When ABM Works and When It Doesn’t with Mason Cosby, Scrappy ABM

“Don’t ask for the meeting. People aren’t dumb. Your job is to help them do theirs better,” says Mason Cosby, CEO and co-founder of Scrappy ABM

In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Mason Cosby, CEO and co-founder of Scrappy ABM, to break down what account-based marketing really looks like without six-figure software.

Mason shares how his team generated $3M in revenue in 18 months using little more than a podcast and LinkedIn—and why most companies get ABM wrong by focusing on tools instead of strategy. He also outlines the criteria for who should and shouldn’t be running ABM, and how aligning with finance, sales, and customer success is the real game-changer.

In this episode, you’ll learn:

1. Why tooling isn’t what makes or breaks your ABM program—and what actually does
2. How to build a content-led ABM engine using what you already have
3. The critical signals that mean your company is (or isn’t) ready for ABM

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/ 

Explore Scrappy ABM: https://scrappyabm.com 

Timestamps:

(00:00) Intro

(01:20) Marketing insights

(01:49) The essence of Scrappy ABM

(04:01) Building effective ABM programs

(16:28) The role of content in ABM programs

(16:56) Starting with what you have

(19:23) Mapping content to buyer journeys

(26:43) Don’t ask for the meeting