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.
43:58
forum Ask episode
web_stories AI Snips
view_agenda Chapters
auto_awesome Transcript
info_circle Episode notes
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.
Get the Snipd Podcast app to discover more snips from this episode
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
(05:19) - - Should you be using ABM?
(08:15) - - Breaking down the process — awareness to acquisition
(11:33) - - Why you should be treating sales as a marketing channel
(16:18) - - Insights and data you need for effective ABM
(20:49) - - Distribution strategies
(24:52) - - When to adjust your outreach strategy
(26:34) - - Awareness, engagement, and high-intent follow-up strategies
(30:51) - - Re-engagement vs awareness for ABM
(33:52) - - Why your story and positioning drive marketing success
(35:07) - - Mason’s framework for ABM programming
(38:49) - - Learn before scaling ideas (crawl, walk, run)
Email (in my humble opinion) is the still the greatest marketing channel of all-time.
It’s the only way you can truly “own” your audience.
But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.
That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.
Frustrated by clunky email builders? You need Knak.
Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
Big team making it hard to collaborate and get approvals? Definitely Knak.
And the best part? Everything takes a fraction of the time.
See Knak in action atknak.com/exit-five. Or just let them know you heard about Knak on Exit Five.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
B2B Marketing with Dave Gerhardt 