How A Solo Marketer Built 80% Of Pipeline With ABM And Zero Ads (with Adam O’Brien From Stackpack)

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محتوای ارائه شده توسط Mason Cosby. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Mason Cosby یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal

The Wednesday Season 2 Official Woecast

1
Here We Woe Again: Jenna Ortega, Creators Al Gough & Miles Millar 31:46

21 روز پیش31:46

پخش در آینده

لیست ها

پسندیدن

دوست داشته شد

31:46

BE WARNED! This podcast will contain spoilers for Wednesday Season 2, episodes 1-4. Join host Caitlin Reilly each week as she takes you deep into the twisted world of Wednesday with an amazing group of guests! And producer Thing will be helping out to make sure everything goes to plan - well, mostly, anyway... In this episode: Jenna Ortega peels back the layers on the new tension between Wednesday and Enid. And that terrifying vision! Plus… Series showrunners Al Gough and Miles Millar reveal why they made Morticia Addams such a central character in this season, and what it means for Wednesday. Whether you’re a normie or an outcast, the Wednesday Season 2 Official Woecast will be the place for all things Nevermore! For more juicy details about Wednesday Season 2, head over to Tudum.com to get all of the latest updates. 0:00 Intro 1:15 Preparing for Season 2 3:25 Evolving Wednesday’s look for Season 2 4:12 Addams clan expands for Season 2 6:12 Joanna Lumley joining the cast 7:38 Wednesday and Enid's Friendship 9:00 Wednesday’s Vision 10:50 Jenna is a Producer 13:45 Al and Miles introduction 14:03 Wednesday takes down a Serial Killer 15:05 Intergenerational Relationships & the Addams Women 17:48 Catherine Zeta-Jones as Morticia in Season 2 20:48 Wednesday and Enid’s relationship 24:04 Steve Buscemi joining the cast 26:19 Wednesday’s popular! 27:45 Boy with the Clockwork Heart stop motion sequence…

Scrappy ABM « »
How a Solo Marketer Built 80% of Pipeline With ABM and Zero Ads (with Adam O’Brien from Stackpack) | Ep. 187

حدود یک سال پیش 19:37

اشتراک گذاری

MP3•خانه قسمت

What 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 highly relational, low-tech vertical. This isn’t theory—it’s the actual playbook, including failures, workarounds, and honest lessons from the field. If you're thinking about ABM but light on resources, this is your blueprint.

👤 Guest Bio

Adam O’Brien is the Founding Marketer at Stackpack and co-host of The Don't Be a SaaS Podcast. A product marketer at his core, Adam previously ran solo ABM programs targeting nonprofit organizations, leveraging deep persona research, manual sourcing, and creative content to build marketing-sourced pipeline from 0% to 80%.

📌 What We Cover

Why the first step in ABM is always reviewing closed-won and closed-lost deals
How Adam narrowed targeting to 250 accounts per rep using public nonprofit data
The role of “mission sub-verticals” in fine-tuning outbound messaging
Why trade shows were targeted—but never sponsored
The “hijack the audience” strategy that replaced traditional event marketing
Building community with donation page “glow ups” instead of webinars
How a long ebook became a GPT tool—and why it drove 4–5x more traffic than the blog
Creating a branded microsite to unify all assets and track buyer intent
Why knowing your product market fit and messaging is non-negotiable for ABM
How product limitations and crowded competition created unexpected challenges
The critical importance of customer quotes, referrals, and reviews
Advice for marketers launching ABM without resources: start with product marketing

🔗 Resources Mentioned

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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

201 قسمت

#Entrepreneur #Business #Marketing #Mason Cosby

How a Solo Marketer Built 80% of Pipeline With ABM and Zero Ads (with Adam O’Brien from Stackpack) | Ep. 187

Scrappy ABM

published حدود یک سال پیش

اشتراک گذاری

MP3•خانه قسمت

👤 Guest Bio

📌 What We Cover

Why the first step in ABM is always reviewing closed-won and closed-lost deals
How Adam narrowed targeting to 250 accounts per rep using public nonprofit data
The role of “mission sub-verticals” in fine-tuning outbound messaging
Why trade shows were targeted—but never sponsored
The “hijack the audience” strategy that replaced traditional event marketing
Building community with donation page “glow ups” instead of webinars
How a long ebook became a GPT tool—and why it drove 4–5x more traffic than the blog
Creating a branded microsite to unify all assets and track buyer intent
Why knowing your product market fit and messaging is non-negotiable for ABM
How product limitations and crowded competition created unexpected challenges
The critical importance of customer quotes, referrals, and reviews
Advice for marketers launching ABM without resources: start with product marketing

🔗 Resources Mentioned

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

201 قسمت

#Entrepreneur #Business #Marketing #Mason Cosby

All episodes

1
The Seven Playbooks for Account-Based RevOps Success | Ep. 199 20:46

۲ hours پیش20:46

20:46

On 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 empower sales teams with direct control of campaigns. The discussion highlights practical strategies for orchestrating omnichannel touches, measuring engagement, and aligning marketing and sales to accelerate pipeline growth. 👤 Guest Bio Galen Dow is the founder of BrandGen and previously founded New Breed, the first Elite tier HubSpot agency. With deep expertise in account-based marketing and revenue operations, Galen focuses on helping companies implement cost-effective account-based advertising by connecting HubSpot CRM and marketing automation with open web and programmatic advertising. 📌 What We Cover The limitations of expensive ABM platforms and the genesis of BrandGen Why intent data and contact enrichment often block smaller companies from scaling The concept of account-based RevOps and how it aligns marketing, sales, and service Seven account-based playbooks, including land and expand and blended account-based approaches Using open web and connected TV advertising as cost-effective alternatives to walled gardens How BrandGen integrates with HubSpot for campaign activation, workflows, and rep-level control Orchestrating omnichannel touches to stand out in a crowded, AI-driven landscape The challenge of measuring ABM success and why BrandGen compares to trade show presence 🔗 Resources Mentioned BrandGen.io Galen Dow on LinkedIn Scrappy ABM : Visit for more ABM tips and strategies Connect with Mason Cosby for a conversation about ABM If you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!…

1
Why Sales Thinks Marketing is Useless | Ep. 198 12:06

۳ روز پیش12:06

12:06

If 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 compensation structures can make alignment almost impossible. This is a blunt, practical breakdown of what really drives the disconnect between marketers and sales—and how to fix it before your next big plan gets ignored. 📌 What We Cover How miscommunication over basic terms like “lead,” “MQL,” and “opportunity” destroys trust Why marketers think in months and years, while sales lives in days, weeks, and quarters The difference between an empty calendar for marketers versus sellers—and what it signals How seasonality shapes when sales teams will and won’t buy into your programs Why sales compensation structures can make collaboration impossible The starting point Mason recommends for solving alignment issues 🔗 Resources Mentioned Scrappy ABM : Visit ScrappyABM.com for more ABM tips and strategies Connect with Mason on LinkedIn for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Why the Biggest Logos Don’t Mean the Best Accounts (with Leslie Venetz) | Ep. 197 26:11

۷ روز پیش26:11

26:11

Scrappy 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, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work. 👤 Guest Bio Leslie Venetz is the author of Profit Generating Pipeline and a USA Today bestselling author recognized as the 2024 Sales Innovator of the Year. With a career spanning service-based and SaaS sales, Leslie built her philosophy around full-cycle accountability, customer retention, and the belief that sellers must “earn the right” to their buyer’s attention. She shares daily insights on LinkedIn and can be found at salesledgtm.com/book. 📌 What We Cover Why “cheapest customers” are rarely the most profitable The difference between chasing big logos and finding the right accounts How renewal, upsell, and cross-sell drive long-term revenue Lessons from service-based sales and full-cycle account management Why MQL processes often break down and how to fix them The dangers of disingenuous contact-level personalization Leslie’s three-step approach to segmentation and value prop development How industry-specific campaigns create credibility and trust Why the biggest logos aren’t always the best accounts for ABM programs The type of content sales actually needs from marketing 🔗 Resources Mentioned Profit Generating Pipeline by Leslie Venetz Leslie Venetz on LinkedIn Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM. If you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!…

1
ABM Retrospective: The Good, the Bad, and the Pipeline | Ep. 196 51:56

10 روز پیش51:56

51:56

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM , host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020. Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months . They unpack what worked — executive sponsorship, a sharply defined target account list, and tightly documented operations — and where they’d hit rewind: overinvesting in tech, misaligned expectations, and the pain of forcing MQLs into a sales pipeline. Whether you’re building ABM from scratch, stuck in the middle, or scaling with momentum, this conversation reveals both the early signals that matter and the long-game reality required to see real impact. 👤 Guest Bios Ryan Gunn is the founder of Attribution Academy, an education platform helping HubSpot users learn how to tie marketing activity to revenue. He’s known for demystifying marketing attribution and helping teams prove their impact. Amanda “Chuck” Palmarchuk is Head of Strategy at Scrappy ABM, with nearly two decades in marketing and seven years specializing exclusively in account-based marketing. She’s helped organizations at all stages — from building ABM programs from scratch to refining them for revenue impact. 📌 What We Cover The core truth of ABM : awareness first, trust always Breaking into a new market segment without existing relationships Why executive sponsorship and consultant authority shaped success Building a tight, tiered target account list (~200 accounts total) How mind mapping and workflow planning prevented ops breakdowns The cost of overinvesting in tech before strategy is proven Resetting unrealistic expectations when early pipeline is slow Measuring influence and account penetration alongside revenue Recognizing seasonality and its role in pipeline timing Lessons for aligning sales and marketing without creating friction 🔗 Resources Mentioned Scrappy ABM — Visit for more ABM tips and strategies Connect with Mason on LinkedIn for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
How a Simple Travel Kit Strategy Turned an Event into a Buzz-Worthy Experience (with Yelena Kozlova from Finch) | Ep. 195 18:06

14 روز پیش18:06

18:06

Scrappy 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, and smart use of resources—like an event agency and even ChatGPT—can transform event marketing. Listeners will hear how this scrappy approach turned a standard booth into the talk of the show while building momentum for future events. 👤 Guest Bio Yelena Kozlova is the VP of Marketing at Finch, leading strategies that strengthen partnerships and drive network growth. With a background in product marketing and a passion for contextual messaging, Yelena shares insights on creative event activations and field marketing. 📌 What We Cover The strategy behind Finch’s partner activation at a third-party administrator event How a travel kit theme connected partners and prospects through co-branded items Turning booth visits into an engaging scavenger hunt experience Overcoming last-minute challenges and evolving the activation from idea to execution Using a personalized landing page and QR codes to capture and track leads Partner collaboration, measurement, and building buzz at events Lessons learned and what’s planned for scaling the activation at future events Why having the right partners and agencies matters more than a large team 🔗 Resources Mentioned Finch Farrago Events (Monica Ortiz) ChatGPT Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason Cosby for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Why Ethical Selling and Niching Down Drive Scalable Growth | Ep. 194 54:27

17 روز پیش54:27

54:27

Scrappy 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. Listeners will hear two powerful frameworks — the account progression model and the four D’s of ABM — along with practical advice on pricing, targeting, and scaling. This episode equips recruiters and service businesses with the mindset and tools to transform their growth strategies while avoiding the pitfalls of traditional acquisition methods. 📌 What We Cover Why account-based marketing is the most efficient way to approach B2B recruiting The role of ethical selling and conviction in building lasting client relationships How niching down leads to better results and stronger positioning Common acquisition strategies recruiters use before adopting ABM Who ABM works for, the importance of product/message market fit, and ideal contract values Overcoming internal pushbacks and misalignment between marketing and sales The account progression model for guiding prospects from awareness to closed deals The four D’s framework: Data, Distribution, Destination, and Direction Practical steps for building a target account list and reducing client escalation risk How to measure success and pipeline stability over time 🔗 Resources Mentioned Loxo Scrappy ABM Connect with Mason Cosby on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Scaling Revenue with Agentic AI and ABM (with Wendy White) | Ep. 193 20:16

21 روز پیش20:16

20:16

Scrappy 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 quality, and empower teams. With real examples—from using Clay for enriched targeting to deploying AI Piper for off-hours lead qualification—this conversation challenges marketing leaders to rethink how they scale. 👤 Guest Bio Wendy White is the CMO of Daxko, a software company powering over 25 million daily fitness experiences across gyms, YMCAs, martial arts studios, and boutique fitness businesses. At Daxko, Wendy leads AI-driven marketing strategies that accelerate pipeline and enhance customer engagement. She is passionate about ABM, agentic AI, and building revenue engines that move fast without sacrificing quality. 📌 What We Cover Using AI to personalize content for known buying entities and long-tail markets How Daxko enriches data with Clay and Seamless to improve outbound precision Human-in-the-loop strategies for outbound campaigns and SEO content generation Leveraging AI Piper to qualify leads and support customers during off-hours Building workflows that 10x content output while protecting brand voice Avoiding AI missteps by training tools, protecting the brand, and rethinking ops Creating a new “AI Ops” role to maintain orchestrations and drive efficiency How AI adoption changes team structures, hiring, and performance expectations 🔗 Resources Mentioned Daxko Clay Seamless BuiltWith Qualified Piper N8N The Boring Marketer (Twitter) The Kiln (agency) Resources: Scrappy ABM: Visit for more ABM tips and strategies Connect with Mason Cosby for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Stop Asking for Meetings Too Soon: ABM Lessons That Actually Work | Ep. 192 18:12

24 روز پیش18:12

18:12

Scrappy 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 common missteps like rushing the process or asking for meetings too early—and how to prevent them. Listeners will walk away with specific ways to repurpose content, choose channels that matter, and measure what really proves ABM is working. 👤 Guest Bio Amanda (Florez) Palmarchuk leads client strategy as Head of Strategy at Scrappy ABM. Known as “Chuk” to the team, she has guided successful ABM programs across global brands by focusing on segmentation, content alignment, and clear progression stages. Amanda thrives on helping organizations create meaningful connections with their target accounts. 📌 What We Cover Why segmentation is the foundation of a successful ABM program How to focus efforts when global brands want to “go after everyone” Choosing distribution channels that match audience behavior and engagement data Aligning content with progression stages to build relationships The importance of manual tracking and team communication for measuring social impact How to identify content gaps and prioritize net new creation Metrics that matter across awareness, engagement, and pipeline stages Common mistakes teams make, including rushing journeys and asking for meetings too soon 🔗 Resources Mentioned Hotjar – for tracking engagement and content performance Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Building Trusted Audiences That Drive Pipeline (with Rob Bellenfant) | Ep. 191 21:18

28 روز پیش21:18

21:18

Scrappy ABM, hosted by Mason Cosby , sits down with Rob Bellenfant , CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists. ㅤ This conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of content needs—education, production value, time efficiency, and entertainment—and why missing even one kills ROI. ㅤ From choosing syndication channels to setting up feedback loops that actually work, listeners will hear clear ways to measure success and pivot fast. Whether targeting small businesses or moving upmarket, Rob’s insights reveal how to adjust expectations, fight out incumbents, and make every content dollar count. ㅤ 🎯 Must-Have Resources for Content Syndication Success Rob Bellenfant and TechnologyAdvice recommend two essential guides to help revenue leaders evaluate and choose the right lead generation and publishing partners: Checklist: 25 Questions to Ask Every Lead Gen Provider — A practical resource to assess potential partners through your buyer’s lens. Complete Guide to Choosing the Right Lead Gen Partner — A comprehensive roadmap for selecting partners that align with your pipeline goals and audience needs. These resources provide clarity on how to navigate content syndication partnerships and maximize ROI. ㅤ 👤 Guest Bio Rob Bellenfant , CEO and Founder of TechnologyAdvice, leads a company focused on connecting B2B technology buyers with the right solutions through trusted audiences and high-quality content. Operating across 30 digital media brands and 50+ newsletters, Rob and his team help companies create content syndication strategies that deliver authentic engagement and measurable pipeline. ㅤ 📌 What We Cover Why trusted first-party audiences outperform mass contact lists How to evaluate a content syndication partner through the eyes of your buyer The four critical ingredients every piece of content must have to drive ROI Why channel selection matters less than content quality and authenticity Key differences in measurement between SMB and mid-market buying cycles How to set up feedback loops and avoid waiting too long to pivot strategy The power of small, fast experiments in paid media for faster learning Why tight measurement and clear audience insights pay dividends ㅤ 🔗 Resources Mentioned TechnologyAdvice Top 25 Questions to Ask a Lead Generation or Publishing Partner (resource mentioned by Rob) Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM. ㅤ If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Stop Sending the Same Email: Match Content to Buyer Stage Instead (with Trevor Grimes) | Ep. 190 23:48

۴ weeks پیش23:48

23:48

ABM 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 episode gives you the framework to stop guessing and start aligning content with what your prospects actually need. 👤 Guest Bio Trevor Grimes is the Lead Content Strategist at Scrappy ABM. He focuses on building stage-specific content strategies that connect account-based programs with real buyer behavior. He also previously joined Scrappy ABM to discuss content repurposing and returns this time to walk through net-new content creation across the ABM funnel. 📌 What We Cover The five core stages of an account progression model: awareness, initial engagement, meaningful engagement, conversion, and re-engagement A simple afternoon exercise to categorize your existing content across the funnel How to handle “multi-purpose” content by asking: what do you want them to do next? Why short-form social, listicle blogs, and educational posts power awareness What content qualifies as initial engagement (hint: it starts to frame the solution) Examples of meaningful engagement assets like demos, walkthroughs, and comparison guides Why conversion-stage content should be personalized, product-focused, and shareable The underestimated power of response-based email CTAs vs. “book a call” asks How to use pre- and post-webinar outreach to spark real conversations 🔗 Resources Mentioned Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn : For a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
The Booth Hack That Hit Meeting Quotas on Day One (with Brandon Redlinger) | Ep. 189 23:51

۵ weeks پیش23:51

23:51

What 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. Brandon shares the full breakdown: sourcing the target list from LinkedIn hashtags and past sponsors, how reps organically promoted the play, and why the Bose headphones weren’t the real incentive. He also explores what worked, what he’d change, and how even fractional marketing teams can align with sales—without becoming order-takers. 👤 Guest Bio Brandon Redlinger is a fractional VP of Marketing and co-founder of The Forge, where he helps ambitious marketing leaders accelerate their careers. He’s also led ABM and demand programs at brands like Noble and Sidebar. Brandon’s known for building smart, scrappy programs that drive pipeline—even without massive budgets. 📌 What We Cover The “Find Your Face” event play that turned heads (and booked meetings) How they sourced buyer headshots using LinkedIn hashtags and last year’s attendee list Why reps started slacking photos of cutouts to execs who didn’t attend The moment sales realized the play worked—and jumped in to help How adding influencers’ faces boosted social amplification Why a $25 Amazon gift card wasn’t the real driver for C-suite engagement The shift from geo-based to industry-based territories in ABM Brandon’s view on alignment: why marketing success shouldn’t rely on sales buy-in Advice for ABM starters: test small, avoid shiny tools, and go narrow on account lists 🔗 Resources Mentioned Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason Cosby on LinkedIn : Start a conversation about ABM. Connect with Brandon Redlinger on LinkedIn If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Why 80% of ABM Programs Fail—And How to Avoid It | Ep. 188 29:27

۵ weeks پیش29:27

29:27

What 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 pilot, leading an enterprise rollout, or thinking about building a center of excellence, this episode is a direct line into what’s working—and what’s not—in ABM today. 📌 What We Cover The 5 most common reasons ABM programs fail Why leadership buy-in must go beyond “you should do ABM” How to avoid overwhelming a single ABM manager with six roles Why you should never build a target list based on logo wishlist What a realistic, support-backed ABM org chart looks like How to align RevOps and ABM strategy with visualization tools Why tech is rarely the problem—but often accelerates failure The hidden risks of going upmarket with no proof or experience How to build a small pilot that creates internal demand from sales Using actual customer data to shape a Target Customer Profile (TCP) The real cost of chasing enterprise logos that don’t fit 🔗 Resources Mentioned ForgeX Files Podcast : Follow for more on Account-Based GTM and AI Connect with Davis Potter : CEO of ForgeX and host of ForgeX Files Scrappy ABM : Visit for more ABM tips and strategies Connect with Mason on LinkedIn : Start a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

1
Get a Fully Built ABM Strategy in One Day 2:20

۶ weeks پیش2:20

2:20

For 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 exactly those issues. You’ll come with targeting ideas, objectives, and sales context — and leave with clarity, confidence, and a plan. Register for the Free Workshop (August 7) : scrappyabm.com/workshop Email Mason : Mason@scrappyabm.com 📌 What We Cover Why Scrappy ABM is hosting a free, full-length strategy development workshop What participants will walk away with: a fully built ABM strategy in detail How the format helps solve common blockers like sales buy-in and tooling limitations What you’ll need to bring to get the most value from the session How to register and book prep time with the Scrappy ABM team The clarity marketers get when they finally see the ABM puzzle pieces fit together How to contact Mason with questions or support needs Resources: 🔗 Scrappy ABM : Visit for more ABM tips and strategies. 🔗 Connect with Mason on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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How a Solo Marketer Built 80% of Pipeline With ABM and Zero Ads (with Adam O’Brien from Stackpack) | Ep. 187 19:37

۶ weeks پیش19:37

19:37

What 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 highly relational, low-tech vertical. This isn’t theory—it’s the actual playbook, including failures, workarounds, and honest lessons from the field. If you're thinking about ABM but light on resources, this is your blueprint. 👤 Guest Bio Adam O’Brien is the Founding Marketer at Stackpack and co-host of The Don't Be a SaaS Podcast . A product marketer at his core, Adam previously ran solo ABM programs targeting nonprofit organizations, leveraging deep persona research, manual sourcing, and creative content to build marketing-sourced pipeline from 0% to 80%. 📌 What We Cover Why the first step in ABM is always reviewing closed-won and closed-lost deals How Adam narrowed targeting to 250 accounts per rep using public nonprofit data The role of “mission sub-verticals” in fine-tuning outbound messaging Why trade shows were targeted—but never sponsored The “hijack the audience” strategy that replaced traditional event marketing Building community with donation page “glow ups” instead of webinars How a long ebook became a GPT tool—and why it drove 4–5x more traffic than the blog Creating a branded microsite to unify all assets and track buyer intent Why knowing your product market fit and messaging is non-negotiable for ABM How product limitations and crowded competition created unexpected challenges The critical importance of customer quotes, referrals, and reviews Advice for marketers launching ABM without resources: start with product marketing 🔗 Resources Mentioned Stackpack The Don't Be a SaaS Podcast Adam O’Brien on LinkedIn Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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It’s All Your Fault — And That’s Good News | Ep. 186 53:16

۶ weeks پیش53:16

53:16

When 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 definitions, and siloed data are blocking collaboration — and how these leaders are actively solving it. If you're navigating friction between sales, marketing, and ops, this episode offers practical frameworks, tactical tips, and a refreshing dose of honesty. 👤 Guest Bios Laura Erdem is the Director of Sales (US) at Dreamdata, where she brings a seller’s lens to B2B attribution and sales-marketing alignment. She's known for building strong cross-functional partnerships and speaking with marketers daily to fix broken revenue collaboration. Sarah Sehgal is Director of Growth Marketing at OpenSesame, a leading e-learning platform focused on corporate skills and career development. With a background in sales and over a decade in marketing, Sarah brings a cross-functional perspective to ABM, ops, and revenue programs. Kacyn Goranson is Vice President of Marketing and Demand Generation at BetterUp. With over 16 years of experience in B2B SaaS, she’s held roles across demand gen, ops, and SDR management — giving her a wide-angle view on the systems and strategies that drive sustainable growth. 📌 What We Cover Why “it’s all your fault” is actually a mindset shift — and a leadership advantage Org charts and team dynamics: how each guest’s marketing and sales teams are structured How company size impacts alignment, attribution, and communication workflows Why outbound is now an operational project — not just a sales motion The tension between comp plans and collaboration — and what to avoid How to measure the “unmeasurable” work like podcasts, LinkedIn, and events Why “gut feeling backed by data” is the new north star How to use call recordings, Gong triggers, and Slack channels to track anecdotal wins The surprising power of visual strategy maps, glossary docs, and restating decisions live Why good ABM requires sales at the table — and why good marketing starts with trust 🔗 Resources Scrappy ABM : Visit for more ABM tips and strategies Connect with Mason on LinkedIn : Start a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!…

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“We Built It for Us—and It Took Over an Industry” (with Brad Parker from FormPiper) | Ep. 185 23:16

۷ weeks پیش23:16

23:16

ABM 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 adaptation, Brad unpacks how strategic partnerships—not cold calls—became his #1 growth channel. If you’ve ever tried to force-fit a product into a new market, this conversation will hit home. 👤 Guest Bio Brad Parker is the founder and CEO of FormPiper , a platform built to automate the consumer financing process by aggregating multiple lenders into a single application experience. Drawing on 20 years of retail ownership, Brad built FormPiper to solve his own operational pain—then scaled it nationally through strategic vertical expansion. 📌 What We Cover Why Brad’s ICP was “me and my friends”—and how that led to fast traction The real pain of consumer financing: saying “no” multiple times How FormPiper helps businesses become “yes companies” What went wrong in early market expansion—and how they fixed it How strategic partners unlocked access to new verticals Why 90-day sprints keep the team aligned and agile The mistake of assuming one product fits every market How FormPiper defines when it’s time to expand into a new vertical Why cold outreach failed—and warm partnerships thrived The power of open-minded product development through customer listening 🔗 Resources Mentioned FormPiper GetAccept – used to deliver custom digital sales rooms Resources: 👉 Scrappy ABM : Visit for more ABM tips and strategies. 👉 Connect with Mason Cosby on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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All the Reasons Your ABM Program Will Fail—And Why That’s a Good Thing | Ep. 184 27:39

۷ weeks پیش27:39

27:39

On 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 getting “access” in sales is a marketing problem in disguise. If you’re in marketing, sales, or anywhere in a revenue team, this episode’s full of real strategies and red flags—straight from the front lines of ABM. 👤 Guest Bio Janice B. Gordon is the host of the Scale Your Sales podcast, where she helps CEOs, CROs, and sales leaders grow revenue through key account expansion and customer-centric strategies. 📌 What We Cover Why Mason starts every pitch with “here are all the ways ABM programs fail” The counterintuitive power of trying to talk buyers out of working with you How to identify and remove small customer roadblocks before selling big ideas Why most “account-based marketing” is just high-volume sales with a new name The difference between reflective accounts and unexplored opportunities Two overlooked ABM plays: champion tracking and referral mapping The dangers of mismatched compensation between sales and marketing How Mason handles misaligned teams during the sales process (or walks away) Resources: 🔗 Scrappy ABM : Visit for more ABM tips and strategies 🔗 Scale Your Sales Podcast 🔗 Connect with Mason on LinkedIn : for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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How to Launch a One-to-One ABM Pilot in Just Four Weeks (with Alexander Goodwin from Fingerprint) | Ep. 183 24:32

۸ weeks پیش24:32

24:32

Scrappy 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-recorded videos made the experience feel personal and relevant. Throughout the episode, Mason and Alex highlight the importance of clarity in account planning, shared measurement models, and practical ways to prioritize accounts that drive real revenue—not just clicks. 👤 Guest Bio Alexander Goodwin is the Director of Demand Generation at Fingerprint, where he leads the development of one-to-one ABM strategies for enterprise growth. With a background in PLG motion and a sharp focus on profitability and ICP fit, Alex has quickly scaled ABM efforts that bridge the gap between sales and marketing. 📌 What We Cover Why Fingerprint shifted from PLG to enterprise-focused one-to-one ABM How Alex used historical ICP revenue and retention data to guide account selection The first segmentation model: cold vs. warm accounts based on sales engagement and website activity Building a four-stage account progression model focused on value drivers, use cases, validation, and multi-threading How templated HubSpot pages, lightweight personalization, and rep-recorded videos powered rapid launch Metrics that matter: using MQA stage, pipeline conversion rates, and enrolled vs. unenrolled cohort tracking Why early sales wins and small pilot cohorts are critical for scaling ABM Lessons learned: defining next-stage resource needs and aligning with RevOps on measurement 🔗 Resources Mentioned Fingerprint HubSpot CMS LinkedIn video ads Salesforce ITSMA ABM benchmarks Alexander Goodwin on LinkedIn Resources: Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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Why Your Show Hasn’t Launched Yet—And How to Fix It in 30 Days | Ep. 182 19:17

۸ weeks پیش19:17

19:17

Scrappy 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 shows into market. You’ll learn how a 30-day soft-to-hard launch framework accelerates time-to-value—and why skipping the overthinking phase matters more than your gear or perfect positioning. Mason and Joseph walk through who to invite first, why live shows create momentum, and how post-recording green room chats turn ghosted leads into six-figure deals. If you want to build real relationships with the right people—and do it in a scrappy, scalable way—this episode shows you how. 👤 Guest Bio Joseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since joining the team in mid-February, he has overhauled the entire show onboarding process—cutting timelines down to as little as seven days for soft launches and 30 days for full show deployment. He’s worked on over 30 podcast launches and brings a tested, tactical lens to turning podcasts into revenue engines. 📌 What We Cover Why most shows fail before episode 3—and how to break into the top 1% by reaching episode 21 The compounding effect of booking good meetings with great people—without trying to sell Why thinking of your show as a networking tool, not a sales pitch, leads to more closed revenue How to use podcast invites to revive ghosted pipeline and closed-lost opportunities The importance of "friendlies" and the texting test to land your first batch of guests How live shows create accountability, better content, and faster feedback The psychology behind cold outreach that gets real decision-makers to say yes Joseph Lewin 's exact four-week launch roadmap—from kickoff to trailer publish A story of how one podcast appearance turned into a $500K deal in under three weeks 🔗 Resources Mentioned Podcast Hosting : Captivate Recording Tools : StreamYard, Riverside, Zoom Design : Canva Resources: 🔗 Scrappy ABM : Visit for more ABM tips and strategies 🔗 Connect with Mason Cosby on LinkedIn : For more conversations on ABM…

Scrappy ABM

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Why Personalization Beats Spray-and-Pray Every Time (with Lorena Garcia from FranConnect) | Ep. 181 28:46

۹ weeks پیش28:46

28:46

Most 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 practical steps they took to operationalize and scale a high-touch program. If you’ve been waiting for the perfect setup to launch ABM—this is your permission to go now. 👤 Guest Bio Lorena Garcia is the Senior Vice President of Marketing at FranConnect , a platform powering franchise and multi-location business growth. She leads a metrics-driven marketing team focused on customer experience, sales partnership, and scalable ABM execution. 📌 What We Cover Why Lorena starts with a “customer perspective lock-in” before any marketing execution How FranConnect uses public growth signals and industry intent data to prioritize accounts What makes their Salesforce dashboard a true account experience engine The importance of a personalized PathFactory experience for each brand Why you should build playbooks with SDRs and sales—not just hand them off The one mistake marketers make when targeting C-levels too early How her team runs 70% complete rollouts and refines with sales feedback Why “fax over feelings” and daily reporting create true accountability How she thinks about metrics beyond the inbound/outbound divide The underestimated power of beta testing with friendlies and customers 🔗 Resources Mentioned FranConnect PathFactory Lorena Garcia on LinkedIn Scrappy ABM Podcast 🔗 Scrappy ABM : Visit for more ABM tips and strategies. 🔗 Connect with Mason Cosby on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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The One-Page Blueprint for Building a Scrappy ABM Program | Ep. 180 27:38

۹ weeks پیش27:38

27:38

Building 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 your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn’t follow up on your campaigns. Mason also explains why podcasting isn’t the magic bullet marketers think it is—and when it is the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline. 👤 Guest Bio Jorge Soto is the Co-Founder of AssetMule , a platform helping B2B marketing and sales teams create personalized, interactive sales assets. He hosts The GTM Pack Podcast , where he interviews go-to-market leaders on how to build smarter, faster-growing teams. 📌 What We Cover The checklist to determine if ABM is even right for your business Why average contract value, sales cycle length, and product-market fit matter How to align sales and marketing by understanding compensation models Why the Account Progression Model turns strategy into measurable motion How the Four D Framework (Data, Distribution, Destination, Direction) drives execution Why marketers should prioritize pipeline activation before brand building How Mason Cosby generated $8M in pipeline using Scrappy ABM ’s own playbooks When to invest in podcasting—and when to hold off Why most marketers are closer to ABM readiness than they think 🔗 Resources Mentioned Scrappy ABM Podcast AssetMule.ai – Episode 130 Brand Building vs. Sales Activation (The Long and the Short of It) Scrappy ABM’s Account Progression Model & Four D Framework 🔗 Scrappy ABM : Visit for more ABM tips and strategies. 🔗 Connect with Mason Cosby on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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How Brandon Salisbury Drove 456% Pipeline Growth at Tilt | Ep. 179 23:18

10 weeks پیش23:18

23:18

Practical, 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. Whether you’re starting your first ABM program or leveling up an existing one, you’ll find candid advice on aligning teams, overcoming old mindsets, and scaling what works—without chasing vanity metrics. 👤 Guest Bio Brandon Salisbury brings a strong track record of delivering pipeline and revenue growth, including a 456% increase in pipeline and 255% in revenue at Tilt . His approach is shaped by both marketing and sales experience, with a focus on practical data, outcome-driven content, and building teams for long-term success. 📌 What We Cover How Brandon Salisbury partnered with sales and leadership at Tilt to align strategy and execution Using deep historical data to identify real product-market fit (not just largest deals) Segmenting by close rate, sales cycle, and conversion, not just revenue Teaching internal champions to sell—content that directly enables the buying committee Leveraging RFI feedback and Gong data to shape outcome-driven messaging Why content for ABM is built for value and sales enablement, not SEO Channel mix: LinkedIn, YouTube, paid media, email, and integrated campaigns Measuring consumption metrics over vanity numbers; focusing on pipeline and revenue The power of an RFP template as a content and product marketing tool Learning from seasonality, buying behavior, and how hiring the right people is everything 🔗 Resources Mentioned Brandon Salisbury on LinkedIn Tilt (if mentioned in the audio—hyperlink if confirmed) Gong (referenced for sales call data) Jobs to Be Done framework by "OIC" (referenced for messaging) RFI & RFP templates (described in content strategy) Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason Cosby on LinkedIn for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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Are We Really Aligned? Why Visualizing Strategy Beats Talking About It (with Christina Bottis and Chris Geraci from Mural) | Ep. 178 51:24

10 weeks پیش51:24

51:24

Visualizing 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, why PowerPoint slides aren’t enough, and how Mural ’s teams now center everything on visual artifacts. Mason Cosby , Christina Bottis , and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing’s metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human. 👤 Guest Bio Christina Bottis , Chief Marketing Officer at Mural With two decades of B2B tech experience, Christina Bottis brings a belief that ABM is just good strategy. Her hands-on marketing and sales experience shape a focus on mutual empathy and bridging the gap between digital plans and real human resonance. Chris Geraci , VP of Sales at Mural Chris Geraci has spent 15 years in SaaS sales and leads the new land team at Mural . He brings a passion for building high-performing teams, fostering trust, and turning ABM strategies into repeatable, team-driven successes—especially when remote work challenges traditional alignment. 📌 What We Cover The danger of “alignment” as just a conversation, not a shared visual How remote work exposed the flaws in assuming everyone is on the same page Using visual artifacts to turn ABM strategy into a single source of truth Translating customer journeys into actionable, co-owned plans Weekly pipeline meetings, trust-building, and measuring what really matters The power of empathy: seeing the world through sales and marketing eyes Building rituals—icebreakers, honest feedback, and shared Slack channels—for stronger team culture Co-creation: making it impossible to blame or credit just one team when you win or lose Why B2B needs to “get creepy” about users and go beyond firmographics Small experiments, learning from failure, and the value of repeatable motions 🔗 Resources Mentioned Mural "Five Dysfunctions of a Team" by Patrick Lencioni (referenced in discussion) LUMA methods (referenced for brainstorming and refining team processes) Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason Cosby on LinkedIn for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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Tripling Revenue in Six Months: Podcasting as an Account-Based Playbook with Logan Lyles | Ep. 177 21:00

11 weeks پیش21:00

21:00

Scrappy ABM welcomes Logan Lyles , Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise. Logan Lyles walks through his journey from technology sales to running Sweet Fish Media’s podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals. 👤 Guest Bio Logan Lyles is Director of Growth at Business Builders. He describes himself as a marketer who feels too much like a salesperson and a salesperson who's too much of a marketer to be comfortable in either camp. Logan helped Sweet Fish Media triple revenue in six months by using podcasting as a strategic playbook to engage and convert their best-fit customers. Connect with Logan Lyles on LinkedIn 📌 What We Cover Logan Lyles on feeling “the weirdo in between” sales and marketing, and how that led him to podcasting The original move from blog writing to podcasting at Sweet Fish Media How Logan Lyles became the host of B2B Growth and started interviewing their ICP—VPs of marketing and CMOs at B2B SaaS companies The story behind “content-based networking” and tripling business in the first six months Why podcasting can be a better fit than ABM for service businesses and founder-led agencies The crucial choice: audience-based vs. account-based podcasting, and why you shouldn’t mix the two Tactical tips for launching: picking a host platform, cover art, episode structure, and keeping interviews short and repeatable List-building and outreach using LinkedIn Sales Navigator, Apollo, or LinkedIn DMs, plus tools like dify and Mailshake How to use a podcast to uncover sales insights: using your discovery script as interview questions Leveraging recording tools like Riverside.fm, Buzzsprout, and creating clips for relationship building Post-interview strategies: promotion planning calls, following up by text, and creating extra touchpoints Expanding beyond podcasting: running content-based networking with blog articles, research reports, webinars, and more 🔗 Resources Mentioned StoryBrandCourse.com — Free five-part course and templates from Business Builders AgencyBuilders.com — Peer-to-peer community for agency owners and leadership teams Logan Lyles on LinkedIn Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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Matching Content to Every Stage: Why It’s Not About Spam | Ep. 176 18:04

11 weeks پیش18:04

18:04

Scrappy 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 accounts forward. Expect frank discussion about what “qualified” really means, the power of first-party content engagement, and why sales should never waste their time on cold lists. Mason also reveals his team’s approach to organizing content and gives actionable frameworks to align marketing and sales, with a little humor along the way. 👤 Guest Bio: Benjamin Ard Benjamin Ard is the host of the Content Amplified podcast and co-founder at Masset.ai. In this conversation, he welcomes Mason Cosby to discuss all things content, ABM, and the realities of marketing and sales alignment. Connect with Benjamin Ard on LinkedIn 📌 What We Cover How Mason started in sales with no marketing support and shifted into content marketing The story behind sunsetting The Marketing Ladder and launching Scrappy ABM What real ABM looks like: “right person, right place, right methods, right time” — and the role of content as “right message” Why third-party intent isn’t a shortcut to ABM and what counts as actual buyer engagement A step-by-step explanation of the account progression model: from awareness, to engagement, to opportunity, and re-engagement How to define your own buyer stages and avoid “nebulous” terms Practical examples of measuring awareness, engagement, and meaningful action with content The Four Ds framework: data, distribution, destination, direction—how to activate accounts without wasting sales resources Creating messaging and content that matches industry pain points with real customer proof The value of giving sales teams not just content, but also the reasoning and research behind it 🔗 Resources Mentioned Content Amplified Podcast — follow Benjamin’s show for more conversations on marketing and content Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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The ABM Cheat Code: ICP, Intent, and Iteration (with Christopher Collier from EHS Insight) | Ep. 175 30:57

12 weeks پیش30:57

30:57

Most 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 channels to the buyer’s journey. Plus, they’ve built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy. If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook. 👤 Guest Bio Christopher Collier is the Vice President of Marketing at EHS Insight , where he leads demand generation, operations, and digital strategy for their SaaS platform. With a strong background in private equity and B2B marketing, Christopher brings a data-driven, cross-functional approach to building revenue teams. Connect with him on LinkedIn: linkedin.com/in/christopherleecollier 📌 What We Cover How EHS Insight refines ICP with quarterly reviews and biannual deep dives Why aligning marketing, sales, product, and CS is essential for ICP accuracy What it looks like to run programs only to accounts showing real intent Why they audit channel performance down to closed-won revenue How RevOps led the mapping of content to the buyer journey The importance of ungated content—and what gets tracked instead How video is becoming a key sales enablement priority Why culture and leadership alignment make or break your ABM program How they measure influence vs. source using Enrich + HubSpot Building psychological safety to support risk-taking and learning from failure 🔗 Resources Mentioned Scrappy ABM Connect with Mason Cosby Connect with Christopher Collier EHS Insight Enrich Radical Candor by Kim Scott Crucial Conversations by Patterson, Grenny, McMillan, and Switzler Upnotch (mentorship platform) Resources: Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn : Start a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!…

Scrappy ABM

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Why Most ABM Fails (And What to Do Instead) | Ep. 174 28:04

12 weeks پیش28:04

28:04

Can 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 explore why marketing should start with finance when defining best-fit accounts, how to use content to support outbound, and what it means to sell ethically in B2B. If your company is over-indexing on tools and underestimating alignment, this is the episode to reset your approach. 👤 Guest Bio Jonathan Gandolf is the host of The Content Cocktail Hour . This conversation features his interview with Mason Cosby, founder of Scrappy ABM and creator of ABM strategies that work without the overhead. You can connect with Jonathan at linkedin.com/in/jonathan-gandolf . 📌 What We Cover The reason gifting isn’t a full ABM strategy (and what is) How Scrappy ABM generated $3M in 18 months with a $70/month tech stack Five factors that determine if your company is ready for ABM Why marketers should partner with finance first, not last How to identify best-fit customers using profitability and product usage What a “content-led outbound” ABM motion actually looks like The role of helpful, problem-focused content in modern B2B Why “don’t ask for the meeting” is Mason’s most unpopular opinion 🔗 Resources Mentioned Scrappy ABM Connect with Mason Cosby Connect with Jonathan Gandolf AudiencePlus Resources: Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn : Start a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!…

Scrappy ABM

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Why Your LinkedIn Outreach Isn’t Getting Responses—and What to Do Instead (with Morgan J Ingram from AMP Creative) | Ep. 173 26:01

13 weeks پیش26:01

26:01

Scrappy 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 most invisible buyers lurking in Slack threads. This is practical, time-saving strategy built for real sellers—not LinkedIn influencers. 👤 Guest Bio Morgan J Ingram is the Founder and CEO of AMP Creative, where he helps teams turn LinkedIn into a revenue engine using proven social selling systems. With firsthand experience as an SDR and a following of over 175,000, Morgan shares tested frameworks that connect sales development to business outcomes. Connect with Morgan on LinkedIn 📌 What We Cover Why LinkedIn connect rates are plummeting—and how to work around it The “triangle function” approach to mapping buyers and influencers Why blank connection requests outperform personalized ones (with math) The “Five Cs” of social selling: clarity, connect, conversations, comment, content Why 5–10 comments beat 100—and how to do it in under 30 minutes How videos and voice notes outperform text-based DMs When to follow up—and the best days to send video messages Why content needs to be Slack-shareable, not just algorithm-friendly 🔗 Resources Mentioned AMP Creative: ampcreative.io Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com Connect with Mason on LinkedIn for a conversation about ABM: Mason Cosby If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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Crawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172 36:46

13 weeks پیش36:46

36:46

Most 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 actually need to track success — and no, a $100K tech stack isn’t one of them. If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for. 👤 Guest Bio Mason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby . 📌 What We Cover Why most ABM programs fail at measurement before they even begin The six-stage account progression model: from awareness to closed revenue Why display ads to cold accounts won’t book meetings (and what to do instead) Common sense ways to measure ABM with spreadsheets and ad platforms The crawl-walk-run framework for measurement maturity The difference between MQAs and MQLs — and why it matters Why one-to-one measurement at the awareness stage is usually a waste The tech you need (and don’t need) to start measuring ABM effectively How to build reporting dashboards for marketing, sales, and executives Why Mason insists on admin-level CRM access in every client engagement 🔗 Resources Mentioned G2 (for intent signals and review data) HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM) ZoomInfo, LinkedIn Sales Navigator (list-based triggers) 6sense, Warmly, R-B2B (anonymous website visitor tracking) Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn : Start a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!…

Scrappy ABM

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Ep. 171 - How a Small Team Generated $3.5M in Pipeline in 2 Quarters 36:57

14 weeks پیش36:57

36:57

In 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 Bio David 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 LinkedIn 📌 What We Cover Why the demand gen rebuild happened 2.5 years into David's time at Workboard The lean org structure: domain experts, a single growth hire, and three BDRs How they aligned the BDR role with senior enterprise buyers Reassessing the ICP with "years in business" as a key maturity signal Using customer quotes and references as the foundation of all messaging Why horizontal peer influence matters more than industry in 2025 Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builder The simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold calls Building a daily measurement model tied to pipeline goals and BDR activity How the team generated 3.5x pipeline growth over two quarters Common challenges in aligning messaging across C-suite, middle managers, and process owners 🔗 Resources Mentioned Workboard Website: workboard.com Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM. If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!…

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How a Solo Marketer Built 80% of Pipeline With ABM and Zero Ads (with Adam O’Brien from Stackpack) | Ep. 187