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PODCAST

Scrappy ABM

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don"t break the bank. ABM shouldn"t cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you"re in the right place.Each week, you"ll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn"t a show

business marketing

All Episodes

18:39

What the HECK Is Rev Ops? People, Process, Tech—Then...

Scrappy ABM ·

2025/09/29

On Scrappy ABM, host Mason Cosby sits down with Cliff Simon, CEO and founder of Polaris, to get clear on “what the heck is rev ops” and where AI is actually useful. Rev Ops sits at the intersection of systems, processes, insights and analytics, enablement, and a maniacal focus on the customer journey. Cliff draws a sharp line between departmental “ops” and a functional model that breaks down silos and sits in weekly and monthly cadences with sales, marketing, CS, and product.ㅤThey cut through AI

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32:50

ICP vs. Target Audience: Stop Pushing the Rock Uphill...

Scrappy ABM ·

2025/09/25

On Scrappy ABM, host Mason Cosby sits down with Jeff Hardison, CRO at CaseMark, to cut through tool-first thinking and get back to the fundamentals: pick the ideal customer profile that buys, retains, and expands—then run ABM to get more of your best. Jeff draws a sharp line between ICP and a target audience (the hunch you’re “pushing up a hill”) and shows why alignment breaks when leadership confuses the two.ㅤThey map old-school account-based playbooks to today’s stack, using intent, tasteful

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8:11

What Is Account Based Marketing | Ep. 206

Scrappy ABM ·

2025/09/22

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.ㅤWith over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that

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17:40

One-to-Many ABM that Doesn’t Burn Cash (with Natalie...

Scrappy ABM ·

2025/09/18

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.ㅤNatalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts,

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49:12

The Old Way vs The Right Way | Ep. 204

Scrappy ABM ·

2025/09/15

A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who’ve been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that aligns marketing, sales, customer success, and rev ops around a shared target account list that reflects best customers, with data-driven decision

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25:45

Make the Process the Accelerator, Not the Tool (with...

Scrappy ABM ·

2025/09/11

SDR teams that were well fed by inbound are now shifting from qualification to outbound prospecting. On Scrappy ABM, host Mason Cosby sits down with Josh Gainey, the Go Market lead over at Kasm Technologies, to break down a practical outbound playbook: start with the right SDR hire profile, define who not to target, and align on an A / C / F grading scale that everyone—SDR and AE—buys into.Josh unpacks “freedom within a framework,” why the process should be the accelerator, not the tool, and how a

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44:32

Shockingly honest lessons: contractors, W2s, and...

Scrappy ABM ·

2025/09/08

Scrappy ABM host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook, an $80,000 annual contract, and why “less is more” with “two service lines.” It’s all inbound from LinkedIn and a podcast, plus “speaking engagements,”

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21:30

Why High-Spend Customers Hold the Key to Growth (with...

Scrappy ABM ·

2025/09/04

Scrappy ABM brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience.While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. From segmentation strategies and digital adoption to habit formation and

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33:08

AI in ABM: Data, Distribution, Destination, and...

Scrappy ABM ·

2025/09/01

Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through

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20:46

The Seven Playbooks for Account-Based RevOps Success...

Scrappy ABM ·

2025/08/28

On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web advertising, programmatic campaigns, and even connected TV—without software

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12:06

Why Sales Thinks Marketing is Useless | Ep. 198

Scrappy ABM ·

2025/08/25

If you’ve ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you’re not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won’t buy into marketing programs—and what to do about it.From definitions that don’t match up, to time horizons that clash, to calendars that feel empty or overwhelming, Mason explains how small misalignments create major breakdowns in trust. He also walks through

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26:11

Why the Biggest Logos Don’t Mean the Best Accounts...

Scrappy ABM ·

2025/08/21

Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to

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51:56

ABM Retrospective: The Good, the Bad, and the...

Scrappy ABM ·

2025/08/18

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020.Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months. They unpack what worked — executive sponsorship, a sharply defined target

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18:06

How a Simple Travel Kit Strategy Turned an Event into...

Scrappy ABM ·

2025/08/14

Scrappy ABM delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using a seamless travel kit, co-branded items, and a scavenger hunt-inspired

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54:27

Why Ethical Selling and Niching Down Drive Scalable...

Scrappy ABM ·

2025/08/11

Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to

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20:16

Scaling Revenue with Agentic AI and ABM (with Wendy...

Scrappy ABM ·

2025/08/07

Scrappy ABM brings practical playbooks that don’t break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what’s working, what’s not, and how Daxko uses AI as a partner rather than a replacement. She details practical workflows

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18:12

Stop Asking for Meetings Too Soon: ABM Lessons That...

Scrappy ABM ·

2025/08/04

Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work.This conversation unpacks how to narrow focus in global markets, identify the right accounts to pursue, and avoid overengineering your strategy. Amanda reveals how segmentation drives

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21:18

Building Trusted Audiences That Drive Pipeline (with...

Scrappy ABM ·

2025/07/31

Scrappy ABM, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists.ㅤThis conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of

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23:48

Stop Sending the Same Email: Match Content to Buyer...

Scrappy ABM ·

2025/07/28

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model.From understanding what qualifies as meaningful engagement to identifying content gaps through a simple audit, Trevor and Mason break down the nuances of building targeted assets that serve a clear purpose

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23:51

The Booth Hack That Hit Meeting Quotas on Day One...

Scrappy ABM ·

2025/07/24

What if a few LinkedIn headshots and some paint sticks could generate more qualified meetings than a six-figure ABM platform? On this episode of Scrappy ABM, host Mason Cosby welcomes Brandon Redlinger, a seasoned ABM leader and co-founder of The Forge, to break down a low-cost, high-yield play executed during Forrester’s Summit.The campaign—built around a simple idea called Find Your Face—used printed cutouts of buyers’ faces to turn booth traffic into booked meetings. And it worked so well, the

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228 results

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