Scrappy ABM welcomes Logan Lyles, Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise.

Logan Lyles walks through his journey from technology sales to running Sweet Fish Media’s podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals.

👤 Guest Bio

Logan Lyles is Director of Growth at Business Builders. He describes himself as a marketer who feels too much like a salesperson and a salesperson who's too much of a marketer to be comfortable in either camp. Logan helped Sweet Fish Media triple revenue in six months by using podcasting as a strategic playbook to engage and convert their best-fit customers. Connect with Logan Lyles on LinkedIn

📌 What We Cover

• Logan Lyles on feeling “the weirdo in between” sales and marketing, and how that led him to podcasting
• The original move from blog writing to podcasting at Sweet Fish Media
• How Logan Lyles became the host of B2B Growth and started interviewing their ICP—VPs of marketing and CMOs at B2B SaaS companies
• The story behind “content-based networking” and tripling business in the first six months
• Why podcasting can be a better fit than ABM for service businesses and founder-led agencies
• The crucial choice: audience-based vs. account-based podcasting, and why you shouldn’t mix the two
• Tactical tips for launching: picking a host platform, cover art, episode structure, and keeping interviews short and repeatable
• List-building and outreach using LinkedIn Sales Navigator, Apollo, or LinkedIn DMs, plus tools like dify and Mailshake
• How to use a podcast to uncover sales insights: using your discovery script as interview questions
• Leveraging recording tools like Riverside.fm, Buzzsprout, and creating clips for relationship building
• Post-interview strategies: promotion planning calls, following up by text, and creating extra touchpoints
• Expanding beyond podcasting: running content-based networking with blog articles, research reports, webinars, and more

🔗 Resources Mentioned

• StoryBrandCourse.com — Free five-part course and templates from Business Builders
• AgencyBuilders.com — Peer-to-peer community for agency owners and leadership teams
• Logan Lyles on LinkedIn
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a 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!