Build ABM with What You’ve Got Today | Ep. 218

This is a podcast episode titled, Build ABM with What You’ve Got Today | Ep. 218. The summary for this episode is: <p>Scrappy ABM shares a repurposed conversation where <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> is interviewed by <a href="https://www.linkedin.com/in/rohankarunakaran/" rel="noopener noreferrer" target="_blank">Rohan Karunakaran</a> on <strong>Founder Led</strong>. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a <strong>really good list</strong>, a <strong>really good value proposition and offer</strong>, and <strong>a basic CRM and a marketing automation platform</strong>. He launched <strong>Scrappy ABM</strong> as a side hustle, did <strong>about $300,000 in sales</strong> in three weeks, and now runs <strong>about $200,000 a month</strong> with a team of <strong>about 14</strong>. The conversation covers <strong>product market fit</strong>, the <strong>account progression model</strong> (awareness through reengagement), the <strong>4D framework</strong> (<strong>data, distribution, destination, direction</strong>), and a <strong>six-hour workshop</strong> that delivered <strong>300 slides</strong> and <strong>eight templates</strong> with a <strong>9.4 out of 10</strong> rating. Discover how <strong>LinkedIn</strong>, <strong>podcasts</strong>, and <strong>webinars</strong> drive discovery, why <strong>bangers</strong> should be recycled, and how to use <strong>negotiation levers</strong> to keep pricing <strong>cards face up</strong>.</p><p>ㅤ</p><p><a href="https://www.linkedin.com/in/rohankarunakaran/" rel="noopener noreferrer" target="_blank"><strong>Rohan Karunakaran</strong></a> hosts <strong>Founder Led</strong>, where he <strong>dives into the minds of today’s successful entrepreneurs</strong>. He first connected with <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> on LinkedIn and invited him to share <strong>the story of starting Scrappy ABM</strong>, launching it <strong>when he just had his daughter</strong>, and <strong>the opportunity ahead</strong> for <strong>account based marketing</strong> and <strong>business building</strong>.</p><p>ㅤ</p><h2>📌 What We Cover</h2><ul><li>Starting in sales, discovering <strong>account based marketing</strong>, and building programs with a <strong>really good list</strong>, <strong>value proposition and offer</strong>, <strong>CRM</strong>, and <strong>marketing automation</strong></li><li>The <strong>ABM craze</strong> in 2020 and why <strong>roughly 80%</strong> of programs <strong>failed by 2023</strong></li><li>Two ICP tracks: <strong>20–100M</strong> SaaS or <strong>vertical specific</strong> companies with <strong>dedicated sales</strong>, <strong>HubSpot/Salesforce</strong> plus <strong>Pardot/Marketo/HubSpot</strong>, and <strong>ACV</strong> at <strong>least 30,000 a year</strong>; and the <strong>podcast offering</strong> for <strong>founder led</strong> services businesses</li><li><strong>Product market fit</strong> before ABM, <strong>refunds</strong> when it didn’t work, and formalizing ICP after <strong>18 months</strong> based on <strong>massive wins</strong> and <strong>referrals</strong></li><li>Discovery through <strong>LinkedIn</strong>, <strong>75+ podcast interviews</strong>, and <strong>webinars</strong> (including <strong>16</strong> in two months), plus an aggressive release schedule of <strong>two episodes a week</strong> and <strong>over 200 episodes</strong></li><li>The <strong>six-hour workshop</strong>: <strong>300 slides</strong>, <strong>eight templates</strong>, <strong>75 people live</strong>, <strong>40 meetings</strong>, and <strong>a 9.4 out of 10</strong> score; next date: <strong>November 13</strong> at <strong>scrappy.com/workshop</strong> / <strong>scrap ab.com/workshop</strong></li><li><strong>LinkedIn</strong> approach: build a <strong>target account list</strong>, connect first, post <strong>problem</strong> and <strong>solution</strong> content on the six reasons ABM programs fail (<strong>execution, leadership buy-in, sales and marketing alignment, measurement, limited internal resourcing, targeting</strong>)</li><li>Content operations: <strong>podcasts and webinars</strong> as the closed-loop source, <strong>video reach</strong> changes, rotating formats, saving and <strong>reposting bangers</strong> every <strong>two to three months</strong></li><li><strong>4D framework</strong>: <strong>data, distribution, destination, direction</strong> to design repeatable playbooks with <strong>targets</strong>, <strong>triggers</strong>, aligned <strong>destinations</strong>, and <strong>tracking</strong></li><li><strong>Account progression model</strong>: <strong>awareness, initial engagement, meaningful engagement, MQA, SQA, opportunity, reengagement</strong>—and measuring the <strong>right goals</strong> at each stage</li><li>Pricing transparency and <strong>negotiation levers</strong> from <strong>Todd Caponi</strong>: <strong>length of commitment, time to cash, volume, start date</strong>—with <strong>cards face up</strong> and a <strong>pricing calculator</strong></li></ul><p>ㅤ</p><h2>🔗 Resources Mentioned</h2><ul><li><strong>LinkedIn</strong> (primary discovery mechanism)</li><li><strong>YouTube</strong>, <strong>Apple</strong>, <strong>Spotify</strong> (podcast distribution)</li><li><strong>HubSpot</strong>, <strong>Salesforce</strong>, <strong>Pardot</strong>, <strong>Marketo</strong> (CRM/marketing automation)</li><li><strong>Todd Caponi</strong> (four levers of negotiation: <strong>length of commitment, time to cash, volume, start date</strong>)</li><li><strong>Money Models</strong> (book reference)</li><li><a href="https://podcasts.apple.com/us/podcast/do-this-not-that-marketing-tips-with-jay-schwedelson/id1701260891" rel="noopener noreferrer" target="_blank"><strong>Do This, Not That</strong></a> (podcast example on YouTube, Apple, Spotify)</li><li>Scrappy ABM: <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Visit for more ABM tips and strategies.</a></li><li>Connect with <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason</a> on LinkedIn for a conversation about ABM</li></ul><p>ㅤ</p><p>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!</p>