Scrappy ABM

Mason Cosby
  • 5.0 (14)
  • 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. 1d ago

    Twenty Email Opens, Zero Replies: What That Signal Actually Means | Ep. 271

    Engaged accounts that won't advance. SDRs burned too early. Twenty email opens with zero replies. This episode of Scrappy ABM pulls real Q&A from the ABM in a Day workshop and works through the questions every ABM operator hits when the playbook starts to crack. ㅤ Mason Cosby walks through why engaged accounts stall (usually because the wrong people are engaged, or nobody has quantified the cost of inaction), what signals to use when website visitor data isn't an option, and where SDRs actually fit in an account progression model. He also breaks down the minimum viable team for an ABM program, the case for content-led outbound, and how to read multiple email opens that never turn into replies. ㅤ If you've ever wondered whether your engaged accounts are actually engaged, or whether your outbound is asking for too much too early, this is the conversation. ㅤ 📌 What We Cover Why engaged accounts don't advance and the role of cost of inactionHow to spot when only influencers are engaged but no budget holders are involvedList-based versus signal-based triggers for B2B targeting without website visitor dataWhere SDRs actually belong in an account progression model (and where they don't)Why events and webinars carry weight in mid-market B2B AI software and cybersecurityThe content-led outbound approach with no meeting askThe core roles every ABM program needs: strategist, content, creative, ops, execution owner, sales and CSHow to read twenty to thirty email opens with no reply, and what to do next with audience expansion ㅤ 🔗 Resources Mentioned ABM in a Day workshopPLG motions for re-engaging enterprise accountsG2 review signals and third-party intent dataThe 4D framework: data, distribution, destination, direction ㅤ Resources: 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!

    17 min

  2. May 21

    Goal One Is Just to Get Them to Answer (with Drew Johnson from Everflow) | Ep. 270

    Outbound has changed. What worked two years ago does not work today, and what works today is not going to work two years from now. On this episode of Scrappy ABM, Mason Cosby sits down with Drew Johnson, Senior Director of Business Development at Everflow, to walk through how his team actually picks targets, runs LinkedIn-led outreach, and knows when to pivot off a vertical that has stopped paying out. ㅤ Drew runs outbound for a bootstrapped affiliate-tracking platform going up against bigger logos. He calls it David versus Goliath. To compete, his SDRs and AEs lean on LinkedIn over InMail, treat the connection request and the pitch as two separate problems, and build target lists off of verticals where one client win has already started to pop. The conversation gets tactical fast: when to abandon a list of 70 accounts, why the five-minute response window after a connection accept matters, and what to do when the decision-maker keeps ignoring you. ㅤ 👤 Guest Bio Drew Johnson is Senior Director of Business Development at Everflow, a bootstrapped affiliate and partner-marketing platform headquartered in Mountain View. He joined Everflow in 2018 and has run sales and BD there ever since, scaling the team that brings new brands onto a platform now tracking 1,200+ clients across affiliate, influencer, lead-gen, telehealth, and mobile. Before Everflow, Drew held BD and AE roles at Digital Remedy, Leadnomics, and Digital Roadmap. ㅤ 📌 What We Cover How Everflow picks new verticals by pouncing on the lookalikes of one client winThe signal Drew watches for when a vertical is starting to dry upWhy LinkedIn does the heavy lifting and email and calls run as multi-threading supportThe two-part LinkedIn play: getting the connection accepted, then pitchingThe five-minute SLA after a connection accept and why speed compoundsThe "sweetest person in marketing" detour for accounts that won't reply to senior titlesWhy one silver-bullet playbook only works if you are the number one logo in the spaceWhat Drew tells his team about seniority: you keep proving you can print the money ㅤ 🔗 Resources Mentioned Everflow: Affiliate and partner-marketing tracking platformLinkedIn Sales NavigatorHubSpotGemini (Google) for building lookalike audiencesDrew's email: drew@everflow.ioBrands Drew references in Everflow's telehealth and GLP-1 vertical: Rugiet, Ro, BlueChew, BodyHealth, ReflexMD, GobyMeds ㅤ Resources: 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!

    25 min

  3. May 14

    Why Your Event Follow-Up Kills the Warmth You Just Built (with Dave Schools from Singulate) | Ep. 286

    Most of us have run an event, watched the in-person conversations crackle, then sent the same templated follow-up to everyone on the lead list. The energy disappears the moment marketing hits send. That gap is what Dave Schools set out to close when he started Singulate, and it's what he and Mason Cosby get into on this episode of Scrappy ABM. ㅤ Dave breaks down why marketing ops keeps becoming the bottleneck on personalization, why data is now a commodity but messaging is not, and what it actually takes to send hyper-segmented email at scale without sounding like AI. He shares the four channels working for Singulate today, the 15% open-rate bump from a single hook rewrite, and the framework his team uses to keep humans in the loop while AI does the heavy lifting. ㅤ If you're a revenue leader running ABM with a limited budget and a database full of underused signals, this conversation gives you a clearer picture of what to do with what you already have. ㅤ 👤 Guest Bio Dave Schools is co-founder and CEO of Singulate, an AI native marketing personalization platform that sits on top of HubSpot or Marketo to activate first-party data into hyper-segmented messaging. Before Singulate, Dave was on the founding team at Hopin, where he ran marketing through the company's hypergrowth phase and led growth across multiple products. He started Singulate in 2024 with two former Hopin colleagues to solve the email blast problem he kept running into himself. ㅤ 📌 What We Cover Why marketing ops becomes the bottleneck on personalization, and what Dave calls the "infinity tree of segmentation"Why event follow-up almost always kills the warmth and energy from the event itselfThe four channels working for Singulate's go-to-market: LinkedIn ads, events, outbound, and referralsWhy data is now a commodity, and why messaging at scale is the harder problem to solveThe "imagine a billboard" hook strategy that drove a 15% open-rate bump on email three with a customerWhy Dave advises spending 45% of campaign-build time on the hook for outboundThe case for benchmarking against your own historical performance instead of external industry dataSingulate's three approaches to personalized messaging: token transformation, modular segmentation (branching), and fine-tuned prompts with contextWhy Dave says B2C is roughly 10 years ahead of B2B on what he calls "invisible personalization" ㅤ 🔗 Resources Mentioned Singulate: Dave's company, an AI native marketing personalization platform. Singulate's MCSA white paper: Modular Communication Strategy Architecture, Singulate's framework for keeping humans in the loop on AI-generated messaging at scale.ㅤ Knak: Email creation platform mentioned in the episode. Marketing automation platforms referenced: HubSpot, Marketo. Data and enrichment tools referenced: ZoomInfo, Apollo, Clay. Other tools referenced: Webflow, WordPress, Claude Code, Fireflies. Hopin (Dave's prior company) was also discussed. ㅤ Resources: 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!

    25 min

  4. May 7

    Why Most Startups Shouldn't Run ABM Yet | Ep. 268

    This episode pulls a question-and-answer block from Scrappy ABM's ABM in a Day workshop, the recurring session Mason Cosby runs every four to six weeks. Mason takes the questions that have surfaced most often across past workshops and answers them in one sitting, drawing on the patterns he sees show up across operators in the room. ㅤ The questions cover what most ABM teams hit in their first six months. When you should and shouldn't run ABM. What the LTGP-to-CAC ratio means for software companies. How to pick the next vertical without burning the program. What to do when leadership asks for accounts that don't match the data. How to hit LinkedIn's 300 matched-contact floor when your account list is small. ㅤ If you've sat in front of a half-built target account list with a CEO breathing down your neck for logos, this episode is the answers, in order. ㅤ 📌 What We Cover Why ABM doesn't work for most B2B startups without closed deals, and the one TAM exception that proves the ruleHow Scrappy ABM waited eighteen months to define its own ICP before launching its own ABM programThe 10-to-1 LTGP-to-CAC target for software, with the math on a $20K acquisition cost against a $200K first-year contractThe Remodel Health story of vertical expansion: churches to Christian schools to volunteer organizations to health networksHow to handle CEO logo wishlists that don't match the data, with the "ask behind the ask" and shiny object syndromeWhy 300 matched contacts on LinkedIn is easier to hit than most teams think once you map the full decision committeeAverage B2B decision committee size of 8 to 14 people, plus 20 to 30 with extended influencers ㅤ 🔗 Resources Mentioned ABM in a Day Workshop at scrappyabm.com/workshopSybill, AI sales call analysis (referenced for the company's pivot from education to sales)Remodel Health, Indianapolis health benefits company referenced for organic vertical expansionAlex Hormozi, originator of the LTGP-to-CAC framework ㅤ Resources: 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!

    21 min

  5. Apr 30

    Three Years of Failing at ABM, Then Automating Everything Except the Phone Call (with Moréa Pollet from InfluxData) | Ep. 267

    Most ABM programs start with a plan and die with a calendar. Moréa Pollet spent three years watching that happen at InfluxData - and then figured out why. On this episode of Scrappy ABM, Mason Cosby sits down with Moréa to walk through exactly how her team rebuilt their ABM motion from the ground up, using Clay-powered enrichment, AI-generated personalization, and a LinkedIn funnel built for technical buyers. ㅤ The conversation covers what killed version one (sales bandwidth, no real operationalization), what made version two stick (automating everything except the phone call), and the honest truth about measuring ABM success before pipeline is even on the table. InfluxData is an open-source company targeting software engineers - which means they're running ABM in one of the hardest targeting environments possible. The playbook Moréa shares is specific, scrappy, and repeatable. ㅤ 👤 Guest Bio Moréa Pollet is the Director of Demand Generation at InfluxData, the creator of InfluxDB - the world's leading open-source time series database. She has been with InfluxData for over five years, building and evolving the demand gen function across PLG, enterprise, and hybrid sales motions. Her background spans international business, hospitality, legal, and technology marketing, and she holds degrees from San Francisco State University and SKEMA Business School (France). ㅤ 📌 What We Cover Why InfluxData's open-source roots made traditional ABM a poor early fit - and what forced a rethinkHow the team used Clay to enrich target accounts in the energy sector and surface specific tooling data that wouldn't exist in any standard databaseThe decision to start with SDRs only (no AEs) to simplify the first version of the programHow AI-generated personalization is driving higher open and reply rates - not lower onesThe LinkedIn funnel structure Moréa built: layered content from brand awareness to pain-point-specific ads, with InMail finally working after two months of testingHow content is segmented by role - technical webinars for practitioners, executive briefs and ROI calculators for decision makersWhy early ABM success metrics were meetings booked, not pipeline - and how that changed in version twoThe one piece of advice Moréa wished she had from day one: go get executive buy-in before you go get sales buy-in ㅤ 🔗 Resources Mentioned InfluxData - open-source time series database platformClay - data enrichment and automation platform used for account targeting and personalizationOutreach - sales engagement platform used for SDR sequencesSalesforce - CRM referenced in the context of integration challenges6sense - mentioned as a tool not in budget during the original ABM buildDemandbase - mentioned alongside 6sense as an enterprise ABM tool considered but not used early onLinkedIn - paid media channel; thought leader ads and InMail specifically discussed ㅤ Resources: 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!

    26 min

  6. Apr 23

    Stop Selling Fear 😨 Why Factal's ABM Program Leads with Proof, Not Pain (with Dave Clark from Factal) | Ep. 282

    Most security and risk companies sell fear. Factal sells facts - and their ABM program reflects that difference. On this episode of Scrappy ABM, Mason Cosby sits down with Dave Clark, Marketing Strategist at Factal, to break down how a two-person marketing team with no dedicated ABM stack runs targeted, personalized outreach to Fortune 500 security operations centers - without resorting to fear-mongering. ㅤ The conversation covers how Factal uses NGO champions who move into the private sector as a warm targeting signal, why Dave ignores click-through rates (and why that made them go up 40%), and how to measure ABM success when hyper-attribution is no longer realistic. ㅤ 👤 Guest Bio Dave Clark is Marketing Strategist and Producer at Factal, a risk intelligence platform based in Seattle that combines experienced journalists with machine learning to verify and geolocate global incidents in real time. A former sports journalist, Dave has been at Factal since 2022, where he leads content, email, and targeted ABM outreach for a two-person marketing team serving global security and intelligence organizations. ㅤ 📌 What We Cover How Factal identifies target accounts by looking for global security operations centers (GSOCs) and intelligence centers - not just Fortune 500 name recognitionThe NGO-to-enterprise pipeline: how humanitarian aid contacts who leave for corporate roles become warm ABM championsMatching case studies to individual backgrounds (not just industry verticals) as a targeting signal - including how military backgrounds and Team Rubicon connections inform outreachRunning ABM with only HubSpot, Mailchimp, and native social - no dedicated ABM stackThe zero-click email philosophy: why Dave stopped chasing click-through rates and started getting 60% open ratesUsing event proximity as a trigger for personalized, non-product-heavy outreachAvoiding fear-mongering in a security industry that over-indexes on pain - and leaning into proof and product insteadWhy lack of sales and marketing alignment is the single biggest ABM failure Dave has seenMeasurement without hyper-attribution: tracking lifecycle stage, conference attendance, briefing attendance, and revenue directionWhy laying content fundamentals (case studies, logos, quotes) before launching ABM is non-negotiable ㅤ 🔗 Resources Mentioned Factal - risk intelligence and collaboration platformHubSpot - CRM and marketing automation used by FactalMailchimp - email tool in Factal's stackTeam Rubicon - veteran-led disaster relief NGO; Factal case study partnerAmnesty International - human rights organization; Factal NGO case study partnerUniversity of Washington (UDub) - Seattle institution used as conference proximity triggerScrappy ABM - referenced by Dave as an influence on his messaging approach ㅤ Resources: 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!

    27 min

  7. Apr 16

    Your ABM Program Is Failing Because Nobody Owns It (with Aakash Sinha from Clazar) | Ep. 265

    This is an interview of Mason on the GTM & AI Operators Show. ㅤ What happens when you strip away the enterprise budget, the fancy ABM platform, and the eight-person marketing team - and still have to hit a revenue number? That's the premise behind Scrappy ABM, and in this episode, Mason Cosby sits down with Aakash Sinha on the GTM & AI Operators Show to break down what ABM actually is, when it works, and why most programs fail before they ever get going. Mason walks through the four core reasons ABM programs break down, how to tell if your ICP is real or just aspirational, and what it actually takes to build a program that generates pipeline without a bloated budget. ㅤ 👤 Guest Bio Aakash Sinha is Founding Member - Marketing at Clazar, a cloud GTM platform that helps software companies list, manage, and co-sell on AWS, Azure, and Google Cloud marketplaces. Prior to Clazar, he served as Director of Marketing at SpotDraft and held marketing roles at Belong, Cashfree, and Entrepreneur First. He runs the GTM & AI Operators Show, where he interviews operators building and shipping in an AI-shaped world. ㅤ 📌 What We Cover The origin of Scrappy ABM and why Mason fell in love with account-based marketing at a vertical FinTech companyThe three prerequisites for ABM readiness: product-market fit, higher ACV, and a favorable CAC-to-lifetime-value ratioThe Core Four reasons ABM programs fail: sales-marketing misalignment, poor fit, inadequate internal resourcing, and measurement gapsWhy the "Susie problem" kills most ABM programs before they start - and the eight distinct roles every ABM program actually requiresThe difference between a real ICP and an inspirational one, and how to test yours using nothing but your CRMMason's graduate-and-leave agency model and why outcome-based pricing produces happier clients and more referralsHow Mason built a seven-figure business using LinkedIn content alone, and the "learning in public" strategy that drove the first four yearsWhy podcasting works as a pipeline channel - especially for operators with fewer than 2,000 followersHow Mason's view on conferences completely reversed as AI made digital trust harder to establishThe three-layer buying committee strategy: bottom-up, top-down, and account-level presenceWhy early-stage companies should not run ABM, and what they should do instead ㅤ 🔗 Resources Mentioned Scrappy ABM - Mason's ABM consultancy and education brandGTM & AI Operators Show - Aakash Sinha's podcastSalesforce (accounts object configuration for ABM measurement)Claude (Anthropic's AI, used by Mason's team for content repurposing)HubSpotClickUpB2BMX - B2B Marketing Exchange conferenceFathom (call recording tool referenced in Mason's case study automation story) ㅤ Resources: 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!

    49 min

  8. Apr 9

    The Minimum Viable Tools Required for Account-Based Marketing | Ep. 264

    Building an effective account-based program brings up a lot of specific questions. On this episode of Scrappy ABM, host Mason Cosby answers the most frequent questions pulled directly from previous ABM in a Day workshops. Mason addresses exactly what re-engagement means and when accounts should cycle out of your program. ㅤ Mason details the minimum viable tools required to run a successful strategy. He warns against buying new software before establishing a clear plan. Instead, he explains how your strategy should inform the tools you use. You only really need a CRM, a marketing automation platform, and a sales outreach tool. ㅤ The conversation also addresses the common conflict between outbound sales outreach and marketing automation sequences. Mason explains how to turn sales into a distribution channel. This ensures target accounts get the same message across multiple channels, making your overall outreach more intentional. ㅤ 📌 What We Cover How the re-engagement stage targets accounts that received an offer but decided not to purchase right now.Why accounts that refuse to engage should cycle off your program to make room for higher propensity accounts.The importance of naming marketing plays clearly so salespeople understand them without needing to do research.The three minimum viable tools needed for success: a CRM, a marketing automation platform, and a sales outreach system.How to use exclusion lists to ensure target accounts receive specific, curated experiences instead of generalized marketing.Why identifying the exact problem your customers experience before they need your solution generates meaningful engagement.How small total addressable markets make account-based marketing the most logical solution for vertical SaaS companies.Why sending the same messaging through marketing automation and BDR outreach is highly effective for engagement. ㅤ 🔗 Resources Mentioned ABM in a Day Workshop: scrappyabm.com/workshopTools mentioned: Factors, RB2B, MarketoPeople mentioned: Dr. Brené BrownScrappy 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!

    18 min
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5
out of 5
14 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 - 2026
  • Episodes
    271
  • Rating
    Clean
  • Copyright
    © Scrappy ABM, LLC
  • Show Website
    Scrappy ABM

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