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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

Before The Chorus

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LIVE: Before the Chorus & Open Folk Present: In These Lines feat. Gaby Moreno, Lily Kershaw & James Spaite 33:58

۵ روز پیش33:58

پخش در آینده

لیست ها

پسندیدن

دوست داشته شد

33:58

On June 25th 2025, in collaboration with Open Folk, we presented our first ever live interview event in Los Angeles. As Open Folk put it: "In These Lines is a live event where three artists each bring one song — not just to perform, but to explore. They sit down with Sofia Loporcaro, host of Before The Chorus, to talk about where the song came from, what it meant to write it, and what it still holds. Then they play it. Just the song, and the truth behind it." Find Open Folk on Instagram: @openfolkla Find Gaby on Spotify: https://open.spotify.com/artist/0K9pSmFx0kWESA9jqx8aCW?si=Wz4RUP88Qlm_RKs7QTLvWQ On Apple Music: https://music.apple.com/us/artist/gaby-moreno/472697737 Instagram: https://www.instagram.com/gaby_moreno/ Find Lily on Spotify: https://open.spotify.com/artist/0p0ksmwMDQlAM24TWKu4Ua?si=Bmdg-uIUTHu-zRUc_dqL3g On Apple Music: https://music.apple.com/us/artist/lily-kershaw/526884610 Instagram: https://www.instagram.com/lilykershaw/ Find James on Spotify: https://open.spotify.com/artist/3u50TPoLvMBXNT1KrLa3iT?si=OoLoq7ZTRZyUiytQcz0FsQ On Apple Music: https://music.apple.com/us/artist/james-spaite/905076868 Instagram: https://www.instagram.com/jamesspaite/ Subscribe: ⁠⁠⁠⁠⁠⁠⁠https://beforethechorus.bio.to/listen⁠⁠⁠⁠⁠⁠⁠ Sign up for our newsletter: ⁠⁠⁠⁠⁠⁠⁠https://www.beforethechorus.com/⁠⁠⁠⁠⁠⁠⁠ Follow on Instagram: ⁠⁠⁠⁠⁠⁠⁠@beforethechoruspodcast⁠⁠⁠⁠⁠⁠⁠ & ⁠⁠⁠⁠⁠⁠⁠@soundslikesofia⁠⁠⁠⁠⁠⁠⁠ About the podcast: Welcome to Before the Chorus , where we go beyond the sounds of our favourite songs to hear the stories of the artists who wrote them. Before a song is released, a record is produced, or a chorus is written, the musicians that write them think. A lot. They live. A lot. And they feel. A LOT. Hosted by award-winning interviewer Sofia Loporcaro, Before the Chorus explores the genuine human experiences behind the music. Sofia’s deep knowledge of music and personal journey with mental health help her connect with artists on a meaningful level. This is a space where fans connect with artists, and listeners from all walks of life feel seen through the stories that shape the music we love. About the host: Sofia Loporcaro is an award-winning interviewer and radio host who’s spent over 8 years helping musicians share their stories. She’s hosted shows for Amazing Radio, and Transmission Roundhouse. Now on Before the Chorus, she’s had the chance to host guests like Glass Animals, Feist, Madison Cunningham, Mick Jenkins, & Ru Paul's Drag Race winner Shea Couleé. Learn more about your ad choices. Visit megaphone.fm/adchoices…

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

حدود یک سال پیش 30:57

اشتراک گذاری

MP3•خانه قسمت

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!

189 قسمت

#Entrepreneur #Business #Marketing #Mason Cosby

Scrappy ABM

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

Scrappy ABM

published حدود یک سال پیش

اشتراک گذاری

MP3•خانه قسمت

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

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.

189 قسمت

#Entrepreneur #Business #Marketing #Mason Cosby

همه قسمت ها

Scrappy ABM

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

۲ روز 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!…

Scrappy ABM

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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

۳ روز 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!…

Scrappy ABM

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

۶ روز 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!…

Scrappy ABM

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

10 روز 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!…

Scrappy ABM

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

13 روز 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!…

Scrappy ABM

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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

17 روز 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!…

Scrappy ABM

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

20 روز 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

24 روز 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!…

Scrappy ABM

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

27 روز 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!…

Scrappy ABM

1
How Brandon Salisbury Drove 456% Pipeline Growth at Tilt | Ep. 179 23:18

۴ 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!…

Scrappy ABM

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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

۵ 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!…

Scrappy ABM

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

۵ 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!…

Scrappy ABM

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

۶ 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!…

Scrappy ABM

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

۶ 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

۷ 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!…

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