Three podcast types and KPIs

Host Mason Cosby from Scrappy ABM walks through how account-based podcasting can drive real revenue instead of chasing downloads or trying to become the next Joe Rogan. Alongside Joseph Lewin, head of podcast strategy at Scrappy ABM, they share how a focused, guest-first show generated millions in sourced pipeline, closed revenue, speaking engagements, and long-term relationships.

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They break down why most agencies are stuck as commoditized vendors, why “information without implementation is useless,” and how an account-based podcast becomes branding, content creation, market research, and pipeline generation all at once. You’ll hear the 30-day launch approach, the three podcast types (content engine, account-based podcast, public figure podcast), and the exact guest follow-up process that helped close deals, including a $170,000 opportunity in 30 days, and consistently generate opportunities from 9% of podcast guests.

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What We Cover

1. Why are so many agencies commoditized and stuck in a race to the bottom on pricing, referrals without a system, and outbound efforts that are largely ignored?
2. How account-based podcasting helps move from “commodity vendor” to strategic partner by having deep, meaningful conversations with best-fit customers, partners, and industry influencers.
3. The real numbers behind the strategy: 300+ episodes recorded, tens of thousands of followers, 50 speaking engagements, 8 million in sourced pipeline from podcast guests, 3.5 million in closed revenue, and 2 million closed in the last two years for Scrappy ABM.
4. The three podcast types—content engine, account-based podcast, and public figure podcast—and how goals shift from content and reach to meetings, pipeline, and raving fans.
5. Why unclear goals, inconsistent publishing, and poor promotional strategy cause most podcasts to fail—and how simple structure and consistency beat “secret hidden magic.”
6. The 30-day launch framework: setting goals and ICP; naming the show; live-first episodes on pain points, unique value, and sales FAQs; and building a guest and topic shortlist.
7. Practical outreach and booking tactics using short LinkedIn or email messages, LinkedIn Sales Navigator, and email tools to book guests in “legacy” industries like B2B distribution and local government.
8. A simple tech stack for recording, editing, and hosting using tools like Streamyard, Riverside, Descript, Zencastr, Captivate, Canva, LinkedIn newsletters, ChatGPT, and Gemini 3 Pro.
9. Promotion that doesn’t burn you out: episode graphics, trailer, basic launch, repurposed clips, grassroots promotion at industry events like Inbound, and paid support via LinkedIn thought leadership ads and Mal Pod.
10. Exactly how Mason Cosby turns guests into customers or referrers by making them look awesome, talking only 20–30% of the time, asking “How can I help?”, being a “friend in your corner,” and using frameworks or worksheets as a natural follow-up.
11. Why you should prioritize remote video over in-person recording as the “path of least resistance” and aim to maintain a backlog of episodes so recording stays sustainable instead of becoming a stressful scramble.

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Resources Mentioned

1. Scrappy ABM – Account-based marketing, demand generation, podcasting, and social content strategy.
2. Scrappy ABM Podcast – Over 200 interviews on account-based podcasts and revenue marketing.
3. Scrappy ABM Case Studies – Revenue-driving ABM programs and podcast results: https://scrappyabm.com/case-studies
4. Scrappy ABM Contact – Explore Activation Plays, ABM Pilot Programs, and Account-Based Podcasts: https://scrappyabm.com/contact
5. Mason Cosby on LinkedIn – Host of Scrappy ABM and CEO and founder of Scrappy ABM.
6. Joseph Lewin on LinkedIn – Head of podcast strategy at Scrappy ABM.
7. Streamyard, Riverside, Descript, Zencastr, and Captivate – Recording, editing, and podcast hosting tools referenced in the launch process.
8. Canva – For simple show graphics and launch assets.
9. LinkedIn, LinkedIn Sales Navigator, LinkedIn Newsletter – For guest outreach, content distribution, and audience growth.
10. ChatGPT and Gemini 3 Pro – For show prep, question sets, and show note creation from transcripts.
11. Mal Pod – Pay-per-subscriber podcast growth partner used by many top shows.
12. Inbound – Event stage used to promote shows like “Do This, Not That” with Jay.
13. Shows mentioned as examples: “Do This, Not That,” “Sales Through Social.”
14. Scrappy ABM: Visit for more ABM tips and strategies.
15. Connect with Mason on LinkedIn for a conversation about ABM.