Scrappy ABM

Mason Cosby
  • 5,0 (12)
  • MARKETING
  • SEMANAL

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. HÁ 1 DIA

    Why High-Spend Customers Hold the Key to Growth (with Katie Yagodnik) | Ep. 201

    Scrappy ABM brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience. While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. From segmentation strategies and digital adoption to habit formation and personalization, Katie shares how data, milestones, and feedback loops transform customer relationships. The conversation shows exactly how mapping behaviors and empowering users at the right moments leads to retention, expansion, and exponential growth. 👤 Guest Bio Katie Yagodnik is the founder of SFE Advisors, helping companies grow after the sale. With 20+ years in customer success, sales, operations, and growth, Katie is a post-sales strategist recognized as a Totango Hero and Monster.com alum. At SFE Advisors, she specializes in building customer journeys that drive retention, expansion, and long-term revenue impact. 📌 What We Cover Why focusing on net revenue retention matters more than acquisition costsCustomer segmentation based on spend, size, and adoption for post-sale successMapping milestones across implementation, training, adoption, renewal, and expansionTurning customer communications into a data-driven framework for personalizationCreating personas for executives, admins, end users, managers, and technical stakeholdersDistribution channels that work: email cadences, LMS, office hours, knowledge base, and success squadsMeasuring success through open rates, activity tracking, and behavioral benchmarksLessons learned: reducing email overload, proving program results, and iterating based on data 🔗 Resources Mentioned Katie Yagodnik on LinkedInSFE AdvisorsScrappy 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!

    22min

  2. HÁ 4 DIAS

    AI in ABM: Data, Distribution, Destination, and Direction | Ep. 200

    Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague. Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where AI helps and where it falls short. This conversation also emphasizes the irreplaceable role of human connection, the need for intentional strategy, and the importance of aligning marketing, sales, and customer success teams around best-fit accounts. 📌 What We CoverThe four-part ABM framework: data, distribution, destination, and directionHow tools like ChatGPT and Fathom improve client profiling and objection trackingWhy AI-generated distribution can fail without accurate targetingThe difference between training AI like a tool versus like a team memberThe role of in-person events as a conversion point in ABM programsHow “digital fatigue” and AI at scale impact personalization strategiesThe definition of ABM as a revenue strategy aligned around best customersWhy B2B buying committees involve 8–14 people and what that means for contentThe challenges of long, complex buying cycles and seasonal decision-makingThe balance of AI efficiency with human review to prevent irrelevant outreach 🔗 Resources MentionedScrappy ABMMason Cosby on LinkedInMike Montague on LinkedInAvenue9Fathom (AI transcript tool)Superhuman (AI email tool)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!

    33min

  3. 28 DE AGO.

    The Seven Playbooks for Account-Based RevOps Success | Ep. 199

    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 BrandGenWhy intent data and contact enrichment often block smaller companies from scalingThe concept of account-based RevOps and how it aligns marketing, sales, and serviceSeven account-based playbooks, including land and expand and blended account-based approachesUsing open web and connected TV advertising as cost-effective alternatives to walled gardensHow BrandGen integrates with HubSpot for campaign activation, workflows, and rep-level controlOrchestrating omnichannel touches to stand out in a crowded, AI-driven landscapeThe challenge of measuring ABM success and why BrandGen compares to trade show presence 🔗 Resources Mentioned BrandGen.ioGalen Dow on LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect 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!

    21min

  4. 25 DE AGO.

    Why Sales Thinks Marketing is Useless | Ep. 198

    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 CoverHow miscommunication over basic terms like “lead,” “MQL,” and “opportunity” destroys trustWhy marketers think in months and years, while sales lives in days, weeks, and quartersThe difference between an empty calendar for marketers versus sellers—and what it signalsHow seasonality shapes when sales teams will and won’t buy into your programsWhy sales compensation structures can make collaboration impossibleThe starting point Mason recommends for solving alignment issues 🔗 Resources MentionedScrappy ABM: Visit ScrappyABM.com for more ABM tips and strategiesConnect 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!

    12min

  5. 21 DE AGO.

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

    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 BioLeslie 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 CoverWhy “cheapest customers” are rarely the most profitableThe difference between chasing big logos and finding the right accountsHow renewal, upsell, and cross-sell drive long-term revenueLessons from service-based sales and full-cycle account managementWhy MQL processes often break down and how to fix themThe dangers of disingenuous contact-level personalizationLeslie’s three-step approach to segmentation and value prop developmentHow industry-specific campaigns create credibility and trustWhy the biggest logos aren’t always the best accounts for ABM programsThe type of content sales actually needs from marketing 🔗 Resources MentionedProfit Generating Pipeline by Leslie VenetzLeslie Venetz on LinkedInScrappy 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!

    26min

  6. 18 DE AGO.

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

    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 BiosRyan 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 CoverThe core truth of ABM: awareness first, trust alwaysBreaking into a new market segment without existing relationshipsWhy executive sponsorship and consultant authority shaped successBuilding a tight, tiered target account list (~200 accounts total)How mind mapping and workflow planning prevented ops breakdownsThe cost of overinvesting in tech before strategy is provenResetting unrealistic expectations when early pipeline is slowMeasuring influence and account penetration alongside revenueRecognizing seasonality and its role in pipeline timingLessons for aligning sales and marketing without creating friction 🔗 Resources MentionedScrappy ABM — Visit for more ABM tips and strategiesConnect 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!

    52min

  7. 14 DE AGO.

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

    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 eventHow a travel kit theme connected partners and prospects through co-branded itemsTurning booth visits into an engaging scavenger hunt experienceOvercoming last-minute challenges and evolving the activation from idea to executionUsing a personalized landing page and QR codes to capture and track leadsPartner collaboration, measurement, and building buzz at eventsLessons learned and what’s planned for scaling the activation at future eventsWhy having the right partners and agencies matters more than a large team 🔗 Resources Mentioned FinchFarrago Events (Monica Ortiz)ChatGPTScrappy 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!

    18min

  8. 11 DE AGO.

    Why Ethical Selling and Niching Down Drive Scalable Growth | Ep. 194

    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 recruitingThe role of ethical selling and conviction in building lasting client relationshipsHow niching down leads to better results and stronger positioningCommon acquisition strategies recruiters use before adopting ABMWho ABM works for, the importance of product/message market fit, and ideal contract valuesOvercoming internal pushbacks and misalignment between marketing and salesThe account progression model for guiding prospects from awareness to closed dealsThe four D’s framework: Data, Distribution, Destination, and DirectionPractical steps for building a target account list and reducing client escalation riskHow to measure success and pipeline stability over time 🔗 Resources Mentioned LoxoScrappy ABMConnect 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!

    54min
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Sobre

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!

Informações

  • Criado por
    Mason Cosby
  • Anos de atividade
    2023 - 2025
  • Episódios
    203
  • Classificação
    Livre
  • Copyright
    © Scrappy ABM, LLC
  • Site do podcast
    Scrappy ABM

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