Podcast
Scrappy ABM
Hosted by Mason Cosby · EN
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!
32episodes
Episodes
Newest firstAll episodes
Why Most Startups Shouldn't Run ABM Yet | Ep. 268
1w ago00:20:30Tap to summarizeThis 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.ㅤThe 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.ㅤIf 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 CoverWhy 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 influencersㅤ🔗 Resources MentionedABM 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 frameworkㅤResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!
Transcribe →Three Years of Failing at ABM, Then Automating Everything Except the Phone Call (with Moréa Pollet from InfluxData) | Ep. 267
2w ago00:26:13Tap to summarizeMost 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.ㅤThe 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 BioMoréa 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 CoverWhy 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-inㅤ🔗 Resources MentionedInfluxData - 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 discussedㅤResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!
Transcribe →Stop Selling Fear 😨 Why Factal's ABM Program Leads with Proof, Not Pain (with Dave Clark from Factal) | Ep. 282
3w ago00:26:34Tap to summarizeMost 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.ㅤThe 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 BioDave 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 CoverHow 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-negotiableㅤ🔗 Resources MentionedFactal - 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 approachㅤResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!
Transcribe →Your ABM Program Is Failing Because Nobody Owns It (with Aakash Sinha from Clazar) | Ep. 265
Apr 1600:48:34Tap to summarizeThis is an interview of Mason on the GTM & AI Operators Show.ㅤWhat 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 BioAakash 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 CoverThe 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 insteadㅤ🔗 Resources MentionedScrappy 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)ㅤResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!
Transcribe →The Minimum Viable Tools Required for Account-Based Marketing | Ep. 264
Apr 900:17:39Tap to summarizeBuilding 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.ㅤMason 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.ㅤThe 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 CoverHow 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 MentionedABM 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 ABMㅤIf 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!
Transcribe →Building an Organic Social ABM Program from Scratch with Greg Rokisky from Calendly | Ep. 263
Apr 200:25:52Tap to summarizeAccount-based marketing does not strictly require massive budgets or gated landing pages. Sometimes, all it takes is showing up where your target accounts already spend their time online. On this episode of Scrappy ABM, host Mason Cosby speaks with Greg Rokisky about a highly specific, low-cost marketing play.Greg details the process of building an organic social account program during his time at Sprout Social. He explains how his team partnered closely with sales to identify target accounts and monitor their activity. When a target brand had a viral moment, Greg's team engaged directly on platforms like Twitter and LinkedIn.This strategy created a "bouncy trampoline" effect. Social engagement became a jumping-off point that account executives could use for warmer outreach. Greg and Mason also discuss how to make one-to-one video content that still works for a broader audience, and how to measure the revenue return of simple online interactions.Guest BioGreg Rokisky serves as the Senior Social Media Marketing Manager at Calendly, a scheduling automation platform designed to eliminate the back-and-forth of booking meetings. Prior to Calendly, Greg worked as a Senior Social Media Strategist at Sprout Social, where he led campaigns and built out the organic programs discussed in this episode.Greg is a strong advocate for a social-first customer journey and the creator economy. He focuses on inclusive, human-centered storytelling. You can connect with Greg Rokisky on LinkedIn to see more of his content.What We CoverHow Greg transitioned from standard social media management to pioneering a target account program.The process of creating a "bouncy trampoline" for sales by engaging with quick-service restaurant brands on social channels.Using organic comments as a direct handoff to account executives for warmer outbound messaging.Building one-to-one content that remains valuable for a one-to-many public audience.Tracking success through a pilot program and moving toward a custom W-model attribution strategy.Connecting online interactions to in-person events like Dreamforce and South by Southwest.The missed opportunity of not tying the B2B creator economy into the account strategy from day one.Resources MentionedSprout SocialSales AssemblyDreamforceSouth by SouthwestScrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABM (Link Mason's LinkedIn)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!
Transcribe →Best place to start with ABM | Ep. 262
Mar 2300:06:14Tap to summarizeRoughly 80% of ABM programs fail. The main reason is that companies start by targeting accounts that have never heard of them. It takes three to six months for your brand to even be remembered. By that time, the program has usually been killed. Welcome to Scrappy ABM. Host Mason Cosby breaks down exactly where you should build your target account list to nearly guarantee a win.ㅤIf you focus on a completely net new audience, you are setting yourself up for a long wait. It can take anywhere from 3 to 24 months for those accounts to enter the pipeline. Mason explains why starting with people who already know you exist gives you the best potential for success. You already have a sheer amount of data on these accounts, making it easier to measure success.ㅤWe explore the four core places to look for these target accounts: website traffic, closed lost opportunities, your active sales pipeline, and your current customer base. By focusing on these engaged audiences, you can shorten sales cycles and directly address past objections. This approach builds trust and helps you secure buy-in before you go after cold prospects.ㅤ📌 What We CoverWhy targeting completely cold accounts causes most ABM programs to fail early.Using website traffic to identify highly engaged people who visit your pricing page or view your webinars.Building specific programming to overcome past objections in your closed lost opportunities.Starting a small pilot program with one to three sales reps to shorten a 6 to 18-month sales cycle.Mapping out a customer journey to find expansion dollars within your current customer base.Defining a real ABM program as a B2B revenue strategy that aligns marketing, sales, and customer success.Measuring success on a data set of best-fit customers rather than guessing with unknown accounts.ㅤ🔗 Resources MentionedScrappy ABM Newsletter: Subscribe to get playbooks every single week at scrappyabm.com/newsletter.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!
Transcribe →How to build the right budget and investment for ABM | Ep. 261
Mar 1900:03:32Tap to summarizeStruggling 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.ㅤInstead 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.ㅤThis 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 CoverWrite 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 MentionedABM 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 ABMㅤIf 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!
Transcribe →Why Most ABM Programs Fail: Executing In The Wrong Sequence | Ep. 260
Mar 1600:13:00Tap to summarizeMost 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.ㅤOn 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.ㅤInstead 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 CoverWhy 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 MentionedActionable Tactical Playbooks: scrappyabm.com/newsletterScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf 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!
Transcribe →Vibe Coding Custom Dashboards To Reimagine Marketing Attribution (with Lisa Sharapata from Metadata) | Ep. 259
Mar 1200:21:49Tap to summarizeBuyers 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.ㅤLisa 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.ㅤMason 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 BioLisa 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.ㅤToday, 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 CoverHow 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 MentionedMetadataAir OpsClaudeHubSpotPerplexityGongLisa Sharapata's LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf 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!
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