Scrappy ABM

For the first time ever, the team at Scrappy ABM is giving away their entire account-based marketing strategy development process — step by step — in a free six-and-a-half-hour workshop on August 7. In this mini-episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares why this is the clearest, most structured way to walk away with a fully mapped-out ABM strategy that you can start executing the very next day. If you've been stuck for months, unsure how to get sales fully bought in or how to work within your current tech stack and budget, this session is designed to solve exactly those issues. You’ll come with targeting ideas, objectives, and sales context — and leave with clarity, confidence, and a plan. <ul><li>Register for the Free Workshop (August 7): <a href="scrappyabm.com/workshop" rel="noopener noreferrer" target="_blank">scrappyabm.com/workshop</a></li><li>Email Mason: Mason@scrappyabm.com</li></ul> <h2>📌 What We Cover</h2><ul><li>Why Scrappy ABM is hosting a free, full-length strategy development workshop</li><li>What participants will walk away with: a fully built ABM strategy in detail</li><li>How the format helps solve common blockers like sales buy-in and tooling limitations</li><li>What you’ll need to bring to get the most value from the session</li><li>How to register and book prep time with the Scrappy ABM team</li><li>The clarity marketers get when they finally see the ABM puzzle pieces fit together</li><li>How to contact Mason with questions or support needs</li></ul> Resources:🔗 <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.🔗 <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn</a> 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!

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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!

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/trevor-grimes/" rel="noopener noreferrer" target="_blank">Trevor Grimes</a>, 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. Whether you're sending emails, building product pages, or prepping for your next webinar, this episode gives you the framework to stop guessing and start aligning content with what your prospects actually need. <h2>👤 Guest Bio</h2><a href="https://www.linkedin.com/in/trevor-grimes/" rel="noopener noreferrer" target="_blank">Trevor Grimes</a> is the Lead Content Strategist at Scrappy ABM. He focuses on building stage-specific content strategies that connect account-based programs with real buyer behavior. He also previously joined Scrappy ABM to discuss content repurposing and returns this time to walk through net-new content creation across the ABM funnel. <h2>📌 What We Cover</h2><ul><li>The five core stages of an account progression model: awareness, initial engagement, meaningful engagement, conversion, and re-engagement</li><li>A simple afternoon exercise to categorize your existing content across the funnel</li><li>How to handle “multi-purpose” content by asking: what do you want them to do next?</li><li>Why short-form social, listicle blogs, and educational posts power awareness</li><li>What content qualifies as initial engagement (hint: it starts to frame the solution)</li><li>Examples of meaningful engagement assets like demos, walkthroughs, and comparison guides</li><li>Why conversion-stage content should be personalized, product-focused, and shareable</li><li>The underestimated power of response-based email CTAs vs. “book a call” asks</li><li>How to use pre- and post-webinar outreach to spark real conversations</li></ul> <h2>🔗 Resources Mentioned</h2><ul><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.</li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn</a>: For a conversation about ABM.</li></ul> 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!

Stop Sending the Same Email: Match Content to Buyer Stage Instead (with Trevor Grimes) | Ep. 190

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 <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> welcomes <a href="https://www.linkedin.com/in/brandonredlinger/" rel="noopener noreferrer" target="_blank">Brandon Redlinger</a>, 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 team ran out of faces on Day One. Brandon shares the full breakdown: sourcing the target list from LinkedIn hashtags and past sponsors, how reps organically promoted the play, and why the Bose headphones weren’t the real incentive. He also explores what worked, what he’d change, and how even fractional marketing teams can align with sales—without becoming order-takers. <h2>👤 Guest Bio</h2><a href="https://www.linkedin.com/in/brandonredlinger/" rel="noopener noreferrer" target="_blank">Brandon Redlinger</a> is a fractional VP of Marketing and co-founder of The Forge, where he helps ambitious marketing leaders accelerate their careers. He’s also led ABM and demand programs at brands like Noble and Sidebar. Brandon’s known for building smart, scrappy programs that drive pipeline—even without massive budgets. <h2>📌 What We Cover</h2><ul><li>The “Find Your Face” event play that turned heads (and booked meetings)</li><li>How they sourced buyer headshots using LinkedIn hashtags and last year’s attendee list</li><li>Why reps started slacking photos of cutouts to execs who didn’t attend</li><li>The moment sales realized the play worked—and jumped in to help</li><li>How adding influencers’ faces boosted social amplification</li><li>Why a $25 Amazon gift card wasn’t the real driver for C-suite engagement</li><li>The shift from geo-based to industry-based territories in ABM</li><li>Brandon’s view on alignment: why marketing success shouldn’t rely on sales buy-in</li><li>Advice for ABM starters: test small, avoid shiny tools, and go narrow on account lists</li></ul> <h2>🔗 Resources Mentioned</h2><ul><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.</li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason Cosby on LinkedIn</a>: Start a conversation about ABM.</li><li><a href="https://www.linkedin.com/in/brandonredlinger/" rel="noopener noreferrer" target="_blank">Connect with Brandon Redlinger on LinkedIn</a></li></ul> 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!

The Booth Hack That Hit Meeting Quotas on Day One (with Brandon Redlinger) | Ep. 189

What if your ABM program is failing before it even starts? In this special repurposed episode of Scrappy ABM, <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> shares his guest appearance on the <a href="https://open.spotify.com/show/7v2449do8UGuLAbilezi29" rel="noopener noreferrer" target="_blank">ForgeX Files podcast</a> to break down the five most common reasons ABM programs crash and burn. From leadership indifference to unrealistic targeting, Mason lays out why most pilots never get off the ground—and how to fix them. This conversation strips away the fluff and gets real about the operational and strategic gaps that sabotage ABM efforts. Whether you’re managing a pilot, leading an enterprise rollout, or thinking about building a center of excellence, this episode is a direct line into what’s working—and what’s not—in ABM today. <h2>📌 What We Cover</h2><ul><li>The 5 most common reasons ABM programs fail</li><li>Why leadership buy-in must go beyond “you should do ABM”</li><li>How to avoid overwhelming a single ABM manager with six roles</li><li>Why you should never build a target list based on logo wishlist</li><li>What a realistic, support-backed ABM org chart looks like</li><li>How to align RevOps and ABM strategy with visualization tools</li><li>Why tech is rarely the problem—but often accelerates failure</li><li>The hidden risks of going upmarket with no proof or experience</li><li>How to build a small pilot that creates internal demand from sales</li><li>Using actual customer data to shape a Target Customer Profile (TCP)</li><li>The real cost of chasing enterprise logos that don’t fit</li></ul> <h2>🔗 Resources Mentioned</h2><ul><li><a href="https://www.linkedin.com/company/forgex-ai/" rel="noopener noreferrer" target="_blank">ForgeX Files Podcast</a>: Follow for more on Account-Based GTM and AI</li><li><a href="https://www.linkedin.com/in/davispotter62/" rel="noopener noreferrer" target="_blank">Connect with Davis Potter</a>: CEO of ForgeX and host of ForgeX Files</li><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies</li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn</a>: Start a conversation about ABM</li></ul> 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!

Why 80% of ABM Programs Fail—And How to Avoid It | Ep. 188

What happens when you're a solo marketer in a red ocean—no budget, crowded market, and limited differentiation? If you're <a href="https://www.linkedin.com/in/adamcobrien/" rel="noopener noreferrer" target="_blank">Adam O’Brien</a>, you go scrappy and win. On this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with Adam to unpack how he prioritized accounts, activated a lean channel mix, and built a brand in real time—all while leading marketing solo at a nonprofit-focused SaaS company. From hijacking trade show audiences to building GPT-powered microsites, Adam shares how marketing created 80% of pipeline despite not sponsoring events, skipping ads, and selling in a highly relational, low-tech vertical. This isn’t theory—it’s the actual playbook, including failures, workarounds, and honest lessons from the field. If you're thinking about ABM but light on resources, this is your blueprint. <h3>👤 Guest Bio</h3><a href="https://www.linkedin.com/in/adamcobrien/" rel="noopener noreferrer" target="_blank">Adam O’Brien</a> is the Founding Marketer at <a href="https://www.stackpack.co/" rel="noopener noreferrer" target="_blank">Stackpack</a> and co-host of <a href="https://open.spotify.com/show/63ATo6wy4r48HITzoDSurT" rel="noopener noreferrer" target="_blank">The Don't Be a SaaS Podcast</a>. A product marketer at his core, Adam previously ran solo ABM programs targeting nonprofit organizations, leveraging deep persona research, manual sourcing, and creative content to build marketing-sourced pipeline from 0% to 80%. <h3>📌 What We Cover</h3><ul><li>Why the first step in ABM is always reviewing closed-won and closed-lost deals</li><li>How Adam narrowed targeting to 250 accounts per rep using public nonprofit data</li><li>The role of “mission sub-verticals” in fine-tuning outbound messaging</li><li>Why trade shows were targeted—but never sponsored</li><li>The “hijack the audience” strategy that replaced traditional event marketing</li><li>Building community with donation page “glow ups” instead of webinars</li><li>How a long ebook became a GPT tool—and why it drove 4–5x more traffic than the blog</li><li>Creating a branded microsite to unify all assets and track buyer intent</li><li>Why knowing your product market fit and messaging is non-negotiable for ABM</li><li>How product limitations and crowded competition created unexpected challenges</li><li>The critical importance of customer quotes, referrals, and reviews</li><li>Advice for marketers launching ABM without resources: start with product marketing</li></ul> <h3>🔗 Resources Mentioned</h3><ul><li><a href="https://www.stackpack.co/" rel="noopener noreferrer" target="_blank">Stackpack</a></li><li><a href="https://open.spotify.com/show/63ATo6wy4r48HITzoDSurT" rel="noopener noreferrer" target="_blank">The Don't Be a SaaS Podcast</a></li><li><a href="https://www.linkedin.com/in/adamcobrien/" rel="noopener noreferrer" target="_blank">Adam O’Brien on LinkedIn</a></li></ul> <a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.<a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn</a> 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!

How a Solo Marketer Built 80% of Pipeline With ABM and Zero Ads (with Adam O’Brien from Stackpack) | Ep. 187

When revenue goals get missed, teams scramble to assign blame — usually across departmental lines. That’s why this episode of Scrappy ABM hosted by <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> was titled “It’s All Your Fault.” But instead of finger-pointing, this panel unpacks why taking ownership — not blame — is the key to alignment and performance. In this expert panel, <a href="https://www.linkedin.com/in/lerdem/" rel="noopener noreferrer" target="_blank">Laura Erdem</a> of Dreamdata, <a href="https://www.linkedin.com/in/sarahgsehgal/" rel="noopener noreferrer" target="_blank">Sarah Sehgal</a> of OpenSesame, and <a href="https://www.linkedin.com/in/kacyngoranson/" rel="noopener noreferrer" target="_blank">Kacyn Goranson</a> of BetterUp share firsthand challenges of marketing attribution, compensation models, and what alignment really looks like in high-growth B2B companies. The episode explores how misaligned incentives, unclear definitions, and siloed data are blocking collaboration — and how these leaders are actively solving it. If you're navigating friction between sales, marketing, and ops, this episode offers practical frameworks, tactical tips, and a refreshing dose of honesty. <h2>👤 Guest Bios</h2><a href="https://www.linkedin.com/in/lerdem/" rel="noopener noreferrer" target="_blank">Laura Erdem</a> is the Director of Sales (US) at Dreamdata, where she brings a seller’s lens to B2B attribution and sales-marketing alignment. She's known for building strong cross-functional partnerships and speaking with marketers daily to fix broken revenue collaboration. <a href="https://www.linkedin.com/in/sarahgsehgal/" rel="noopener noreferrer" target="_blank">Sarah Sehgal</a> is Director of Growth Marketing at OpenSesame, a leading e-learning platform focused on corporate skills and career development. With a background in sales and over a decade in marketing, Sarah brings a cross-functional perspective to ABM, ops, and revenue programs. <a href="https://www.linkedin.com/in/kacyngoranson/" rel="noopener noreferrer" target="_blank">Kacyn Goranson</a> is Vice President of Marketing and Demand Generation at BetterUp. With over 16 years of experience in B2B SaaS, she’s held roles across demand gen, ops, and SDR management — giving her a wide-angle view on the systems and strategies that drive sustainable growth. <h2>📌 What We Cover</h2><ul><li>Why “it’s all your fault” is actually a mindset shift — and a leadership advantage</li><li>Org charts and team dynamics: how each guest’s marketing and sales teams are structured</li><li>How company size impacts alignment, attribution, and communication workflows</li><li>Why outbound is now an operational project — not just a sales motion</li><li>The tension between comp plans and collaboration — and what to avoid</li><li>How to measure the “unmeasurable” work like podcasts, LinkedIn, and events</li><li>Why “gut feeling backed by data” is the new north star</li><li>How to use call recordings, Gong triggers, and Slack channels to track anecdotal wins</li><li>The surprising power of visual strategy maps, glossary docs, and restating decisions live</li><li>Why good ABM requires sales at the table — and why good marketing starts with trust</li></ul> <h2>🔗 Resources</h2> Scrappy ABM: <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Visit for more ABM tips and strategies</a>Connect with Mason on LinkedIn: <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Start a conversation about ABM</a> 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!

It’s All Your Fault — And That’s Good News | Ep. 186

ABM isn’t about guessing—it’s about doubling down on the best customers you already know. In this episode of <a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/bradleycparker/" rel="noopener noreferrer" target="_blank">Brad Parker</a>, founder and CEO of <a href="https://formpiper.com/" rel="noopener noreferrer" target="_blank">FormPiper</a>, to explore how solving one specific pain in his own retail business led to dominating an entire vertical. Brad shares how “being a yes company” reshaped his approach to consumer financing, why his ICP was “literally me,” and how that hyper-focus enabled FormPiper to scale across furniture, jewelry, auto, and medical. From 90-day sprint cycles to hard lessons in vertical adaptation, Brad unpacks how strategic partnerships—not cold calls—became his #1 growth channel. If you’ve ever tried to force-fit a product into a new market, this conversation will hit home. <h2>👤 Guest Bio</h2><a href="https://www.linkedin.com/in/bradleycparker/" rel="noopener noreferrer" target="_blank">Brad Parker</a> is the founder and CEO of <a href="https://formpiper.com/" rel="noopener noreferrer" target="_blank">FormPiper</a>, a platform built to automate the consumer financing process by aggregating multiple lenders into a single application experience. Drawing on 20 years of retail ownership, Brad built FormPiper to solve his own operational pain—then scaled it nationally through strategic vertical expansion. <h2>📌 What We Cover</h2><ul><li>Why Brad’s ICP was “me and my friends”—and how that led to fast traction</li><li>The real pain of consumer financing: saying “no” multiple times</li><li>How FormPiper helps businesses become “yes companies”</li><li>What went wrong in early market expansion—and how they fixed it</li><li>How strategic partners unlocked access to new verticals</li><li>Why 90-day sprints keep the team aligned and agile</li><li>The mistake of assuming one product fits every market</li><li>How FormPiper defines when it’s time to expand into a new vertical</li><li>Why cold outreach failed—and warm partnerships thrived</li><li>The power of open-minded product development through customer listening</li></ul> <h2>🔗 Resources Mentioned</h2><ul><li><a href="https://formpiper.com/" rel="noopener noreferrer" target="_blank">FormPiper</a></li><li><a href="https://www.getaccept.com/" rel="noopener noreferrer" target="_blank">GetAccept</a> – used to deliver custom digital sales rooms</li></ul> Resources:👉 <a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.👉 Connect with <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> 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!

📌 What We Cover

Recent Episodes

SEASON 1

Get a Fully Built ABM Strategy in One Day

Stop Sending the Same Email: Match Content to Buyer Stage Instead (with Trevor Grimes) | Ep. 190

The Booth Hack That Hit Meeting Quotas on Day One (with Brandon Redlinger) | Ep. 189

Why 80% of ABM Programs Fail—And How to Avoid It | Ep. 188

How a Solo Marketer Built 80% of Pipeline With ABM and Zero Ads (with Adam O’Brien from Stackpack) | Ep. 187

It’s All Your Fault — And That’s Good News | Ep. 186

“We Built It for Us—and It Took Over an Industry” (with Brad Parker from FormPiper) | Ep. 185

About The Show

Scrappy ABM

Mason Cosby

Founder of Scrappy ABM