn this episode of Scrappy ABM, host Mason Cosby discusses five key points that C-suite executives should understand about Account-Based Marketing (ABM). He provides insights on timelines, expectations, sales team challenges, leveraging existing resources, and the importance of leadership alignment in implementing successful ABM programs.Best Moments:(02:00) Realistic timelines and expectations for ABM results(03:19) Challenges of transitioning inbound AEs to outbound ABM roles(05:23) Overcoming the "lone wolf" sales mentality in ABM programs(07:04) Leveraging existing resources to start an ABM program(09:05) The crucial role of...2025-01-0212 minScrappy ABMEP. 126 - MASTER ABM STRATEGIES! 🚀 One-Page Programs & 4D Framework with Mason Cosby 🔥 Practical Tips for B2B SuccessIn this episode of Scrappy ABM, host Mason Cosby dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.Best Moments:(00:48) Overview of ABM and its components(01:39) The one-page ABM program exercise(03:09) Mason's background and company introduction(04:08) Definition and breakdown of ABM(07:37) Why ABM programs often fail(10:37) The importance of product-market fit in ABM(14:16) What sales teams want from marketing(20:25) Balancing brand...2024-12-1654 minScrappy ABMEP. 125 - Listen, Interpret & Engage Buyer SignalsIn this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.Key Discussion Points:(00:32) Introduction to the episode and its focus on building ABM programs(01:21) The importance of implementing information learned in the episode(03:24) Definition of ABM and the confusion surrounding...2024-12-1228 minScrappy ABMEP. 117 - Sell Big (ABM) and Sell Small (PLG) Are in Your ControlIn this special episode of Scrappy ABM, host Mason Cosby joins Tushar, Ashish, and Guraish on the Thrivecast podcast to discuss the differences between Product-Led Growth (PLG) and Account-Based Marketing (ABM) strategies for startups. They provide insights on how to effectively implement ABM, when to leverage PLG, and how combining both strategies can drive scalable growth.Best Moments:(00:06) Introduction to Scrappy ABM podcast(00:43) Guest introductions and backgrounds(02:35) Defining PLG and ABM(05:59) Considerations for early-stage startups choosing between PLG and ABM(19:22) The importance of identifying Ideal Customer Profiles (ICPs)(34:09) Steps to build a target...2024-11-1459 minScrappy ABMEP. 114 - Simplifying ABM Strategies with Dave GerhardtIn this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks.Best Moments:(01:17) Why ABM is a popular but challenging topic for marketers(05:59) Who should implement ABM strategies(09:41) Differences between ABM and pure play demand generation(15:10) The importance of personalized...2024-11-0442 minScrappy ABMEP. 112 - ABM Showdown: Marketing Revolution or Outdated Relic?In this special episode of Scrappy ABM, host Mason Cosby joins Morgan J. Ingram on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests Tyler Pleiss and Corrina Owens, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts.Best Moments:(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?(05:41) Defining Account-Based Marketing (ABM)(09:03) Do's and don'ts of ABM2024-10-281h 00Scrappy ABMEP. 109 - Social Selling Success Without Viral ContentIn this episode of The Social Selling Podcast, host Daniel Disney interviews Mason Cosby, host of Scrappy ABM, about his successful social selling strategies on LinkedIn. Mason shares how he has generated significant revenue without relying on viral content or a large following, focusing instead on consistent, meaningful engagement.Best Moments:(02:38) Mason's start on LinkedIn and initial failures(03:58) The importance of engaging with prospects' content(05:18) Balancing personal and professional content on LinkedIn(10:50) Mason's approach...2024-10-1727 minScrappy ABMEP. 106 - Scaling Signals, Not Effort: Mason Cosby's ABM StrategiesIn this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.Best Moments:(01:31) Mason introduces himself and his experience with ABM(02:33) The evolution of ABM since its buzzword days(04:11) Common challenges and pain points in modern ABM(08:25) How successful ABM programs contend with AI and self-service buying journeys(11:17) The concept of "stacking signals" instead of scaling ABM2024-10-0722 minScrappy ABMEP. 99 - How to Convert Podcast Guests Into CUSTOMERS | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby discusses strategies for turning podcast guests into customers, focusing on conversion-based playbooks specifically designed for account-based marketing (ABM). Mason shares actionable insights on leveraging podcast interviews as a way to build relationships and create sales opportunities.================================Best Moments:(01:16) Using podcasts to convert guests into customers through immediate, conversion-based strategies(01:53) Free consulting and peer-to-peer conversation models(02:22) How hosting podcasts can offer guests a preview of what...2024-09-1214 minScrappy ABMEP. 95 - Converting Podcast Guests Into Your BEST Customers & Partners | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth.Best Moments:(01:12) Exploring three podcast formats for guest conversion: expertise, story, and host-as-expert(01:38) The expertise format: showcasing guests’ thought leadership to build credibility(02:00) The story format: focusing on relationship-building with guests...2024-08-2914 minScrappy ABMEP. 91 - Pioneering Pipeline Growth Through Scrappy ABM Strategies | Recorded for the B2B Pipeline Pioneers PodcastIn this episode of Scrappy ABM, host Mason Cosby dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions.============================Best Moments:(01:07) Mason reveals his three core channels for driving pipeline: LinkedIn organic posting, the Scrappy ABM podcast, and speaking at events(03:55) Discussion on the impact of challenging market conditions in 2023 and the timeless value of...2024-08-1517 minScrappy ABMEP. 89 - The Importance of Relevance and Context For Your ABM Program with Nick Zeckets | Scrappy PlaybooksIn this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank.================================Best Moments:(04:45) Discussing the target audience for Scrappy ABM's services(09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well(14:58) The importance of relevance and context in ABM outreach(20:27) The hallmarks of...2024-08-0852 minScrappy ABMEP. 82 - Building a Personal Brand That Drives Revenue, Not Followers | Recorded as a Sales Assembly Personal Branding SessionIn this episode, host Mason Cosby shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers.===============================================Best Moments:(01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months(04:02) Positioning yourself, engaging buyers, and engaging the community(05:10) The "Condensed Connections, Comments, Content, Community" framework(09:11) Defining your personal and professional identity for your personal brand(10:23) Condensing your...2024-07-1543 minScrappy ABMEP. 71 - The Crawl-Walk-Run Process For ABM Success | Recorded on The Antidote PodcastIn this episode of The Antidote Podcast, Mason Cosby talks about taking it slow and focusing on the foundations before making big — sometimes risky — bets. Mason shares his crawl, walk, run approach to account-based marketing, and the importance of assessing one’s business stage of maturity before investing in specific ABM technology.Reflecting on his learnings and wins from his Scrappy ABM journey, Mason reiterates how essential it is for marketers and sellers alike to focus on the fundamentals, and build playbooks that can be optimized and scaled over time.2024-06-0639 minScrappy ABMEp. 61 - How to Run ABM on a TIGHT Budget l Recorded on Breaking B2BIs ABM a good fit for your biz?Sam talks to Mason Cosby, Founder @ Scrappy ABMThey cover:👉 What kind of b2b companies should be running ABM (Account Based Marketing)?👉 Min budget or resources needed to run ABM effectively👉 Some practical plays you can start from today📌 Mason Cosby📢 LinkedIn2024-05-0237 minScrappy ABMEP. 59 - How To Succeed at Scrappy ABM l Recorded on The How to Succeed PodcastIn this episode, recorded on the How To Succeed Podcast, Mason Cosby sheds light on the potent strategy of account-based marketing (ABM) in the B2B realm. You'll learn about the intricacies of ABM, focusing on its tailored approach towards specific accounts rather than individual leads. Mason digs into successful ABM implementation, stressing the necessity of a dedicated sales team, a thorough grasp of product-market fit, and an acknowledgment of longer sales cycles.You'll hear practical examples and invaluable tips for initiating ABM endeavors, advocating for the activation of existing customer bases, and leveraging...2024-04-2536 minScrappy ABMEP. 57 - Work Environment IMPACTS Your Marketing I Recorded on Demand WarsIn this episode, recorded on Demand Wars and hosted by Bolaji Oyejide, Mason Cosby talks about the importance of finding a work environment that is positive and emphasizes getting marketing right. He also came up with the idea of treating your career as a product, and ways to improve your career.In the later part of the video, Mason Cosby discusses a scenario where a marketer has $1,000 a month to market a B2B product or service. Here are the steps Mason Cosby recommends:Use LinkedIn Sales Navigator to target...2024-04-1854 minScrappy ABMEP. 55 - 4 Steps to ABM-ing Your Marketing I Recorded on LetterdropThis episode focuses on building an ABM program for companies with limited resources using a 4-step framework. Mason Cosby is interviewed on the podcast Letterdrop, hosted by Parthi Loganathan.Mason Cosby argues that the future of revenue is inbound and that companies should focus on building long-term relationships with customers. He outlines a 4-step framework to get started with ABM:Data: Identify the right target audience.Distribution: Choose the channels to reach your target audience.Destination: Determine what content you will use to attract your target audience.Direction: Track how...2024-04-1142 minScrappy ABMEP. 50 - SOUR Takes on GTM SaaS I Recorded on The Sour GTM SaaS Takes PodcastHot takes are fun, but have you heard of Sour GTM SaaS takes?Tune in with Jason Hasenburg to find out if Mason Cosby can deliver critical insights while trying the sourest candies in the world!Mason's Sour Takes:Most organizations are starting with ABM entirely in the wrong way.Most organizations should start their ABM program focused on customer expansion.The current lack of alignment between marketing and sales is largely marketing's fault.ABM should be the only marketing strategy for Vertical SaaS companies.The best low-cost...2024-03-211h 02
How Leaders Think with Kenny LangeHow Mason Cosby Thinks About Using Core Values to Hire the Right People in an Agency
On today's episode of "How Leaders Think", host Kenny Lange engages in a thought-provoking conversation with Mason Cosby, founder of Scrappy ABM, addressing the intricacies of facing rapid organizational growth while remaining true to core values. They delve into the significance of hiring for fit and timing, the practice of crafting a clear and achievable ABM strategy even with limited resources, and Mason's unique approach to assembling a team aligned with his company's vision. With insights on simplifying tasks for impactful results and transparent communication, this interview serves as a guide for leaders looking to scale their operations effectively.2024-03-2042 min
Scrappy ABMEP. 38 - Getting the Attention of Microsoft or Any Large Partner with Rob Fegan of Venvito | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Rob Fegan, founder of Venvito, about strategies for partnering with large technology companies like Microsoft to drive substantial revenue growth. They provide a practical 4-step playbook for getting the attention of and aligning with partners, with insights on messaging, programs, incentives and more.Key Discussion Points:Adopting the right mindset for win-win-win partner relationships (00:02:04)Understanding what partners care about: revenue, relationships and relevance (00:05:55)Leading with your "superpower" - the key things you uniquely deliver to customers (00:08:12)Identifying the right people to align with within massive partner organizations (00:12:15...2024-02-0528 min
Scrappy ABMEP. 37 - Crawl, Walk, Run, or TRIP! I Recorded on The Sales Edge PodcastIn this episode, Celeste Berke welcomes Mason Cosby to discuss the intersection of marketing and sales. Mason shares his insights on helping companies build account-based marketing programs without a hefty tech stack. He emphasizes the importance of laying the right foundation and addressing the handoff between marketing and sales. Mason's "crawl, walk, run" approach to ABM is backed by real market feedback, establishing his unique position in the industry. Join Celeste and Mason as they delve into the challenges and myths surrounding ABM, the significance of change management, and the indicators that suggest the need for Mason's expertise.2024-02-0120 min
Scrappy ABMEP. 36 - Commodity to Category of 1 | Converting a Cookie into a Status Symbol with Grayson Hogard | Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Grayson Hogard, founder of Grove Cookie Company, about how he leveraged LinkedIn and partnerships to rapidly grow his cookie gifting business in the B2B space. Listeners can expect to learn scrappy marketing tactics like giving away free samples, engaging followers on social media, and targeting their partners' existing happy customers.Key Discussion Points:- Pivoting the company early on to focus on the financial/wealth management industry where they saw initial success (00:02:58)- Activating a LinkedIn presence and running a scrappy...2024-01-2922 min
Scrappy ABMEP. 35 - The Leaner, The BETTER I Recorded on Metrics & ChillIn this episode, Mason Cosby shares the importance of aligning marketing and sales strategies for business growth. If want to learn more about ABM or want a way to start small and run a "lean ABM program", this episode is for you!2024-01-2550 min
Scrappy ABMEP. 32 - Account-Based BIKING? | Scrappy Event Strategies with Laura Erdem from Dream Data | Scrappy PlaybooksIn this episode of Scrappy ABM, Mason Cosby is joined by Laura Erdem, founder of Dream Data, as they delve into the world of Account-Based Marketing (ABM) strategies without breaking the bank. Discover how to creatively and effectively implement ABM programs with limited resources and accelerate relationships with your target accounts. Laura shares her unique account-based biking approach, budget tips for creating engaging videos, and the importance of delighting attendees with interactive experiences. Learn from her experiences in conducting in-person sales meetings on bike rides through Central Park and the challenges she faced. Join us for valuable insights and...2024-01-1524 min
Scrappy ABMEP. 29 - SIMPLE Small Business ABM Strategies l Recorded on The Marketing MixThe term Account Based Marketing, or ABM. has been hijacked by companies promoting platforms and tech solutions. But in essence, it's a methodology for reaching strategic accounts more effectively.In this episode, Mason Cosby discusses the true definition of account-based marketing and how it can be a viable strategy for smaller organizations. He emphasizes the importance of focusing on the strategy rather than the tools and technology associated with ABM. Mason shares his concept of "scrappy ABM," which involves using existing resources and tools to target strategic accounts and drive results. He also highlights...2024-01-0448 min
Scrappy ABMEP. 28 - Unlocking Customer Advocacy: How to Build a Strong Review and Referral Program w/ Nick Bennett l Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby talks with Nick Bennett, Chief Customer Officer at TAC, about a playbook Nick created to generate customer reviews and referrals at his previous company. Listeners will learn the step-by-step tactics Nick used, as well as additional ideas for getting more value from happy customers.Main Discussion Points:- Pulling a list of promoters from NPS surveys and targeting them for reviews (00:01:52)- Keeping the outreach sincere and personal with a simple email (00:04:12)- Incentivizing honest feedback...2024-01-0123 min
Scrappy ABMEP. 27 - [2024 Predictions] B2B & ABM Trends l Recorded by Tom Maciejewski on B2B TrendsPart of #B2Bgrowtrends content series, where Tom engages with marketing and sales leaders from B2B service companies, he interviews founder of Scrappy ABM, Mason Cosby.Mason discusses the trends he is seeing in B2B growth. Tune in to hear how he is noticing that many companies bought ABM tools planning to eventually learn how to use them, but many of them never did.Mason provides insight on how you, too, can do ABM marketing without spending a ton of money! Give it a listen!2023-12-2813 min
Scrappy ABMEP. 26 - OVERHYPED!!! Skip the Tech. Scale the Activation. l Recorded on Tea Time With Tech Marketing LeadersGetting quality, qualified leads takes intention and purpose. And once you have the lead, you can't just pass them off to sales immediately. The market has changed, and as marketers we must move with it.Mason Cosby, Founder of Scrappy ABM, joins Kerry Guard on this episode of Tea Time with Tech Marketing Leaders to spill the tea on how to cultivate leads and then activate leads over time without needing fancy, expensive Martech.2023-12-2159 min
Scrappy ABMEP. 25 - Showing Target Accounts Their EXACT Future with Interactive Demos w/ Andy Binkley from Tourial l Scrappy PlaybooksIn this episode of Scrappy ABM Live, host Mason Cosby discusses tailored account-based marketing strategies with Andy Binkley, Founder and CMO of Tourial. Specifically, they talk about how Turial runs interactive, personalized tech stack demos for key target accounts to provide value and demonstrate ROI.Key Discussion Points:- Building an ABM strategy with targeted interactive demos (00:00:53) - Necessary technology and budget considerations (00:05:15)- Step-by-step tactics to implement the playbook (00:08:56)- Managing potential roadblocks...2023-12-1830 min
Scrappy ABMEP. 24 - Why ABM Programs FAIL (And How to Fix it) l Recorded at Demand Gen Summit 2023In this insightful recording, Mason Cosby, founder of Scrappy ABM, reveals the key reasons why Account-Based Marketing (ABM) programs often fail and offers valuable solutions to help businesses overcome these challenges. By leveraging existing tools and data, organizations can optimize their ABM strategies and establish a solid foundation for a comprehensive ABM program. Discover how keeping things simple, starting small with trigger-based activation plays, and fostering alignment between sales and marketing can lead to greater success. If you're looking to boost your ABM initiatives and improve your marketing outcomes, this episode is a must listen!2023-12-1425 min
Scrappy ABMEP. 23 - Partner with these People NOW for MASSIVE ABM Impact w/ Blake Williams from AMPFactor l Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Blake Williams who is the founder and CEO of Ampfactor. They discuss creative and budget-friendly strategies for leveraging account-based marketing (ABM) through partnership channels. Blake provides a playbook for how smaller organizations with limited resources can partner with key influencers at target accounts to create custom content and expand their brand presence.Key Discussion Points:The mindset for ABM through partnerships should be maximizing leverage to get an outsized return. Look to "borrow" the trust and awareness that partners have...2023-12-1123 min
Scrappy ABMEP. 22 - CUT NONSENSE with these SIMPLE B2B Marketing Playbooks l Recorded on Lee2BGet ready for a conversation about marketing, podcasts, babies, and more!Lee speaks with Mason Cosby, who provides no-nonsense practical marketing execution that drives revenue. Mason is the founder of Scrappy ABM and specializes in crafting high-impact, low-budget Account-Based Marketing programs. He's been the mastermind behind campaigns and revenue growth at multiple boutique businesses.2023-12-0748 min
Scrappy ABMEP. 21 - FREE INTENT DATA For ABM Pilot Programs w/ Sumner Vanderhoof from Propensity l Scrappy PlaybooksIn this episode of Scrappy ABM, host Mason Cosby interviews Sumner Vanderhoof, CEO of Propensity. They discuss practical approaches for small B2B growth teams to get started with account-based marketing on a limited budget. Sumner outlines Propensity's free tier of intent data and ways to leverage it for scrappy ABM plays. Key topics covered include validating message-market fit, integrating intent data with CRMs, exporting account lists for LinkedIn ads and SDR outreach, and iterating on messaging through ad sets. Listeners will learn actionable strategies to implement ABM in a lean yet impactful way. ...2023-12-0431 min
Scrappy ABMEP. 20 - Getting Quick Wins WITHOUT Paid Ads l Recorded on Driving Efficient GrowthIn this episode, Blake talks with Mason Cosby, Director of Demand Generation at Sales Assembly.In it, they talk about how to get quick wins WITHOUT any additional ad spend.You can find Mason on LinkedIn at https://www.linkedin.com/in/masoncosby/, and you can reach Blake on LinkedIn at https://www.linkedin.com/in/blake-strozyk/2023-08-2154 min
Scrappy ABMEP. 19 - Proving Your Worth in the Marketing Industry l Recorded on The Master Marketer ShowLet’s face it: times are tough across the board. With a lot of financial uncertainties to consider, companies are scrutinizing their expenses with finer tooth combs, ensuring that there is absolutely no wasted time or effort. For workers, this means being able to prove that your work is making an active difference for your company.While that doesn’t mean that you need to be directly responsible for revenues, it DOES mean that you should be moving the needle of productivity in some way.This week, we welcome Maso...2023-08-1455 min
Scrappy ABMEP. 18 - Playbooks & Strategies to Foster Alignment Between Marketing & Sales l Recorded on The ABM WayMason Cosby and Omprakash Karuppanan discuss specific strategies to foster Marketing and sales alignment.Mason Cosby, the director of demand gen with sales assembly, discusses the challenges and importance of marketing and sales alignment. He emphasizes that larger organizations need more help aligning these teams due to specialized roles and differing KPIs.Here they discuss on1. How to identify the total relevant market2. How can sales and marketing engage potential customers together?3. The metrics and Key Performance Indicators (KPIs) essential for teams regarding...2023-08-0730 min
Scrappy ABMEP. 17 - How to Build Trust in Marketing l Recorded on Friends with BenefitsMason Cosby joins Jason and Sam Yarborough on the show "Friends with Benefits" to discuss his mindset when it comes to building business relationships as a marketer. He shares his strategy for content creation and what motivates him in his career. He emphasizes the importance of being authentic throughout everything that you do.2023-07-3159 min
The Marketing LadderEp. 118- The LAST Marketing Ladder w/ Mason Cosby, Brianna Doe, and Alexis Scott2023-07-2555 min
Scrappy ABMEP. 16 - Using AI to Run Content in 5 Hours a Week l Recorded on Distribution FirstIn this episode, learn the secrets of running a successful content marketing strategy in just 5 hours a week, all thanks to the power of AI.Mason Cosby & Justin Simon reveal how AI tools have maximized content creation and enabled scaling efforts like never before.Discover the exact techniques they use to incorporate AI into content marketing and how they contribute to success.2023-07-2440 min
Scrappy ABMEP. 15 - The Full ABM Breakdown l Recorded on Growth Marketing CampMason joins us on Growth Marketing Camp, to break down the ABM-A-Thon event they hosted, insights on who ABM is not for, who it’s for, and how marketing can be a strategic partner that helps drive sales.Plus, we touch on podcasting, how beneficial it is for personal growth and brand, and specific examples of how he uses different content channels to impress his audience, build brand trust, and ultimately, authority.Finally, he shares what motivated him to start his own podcast, The Marketing Ladder....2023-07-1749 min
Scrappy ABMEP. 14 - The Perfect Marketing Equation l Recored On Hard Corps Marketing ShowMason today discusses his company’s framework for developing customer engagement, how to discover the right marketing niche for your skillset, and the importance of nurturing your personal network.Busted Myths:~ Marketing and Sales aren’t aligned and marketing is to blame. All the sales team needs are meetings booked but the marketing team is focused on celebrating meaningless wins because they can’t generate those new meetings. Traditionally, the sales team takes a more personalized approach to closing deals and generating revenue, while marketing takes on a broader approach to building relati...2023-07-1752 min
Scrappy ABMEP. 13 - Unleashing Big Results on a Limited Ad Spend l Recorded On SaaS DistrictMason Cosby is the Director of Demand Generation at Sales Assembly, a leading organization that offers Elevated Learning & Development for GTM Teams, where he leads the development of impactful B2B programs. His journey in sales and marketing began as a means to pursue flexibility for seminary studies. In addition to his role at Sales Assembly, Mason hosts "The Marketing Ladder" podcast and serves as a GTM Ambassador at GTM Partners, solidifying his influence in the marketing community.In this episode, we cover: 00:00 - Intro 01:25 - Mason's 200 Dollar Tech Stack2023-07-1739 min
Scrappy ABMEP. 12 - Generating $1M+ in Pipeline through Social Selling l Recorded On Account-Based BeveragesMason Cosby has driven $1.44M in pipeline, about half of which has turned into revenue, through personal branding on social media.Listen to this episode to learn why sharing your company’s posts is a bad thing, why connecting with ideal clients will change your growth trajectory, & how to genuinely help others & invest in relationships on platforms like LinkedIn.2023-07-1707 min
Scrappy ABMEP. 10 - 5 ABM Best Practices for Scrappy ABM l Recorded with DreamDataMason Cosby the Lion King of ABM and Laura the Sales Witch are going live to discuss everything ABM and how to build a successful ABM Strategy.Account-based marketing is a powerful strategy, but how do you do it effectively? 1) Targeting2) Demand Generation3) Repeatable Plays With Sales4) Clear Conversion Points5) Gap Analysis with a Vision for the Future2023-07-1756 min
Scrappy ABMEP. 9 - Mastering the Art of Engagement To Grow an Audience l Recored On Audience Growth SchoolIn this episode of Audience Growth School, host Dan Sanchez interviews Mason Cosby about his successful podcast, The Marketing Ladder.Mason shares his strategies for connecting people through the podcast, leveraging LinkedIn, and building a loyal audience.He also discusses the value of deep relationships and the impact of the podcast on his career.Timestamps:[00:02:05] Podcast focuses on marketing careers and ABM.[00:04:30] LinkedIn: 16K followers, 80 downloads/episode, 250 dedicated listeners.[00:08:23] Delicate balance on LinkedIn for career professionals.[00:11:49...2023-07-1753 min
Scrappy ABMEP. 7 - A Virtual Event Playbook that Drives Pipeline and Influences an Acquisition l Recorded on The Master Marketer ShowIn a sea of marketing agencies, or many other service providers for that matter, the most common value prop is “we won’t screw you over” or “we actually do what we say we are going to”. Neither of these is a great way to go-to-market.What is a great way, you ask?Do something large and make yourself known for being an expert in something.This is exactly what Mason Cosby did with the ABM-athon at Mojo Media Labs.MINDSETS...2023-07-1754 min
Scrappy ABMEP. 6 - How to Grow Your Business and Career with ABM l Recorded on Simple But HardIn this episode, Anj Bourgeois speaks with Mason Cosby about the fundamentals of account-based marketing (ABM) and what it means to have a scrappy ABM approach.They also discuss the rise of outbound strategies for immediate sales activation, the power of podcasting for career acceleration, and why a holistic view of business growth is necessary in today's market.Mason shares insights from his personal experience with the Marketing Ladder podcast and how it has helped him build relationships with thought leaders in the industry....2023-07-1716 min
Scrappy ABMEP. 5 - 30-60-90 of a Scrappy Marketing Program l Recorded During The Demand Gen SummitMason Cosby presented at the Demand Gen Summit 2023, on a 30/60/90 day demand gen strategy with no paid ads.In your first 30 days audit to figure out what content is worth saving and repurposing. Not developing an effective referral program and a champion program is a huge miss because there are clear champions in the customer base of every company.Podcasting is one of the best ways to get people out in the market and identify what your company stands for and to communicate that at scale.2023-07-1729 min
Scrappy ABMEP. 4 - How to Use Your Personal LinkedIn Account to Build Pipeline and New Revenue l Recorded on The Digital Influence ShowMason Cosby is not your typical director of growth.He believes in and demonstrates the power of his personal brand on LinkedIn.Through his personal LinkedIn activity, he has generated over $1.44M new pipeline and $267k new revenue in the past 8 months.Come listen as he shares what he does and how he tracks his results.2023-07-1732 min
Scrappy ABMEP. 3 - ABM Maximum Results on a Minimal Budget l Recorded On Sales Pipeline RadioThis episode was from a conversation between Matt Heinz and Mason Cosby on "ABM Maximum Results on a Minimal Budget".Tune in to hear more about:Marketing and sales role in serving the revenue teamCommon reasons why marketing and sales don't operationally get alongHow companies can start aligning their marketing and sales teamsThings to prioritize to drive short-term impact and the building blocks for long-term revenue impact2023-07-1719 min
Scrappy ABMEP. 1 - Building a Scrappy ABM Mindset l Recorded on The Start Up ExecutiveWhat's the benefit of being the least knowledgeable person in a room? It exposes you to the greatest opportunities for learning in your career.In this episode, Mason Cosby discusses the advantages of surrounding yourself with a diverse range of networks, which can eventually lead to finding your tribe. He also recommends intentionally building a network on LinkedIn by sending out connection requests to targeted accounts and writing one's own obituary to live life in a way that aligns with career goals.Mason started as an account executive at...2023-07-171h 17The Marketing LadderEp. 0- Start Here!! How to Get The Most Out of The Marketing Ladder w/ Mason Cosby2021-11-0104 min