Scrappy ABM

Mason Cosby
  • 5.0 (12)
  • 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

    ICP First: Email, Geo-Targeted Ads, and Events That Move Deals (with Nick Clark from Basis Technologies) | Ep. 219

    Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accounts shape targeting, how a documented workflow in Asana creates a white-glove ABM ecosystem with unique landing pages, forms, completion actions, targeted display ads, and curated email drips, and why starting simple proved out the path to a 24-email segmentation. The discussion gets specific on channel mix, geo-targeted ads around events, QR codes and vanity URLs in Ubers and Lyfts, alignment with sales, and measurement across Account Engagement (Pardot), Salesforce, and performance reports in Six Sense to see ICP accounts move through deeper stages faster. ㅤ 👤 Guest BioNick Clark is the Marketing Automations Director at Basis Technologies. In 2025, he’s focused on ICP accounts, email-intensive automation, and event-driven go-to-market with sellers “boots on the ground.” Find the team at basis.com. ㅤ 📌 What We CoverProgram orchestration: who reaches out at what time with what thing and whyTargeting and account segmentation as Basis shifts to ICP accountsA documented workflow in Asana to stand up an ABM “ecosystem environment” (unique page, form, completion actions, ads, curated emails)Starting simple (agency vs. brand) and iterating to role-based personalization (VP and above vs. director and below) across 24 unique emailsUsing Six Sense performance reports to see ICP accounts move into deeper stages faster—just by sending emails that complement sellersChannel mix by persona and device: geo-targeted ads, unique webpages, value propositions, and event-driven tacticsEvents in 2025: Ubers/Lyfts, QR codes, and vanity URLs around Adweek and similar gatheringsMeasurement across Account Engagement (Pardot) and Salesforce campaign objects, attribution gaps, and “anec data” from salesAlignment with sales to keep one tone and one voice—even with cookie uncertaintyLessons learned: exclude current clients where needed, avoid paralysis by over analysis, perfect is the enemy of goodㅤ 🔗 Resources MentionedBasis Technologies — basis.comAsana (project management tool)Six Sense (ABM platform)Account Engagement (Pardot)Salesforce (campaign object and reporting)Adweek (New York)Ubers, Lyfts, QR codes, vanity URLScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤ 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!

    23 min

  2. 4D AGO

    Build ABM with What You’ve Got Today | Ep. 218

    Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. He launched Scrappy ABM as a side hustle, did about $300,000 in sales in three weeks, and now runs about $200,000 a month with a team of about 14. The conversation covers product market fit, the account progression model (awareness through reengagement), the 4D framework (data, distribution, destination, direction), and a six-hour workshop that delivered 300 slides and eight templates with a 9.4 out of 10 rating. Discover how LinkedIn, podcasts, and webinars drive discovery, why bangers should be recycled, and how to use negotiation levers to keep pricing cards face up. ㅤ Rohan Karunakaran hosts Founder Led, where he dives into the minds of today’s successful entrepreneurs. He first connected with Mason Cosby on LinkedIn and invited him to share the story of starting Scrappy ABM, launching it when he just had his daughter, and the opportunity ahead for account based marketing and business building. ㅤ 📌 What We CoverStarting in sales, discovering account based marketing, and building programs with a really good list, value proposition and offer, CRM, and marketing automationThe ABM craze in 2020 and why roughly 80% of programs failed by 2023Two ICP tracks: 20–100M SaaS or vertical specific companies with dedicated sales, HubSpot/Salesforce plus Pardot/Marketo/HubSpot, and ACV at least 30,000 a year; and the podcast offering for founder led services businessesProduct market fit before ABM, refunds when it didn’t work, and formalizing ICP after 18 months based on massive wins and referralsDiscovery through LinkedIn, 75+ podcast interviews, and webinars (including 16 in two months), plus an aggressive release schedule of two episodes a week and over 200 episodesThe six-hour workshop: 300 slides, eight templates, 75 people live, 40 meetings, and a 9.4 out of 10 score; next date: November 13 at scrappy.com/workshop / scrap ab.com/workshopLinkedIn approach: build a target account list, connect first, post problem and solution content on the six reasons ABM programs fail (execution, leadership buy-in, sales and marketing alignment, measurement, limited internal resourcing, targeting)Content operations: podcasts and webinars as the closed-loop source, video reach changes, rotating formats, saving and reposting bangers every two to three months4D framework: data, distribution, destination, direction to design repeatable playbooks with targets, triggers, aligned destinations, and trackingAccount progression model: awareness, initial engagement, meaningful engagement, MQA, SQA, opportunity, reengagement—and measuring the right goals at each stagePricing transparency and negotiation levers from Todd Caponi: length of commitment, time to cash, volume, start date—with cards face up and a pricing calculatorㅤ 🔗 Resources MentionedLinkedIn (primary discovery mechanism)YouTube, Apple, Spotify (podcast distribution)HubSpot, Salesforce, Pardot, Marketo (CRM/marketing automation)Todd Caponi (four levers of negotiation: length of commitment, time to cash, volume, start date)Money Models (book reference)Do This, Not That (podcast example on YouTube, Apple, Spotify)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤ 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!

    35 min

  3. OCT 30

    Guide Buyers Through Their Own Funnel (with Steven Tripp) | Ep. 217

    Scrappy ABM spotlights practical playbooks that don’t break the bank, and Mason Cosby welcomes Steven Tripp to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the right accounts, prioritize first-party engagement data, and be brave enough to let buyers pull themselves through their own funnel. He lays out how a 100% inbound motion can evolve without jumping back on the expensive ad hamster wheel, why de-anonymizing late works when HubSpot lights up, and how ungating content led to a 5x traffic jump. You’ll hear the SAP “sunset” story—one search a month, one perfect lead—and how a matrixed buyer’s-journey approach ensures the right content shows up on Google and YouTube at every point. The punchline: marketing’s “product” isn’t leads—it’s SQAs—and alignment gets real when teams listen, act on behavioral signals, and measure what sales actually values. ㅤ 👤 Guest BioSteven Tripp is the marketing director at Wynne Systems. A full-funnel marketer who “went back to sales roots,” Steven prioritizes first-party engagement, behavioral signals, and building a content flywheel over ads. He champions ungated content, content mapped to every step of the buyer’s journey, and measuring marketing on SQAs with high intent and close rates. Connect with Steven Tripp on LinkedIn. ㅤ 📌 What We CoverBuilding the account list with Apollo, custom scoring, and piping it back into Salesforce so “we know what the world looks like.”Prioritizing by first-party engagement data (not third-party “intent”) and actioning behavior on your own content.Operating as 100% inbound today—and why a transition to support outbound helps AEs progress deals.The SAP “sunset” example: write the article nobody else has; one search a month → one right lead in enterprise.Creating a culture of listening to prospects, customers, and your own team to surface unique data competitors don’t have.Treating Google as #1 and YouTube as #2 search engines; publishing content for every point in the buyer’s journey.Ungating content and letting buyers move through their funnel; the immediate 5x traffic lift.Seeing months of anonymous research, then de-anonymizing in HubSpot when someone finally raises their hand.Defining marketing’s “product” as SQAs, not leads; measuring like an outsourced provider that must prove value.Moving from the ad hamster wheel to the content flywheel; “be brave—and be right” to win leadership buy-in.ㅤ 🔗 Resources MentionedApolloSalesforceSAPHubSpotCourageous Marketing (“UDI wrote a book, called Courageous Marketing”)Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)Connect with Mason Cosby for a conversation about ABMㅤ 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!

    24 min

  4. OCT 27

    Do More with Less: Turning Pressure into Performance | Ep. 216

    “Do more with less.” Every marketer has heard it — and probably rolled their eyes. But on Scrappy ABM, Mason Cosby flips that phrase from frustration to fuel. Drawing from his experience generating $25 million in direct revenue — and leading a team responsible for over $100 million — Mason breaks down exactly how to turn limited resources into real growth. ㅤ He exposes why overloaded task lists kill impact, how to identify what truly drives results, and the mindset shift needed to earn more resources by proving you can deliver greater results with fewer programs. This episode delivers a clear, repeatable framework for diagnosing what’s working, aligning programs to measurable goals, and building a marketing machine that sustains predictable growth. ㅤ 📌 What We CoverWhy “do more with less” can actually accelerate your career, not kill itThe six categories every B2B marketing program should fit intoHow to identify which initiatives actually drive business impactA practical sequence for getting buy-in when cutting underperforming workThe difference between doing more and doing betterThe four core components of a successful marketing program — data, distribution, destination, and directionHow to diagnose weak or missing areas that limit performanceThe compounding effect of doubling down on the 20% that drives 80% of resultsHow consistent results create predictable pipeline and unlock more resourcesㅤ 🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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!

    9 min

  5. OCT 23

    Scale things that don’t scale (with Sidney Waterfall from OpenBrand) | Ep. 215

    Scrappy ABM brings practical playbooks without breaking the bank as Mason Cosby digs in with Sidney Waterfall from OpenBrand. The conversation opens on poor targeting—often the reason ABM fails—and moves straight into a vertical-specific motion with ABM, high touch, and a land and expand play. Sidney shares how using product data as a “cheat code” helped build and tier a thousand-account list—Premier ~38 and Tier 1 ~100—guided by category, product and data coverage, revenue potential, white space, and churn and retention signals. ㅤ The team audits the list, checks in every six months, and adapts to the economy, overseas production, and renewals. On engagement, they start simple and clean with LinkedIn and outbound, validate that the audience is there, and test problem content, helpful how-to, and industry data and insights. Measurement focuses on hand raisers, target account website engagement, and a single meeting goal across the org—brand vs. demand connected in one ecosystem. ㅤ 👤 Guest BioSidney Waterfall is the VP of Marketing over at OpenBrand. She’s pumped up, focused on a high touch ABM motion with land and expand, and actively connects with the target account list on LinkedIn. She also mentions a substack (“gone to the wayside… maybe I’ll resurrect it”). Find her on LinkedIn and shoot her a DM. ㅤ 📌 What We CoverWhy poor targeting breaks ABM and how to identify the specific best customerBuilding a thousand-account list with product data you “can’t really argue with”Tiering by category, product and data coverage, white space, and retention/churnSix to eight weeks to nail the list; Premier ~38, Tier 1 ~100; investing by tiersQuarterly/6-month check-ins: adjusting for economy, overseas production, renewalsStarting simple and clean on channels: LinkedIn + outbound; validating audience reachThree content pillars: problem (product awareness), helpful how-to, industry data and insightsMessaging focus: one core thing, in their terms, and simplifyMeasuring brand vs. demand: hand raisers, target account website engagement, one meeting goalOutbound deliverability surprises, video outreach, phone heavy touches, and multi-touch sequencesDoing things that don’t scale, then exploring AI and workflows to scale (with real training)ㅤ 🔗 Resources MentionedVector — “I need to know what’s going on our website for every target account at the contact level.”HubSpot lead object — used for sales triggers, sequenced, scored leads, and hand raisersLinkedIn — audience validation, CEO activity, and DM SidneyOpenBrandScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤ 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!

    28 min

  6. OCT 20

    Why Account-Based Beats Persona-Based Every Time | Ep. 214

    The only thing worse than getting no customers is getting the wrong ones. In this solo episode of Scrappy ABM, host Mason Cosby breaks down how misaligned targeting can destroy profit, waste marketing effort, and frustrate every department in the business. He reveals why most B2B programs fail when they focus only on personas, and how to shift toward account-based targeting rooted in real data, not wishful thinking. Mason walks through building a Best Customer Profile (BCP)—a data-backed approach that replaces idealistic wish lists with clear evidence of which customers are actually happy, profitable, and sustainable. Using examples from his own experience, he outlines how to partner with finance, customer success, and sales to define “best,” prioritize accounts, and align your marketing programs with revenue and profit. 📌 What We CoverWhy targeting the wrong customers ranks among the top five reasons B2B marketing programs failThe key differences between persona-based and account-based targetingHow chasing “dream” accounts like Apple or Netflix sets organizations up for failureDefining a Best Customer Profile (BCP) instead of an unrealistic Ideal Customer Profile (ICP)What data to gather from finance, customer success, and sales to identify your true best customersA real-world example of how pursuing the wrong size customer led to 18 months of wasted resourcesHow to translate customer data into a prioritized account list your sales and marketing teams can act onThe simple way to earn buy-in from finance, customer success, and leadership through data-backed targeting 🔗 ResourcesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby on LinkedIn: Join the 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!

    12 min

  7. OCT 16

    “Start with One Use Case, Not an ABM Maturity Model” (with Myles Madden from One Password) | Ep. 213

    Leadership hears “ABM” and brings years of baggage. Scrappy ABM flips the script by cutting the re-education and moving straight to results. Host Mason Cosby welcomes Myles Madden to break down how he built ABM from the ground up—again and again—by starting with a sales-led use case, running a quiet pilot with a few reps, and only socializing the wins after pipeline appears. ㅤ Myles lays out the pattern: meet with a tenured sales leader, ask for the one use case that’s driving revenue right now, pull five to ten real accounts, review the opportunities, and become an expert through Gong calls and external reading. From there, distribute across many channels for coverage, go deep on one or two “big bat” channels, and map one really good piece of content per stage—then validate with data. Simplicity wins: show pipeline amount and count, plus efficiency like cost to acquire $1 of pipeline, and keep teams aligned so messaging doesn’t drift. ㅤ 👤 Guest BioMyles Madden has built ABM from the ground up across multiple organizations—most often in Series B and Series C environments. He focuses on enterprise programs, specializes in cybersecurity, and emphasizes becoming an expert in the buyer’s use case through Gong calls, external content, and close partnership with sales and product marketing. At One Password, he collaborates with leaders and practitioners to launch focused, repeatable programs that create pipeline and prove efficiency. ㅤ 📌 What We CoverWhy over-educating with an ABM maturity model creates confusion and stalls momentumThe stealth pilot: run with a few reps on a single sales-led use case, then share results laterHow to source the first list: ask sales for five+ accounts, pull reports, and find patterns in real opportunitiesProblem-specific vs. vertical-specific targeting across industries (cybersecurity vs. call centers)Becoming a use case expert: review Gong calls, read external content, and integrate into buyer channelsDistribution strategy: broad coverage across channels, then go deep on one or two “big bat” leversContent mapping: align on TOFU/MOFU/BOFU definitions, mirror sales stages, and ship one really good piece per stageMeasurement made simple: pipeline amount + count, efficiency (cost to acquire $1 of pipeline), and conversion as a signal of problem priorityKeeping teams aligned: prevent use case drift with clear communication, examples, and field enablementEquipping AEs: ICP card, personas, discovery questions, outbound strategy, sequences, templates—put it all on a platterㅤ 🔗 Resources MentionedGong calls (call reviews for use case understanding)Substack (for following industry voices)Cybersecurity headlines (staying current on breaches and incidents)MED… “med pick” (sales stage framework reference)Seismic (sales enablement page example)One Password website solutions pages (story-led middle-funnel example)Acquisition.com (clear funnel/CTA example)Dave Ramsey (personal reference)Disney World (personal reference)ㅤ Resources: Scrappy ABM: Visit for more ABM tips and strategies. (Link: ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABM (Link: 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!

    30 min

  8. OCT 13

    $2M in 2 Years Through Account-Based Podcasting | Ep. 212

    Most agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy ABM, to reveal how agencies can flip that script through account-based podcasting. ㅤ With data, real client results, and behind-the-scenes process, Mason and Joseph walk through the exact steps to generate conversations with best-fit decision makers, build strategic relationships, and predictably drive revenue. This isn’t about chasing downloads or fluffy brand metrics—it’s about creating $2M in sales within two years by building a system that works even if you start with zero listeners. ㅤ 👤 Guest BioJoseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since 2021, he has launched 38 podcasts, directly helping hosts generate over $6 million in trackable revenue from their shows. Beyond B2B strategy, Joseph also runs a YouTube channel where he experiments with building, burning, and creating from logs—showcasing his creativity both in and outside of business. ㅤ 📌 What We CoverWhy most marketing agencies are commoditized and how podcasting changes that dynamicThe three overlooked questions every agency should answer before launching a showReal-world examples of $2M+ in revenue sourced through account-based podcastingThe three main podcast models: content engine, account-based, and public figureWhy 90% of shows fail and how to avoid the common pitfalls of measurement, consistency, and promotionA 30-day launch framework to secure conversations with best-fit customersPractical guest outreach strategies that consistently book decision makersHow to turn post-episode follow-up into pipeline and referralsㅤ 🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMConnect with Joseph Lewin on LinkedInㅤ 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!

    56 min
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5
out of 5
12 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
    221
  • Rating
    Clean
  • Copyright
    © Scrappy ABM, LLC
  • Show Website
    Scrappy ABM

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