Scrappy ABM

[START HERE] Ep. 0- Scrappy ABM Trailer

<a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a>, host of <a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what it takes to escape the cycle of frustration.ㅤFrom leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to promotions, freedom, and even a tenfold income increase. For marketers who feel like they’re running in circles, this episode offers a practical playbook for building repeatable systems that create engagement, pipeline, and revenue.ㅤ<h1>📌 What We Cover</h1><ul><li>The tale of two marketers: burnout vs. creativity and fulfillment</li><li>Why leadership alignment sets the foundation for everything else</li><li>How pipeline health determines whether sales buys in</li><li>The danger of changing target audiences every campaign</li><li>Building systems that generate scalable, repeatable returns</li><li>Why under-resourced seasons can build your career</li><li>The importance of reporting on the right metrics for leadership</li><li>Mason’s personal story: from overwhelmed solo marketer to repeatable system builder</li></ul>ㅤ<h1>🔗 Resources Mentioned</h1><ul><li>Scrappy ABM: Visit for more ABM tips and strategies → <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">scrappyabm.com</a></li><li>Connect with Mason on LinkedIn → <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</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!

Why your B2B marketing is failing | Ep. 209

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/cliff-simon/" rel="noopener noreferrer" target="_blank">Cliff Simon</a>, 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 hype with a people → process → tech sequence, why most teams aren’t ready because the bottom data layer isn’t there, and how a glossary of terms—agreed at the board level—prevents “good in, good out” from turning into “one degree off course at 120 miles an hour.” Expect pragmatic wins: giving salespeople time back by automating admin, faster copy iteration and A/B tests, forecasting deals, and CS deflection and case resolution. The throughline: don’t expect the world—crawl, walk, run—grow capacity without growing headcount, and use enablement (including AI) to train sellers and leaders.ㅤ<h1>👤 Guest Bio</h1>ㅤ<a href="https://www.linkedin.com/in/cliff-simon/" rel="noopener noreferrer" target="_blank">Cliff Simon</a> is the CEO and founder of Polaris. He helps people actually understand effective AI implementation to run revenue operations programs. Cliff emphasizes people, process, then tech; Rev Ops as a thought partner to executives; and a maniacal focus on the customer journey. Connect via LinkedIn or polarisops.com.ㅤ<h1>📌 What We Cover</h1><ul><li>Rev Ops as the intersection of systems, processes, insights and analytics, and enablement</li><li>Breaking down departmental silos by aligning analytics and systems teams across sales, marketing, CS, and product</li><li>“People, process, tech” as the order of operations—and why business acumen and human psychology come first</li><li>Why most teams aren’t ready for AI: the bottom data layer, a glossary of terms, and board-level agreement on definitions</li><li>The “good in, good out” warning and the “one degree off course at 120 miles an hour” metaphor</li><li>Where not to expect AI right now (full technology implementation) vs. where it helps: admin automation, faster copy iteration, forecasting deals</li><li>CS wins: deflection and case resolution so humans can focus on difficult issues and customer care</li><li>A measured approach: don’t expect the world; crawl, walk, run; grow capacity without growing headcount; enablement to train sellers and leaders</li></ul>ㅤ<h1>🔗 Resources Mentioned</h1><ul><li>Polaris: <a href="https://polarisops.com/" rel="noopener noreferrer" target="_blank">https://polarisops.com</a></li><li>Cliff Simon on LinkedIn: <a href="https://www.linkedin.com/in/cliff-simon/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/cliff-simon/</a></li><li>Lean Six Sigma</li><li>Q Flow (forecasting context)</li><li>Salesforce World Tour (New York City mention)</li><li>Road Show Stops: Atlanta (October 10), Austin (October 23), Chicago (November 5), Boston (later in November, finalizing), Toronto (potentially November)</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!

What the HECK Is Rev Ops? People, Process, Tech—Then AI (with Cliff Simon from Polaris) | Ep. 208

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 focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.ㅤ<h1>📌 What We Cover</h1><ul><li>The tension when marketing hits its goals but sales doesn’t</li><li>Why account-based marketing is exclusive to B2B organizations</li><li>How aligning marketing, sales, and customer success creates better results</li><li>The importance of building a shared list of target accounts</li><li>Why those accounts should reflect your happiest and most profitable customers</li><li>How to involve finance in identifying best-fit accounts</li><li>A simple, toddler-level definition of ABM: only invite the best people to your party</li></ul>ㅤ<h1>🔗 Resources Mentioned</h1><ul><li>Scrappy ABM: Visit for more ABM tips and strategies. <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">scrappyabm.com</a></li><li>Connect with Mason on LinkedIn for a conversation about ABM: <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</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!

What Is Account Based Marketing | Ep. 206

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/jeff-hardison/" rel="noopener noreferrer" target="_blank">Jeff Hardison</a>, CRO at <a href="https://www.casemark.com/" rel="noopener noreferrer" target="_blank">CaseMark</a>, 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 personalization by industry or growth stage, and PLG motions that convert free usage into organization-wide adoption—the classic “come over the top” expansion. From Calendly’s surprising webinar signal (“please self-promote the product more”) to building lists with AI agents and wiring product + checkout data to measure PLG ABM, this conversation stays grounded in experiments, feedback, and outcomes.ㅤIf you’re testing a new segment, scaling a hybrid PLG + sales motion, or correcting an over-automated program, this is a practical blueprint to run scrappy without breaking the bank.ㅤ<h1>👤 Guest Bio</h1><a href="https://www.linkedin.com/in/jeff-hardison/" rel="noopener noreferrer" target="_blank">Jeff Hardison</a> is the CRO at <a href="https://www.casemark.com/" rel="noopener noreferrer" target="_blank">CaseMark</a> and previously served as VP of Product Marketing at Calendly. He’s also worked at Clear Bet and led programs that connect old-school account-based fundamentals with modern platforms, PLG activation, and expansion motions.ㅤ<h1>📌 What We Cover</h1><ul><li>The ICP vs. target audience distinction—and why confusing them derails ABM</li><li>Using AI agents to scrape “top 10 / top 100” lists, pair domains, and enrich before outreach</li><li>Old-school ABM tactics (direct mail, events, coordinated sales air cover) mapped to modern platforms</li><li>Tasteful personalization: segment by industry or growth stage instead of risky person-level guesses</li><li>Why PLG content can lean product-tutorial, while sales-led needs more category/problem education</li><li>The hybrid PLG + sales content path: awareness → sign-up → self-pay → sales expansion → CS enablement</li><li>Measuring PLG ABM: wiring product data and checkout to prove sign-up, activation, upgrade, and spread</li><li>The Dropbox method: free “viral” adoption, then one org, one invoice, and IT alignment (SSO, SCIM)</li><li>Running manual ABM to expose solvable problems (tracking, enrichment, MQA signals) before scaling tools</li><li>User interviews that reveal unexpected edge use cases—and reshape ICP, content, and product priorities</li></ul>ㅤ<h1>🔗 Resources Mentioned</h1><ul><li>Calendly</li><li><a href="https://www.hubspot.com/" rel="noopener noreferrer" target="_blank">HubSpot</a></li><li><a href="https://www.casemark.com/" rel="noopener noreferrer" target="_blank">CaseMark</a></li><li>ZoomInfo</li><li>Clay</li><li>Apollo</li><li><a href="https://chat.openai.com/" rel="noopener noreferrer" target="_blank">ChatGPT</a></li><li>Manus (for building AI agents)</li><li>Clear Bet</li><li>Dropbox (“Dropbox method” reference)</li><li>US Banker Magazine (example within trade publications)</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 Cosby</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!

ICP vs. Target Audience: Stop Pushing the Rock Uphill (with Jeff Hardison) | Ep. 207

Scrappy ABM brings together <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> and <a href="https://www.linkedin.com/in/natalie-marcotullio/" rel="noopener noreferrer" target="_blank">Natalie Marcotullio</a> 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 <a href="https://www.navattic.com/" rel="noopener noreferrer" target="_blank">Navattic</a>, 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, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.ㅤ<h1>👤 Guest Bio</h1><a href="https://www.linkedin.com/in/natalie-marcotullio/" rel="noopener noreferrer" target="_blank">Natalie Marcotullio</a> is Head of Growth and Product Marketing at <a href="https://www.navattic.com/" rel="noopener noreferrer" target="_blank">Navattic</a>. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.ㅤ<h1>📌 What We Cover</h1><ul><li>Why one-to-many ABM fits when ACVs don’t justify one-to-one</li><li>Going beyond G2 categories to find hyper-specific sub-verticals</li><li>Tools like Apollo lookalike features and Oceans IIO for niche targeting</li><li>Mapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programs</li><li>The role of interactive demos in mid-funnel engagement</li><li>Stacking and consolidating signals through Koala and Slack alerts</li><li>Measuring everything against pipeline, not just demo engagement</li><li>Standardizing processes with sales to avoid wasted spend and list churn</li></ul>ㅤ<h1>🔗 Resources Mentioned</h1><ul><li><a href="https://www.navattic.com/" rel="noopener noreferrer" target="_blank">Navattic</a> — Interactive demo platform</li><li>Koala — Signal aggregation platform</li><li>Apollo — Lookalike and targeting tool</li><li>Oceans IIO (mentioned as niche targeting tool)</li><li>Cyber Marketing Con &amp; Cyber Marketing Society (events referenced)</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 Cosby</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!

One-to-Many ABM that Doesn’t Burn Cash (with Natalie Marcotullio) | Ep. 205

A slightly provocative title sets the tone: the old way versus the right way. On <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> 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 making. From pre-COVID tool stacks (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads) to unbundled, signal-driven programs, the group contrasts platform-led decisions with strategy-first programs. Costs spiraled—$200k+ in tools and team lift pushing some stacks to $910k—while teams chased account-level intent that often came from one contact or disappeared inside the ICP filter. Today’s shift centers on signals, precision, and orchestration: pick the right accounts, design plays around triggers, personalize experiences, and measure contribution, not just source. The takeaway: get the foundations right, then add tech that plays nicely together. 👤 Guest Bios<ul><li><a href="https://www.linkedin.com/in/amber-bogie/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Amber Bogie</a> — Director of Global UCC Marketing at GoTo Technologies. Long-time ABM practitioner who has seen changes, trends, and disasters, built programs with Terminus and Uberflip/PathFactory, and calls for data-driven decision making and realistic goals with leadership.</li><li><a href="https://www.linkedin.com/in/jesscook-contentmarketing/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Jess Cook</a> — Head of Marketing at Vector, a contact-based marketing platform. Background in copywriting, creative direction, and content; highlights signals and the contact-level reality behind account intent, plus ads audiences built from website and competitive research signals. Also hosts “This Meeting Could Have Been a Podcast” with CEO Josh.</li><li><a href="https://www.linkedin.com/in/peter-lorenco/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Pete Lorenco</a> — Leads Growth Marketing at Flexera (field, partner, and ABM campaigns). Has worked in enterprise and startup, made “every mistake…5,000 times,” and now pushes strategy first, signals and plays, personalization, and measurement beyond sourced attribution.</li></ul> 📌 What We Cover<ul><li>A working definition of ABM: B2B revenue strategy aligning marketing, sales, customer success, and rev ops on shared best-customer accounts with data-driven decision making.</li><li>Pre-COVID stacks that shaped early programs: Engagio→Demandbase, Terminus display, Uberflip/PathFactory for content, Marketo/Salesforce, LinkedIn Campaign Manager, Google Ads, direct mail (manual to sending platforms).</li><li>Why it got so expensive: platform black boxes, novel data, “full-suite” promises, and the conflation of tool = strategy, plus team cost on top of licenses (examples up to $910k).</li><li>The signal reality: half of account intent from one contact; ~90% of account intent drops when filtered to ICP—so who is the contact and what is the next play?</li><li>Moving from mass outreach to precision demand: triggers, plays, personalized experiences, and orchestration across channels.</li><li>Measurement that leadership buys: beyond marketing-sourced to contribution to all pipeline, showing touchpoints, buyer journeys, and education for long cycles.</li><li>Unbundled ABM in practice: add tools that do a few things exceptionally well, integrate, and support the strategy, not the other way around.</li><li>Foundations and fit: who to invite to the party, how to identify them, and when ABM isn’t a fit (see episode 149).</li></ul> 🔗 Resources Mentioned<ul><li>Platforms/Tools: Engagio (now part of Demandbase), Demandbase, Terminus, Uberflip, PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads, Outreach, Salesloft, Six Sense, User Gems, Vector, Clay, ZoomInfo, Bombora, HD Insights, Full Circle, Writer, Alice, Sendoso, Reachdesk, CMO Coffee Talk (Slack community), Netflix (content analogy).</li><li>Shows/Episodes: Scrappy ABM episode 149 (who’s not a fit for ABM).</li><li>People: <a href="https://www.linkedin.com/in/amber-bogie/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Amber Bogie</a>, <a href="https://www.linkedin.com/in/jesscook-contentmarketing/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Jess Cook</a>, <a href="https://www.linkedin.com/in/peter-lorenco/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Pete Lorenco</a>, Josh (Vector CEO on the podcast with Jess), Sangram (introduction mentioned), Sam Ney (community reference).</li><li><a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies. (Link ScrappyABM.com)</li><li><a href="https://www.linkedin.com/in/masoncosby/?utm_source=chatgpt.com" 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!

The Old Way vs The Right Way | Ep. 204

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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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