Scrappy ABM

[START HERE] Ep. 0- Scrappy ABM Trailer

Subject matter experts are often scientists, coders, founders, or salespeople who never planned to live on camera or spend their days writing, yet the revenue team still needs their stories. On Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> and <a href="https://www.linkedin.com/in/philippilalas/" rel="noopener noreferrer" target="_blank">Phil Pilalas</a>, content strategist at <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>, get practical about how to create content with people who don’t think of themselves as “content people.”ㅤPhil walks through how to get buy-in by generating passion and giving confidence, starting from an environment that already feels natural to the founder or SME. They talk about simple ways to record real conversations, give SMEs a strong hand in review, and place each piece of content at the right point in the progression model. From faces associated with brands to “something is better than nothing,” this conversation shows how 30 minutes a week or an hour a month can turn SME time into subject matter expert content that actually moves accounts forward.ㅤ👤 Guest Bio<ul><li><a href="https://www.linkedin.com/in/philippilalas/" rel="noopener noreferrer" target="_blank">Phil Pilalas</a> is a content strategist at <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a> who helps subject matter experts document why they do the thing, why they want to do the thing, and why it matters. He produces podcasts, creates micro content, and supports social media so ideas are presented in an efficient, confident way. Phil focuses on giving founders and SMEs a natural venue to talk, helping them feel comfortable on camera, and building a regular cadence of subject matter expert content. He is pretty regular on LinkedIn and points people there to find him.</li></ul>ㅤ📌 What We Cover<ul><li>Why getting buy-in from subject matter experts is “a big deal,” and why it starts with generating passion and giving confidence around a specific problem, product, or solution.</li><li>How to find the natural setting where a founder or SME already opens up—one-on-one, a small room, or a simple back-and-forth—and then figure out how to record it without throwing them onstage before they’re ready.</li><li>The role of clear expectations: what the content will look like, how it will sound, the purpose of it, and how a strong approval process keeps SMEs from being surprised when someone says, “Hey, I saw you on LinkedIn.”</li><li>Expectation versus reality in content quality, and why “a couple of people sitting in an office having a conversation” is often good enough compared to heavily produced, studio-style content.</li><li>How SME content fits in an account progression model: founder energy at the top of the funnel, technical depth and numbers at the lower, more meaningful engagement parts of the progression.</li><li>Why it matters to have faces associated with brands—because there is no building sitting on a Zoom call, only human beings with eyes, words, and passion about the problem they want to solve.</li><li>Practical time expectations: 30 minutes a week or an hour a month of recording can fuel a full month of micro content when paired with production, outlines, and a focused theme.</li><li>Messy but real ways to communicate success: podcast growth, opportunities where people say they heard the show, DMs from peers, and correlations between regular SME content, engagement, and pipeline.</li></ul>ㅤResources:<ul><li><a href="https://www.linkedin.com/in/philippilalas/" rel="noopener noreferrer" target="_blank">Phil Pilalas on LinkedIn</a>: Phil is pretty regular on LinkedIn; he tells listeners to look for “Phil plus Scrappy ABM” to find him and connect around subject matter expert content and podcasts.</li><li><a href="http://ScrappyABM.com" rel="noopener noreferrer" target="_blank">Scrappy ABM: Visit for more ABM tips and strategies.</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn for a conversation about ABM</a></li></ul>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!

How to Get Buy-In from Subject Matter Experts Who Don’t Live on Camera (with Phil Pilalas) | Ep. 231

<a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM</a> brings together host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> and <a href="https://www.linkedin.com/in/porterdeleon/" rel="noopener noreferrer" target="_blank">Yadin Porter de León</a>, Director of Customer Stories and thought leadership over at <a href="https://www.heroku.com/" rel="noopener noreferrer" target="_blank">Heroku</a>, which is a part of Salesforce, to talk about going straight to the top of your target accounts without getting blacklisted.ㅤInstead of getting stuck in email blasts and third-party events that promise “rubbing elbows” with executives, Yadin shares a high-level framework that starts small with relationships your own C-suite already has, then builds proof points through web stories, webinars, podcasts, and thought leadership videos. The conversation walks through going top down from your CEO and bottoms up from directors and senior managers, doing the hard “eat your vegetables” work of segmentation, and mapping LinkedIn so you make it easy for leaders to say yes.ㅤThrough stories from Angel Med Flight, JetBlue, GE Healthcare, NASA Jet Propulsion Labs, Wells Fargo, Michael Dell, and a seven-figure deal, Mason and Yadin show how time and trust, podcasts, and truly helping individuals with their own goals can turn a focused ABM program into a powerful path to the C-suite.ㅤ👤 Guest Bio<ul><li><a href="https://www.linkedin.com/in/porterdeleon/" rel="noopener noreferrer" target="_blank">Yadin Porter de León</a> is the Director of Customer Stories and thought leadership over at <a href="https://www.heroku.com/" rel="noopener noreferrer" target="_blank">Heroku</a>, which is a part of Salesforce. He has built ABM programs in multiple organizations, including smaller companies and large brands, and has engaged C-suite leaders such as the CIO of GE Healthcare, the CIO of NASA Jet Propulsion Labs, the CIO of Angel Med Flight, the new CIO at JetBlue, and senior leaders at Wells Fargo, along with conversations that include Michael Dell. Through podcasts, virtual events, and thought leadership videos, he focuses on making executives look good, delivering value to them as individuals, and creating proof points that help highly focused teams reach their most important accounts.</li></ul>ㅤ📌 What We Cover<ul><li>Why so many smaller companies feel frustrated when email blasts and third-party events fail to spark any response from the C-suite—and why “don’t be discouraged” matters.</li><li>How to “start small” by finding C-suite peers who are already “bosom buddies” with your CEO or CTO, and turn a simple web story or webinar into a powerful proof point.</li><li>Using your own C-suite’s LinkedIn connections plus account reps’ insights to identify specific executives, line up warm intros, and make it easy for leaders to say yes.</li><li>Combining top-down and bottoms-up ABM: working with your company’s executives while also delivering value to directors and senior managers inside target accounts.</li><li>Treating segmentation and ABM list building as the “eat your vegetables” work that makes it possible to attack a CIO, CEO, or CMO from both sides with focus.</li><li>Real stories of value: a 45-minute podcast with the CIO of Angel Med Flight that led to a virtual event, a news story, an influential innovators list, and a thought leadership video with a Wells Fargo SVP that helped close a seven-figure deal even though it never went live.</li><li>Why helping individuals switch industries, elevate their brand, or grow an audience often matters more than a gift card—and how that mindset builds long-term trust.</li><li>Mason’s example of following CROs as they switch jobs, helping them land their next gig, and then being brought in to develop their new sales teams.</li><li>Yadin’s Seth Godin-inspired lens: instead of using your audience to solve a marketing problem, use marketing to solve their problem, working with the two most precious resources—time and trust.</li><li>How podcasts as a platform give smaller ABM programs a scrappy, accessible way to reach CIOs, CTOs, CEOs, and CMOs, including the JetBlue CIO story where simply offering a podcast sparked the first meeting.</li><li>Common mistakes that create a terrible experience for executives, from treating them like another task on a to-do list to poor communication and rushed preparation.</li><li>The risk of getting blacklisted inside a focused account list, and why it is better to keep a neutral brand perception than create a negative one with a bad interaction.</li><li>Why you should not “boil the ocean” with events, webinars, YouTube, and podcasts all at once—do one thing, do it well, then move on to the next channel.</li></ul>ㅤ🔗 Resources Mentioned<ul><li><a href="https://www.linkedin.com/in/porterdeleon/" rel="noopener noreferrer" target="_blank">Yadin Porter de León on LinkedIn</a> — for staying connected with Yadin and his work on customer stories and thought leadership.</li><li><a href="https://www.heroku.com/" rel="noopener noreferrer" target="_blank">Heroku</a> — The Salesforce platform where Yadin leads Customer Stories and thought leadership.</li><li><a href="https://www.linkedin.com/" rel="noopener noreferrer" target="_blank">LinkedIn</a> — The place Mason and Yadin reference for finding connections, mapping relationships, and reaching the C-suite.</li><li><a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.</li><li>Connect with <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason on LinkedIn</a> for a conversation about ABM.</li></ul>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!

Don’t Get Blacklisted by the C-Suite: Start Small and Come with Value (with Yadin Porter de León from Heroku) | Ep. 230

Scrappy targeting, small segments, and extreme empathy for the audience sit at the center of this conversation on 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/tylerlessard/" rel="noopener noreferrer" target="_blank">Tyler Lessard</a>, CMO at <a href="https://www.technologyadvice.com" rel="noopener noreferrer" target="_blank">Technology Advice</a>, to move from a broad “B2B marketing leaders or demand gen leaders” ICP to focused clusters of accounts where the team can win day after day.ㅤTyler walks through breaking a market into specific industry subsegments like cybersecurity software vendors and HR tech vendors, backing those choices with win rates, average deal size, and field-level sales feedback. The discussion follows how in-person activations at industry conferences, niche newsletters, and original buyer insights research become “reasons to reach out” for sales and SDR teams. Along the way, Mason and Tyler highlight small, specific ABM programs with one rep and a handful of target accounts, measuring success by whether the right people at the right accounts show up, engage, ask questions, and move into real conversations.ㅤ👤 Guest Bio<ul><li><a href="https://www.linkedin.com/in/tylerlessard/" rel="noopener noreferrer" target="_blank">Tyler Lessard</a> is the CMO at <a href="https://www.technologyadvice.com" rel="noopener noreferrer" target="_blank">Technology Advice</a>, a marketing leader who has built ABM in a couple of different organizations and worked with clients that have ABM use cases. In his role as CMO at Technology Advice, he focuses on B2B software, working with segments like cybersecurity software vendors and HR tech vendors. Tyler has spent a lot of time as a head of marketing running different ABM programs, partnering with sales reps, CROs, and CEOs, and helping companies across the board activate their ABM programs by reaching audience members across an ecosystem.</li></ul>ㅤ📌 What We Cover<ul><li>Moving from a broad target market of “B2B marketing leaders or demand gen leaders” to specific industry subsegments inside B2B software.</li><li>Using data on where you win—like cybersecurity software vendors and HR tech vendors—to pick two or three segments and identify the top accounts to start with.</li><li>Bringing a focused ICP story to the CRO and CEO with clear context, tactics, and programs instead of just saying, “We want to focus here.”</li><li>Getting buy-in from field-level sales reps by asking them to poke holes in the strategy, combining their anecdotal feedback with quantitative data.</li><li>Building an efficiency story using win rates, average deal sizes, ACV, and the idea that “if we spend a dollar here, the ROI will be higher.”</li><li>Finding channels that actually get in front of the right people when attention is harder than ever, including in-person activations and local events.</li><li>Treating original thought leadership and primary research as genuine value, not “lipstick on a pig,” and using it as an anchor for ABM programs.</li><li>Creating a micro program of “reasons to reach out” so marketing intentionally gives sales and SDRs multiple touchpoints tied to research, webinars, and events.</li><li>Using an in-person happy hour at RSA as a scrappy way to meet marketing leaders from cybersecurity vendors without buying a big conference sponsorship.</li><li>Thinking in terms of watering holes, niche influencers, and newsletters like The Hustle instead of only chasing massive reach.</li><li>Building an annual buyer insights report from first-party data and survey-based data to become a trusted source of market and buyer trends.</li><li>Slicing research by segments like SMB to run smaller, niche activations where even 5–20 of the right people is a clear win.</li><li>Repurposing research into webinars, blog posts, social posts with infographic-style images, on-demand content, and PR-style outreach to other media and podcasts.</li><li>Measuring ABM programs by asking, “Did we reach the right people?” and looking at who opened emails, engaged with content, attended webinars, and asked questions.</li><li>Using a qualitative lens alongside downloads, registrants, and pipeline to diagnose issues in targeting, messaging, value, or brand awareness.</li><li>Applying a simple framework around data, distribution, destination, and direction to understand when an activation works or breaks down.</li><li>Starting ABM small and specific by partnering with a single sales rep like “Sarah” and two or three accounts with a clear commonality, such as financial services accounts.</li><li>Embracing constraints so a small ABM program becomes a creative process instead of trying to “do it all” on day one.</li><li>Keeping the number of accounts small so it is easier to stay close to the data and see when 10 people from one target account register for a webinar.</li></ul>ㅤ🔗 Resources Mentioned<ul><li><a href="https://www.technologyadvice.com" rel="noopener noreferrer" target="_blank">Technology Advice</a>: Mentioned as the company where Tyler is CMO and as a partner that helps companies across the board activate their ABM programs by reaching audience members across an ecosystem.</li><li><a href="https://solutions.technologyadvice.com/" rel="noopener noreferrer" target="_blank">solutions.technologyadvice.com</a>: The place Tyler points listeners to learn more about how Technology Advice helps companies activate their ABM programs.</li><li>RSA Conference: The cybersecurity conference where Technology Advice hosted a marketers’ happy hour as an ancillary in-person activation to meet target accounts and build one-to-one relationships.</li><li>The Hustle newsletter: A large newsletter example contrasted with more niche communities and newsletters for reaching specific audiences.</li><li><a href="https://www.linkedin.com/" rel="noopener noreferrer" target="_blank">LinkedIn</a>: Called out as the best place to follow and connect with <a href="https://www.linkedin.com/in/tylerlessard/" rel="noopener noreferrer" target="_blank">Tyler Lessard</a> and as the platform where <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> invites conversations about ABM.</li><li><a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM: Visit for more ABM tips and strategies.</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn for a conversation about ABM</a></li></ul>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!

Start Small: ABM Programs That Reach the Right Accounts (with Tyler Lessard from Technology Advice) | Ep. 229

<a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a> brings practical playbooks that don’t break the bank to B2B teams who want more pipeline and revenue without wasting time and budget. In this conversation, 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/brianamanrique/" rel="noopener noreferrer" target="_blank">Briana Manrique</a>, head of marketing at Bench Prep, to walk through how a very small marketing team went from casting a wide net to getting more niche and seeing more impact.ㅤBriana shares how seven years at Bench Prep created space to take a hard, long look at who they serve and where they find success. The team moved away from trying to work with training companies and enterprise software companies and chose to go all in on nonprofit associations and credentialing organizations that serve professional learners with high-stakes learning and exam preparation.ㅤFrom doing completely away with paid ads to doubling down on webinars and conferences, Briana explains how channel mix, content, ABM, and brand awareness all had to shift. She talks about the mindset shift from quantity to quality, the slow burn of long sales cycles, the time it really takes to run one-to-one ABM, and why every piece of content now needs a defined objective, audience, and CTA.ㅤ👤 Guest Bio<a href="https://www.linkedin.com/in/brianamanrique/" rel="noopener noreferrer" target="_blank">Briana Manrique</a> is the head of marketing at <a href="https://benchprep.com" rel="noopener noreferrer" target="_blank">Bench Prep</a>, where she has stayed for almost seven years and seen the evolution of casting a wide net and then getting a little bit more niche year over year. Leading a very small marketing team, she focuses on nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and exam preparation.ㅤA former demand gen marketer, Briana leans into one-to-one ABM, brand, and content that is created with intention and tied to clear objectives, pipeline, and revenue. She is always happy to talk about marketing strategy or ABM and loves learning from others. Connect with Briana on LinkedIn: <a href="https://www.linkedin.com/in/brianamanrique/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/brianamanrique/</a>ㅤ📌 What We Cover<ul><li>How Briana’s seven years at Bench Prep led from casting a wide net to getting more niche with nonprofit associations and credentialing organizations that serve professional learners with high stakes learning.</li><li>The mindset shift required to niche down, intentionally work with fewer kinds of people, and focus on quality over quantity so the juice is worth the squeeze.</li><li>Why Bench Prep decided to do completely away with paid search and paid social, then double down on webinars and an evolving conferences channel as one of their best performing channels.</li><li>How an inflection point with new and exciting features and use cases outside of just exam prep is pushing the team to reconsider brand awareness channels and re-explore programs that didn’t work in the past.</li><li>The importance of setting expectations that ABM and brand are a slow burn, especially with six- to eighteen-month sales cycles, seasonality, and buyers who may not even know you exist yet.</li><li>How Briana measures success beyond pipeline and revenue, tracking engagement, responses, LinkedIn activity, and any type of win week over week to show traction.</li><li>What it really takes to run one-to-one ABM: the surprising time commitment for account and contact research, ongoing content creation, daily engagement, and why weeks with less time invested lead to slower results.</li><li>Lessons from the first pilot ABM campaign, including why 100 accounts was way too many for a one-to-one approach, how they filtered down to about 50 accounts, and how ABM tactics are now influencing more account based selling on the outbound side.</li></ul>ㅤ🔗 Resources Mentioned<ul><li><a href="https://benchprep.com" rel="noopener noreferrer" target="_blank">Bench Prep</a> – Exam preparation software for nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and licenses.</li><li><a href="https://www.linkedin.com/in/brianamanrique/" rel="noopener noreferrer" target="_blank">Connect with Briana on LinkedIn</a> – Briana welcomes connection requests and is always happy to talk about marketing strategy or ABM.</li><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM: Visit for more ABM tips and strategies.</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn for a conversation about ABM.</a></li></ul>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!

Is the Juice Worth the Squeeze of 1:1 ABM? (with Briana Manrique from Bench Prep) | Ep. 228

Scrappy ABM brings together host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> and <a href="https://www.linkedin.com/in/jess-martin/" rel="noopener noreferrer" target="_blank">Jess Martin</a>, head of demand gen and former head of marketing at Metaphor Data, a new data catalog on the block. At a tiny seed round company trying to punch above its weight, ABM was not a nice-to-have; it was the go-to-market strategy to secure specific logos and move on to the next level.ㅤJess walks through how she built a really lean but scrappy program focused on hyper-targeted accounts from a reverse-engineered ICP, account prioritization, and a tightly validated target account list. The conversation covers personalized outreach, founder-led thought-leadership ads, tiny virtual events, cold calling, surveys, and a buying-committee-first approach. Mason and Jess highlight account penetration, alternative lists, and the idea that less is more, especially at an early stage. They close with “scrappy does not necessarily mean cheap,” testing, and using founder branding as a powerful part of ABM.ㅤ👤 Guest Bio<a href="https://www.linkedin.com/in/jess-martin/" rel="noopener noreferrer" target="_blank">Jess Martin</a> is the head of demand gen who stepped in as head of marketing for Metaphor Data, a new data catalog on the block. She built a really lean but scrappy ABM program for a tiny seed round company trying to punch above its weight, where ABM was the go-to-market strategy to lock down more customers and get the right logos on the site. Jess focuses on hyper-targeted accounts from the ICP, personalized outreach, tiny virtual events, surveys, cold calling, and thought leadership ads. She loves early stage, demand gen, and ABM, and invites people, especially in early stage, to hit her up on LinkedIn to talk demand gen and ABM.ㅤ📌 What We Cover<ul><li>How a tiny seed round company made ABM the go-to-market strategy to get specific logos on the site and secure a Series A round.</li><li>Reverse engineering the ICP by looking at who they win with, who they lose to, and who they never want to waste time on again.</li><li>Using Keyplay, Apollo, Sales Nav, and BuiltWith to build and enrich a two-tier target account list of about 170 accounts, plus internal validation with initials from sales and product.</li><li>Setting tier one at 20 “white glove” accounts and tier two from 21 through roughly 150, and aligning this with limited headcount and bandwidth.</li><li>Minimum viable list size thinking for LinkedIn and Meta audiences, and aiming for three to five contacts per account on the buying committee.</li><li>Running thought leadership ads on LinkedIn with founders, focusing on impression share, awareness, branding, and targeted air cover rather than driving clicks.</li><li>Tiny virtual events and round tables for specific verticals, using timely issues like compliance and new laws to pull three highly valuable attendees from the target account list.</li><li>Filling the outbound gap by having marketing do cold calling with a simple Google Form survey, branding the company, complimenting senior data leaders, and proving the need for an SDR.</li><li>Creating a custom ChatGPT “BDR” prompt to scan 10-K reports, press releases, and news for each account and generate study guides and personalized messaging for every member of the buying committee.</li><li>Measuring success with account penetration, website visits, engagement with thought leadership ads, and swapping in an alternate list when accounts stay dark or become customers.</li><li>Lessons learned: scrappy does not necessarily mean cheap, budget and time are both crucial, less is more on accounts and AEs, and founder branding can be more valuable than company branding for a long time.</li></ul>ㅤ🔗 Resources Mentioned<ul><li>Keyplay – Used to get a little bit of intent-driven insight and account prioritization when building the target account list.</li><li>Apollo – Main tool for getting actual contact information for the buying committee, building outbound lists, and cold calling from the survey.</li><li>LinkedIn Sales Navigator (“Sales Nav”) – Used alongside Apollo to identify the right roles and understand how job titles differ across org sizes.</li><li>BuiltWith – Helpful to figure out whether target accounts had the right tech stack before spending time on them.</li><li>LinkedIn Thought Leadership Ads – Founder-led, face-first ads to warm up the buying committee, drive awareness, and deliver targeted air cover before company ads and CTAs.</li><li>Meta / Facebook Audiences – Referenced list minimums to guide the number of matched contacts needed for paid campaigns.</li><li>Google Forms / Survey – Simple Google form survey used for cold calling outreach to senior data leaders, gathering input on X, Y, and Z in the industry.</li><li>ChatGPT / Custom GPT BDR – A GPT of a BDR that reads 10-K reports, press releases, and company news, then explains why the product is a perfect fit and generates two-paragraph breakdowns for each role in the buying committee.</li><li>Metaphor Data – Described as a new data catalog on the block and the company context for this first ABM program.</li><li>LinkedIn (for Jess)&nbsp;–&nbsp;<a href="https://www.linkedin.com/in/jess-martin/" rel="noopener noreferrer" target="_blank">Jess Martin</a>&nbsp;invites people, especially in the early stages, to hit her up on LinkedIn to talk demand gen and ABM.</li><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM: Visit for more ABM tips and strategies.</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason Cosby on LinkedIn for a conversation about ABM.</a></li></ul>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!

Scrappy Does Not Necessarily Mean Cheap: Less Is More in Early-Stage ABM (with Jess Martin from Metaphor Data) | Ep. 227

Why 80% of B2B Marketing Programs Fail before They Even Launch | Ep. 226

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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!

[START HERE] Ep. 0- Scrappy ABM Trailer

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Mason Cosby

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