Matching Content to Every Stage: Why It’s Not About Spam | Ep. 176

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Jun 9, 2025

Dive into the evolution of account-based marketing as a journey from sales to content. Explore how aligning marketing strategies with the buyer's journey can truly enhance customer experiences. Discover the importance of tailored messaging and the dangers of misusing ABM tactics. Uncover the secrets of the '4D framework' for effective content targeting and learn how sales and marketing teams can collaborate to connect with prospects better. With a sprinkle of humor, this discussion reveals actionable insights to revolutionize your approach!

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ANECDOTE

Mason's Sales to Content Journey

Mason started in sales without marketing support and had to educate buyers himself.
He transitioned into content marketing and saw how it empowered both sales and customers.

INSIGHT

True ABM Explained

ABM means right person, place, message, and time, with content as the right message.
Using just sales sequences or third-party intent without education is not true ABM.

ADVICE

Define Buyer Journey Stages

Define clear stages for your account progression from awareness through re-engagement.
Use measurable actions like LinkedIn follows and content engagement to identify each stage.

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Scrappy ABM and Content Amplified join forces as Mason Cosby, host of Scrappy ABM, takes the guest seat on Benjamin Ard’s show. Mason shares his journey from launching The Marketing Ladder to building Scrappy ABM, a resource now featuring over 140 episodes focused on creating an account-based marketing program.

Listeners get a behind-the-scenes look at why Mason believes great content makes life better for customers, sales, and customer success. He breaks down the reality of account-based marketing—explaining why “just running sales sequences” isn’t ABM, how to recognize buyer stages, and what actually moves accounts forward.

Expect frank discussion about what “qualified” really means, the power of first-party content engagement, and why sales should never waste their time on cold lists. Mason also reveals his team’s approach to organizing content and gives actionable frameworks to align marketing and sales, with a little humor along the way.

👤 Guest Bio: Benjamin Ard

Benjamin Ard is the host of the Content Amplified podcast and co-founder at Masset.ai. In this conversation, he welcomes Mason Cosby to discuss all things content, ABM, and the realities of marketing and sales alignment.

Connect with Benjamin Ard on LinkedIn

📌 What We Cover

How Mason started in sales with no marketing support and shifted into content marketing
The story behind sunsetting The Marketing Ladder and launching Scrappy ABM
What real ABM looks like: “right person, right place, right methods, right time” — and the role of content as “right message”
Why third-party intent isn’t a shortcut to ABM and what counts as actual buyer engagement
A step-by-step explanation of the account progression model: from awareness, to engagement, to opportunity, and re-engagement
How to define your own buyer stages and avoid “nebulous” terms
Practical examples of measuring awareness, engagement, and meaningful action with content
The Four Ds framework: data, distribution, destination, direction—how to activate accounts without wasting sales resources
Creating messaging and content that matches industry pain points with real customer proof
The value of giving sales teams not just content, but also the reasoning and research behind it

🔗 Resources Mentioned

Content Amplified Podcast — follow Benjamin’s show for more conversations on marketing and content
Scrappy ABM: Visit for more ABM tips and strategies.
Connect with Mason on LinkedIn for a conversation about ABM

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!