Scrappy ABM

Mason Cosby
  • 5.0 (11)
  • MARKETING
  • UPDATED WEEKLY
Scrappy ABM

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

    EP. 142 - PLANNING & EXECUTING SCRAPPY ABM CAMPAIGNS! Aligning Sales & Marketing Teams

    In this episode of Scrappy ABM, host Mason Cosby dives into the steps for planning and executing a scrappy Account-Based Marketing (ABM) campaign. He shares insights on how to qualify whether ABM is the right fit for your organization, the importance of aligning sales and marketing teams, and strategies for measuring the success of your ABM efforts. Best Moments: (00:32) Introduction to the episode and its format (01:35) Mason's career background and expertise in ABM (03:53) Steps for planning a scrappy ABM campaign (04:58) Qualifications for implementing an ABM program (07:54) Importance of sales and marketing alignment in ABM (12:32) The account progression model and four D framework (16:29) Balancing brand building and sales activation (20:53) The role of podcasts in ABM and brand building (24:46) Measuring and understanding results in ABM campaigns This is a repurposed episode from the podcast AssetMule Podcasts, a podcast about all things go-to-market. Hosted by Jorge Soto, Co-Founder at AssetMule, the show interviews top business leaders from CEOs to product marketing professionals to learn how the best go-to-market strategies are implemented.

    28 min

  2. 5 DAYS AGO

    EP. 141 - SALES & ABM ALIGNMENT: How to Win with Target Account Lists & Closed-Lost Programs

    In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, the official account executive of Scrappy ABM. They discuss the critical role of sales in ABM, how to strengthen marketing-sales alignment, and practical strategies for implementing a high-impact ABM program. Key Discussion Points: 00:03:38 - The role of sales in an ABM program 00:06:40 - Practical week-to-week relationship between marketing and sales 00:10:53 - Importance of cross-functional collaboration in ABM 00:14:07 - Developing an effective target account list 00:16:18 - The value of focusing on closed-lost accounts Throughout the conversation, Mason and Jim emphasize the power of co-creation between marketing and sales, starting with small ABM pilot programs, and maintaining rapid feedback loops to optimize results. Jim highlights the importance of clear communication across teams and how leveraging past relationships can provide unique insights into an account’s potential. Jim also shares his framework for developing a target account list, focusing on quick wins and accounts with prior engagement. He explains why launching a closed-lost program can generate early pipeline wins and momentum for long-term ABM success. Guest Bio: Jim Gilkey is the official account executive of Scrappy ABM. With experience spanning marketing, sales, and account management within ABM-driven organizations, Jim brings a unique perspective on aligning go-to-market teams. He previously hosted the Account-Based Beverages podcast and worked at Terminus, where he advised clients on ABM execution. Jim is passionate about helping teams build scalable, revenue-driving ABM programs.

    18 min

  3. FEB 3

    EP. 140 - How AssetMule is Changing ABM: Justin Dorfman on Personalization, Landing Pages & Measurable Success

    In this episode of Scrappy ABM, host Mason Cosby sits down with Justin Dorfman, cofounder and CEO of AssetMule, to discuss how companies can implement cost-effective Account-Based Marketing (ABM) strategies. They explore practical playbooks, personalized sales assets, and overcoming common implementation challenges—all without breaking the bank. Best Moments: (00:32) Introduction of Justin Dorfman and AssetMule (01:15) Overview of AssetMule’s pricing and target audience (02:06) Explanation of AssetMule’s features and capabilities (06:26) Common use cases for AssetMule, including ABM landing pages (09:12) Customization options within AssetMule (13:59) Measuring success and overcoming implementation challenges (22:38) General advice for implementing ABM programs Guest Bio: Justin Dorfman is the cofounder and CEO of AssetMule, a platform designed to help marketers create and manage sales assets. With a background in early-stage sales and product marketing, Justin developed AssetMule to solve the challenges of creating and personalizing sales assets at scale. His mission is to empower marketers and sales teams with impactful, customized content that drives real business results.

    27 min

  4. JAN 30

    EP. 139 - AFFORDABLE ABM STRATEGIES! Jenna Bayler on Practical, Scalable Campaigns

    In this episode of Scrappy ABM, host Mason Cosby chats with Jenna Bayler, Director of Marketing Operations at Kinective, about implementing account-based marketing (ABM) programs without overspending. Jenna shares actionable insights on identifying ideal customers, crafting engaging content, and aligning metrics with sales objectives for effective ABM campaigns. Best Moments: (01:41) Identifying the ideal customer profile for ABM (04:53) Building a target account list (07:25) Creating engaging content for ABM campaigns (13:43) Aligning content with the buyer's journey (17:21) Measuring success in ABM programs (20:54) Unexpected challenges in ABM implementation (22:33) Final advice for launching ABM programs Key Insights: The importance of involving multiple departments to define the ideal customer profile.How to utilize progressive form strategies and align marketing metrics with sales objectives.Leveraging existing successful strategies creatively to scale ABM programs. Guest Bio: Jenna Bayler is the Director of Marketing Operations at Kinective, a company connecting various banking software systems. With expertise in HubSpot and data-driven marketing, Jenna specializes in aligning marketing efforts with sales goals and implementing scalable ABM strategies tailored to the financial technology sector.

    25 min

  5. JAN 27

    EP. 138 - LEVERAGING PODCASTING FOR ABM SUCCESS! Mike Allton on Strategies, Tools & Patience

    In this episode of Scrappy ABM, host Mason Cosby sits down with Mike Allton, Chief Storyteller at Agorapulse, to explore how podcasting can be a powerful tool for account-based marketing (ABM). They discuss targeting, tech stacks, and measuring podcast success beyond vanity metrics. Best Moments: (01:48) Targeting the right audience on LinkedIn for B2B SaaS (06:29) Strategies to make guests comfortable joining the podcast (10:49) Tech stack for podcast production and distribution (15:46) Measuring success beyond vanity metrics like downloads (21:34) Overcoming roadblocks and being patient with guests Guest Bio: Mike Allton is the Chief Storyteller at Agorapulse, a leading social media management tool. An experienced podcaster and content creator, Mike runs multiple shows for Agorapulse and his own AI-focused podcast. He is passionate about leveraging podcasting as a key ABM strategy and using AI to streamline the production process.

    27 min

  6. JAN 23

    EP. 137 - BUILDING A SUCCESSFUL ABM PROGRAM! Strategy, Frameworks & Breaking Down Big Problems

    In this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach. Best Moments: (02:05) Introduction to Scrappy ABM and its rapid growth (04:15) Meeting clients where they are and delivering in the short term (06:11) Identifying reasons why ABM might fail in an organization (09:56) The account progression model and its seven stages (22:38) The Four D framework: Data, Distribution, Destination, and Direction (29:50) Breaking down the components of the Four D framework (34:47) Breaking down big problems into smaller, manageable tasks (36:41) Statistics on ABM program success rates and the challenges involved Special Note: This episode is repurposed from Mason’s guest appearance on What’s Your Process? The Podcast by The Creative Brand.

    41 min

  7. JAN 20

    EP. 136 - PODCASTING FOR ABM SUCCESS! 🎙️ Mason Cosby on Strategies & Metrics for Podcast Programs

    In this episode of Scrappy ABM, host Mason Cosby dives into podcast strategies for Account-Based Marketing (ABM). He explores three podcast types—content engine, public figure, and account-based—and shares actionable insights on how to measure podcast success while creating an impactful strategy tailored to your niche. Best Moments: (02:05) Introduction to Account-Based Marketing (ABM) (07:24) Top reasons why podcast programs fail (10:14) Three types of podcasts: content engine, public figure, and account-based (16:47) Measuring success for content engine podcasts (22:41) Public figure podcasts and their benefits (25:55) Account-based podcasts and their strategy (36:49) Adapting the account-based podcast approach for different niches (43:26) How to measure the success of an account-based podcast

    47 min

  8. JAN 16

    EP. 135 - 2025 ABM TRENDS REVEALED! 🍾 Mason Cosby & Evan Cox on the Future of Account-Based Marketing

    In this episode of Scrappy ABM, host Mason Cosby discusses the top trends in Account-Based Marketing (ABM) for 2025 and beyond with marketing director Evan Cox. They explore emerging strategies and key shifts shaping the ABM landscape. Best Moments: (01:12) Influencer marketing in B2B is on the rise (02:58) The increasing use of AI in ABM programs (04:23) ABM as a buzzword is decreasing, being replaced by GTM (Go-to-Market) (05:19) ABM programs are becoming more focused and less flashy (05:51) The future of ABM involves coordinated efforts between marketing and sales

    7 min
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5
out of 5
11 Ratings

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 - 2025
  • Episodes
    143
  • Rating
    Clean
  • Copyright
    © Scrappy ABM, LLC
  • Show Website
    Scrappy ABM

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