Shows
Scrappy ABMWhy Your Direct Mail Gets Thrown Away | Ep. 248If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.ㅤIf 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...
2026-02-0210 minScrappy ABMLead gen is killing your B2B Marketing | Ep. 246"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.ㅤMost 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 vo...
2026-01-2606 minScrappy ABMStop Scaling ABM. Start Stacking Signals | Ep. 244If 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...
2026-01-1930 minScrappy ABM$17M in 2 Years Through Account-Based Podcasting | Ep. 241Host 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.ㅤThey 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 a...
2026-01-1258 minScrappy ABMFrom Shit Deals to a Strong ICP and Small Events That Win (with Yann Sarfati from Userled) | Ep. 234Scrappy ABM brings together host Mason Cosby and Yann Sarfati, CEO and Co-founder of Userled, to talk about ABM, AI, field marketing, and events that actually bring the bank. The conversation starts with the problem statement: ABM is a strong buzzword, but finding the accounts you really want to go after is actually the hardest thing. Many teams say they have a narrow ICP and still end up with a list of 10,000 accounts.ㅤYann shares how Userled spent almost six months building a list of 1,000 accounts with clear commonality, strong conviction, and ethical belief that li...
2025-12-1126 minScrappy ABMWhat's wrong with your B2B Marketing | Ep. 232B2B marketing that makes you want to ram your head through a wall usually has the same pattern: the wrong people in the funnel, a light calendar, and an empty pipeline. On Scrappy ABM, host Mason Cosby calls out six specific reasons most B2B marketing programs are failing and walks through exactly how to fix them.ㅤInstead of chasing hundreds of thousands of leads and celebrating opt-ins, Mason pushes marketers to focus on targeting a very specific list of best fit customers—people who are super happy, highly profitable, send more friends, and stay...
2025-12-0808 minScrappy ABMDon’t Get Blacklisted by the C-Suite: Start Small and Come with Value (with Yadin Porter de León from Heroku) | Ep. 230Scrappy ABM brings together host Mason Cosby and Yadin Porter de León, Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce, to talk about going straight to the top of your target accounts without getting blacklisted.ㅤInstead of getting stuck in email blasts and third-party events that promise “rubbing elbows” with executives, Yadin shares a high-level framework that starts small with relationships your own C-suite already has, then builds proof points through web stories, webinars, podcasts, and thought leadership videos. The conversation walks through going top down from yo...
2025-12-0325 minScrappy ABMMapping Buying Groups, PLG Signals, and Real Channels That Your Target Accounts Actually Use (with Liam MacCormack) | Ep. 225Scrappy ABM returns with host Mason Cosby and guest Liam MacCormack, founder and solopreneur at Growth by Liam, breaking down how real account-based marketing gets built when the ACV is high, the deals are complex, and shortcuts fail. Liam starts at the only place that matters: historical closed won accounts, not guesses. He walks through a massive breakdown of who books demos, who joins calls, who gets added into the product in PLG motions, and how that activity builds a clear picture of the buying group.ㅤThe conversation moves into where those personas actually spend ti...
2025-11-2019 minScrappy ABMFrom 60 Podcasts in 60 Days to $3 Million in Pipeline | Ep. 223Scrappy ABM hands the mic to another show and lets the numbers speak. Mason Cosby opens this episode of Scrappy ABM by sharing a re-release from Is Anything Real in Paid Advertising?, “the show where we unpack what’s real and what’s just noise” in a chaotic world of marketing and media. Host Adam W. Barney sits down with Mason, who “lives the phrase market like you mean it” and runs a content first growth engine built on daily LinkedIn posts, weekly podcasts, cold ads, and speaking gigs at manufacturing conferences.ㅤTogether they break down how a two...
2025-11-1726 minScrappy ABMPick One Account, Prove It, Scale It: Executive ABM Without the Lip Service (with Chris Moody from Demandbase) | Ep. 222Scrappy ABM host Mason Cosby sits down with Chris Moody from Demandbase to confront why so many ABM programs have failed inside B2B organizations that “tried ABM” over the last five or six years. The conversation centers on executives who launch impressive strategy decks and shiny new initiatives without changing real behavior, staying close to sales, or aligning on who does what when the rubber hits the road. Chris calls out the pattern of marketing introducing “ABM” as a new object to sellers who have always focused on high-value accounts, and why that tension stalls programs before they start.
2025-11-1325 minScrappy ABMMeasuring Success at Every Stage of Your ABM Program | Ep. 220“Where are the freaking meetings?” It’s the question every marketer hears — and the one that defines real accountability in B2B marketing. On this solo episode of Scrappy ABM, host Mason Cosby breaks down how to measure success across every stage of an ABM program so you can focus on the right goals at the right time.ㅤRather than chasing meetings too early, Mason introduces the account progression model, a six-stage framework — from awareness through opportunity — that helps marketers understand where buyers really are in their journey. He shows how to align metrics with intent, track...
2025-11-1010 minScrappy ABMBuild ABM with What You’ve Got Today | Ep. 218Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. He launched Scrappy ABM as a side hustle, did about $300,000 in sales in three weeks, and now runs about $200,000 a month with a team of about 14. The conversation covers product market fit, the account progression model (awareness through reengagement), the 4D framework (data...
2025-11-0334 minScrappy ABMDo More with Less: Turning Pressure into Performance | Ep. 216“Do more with less.” Every marketer has heard it — and probably rolled their eyes. But on Scrappy ABM, Mason Cosby flips that phrase from frustration to fuel. Drawing from his experience generating $25 million in direct revenue — and leading a team responsible for over $100 million — Mason breaks down exactly how to turn limited resources into real growth.ㅤHe exposes why overloaded task lists kill impact, how to identify what truly drives results, and the mindset shift needed to earn more resources by proving you can deliver greater results with fewer programs. This episode delivers a clear, repeatable f...
2025-10-2709 minScrappy ABMWhy Account-Based Beats Persona-Based Every Time | Ep. 214The only thing worse than getting no customers is getting the wrong ones. In this solo episode of Scrappy ABM, host Mason Cosby breaks down how misaligned targeting can destroy profit, waste marketing effort, and frustrate every department in the business. He reveals why most B2B programs fail when they focus only on personas, and how to shift toward account-based targeting rooted in real data, not wishful thinking.Mason walks through building a Best Customer Profile (BCP)—a data-backed approach that replaces idealistic wish lists with clear evidence of which customers are actually ha...
2025-10-2011 minScrappy ABM$2M in 2 Years Through Account-Based Podcasting | Ep. 212Most agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy ABM, to reveal how agencies can flip that script through account-based podcasting.ㅤWith data, real client results, and behind-the-scenes process, Mason and Joseph walk through the exact steps to generate conversations with best-fit decision makers, bu...
2025-10-1356 minScrappy ABMAligning Teams Around Customer Cohorts for Real Revenue Impact (with Ryan George) | Ep. 211Scrappy ABM is all about practical playbooks that don’t break the bank. In this conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion.ㅤRyan explains how a board-driven request turned into a framework that now guides sales focus, ABM campaigns, SDR targeting, and even M&A decisions. Together, Mason and Ryan explore the balance of quantitative data and qualitative insights, the challenges of execution and alignment, and why sometimes the most important outcome is knowing where not to invest.
2025-10-0920 minScrappy ABMWhy leadership doesn't take marketing seriously | Ep. 210Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a team responsible for more than $100 million, Mason explains how to reframe your work around six core leadership concerns: sustained organizational growth, efficiency, profit, attracting and retaining top talent, fostering a positive culture, and continued innovation.ㅤListeners will walk away with clear, repeatable ways t...
2025-10-0611 minScrappy ABMWhy your B2B marketing is failing | Ep. 209Mason Cosby, host of Scrappy ABM, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what it takes to escape the cycle of frustration.ㅤFrom leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to pro...
2025-10-0210 minScrappy ABMWhat Is Account Based Marketing | Ep. 206Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.ㅤWith over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is e...
2025-09-2208 minScrappy ABMOne-to-Many ABM that Doesn’t Burn Cash (with Natalie Marcotullio) | Ep. 205Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.ㅤNatalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.ㅤ
2025-09-1817 minScrappy ABMShockingly honest lessons: contractors, W2s, and turning down six–seven million | Ep. 202Scrappy ABM host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook, an $80,000 annual contract, and why “less is more” with “two service lines.” It’s all inbound from LinkedIn and a podcast, plus “speaking engagements,” saying yes to interviews, and an “absurd number of webinars”—including 60 podcast interviews and 18 webinars in ~60 days that created over $2 million in pipeline.He...
2025-09-0844 minScrappy ABMWhy High-Spend Customers Hold the Key to Growth (with Katie Yagodnik) | Ep. 201Scrappy ABM brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience.While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. From segmentation strategies and digital adoption to habit formation and personalization, Katie shares how data, milestones, and feedback loops transform customer relationships. Th...
2025-09-0421 minScrappy ABMAI in ABM: Data, Distribution, Destination, and Direction | Ep. 200Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where...
2025-09-0133 minScrappy ABMThe Seven Playbooks for Account-Based RevOps Success | Ep. 199On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web advertising, programmatic campaigns, and even connected TV—without software fees. Together, Mason and Galen explore the concept of account-based RevOps, the seven playbooks for ABM execution, and how to...
2025-08-2820 minScrappy ABMWhy Sales Thinks Marketing is Useless | Ep. 198If you’ve ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you’re not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won’t buy into marketing programs—and what to do about it.From definitions that don’t match up, to time horizons that clash, to calendars that feel empty or overwhelming, Mason explains how small misalignments create major breakdowns in trust. He also walks through the reality of seasonality, why pipeline timing matters, and how co...
2025-08-2512 minScrappy ABMWhy the Biggest Logos Don’t Mean the Best Accounts (with Leslie Venetz) | Ep. 197Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark...
2025-08-2126 minScrappy ABMHow a Simple Travel Kit Strategy Turned an Event into a Buzz-Worthy Experience (with Yelena Kozlova from Finch) | Ep. 195Scrappy ABM delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using a seamless travel kit, co-branded items, and a scavenger hunt-inspired process, the team generated buzz, showcased network strength, and created meaningful conversations. The discussion highlights how creative packaging, clear messaging, an...
2025-08-1418 minScrappy 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 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 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. 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. 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. 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 people
2025-03-0648 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 program
2025-02-1028 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 accounts
2025-02-0618 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 ABM
2024-10-281h 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 ABM
2024-10-0722 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📢 LinkedIn
2024-05-0237 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. 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. 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. 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. 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. 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. 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....
2023-07-1849 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...
2023-07-1852 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 Stack
2023-07-1839 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...
2023-07-1853 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...
2023-07-1854 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....
2023-07-1816 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...
2023-07-181h 17