In this episode, Dave Gerhardt sits down with Mason Cosby, a leader in account-based marketing (ABM) strategy and founder of Scrappy ABM. Dave and Mason unpack how to simplify ABM, create meaningful engagement, and build personalized campaigns that drive real business results.
Dave and Mason cover:
- Why companies should crawl before they walk or run” with ABM by starting with re-engagement programs instead of complex tech stacks.
- Why you need to track key signals of engagement and align marketing efforts to warm up prospects before sales outreach.
- Why you should be treating sales as an integrated marketing channel.
Timestamps
- (00:00) - - Intro to Mason
- (05:32) - - Should you be using ABM?
- (08:28) - - Breaking down the process — awareness to acquisition
- (11:46) - - Why you should be treating sales as a marketing channel
- (16:31) - - Insights and data you need for effective ABM
- (21:29) - - Distribution strategies
- (25:32) - - When to adjust your outreach strategy
- (27:14) - - Awareness, engagement, and high-intent follow-up strategies
- (31:31) - - Re-engagement vs awareness for ABM
- (34:32) - - Why your story and positioning drive marketing success
- (35:47) - - Mason’s framework for ABM programming
- (39:29) - - Learn before scaling ideas (crawl, walk, run)
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