Build ABM with What You’ve Got Today | Ep. 218

Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. He launched Scrappy ABM as a side hustle, did about $300,000 in sales in three weeks, and now runs about $200,000 a month with a team of about 14. The conversation covers product market fit, the account progression model (awareness through reengagement), the 4D framework (data, distribution, destination, direction), and a six-hour workshop that delivered 300 slides and eight templates with a 9.4 out of 10 rating. Discover how LinkedIn, podcasts, and webinars drive discovery, why bangers should be recycled, and how to use negotiation levers to keep pricing cards face up.

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Rohan Karunakaran hosts Founder Led, where he dives into the minds of today’s successful entrepreneurs. He first connected with Mason Cosby on LinkedIn and invited him to share the story of starting Scrappy ABM, launching it when he just had his daughter, and the opportunity ahead for account based marketing and business building.

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📌 What We Cover

• Starting in sales, discovering account based marketing, and building programs with a really good list, value proposition and offer, CRM, and marketing automation
• The ABM craze in 2020 and why roughly 80% of programs failed by 2023
• Two ICP tracks: 20–100M SaaS or vertical specific companies with dedicated sales, HubSpot/Salesforce plus Pardot/Marketo/HubSpot, and ACV at least 30,000 a year; and the podcast offering for founder led services businesses
• Product market fit before ABM, refunds when it didn’t work, and formalizing ICP after 18 months based on massive wins and referrals
• Discovery through LinkedIn, 75+ podcast interviews, and webinars (including 16 in two months), plus an aggressive release schedule of two episodes a week and over 200 episodes
• The six-hour workshop: 300 slides, eight templates, 75 people live, 40 meetings, and a 9.4 out of 10 score; next date: November 13 at scrappy.com/workshop / scrap ab.com/workshop
• LinkedIn approach: build a target account list, connect first, post problem and solution content on the six reasons ABM programs fail (execution, leadership buy-in, sales and marketing alignment, measurement, limited internal resourcing, targeting)
• Content operations: podcasts and webinars as the closed-loop source, video reach changes, rotating formats, saving and reposting bangers every two to three months
• 4D framework: data, distribution, destination, direction to design repeatable playbooks with targets, triggers, aligned destinations, and tracking
• Account progression model: awareness, initial engagement, meaningful engagement, MQA, SQA, opportunity, reengagement—and measuring the right goals at each stage
• Pricing transparency and negotiation levers from Todd Caponi: length of commitment, time to cash, volume, start date—with cards face up and a pricing calculator

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🔗 Resources Mentioned

• LinkedIn (primary discovery mechanism)
• YouTube, Apple, Spotify (podcast distribution)
• HubSpot, Salesforce, Pardot, Marketo (CRM/marketing automation)
• Todd Caponi (four levers of negotiation: length of commitment, time to cash, volume, start date)
• Money Models (book reference)
• Do This, Not That (podcast example on YouTube, Apple, Spotify)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

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