Scrappy ABM

Mason Cosby
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  • MARKETING
  • UPDATED WEEKLY

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place. Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity. This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins. So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you. Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!

  1. 1 DAY AGO

    How to build the right budget and investment for ABM | Ep. 261

    Struggling to get buy-in for your ABM program budget? Securing hundreds of thousands of dollars for marketing initiatives requires a specific, structured process. In this episode of Scrappy ABM, host Mason Cosby walks through the exact four steps for building ABM programs and getting leaders on board quickly. ㅤ Instead of asking for a budget right away, marketers must first audit their current efforts. Mason Cosby explains how to map out everything from SEO to organic social events. He breaks down how to categorize these programs by their intended purpose to create your first account progression model. ㅤ This model guides accounts from initial awareness straight to buying readiness. By identifying specific gaps and presenting a clear plan first, you can ask leadership for help solving large initiatives rather than just asking for dollars. You will learn how to complete this entire mapping process and secure the resources you need in under an hour. ㅤ 📌 What We Cover Write down everything you are currently doing from a marketing perspective, including SEO and paid media.Categorizing existing programs by their purpose to build your first account progression model.Mapping tactical details using the four D framework: data, distribution, destination, and direction.Answering the six critical questions for every single playbook at every stage of your program.Moving from repurposing current content to building new assets to fill specific gaps.Asking leadership for help solving a problem rather than directly asking for a general ABM budget. ㅤ 🔗 Resources Mentioned ABM Planning Template: Visit scrappyabm.com/plan to get a full program mapped out in about an hour.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!

    4 min

  2. 4 DAYS AGO

    Why Most ABM Programs Fail: Executing In The Wrong Sequence | Ep. 260

    Most ABM programs fail not because they have a bad strategy, but because they execute in the wrong sequence. Marketers often start with a blank canvas and build strictly at the awareness stage for cold accounts. Brand recall typically takes three to six months. Because of this timeline delay, executive leadership often cuts the program before it generates any actual pipeline. ㅤ On Scrappy ABM, Mason Cosby explains why mathematically paying off debt with the Avalanche method is the fastest, but the Snowball method is actually the most successful. The Snowball method works because human psychology requires momentum and early wins. Mason applies this exact logic to scaling an ABM program long-term. ㅤ Instead of starting at the top with unaware buyers, Mason recommends starting with audiences that already know your brand. By focusing on Closed-Lost opportunities, customer win-back programs, or pipeline acceleration, you can skip the three to six months of brand recall. You get a quick win, prove that coordinated sales and marketing efforts work, and secure the momentum needed to build out the rest of the strategy. ㅤ 📌 What We Cover Why starting your ABM program at the awareness stage often leads to the program getting cut.How the psychology of the Debt Snowball method applies to securing early wins and generating pipeline.Targeting known audiences first: Closed-Lost, win-back programs, referrals, and pipeline acceleration.Using a conversion mechanism to offer a free one-to-one audit process that highlights the gap in a prospect's current state.Validating your conversion mechanism with a highly targeted cohort of 30 to 50 right-fit accounts.Building consistent feeder programs, like webinars, podcasts, or email nurtures, to build trust and drive opt-ins.Scaling back up to the awareness stage only after validating the bottom-of-the-funnel steps.A breakdown of a cybersecurity client progressing accounts from an automated assessment to a one-to-one consult. ㅤ🔗 Resources Mentioned Actionable Tactical Playbooks: scrappyabm.com/newsletterScrappy ABM: Visit for more ABM tips and strategiesConnect 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!

    13 min

  3. 12 MAR

    Vibe Coding Custom Dashboards To Reimagine Marketing Attribution (with Lisa Sharapata from Metadata) | Ep. 259

    Buyers are not searching Google keywords in the dark funnel anymore. They are asking questions in private channels, large-language-model communities, Perplexity, and Slack communities. In episode 259 of Scrappy ABM, host Mason Cosby sits down with Lisa Sharapata to discuss this exact shift in buyer behavior. ㅤ Lisa shares how she is rewriting marketing playbooks by getting closer to the customer through first and second-party intent signals, in-person events, and Answer Engine Optimization (AEO). She explains how to use artificial intelligence to find content gaps, draft resources with human-in-the-loop oversight, and build highly specific dashboards using Claude code. ㅤ Mason Cosby and Lisa also discuss why turning off your brand advertising is a mistake and how a strong partnership with sales is strictly required for any account-based marketing program to survive. ㅤ 👤 Guest Bio Lisa Sharapata is the VP of AI and GTM Strategy at Metadata and the Founder of 4Profit GTM. With over 20 years of experience turning marketing into a revenue engine, Lisa specializes in building and aligning go-to-market systems. She previously built the marketing function from scratch at The Arbinger Institute and led GTM transformations at BoostUp.ai and Mindtickle. ㅤ Today, she focuses on Answer Engine Optimization and agentic workflows to help B2B leaders scale. Connect with Lisa Sharapata on LinkedIn to join her free weekly AI Exchange on Fridays. ㅤ 📌 What We Cover How buyer behavior has shifted from traditional search to private channels and large language models.Ways to prioritize go-to-market signals without boiling the ocean.Using Meta Match technology to reach B2B buyers on personal platforms like Instagram.Building an Answer Engine Optimization strategy to rank higher in LLMs against competitors.Creating an agentic workflow to automatically identify content gaps, generate drafts, and stage posts.Re-imagining attribution and reporting by pulling CRM and advertising data into custom Claude dashboards.Why in-person dinners and events remain the ultimate relationship accelerators.The dangers of turning off brand spending and how it immediately drops demo request volume. ㅤ 🔗 Resources Mentioned MetadataAir OpsClaudeHubSpotPerplexityGongLisa Sharapata's LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect 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!

    22 min

  4. 9 MAR

    The Referral Playbook: How to Scale the Most Underrated Pipeline Source | Ep. 267

    If you are not hitting your pipeline goals, you might be ignoring the easiest way to generate revenue: a systematic referral program. Mason Cosby argues that most organizations leave millions of dollars on the table simply because they do not know how to ask for referrals effectively. ㅤ Many revenue leaders fall into the trap of thinking referrals are serendipitous or awkward to request. In this episode of Scrappy ABM, Mason breaks down a repeatable process to turn referrals into a scalable revenue engine. He explains exactly when to make the ask, how to structure incentives so everyone wins, and why even offboarding can be a prime opportunity for growth. ㅤ What We Cover The three common referral camps: Why most companies either never ask, only get referrals by accident, or rely on a single salesperson to do all the work.The "Wingman Referral" concept: How to structure incentives (inspired by Acquisition.com) that reward both the person making the referral and the new prospect.Asking at the close: Why new customers are actually the best source of referrals immediately after they sign the contract.Leveraging QBRs: Using Quarterly Business Reviews to remind happy clients about referral incentives with a one-time invoice discount.Monetizing offboarding: A strategy to waive final invoices in exchange for introductions when a client leaves due to budget cuts.The economics of referrals: How to calculate the right incentive amount based on your existing Customer Acquisition Cost (CAC).Target Account Mapping: Moving away from generic "who do you know" questions to asking for specific introductions within your target market. ㅤ Resources Acquisition.com: The source of the "Wingman Referral" concept mentioned by Mason.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason: 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!

    14 min

  5. 5 MAR

    Why the "Book a Call" Page Has Never Worked Well | Ep. 257

    If you are struggling to make your revenue results highly repeatable, you need a simple system to ensure you cover all your bases. In this episode of Scrappy ABM, Mason Cosby walks through the "4D framework" that has helped generate a hundred million in revenue over the past three years. ㅤ Mason breaks down the four critical components of every successful program: Data, Distribution, Destination, and Direction. He explains why simply sending mass emails to a database fails to create nuanced messaging and how to align your outreach triggers with the right people. You will learn why the standard "book a call" page is often the wrong destination for prospects and how to measure success based on where a buyer actually sits in their journey. ㅤ 📌 What We Cover The 4D framework: Data, Distribution, Destination, and DirectionDefining Data: Identifying your target list and the specific reasons for reaching outHow to create personalized messaging using triggers rather than mass blastsCategorizing Distribution: Direct channels (email, phone) vs. Indirect channels (ads, events)Destination strategy: Matching your landing page content to the prospect's problem or product interestWhy "book a call" is not always the right call to actionDirection: Aligning your measurement of success (engagement vs. meetings) with the goal of the channel ㅤ 🔗 Resources Mentioned Download the Program Template (ScrappyABM.com/plan)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!

    5 min

  6. 2 MAR

    Lost on Where to Start With ABM? | Ep. 256

    Mason Cosby shares a webinar on finding a treasure trove of opportunities in closed-lost programs. If you are looking for a quick way to generate a pipeline right now, this is it. You have already spent money to acquire these accounts, built relationships, and uncovered real pain. Mason explains why 60 to 80 percent of closed-lost opportunities are lost for reasons that can change: budget, timing, and priorities. ㅤ This episode breaks down the 4 D framework: Data, Distribution, Destination, and Direction. Mason outlines a systematic approach to re-engagement rather than just reaching out when the pipeline is low. He walks through specific playbooks designed to address industry changes, overcome past objections, and engage missing personas in the buying committee. ㅤ What We Cover Defining ABM as a Revenue Strategy: Aligning marketing, sales, and customer success around shared target accounts that reflect your best customers.Why ABM Programs Fail: How a lack of sales marketing alignment, measurement difficulties, and undefined ownership stall progress.The 4D Framework: Using Data (targets and triggers), Distribution (channels), Destination (content), and Direction (measurement) to build repeatable processes.Vertical Specific Playbooks: Reactivating deals by addressing industry changes—like tariffs or regulations—that impact your target accounts.Objection-Based Playbooks: Creating campaigns that directly address and diffuse reasons for saying no, such as pricing, missing features, or status quo.Persona-Based Playbooks: Identifying deal cycles where key decision makers were missing or single-threaded, and re-engaging with a multi-threaded approach.Roles in Distribution: Why the Account Executive should lead outreach to known contacts while SDRs and Executives support with new contacts and alignment. ㅤ Resources Mentioned Scrappy ABM Plan TemplateABM in a Day WorkshopFathomHubSpotLinkedIn ㅤ Resources: Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM: Mason Cosby 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 hr

  7. 26 FEB

    How to Spot Churn Before a Customer Leaves (with Putney Cloos from Bombora) | Ep. 255

    Mason Cosby connects with Putney Cloos, the Chief Marketing Officer at Bombora, to clarify exactly what intent data is and how revenue teams should use it. While many marketers view intent data strictly as a tool for sales prioritization, Putney argues that the use cases go much deeper. She explains the difference between first-party data collected from owned properties and third-party data gathered from across the web. ㅤ A major focus of the conversation is data provenance. Putney highlights a critical but often overlooked question: Does your data provider actually have the right to use the data they sell? She details how Bombora uses a proprietary tag within a data co-op to ensure consent is explicitly granted for intent tracking. ㅤ Mason and Putney also explore how to operationalize this data without buying a massive, all-in-one platform. They discuss the "unbundled" ABM stack, where data is ported directly into the tools teams already use, such as CRMs, CDPs, or advertising platforms like The Trade Desk and LinkedIn. ㅤ Guest Bio Putney Cloos is the Chief Marketing Officer at Bombora, where she leads marketing and communications to expand the company's "Data Co-op" and intent data solutions. She previously served as CMO at Cision, where she built the company's first account-level data strategy. Putney also spent nearly a decade at American Express, rising to Vice President of Commercial Demand Generation and creating Amex's first commercial demand-generation and ABM capabilities. She holds an AB from Harvard College and an MBA from the Kellogg School of Management. ㅤ What We Cover Defining intent data: Putney clarifies that intent is behavioral data showing when a company is actively researching a solution, distinct from static firmographic data.First-party vs. third-party signals: The difference between tracking known visitors on your own site versus capturing research behaviors across the broader B2B internet.The importance of data rights: Why marketers must ask if their provider has explicit consent to use data for intent purposes, rather than relying on repurposed bidstream data.Reducing customer churn: How customer success teams use intent signals to spot when current clients start researching competitors before the renewal conversation happens.Informing the product roadmap: Using search behavior to identify unmet market needs or features that prospects are actively seeking.The unbundled tech stack: How to deploy intent data directly into existing platforms like Salesforce, HubSpot, or programmatic ad exchanges without needing a standalone ABM platform.Start simple: Putney's advice to pick one specific use case—like sales prioritization—and master it before adding complexity. ㅤ Resources BomboraScrappy 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!

    21 min

  8. 23 FEB

    The Account Progression Model: From Awareness to Opportunity | Ep. 254

    Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate. The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value. ㅤ Mason breaks down the process, starting with targeting based on profitability and retention rather than just revenue. He explains how to map the buying committee by analyzing deal records and introduces the Account Progression Model. You will hear how to build awareness, validate existence, and move accounts through meaningful engagement using existing tools and content. ㅤ What We Cover Targeting based on profit: Why you must verify product-market fit and profitability before launching ABM to ensure you get more of your best customers.The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity.Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months.ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing.AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution.Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts. ㅤ Resources Scrappy ABM Templates: Download the program planning templates mentioned in the episode.Scrappy ABM Newsletter: Sign up for unique content sent directly to your inbox.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!

    44 min
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About

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place. Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity. This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins. So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you. Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!

Information

  • Creator
    Mason Cosby
  • Years Active
    2023 - 2026
  • Episodes
    261
  • Rating
    Clean
  • Copyright
    © Scrappy ABM, LLC
  • Show Website
    Scrappy ABM

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