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!
44episodes
Episodes
Newest firstAll episodes
The BAMFAM Method: Book A Meeting From A Meeting | Ep. 250
Feb 900:11:38Tap to summarizeMost companies treat events as a logo parade or a chance to walk the floor, relying on hope, dreams, and prayers to scan badges and make money later. Mason Cosby argues that if your event is not ROI positive before your plane takes off, you are doing events wrong. Events should be viewed as a relationship accelerator for existing connections rather than a place to blindly hope for new ones.ㅤMason breaks down a tactical plan to ensure every event generates a return. He outlines four core sections: pre-event preparation, event execution, follow-up, and speaking sessions. He explains how to identify exactly who is attending, how to book meetings before you arrive, and why you must leave the event with next steps already scheduled.ㅤWhat We CoverThe four core sections of an event strategy: A breakdown of pre-event, during the event, follow-up, and speaking sessions.Identifying attendees early: Using past event lists, event apps, social media hashtags, and location filters on LinkedIn to find people before the conference starts.Strategic meeting scheduling: How to book meetings around relevant agenda sessions and find people actively seeking solutions to specific problems.The BAMFAM rule: Why you must "Book A Meeting From A Meeting" to ensure sales cycles continue moving after the event ends.Leveraging speaking sessions: Creating a specific content offer for the room and using the session to segment the audience into hand-raisers and future prospects.The "Free Consultant" approach: How Mason uses speaking opportunities to offer help without selling, while directing immediate buyers to the sales team.Hosting private side events: Using dinners or cocktail hours to target top accounts and ensure the trip is ROI positive through a few key opportunities.ㅤResources MentionedScrappy ABM Newsletter: Get actionable tactical playbooks delivered to your inbox.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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 →Marketing to Sellers Before Customers (with Gillian Hinkle) | Ep. 249
Feb 500:30:38Tap to summarizeMason Cosby sits down with Gillian Hinkle to discuss the complexities of marketing within a portfolio company. When an organization moves from a single product to a suite of services, marketers often struggle to build intentional sequencing. Gillian shares her approach to identifying customer behaviors and mapping the overlap between different buying committees.ㅤShe explains why you cannot go it alone: you must work with other teams to find commonalities in lead information and problem sets. A critical part of her strategy is to market to the internal sales team first. If sellers do not understand the deal cycle or how a new product addresses a specific pain point, they will not present it to their customers.ㅤGillian also details how to protect the customer relationship by validating data with product managers before launching a campaign. She emphasizes the importance of "small measures"—tracking observable behaviors and engagement rates in internal channels like Slack—to understand program success before revenue numbers come in.ㅤGuest BioGillian Hinkle is a seasoned marketing leader currently serving as the Senior Director of Product Marketing at Salesforce, with a focus on Heroku, a cloud platform as a service (PaaS). Her career trajectory transitions from an initial background in arts administration and education to technical B2B marketing leadership in the SaaS and cloud infrastructure sectors. Before joining Salesforce, Hinkle served as Director of Growth Marketing at Earnix.ㅤWhat We CoverUsing behavioral data to identify which customers are ready for expansion products.How to map the overlap between different buying groups—like marketing buyers versus data buyers—in a portfolio company.Why you must understand sales compensation before asking account managers to sell a new product.The strategy of "marketing to sellers" first: using enablement sessions to test if an offer is right for the current market.Protecting customer relationships by excluding unqualified accounts and validating pain points with product teams.Using Slack channels and lists to manage program execution and track internal engagement.The importance of reporting "small measures" and observable behaviors when revenue data is not yet available.ㅤResourcesHeroku: A cloud platform as a service (PaaS) supporting several programming languages.Slack: The primary communication tool Gillian uses for program management.Connect with Gillian Hinkle on LinkedInScrappy 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 →Why Your Direct Mail Gets Thrown Away | Ep. 248
Feb 200:10:43Tap to summarizeIf you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.ㅤIf you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you.ㅤInstead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake.ㅤWhat We CoverThe problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.The swag rule: Why you should offer your branded gear as an option rather than the default gift.Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival.ㅤResourcesScrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.Visit for more ABM tips and strategiesConnect with Mason on LinkedInㅤIf 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 →EP. 129 - HOLIDAY ABM MAGIC! 🎄 Brianna Doe on Influencers, Authenticity & Festive Campaign Strategies 🎁
Dec 26, 202400:25:36Tap to summarizeIn this Scrappy ABM holiday special, host Mason Cosby welcomes guest Brianna Doe to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts!Best Moments:(00:55) Introduction to the topic of aligning ABM programs with influencer marketing(02:17) How to align influencers with brand goals from an audience perspective(05:51) Transitioning from transactional to long-term influencer relationships(09:39) Finding influencers that address your target audience(15:44) The importance of authenticity in influencer partnerships(19:15) Where influencers fit into an overall ABM program(22:59) Integrating paid advertising with influencer marketingGuest Bio:Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com.
Transcribe →EP. 128 - DECISION INTELLIGENCE FOR ABM! 🧠 Abhi Yadav Shares Data-Driven Strategies & Budget-Friendly Playbooks 📕
Dec 23, 202400:57:57Tap to summarizeIn this episode of Scrappy ABM, host Mason Cosby and guest Abhi Yadav from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively.Best Moments:(00:06) Introduction to Scrappy ABM and its focus on practical playbooks(02:00) Overview of topics to be covered in the episode(04:24) Defining ABM and its core principles(04:56) Common reasons why ABM programs fail(09:36) Aligning sales and marketing goals and time horizons(14:53) The importance of data in ABM decision-making(20:02) Structuring activation plays for ABM programs(27:42) Examples of effective ABM plays and their implementation(43:23) Maturing an ABM program beyond initial playbooks(51:54) Strategies for building and prioritizing target account listsGuest Bio:Abhi Yadav is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.
Transcribe →EP. 127 - BUILDING A WINNING ABM PROGRAM! 🎯 Jessica Fewless Shares Strategy & Insights 🚀 Senior Director at Inverta
Dec 19, 202400:27:19Tap to summarizeIn this episode of Scrappy ABM, host Mason Cosby talks with Jessica Fewless, Senior Director of Partnerships and Demand Gen at Inverta, about implementing a successful account-based marketing (ABM) program. They discuss determining the right target audience, segmenting that audience, creating appropriate content, and measuring success.Best Moments:(01:24) Determining the right audience for ABM(04:42) Segmenting the audience for targeted outreach(08:45) Developing content for different stages of the buyer's journey(14:38) Determining the best distribution channels for content(16:48) Evaluating existing content for use in ABM programs(19:52) Measuring success at various stages of ABM programs(22:05) Common roadblocks in implementing ABM programs(24:46) Parting wisdom for building a first ABM programGuest Bio:Jessica Fewless is the Senior Director of Partnerships and Demand Gen at Inverta. With over a decade of experience in account-based marketing, Jessica has been at the forefront of ABM strategy and implementation. She emphasizes the importance of integrating ABM into a broader demand generation strategy and advocates for a patient, long-term approach to seeing results from ABM initiatives.
Transcribe →EP. 126 - MASTER ABM STRATEGIES! 🚀 One-Page Programs & 4D Framework with Mason Cosby 🔥 Practical Tips for B2B Success
Dec 16, 202400:54:11Tap to summarizeIn this episode of Scrappy ABM, host Mason Cosby dives deep into the world of Account-Based Marketing (ABM), offering practical insights and strategies for B2B companies looking to implement or improve their ABM programs.Best Moments:(00:48) Overview of ABM and its components(01:39) The one-page ABM program exercise(03:09) Mason's background and company introduction(04:08) Definition and breakdown of ABM(07:37) Why ABM programs often fail(10:37) The importance of product-market fit in ABM(14:16) What sales teams want from marketing(20:25) Balancing brand building and sales activation(26:55) Operationalizing ABM partnerships(35:36) The 4D framework for structuring ABM playbooks(46:55) Three stages of ABM implementation(49:34) Mason's personal ABM program breakdown
Transcribe →EP. 125 - Listen, Interpret & Engage Buyer Signals
Dec 12, 202400:28:04Tap to summarizeIn this special episode of Scrappy ABM, host Mason Cosby shares insights from his presentation at the Signal Based Marketing Summit, hosted by Signals. Mason discusses how to stop scaling account-based marketing (ABM) and start stacking buyer signals to create successful ABM programs. He provides practical frameworks and strategies for building effective ABM initiatives without breaking the bank.Key Discussion Points:(00:32) Introduction to the episode and its focus on building ABM programs(01:21) The importance of implementing information learned in the episode(03:24) Definition of ABM and the confusion surrounding various terms(07:48) Three core reasons why ABM programs fail(11:30) The overwhelming number of marketing tools available(14:54) Introduction of the account progression model framework(17:51) Step-by-step guide to building an ABM program framework(24:48) Identifying gaps and optimizing existing programs(26:12) Free resources for further learning about ABMAbout the Signal Based Marketing Summit:The Signal Based Marketing Summit is an event hosted by Signals, focusing on how marketers can listen, interpret, and engage buyer signals effectively. The summit brings together industry experts to share insights and strategies for leveraging buyer intent data to drive marketing success.Note: This episode is a repurposed presentation from the Signal Based Marketing Summit, where Mason was a guest speaker.
Transcribe →EP. 124 - Pete Lorenco Unpacks Key Strategies for Targeted Marketing Success
Dec 9, 202400:33:22Tap to summarizeIn this informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.Key Moments:(02:48) How to determine and select target accounts for an ABM initiative.(05:52) Best practices for choosing distribution channels to reach the target audience.(11:03) Tips for creating content that resonates with specific accounts.(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.(25:33) Common challenges and unexpected roadblocks in ABM implementation.(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools.Guest Bio:Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.
Transcribe →EP. 123 - Launching a Content-Led ABM Program in Two Weeks with Nick Zeckets
Dec 5, 202400:22:41Tap to summarizeIn this episode of Scrappy ABM, host Mason Cosby interviews Nick Zeckets, founder of Air Traffic Control, about launching a content-led Account-Based Marketing (ABM) program in just two weeks. They discuss the importance of content in ABM, sources of valuable data, effective distribution methods, and strategies for identifying and filling content gaps. Nick shares practical advice on overcoming common roadblocks and getting an ABM program off the ground quickly and efficiently.Best Moments:(01:21) How content is crucial to ABM programs(05:58) Sources of data for ABM programs(08:26) Effective content distribution methods(12:52) Identifying and filling content gaps(16:24) Common roadblocks in launching ABM programs(19:03) Advice for getting an ABM program off the groundGuest Bio:Nick Zeckets is the founder of Air Traffic Control, a company that analyzes data to understand what content audiences are engaging with. Air Traffic Control helps businesses identify content gaps and create more relevant content for their ideal customers. With extensive experience in content strategy and ABM, Nick specializes in helping organizations launch effective, content-led ABM programs swiftly and successfully.
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