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
- (05:59) - - Should you be using ABM?
- (08:55) - - Breaking down the process — awareness to acquisition
- (12:13) - - Why you should be treating sales as a marketing channel
- (16:58) - - Insights and data you need for effective ABM
- (21:53) - - Distribution strategies
- (25:56) - - When to adjust your outreach strategy
- (27:38) - - Awareness, engagement, and high-intent follow-up strategies
- (31:55) - - Re-engagement vs awareness for ABM
- (34:56) - - Why your story and positioning drive marketing success
- (36:11) - - Mason’s framework for ABM programming
- (39:53) - - Learn before scaling ideas (crawl, walk, run)
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today’s episode is brought to you by Walnut.
Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?
Come on, today’s buyers don’t want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.
That’s where Walnut comes in.
Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond.
That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.
And the best part? You get real intent data—see which features prospects love, where they drop off, and what’s actually driving pipeline. Demo Qualified Leads are the new MQL.
Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA?
Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!