Mason Cosby, founder of Scrappy ABM and an authority in account-based marketing, joins to share insights on simplifying ABM for tangible business outcomes. He emphasizes the importance of starting small with re-engagement rather than overwhelming tech stacks. Mason discusses tracking engagement signals to effectively warm up prospects, treating sales as a marketing channel, and creating personalized campaigns. His framework for ABM programming focuses on aligning narratives and marketing efforts to drive success.
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question_answer ANECDOTE
Personalized Outreach
Mason Cosby began his career selling ads for a parenting magazine, making cold calls with generic pitches.
By creating personalized reasons for outreach, he became the top seller, demonstrating the power of personalization.
volunteer_activism ADVICE
Ideal ABM Candidates
B2B companies with dedicated sales teams and ACVs over $50,000 are ideal for ABM.
Product-market fit, expansion opportunities, and a clear ICP are crucial.
volunteer_activism ADVICE
Demand Generation vs. ABM
Companies with lower ACVs should focus on demand generation with broader content.
ABM requires highly personalized content, making it less suitable for transactional sales.
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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)
Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.
Optimizely - An AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive (PS - you'll get a FREE pair of Meta Ray Bans if you do).
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
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