Scrappy ABM

On Scrappy ABM, host Mason Cosby sits down with Jeff Hardison, CRO at CaseMark, to cut through tool-first thinking and get back to the fundamentals: pick the ideal customer profile that buys, retains, and expands—then run ABM to get more of your best. Jeff draws a sharp line between ICP and a target audience (the hunch you’re “pushing up a hill”) and shows why alignment breaks when leadership confuses the two.ㅤThey map old-school account-based playbooks to today’s stack, using intent, tasteful personalization by industry or growth stage, and PLG motions that convert free usage into organization-wide adoption—the classic “come over the top” expansion. From Calendly’s surprising webinar signal (“please self-promote the product more”) to building lists with AI agents and wiring product + checkout data to measure PLG ABM, this conversation stays grounded in experiments, feedback, and outcomes.ㅤIf you’re testing a new segment, scaling a hybrid PLG + sales motion, or correcting an over-automated program, this is a practical blueprint to run scrappy without breaking the bank.ㅤ👤 Guest BioJeff Hardison is the CRO at CaseMark and previously served as VP of Product Marketing at Calendly. He’s also worked at Clear Bet and led programs that connect old-school account-based fundamentals with modern platforms, PLG activation, and expansion motions.ㅤ📌 What We CoverThe ICP vs. target audience distinction—and why confusing them derails ABMUsing AI agents to scrape “top 10 / top 100” lists, pair domains, and enrich before outreachOld-school ABM tactics (direct mail, events, coordinated sales air cover) mapped to modern platformsTasteful personalization: segment by industry or growth stage instead of risky person-level guessesWhy PLG content can lean product-tutorial, while sales-led needs more category/problem educationThe hybrid PLG + sales content path: awareness → sign-up → self-pay → sales expansion → CS enablementMeasuring PLG ABM: wiring product data and checkout to prove sign-up, activation, upgrade, and spreadThe Dropbox method: free “viral” adoption, then one org, one invoice, and IT alignment (SSO, SCIM)Running manual ABM to expose solvable problems (tracking, enrichment, MQA signals) before scaling toolsUser interviews that reveal unexpected edge use cases—and reshape ICP, content, and product prioritiesㅤ🔗 Resources MentionedCalendlyHubSpotCaseMarkZoomInfoClayApolloChatGPTManus (for building AI agents)Clear BetDropbox (“Dropbox method” reference)US Banker Magazine (example within trade publications)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.ㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.ㅤWith over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.ㅤ📌 What We CoverThe tension when marketing hits its goals but sales doesn’tWhy account-based marketing is exclusive to B2B organizationsHow aligning marketing, sales, and customer success creates better resultsThe importance of building a shared list of target accountsWhy those accounts should reflect your happiest and most profitable customersHow to involve finance in identifying best-fit accountsA simple, toddler-level definition of ABM: only invite the best people to your partyㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies. scrappyabm.comConnect with Mason on LinkedIn for a conversation about ABM: Mason CosbyㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.ㅤNatalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.ㅤ👤 Guest BioNatalie Marcotullio is Head of Growth and Product Marketing at Navattic. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.ㅤ📌 What We CoverWhy one-to-many ABM fits when ACVs don’t justify one-to-oneGoing beyond G2 categories to find hyper-specific sub-verticalsTools like Apollo lookalike features and Oceans IIO for niche targetingMapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programsThe role of interactive demos in mid-funnel engagementStacking and consolidating signals through Koala and Slack alertsMeasuring everything against pipeline, not just demo engagementStandardizing processes with sales to avoid wasted spend and list churnㅤ🔗 Resources MentionedNavattic — Interactive demo platformKoala — Signal aggregation platformApollo — Lookalike and targeting toolOceans IIO (mentioned as niche targeting tool)Cyber Marketing Con & Cyber Marketing Society (events referenced)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.ㅤIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who’ve been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that aligns marketing, sales, customer success, and rev ops around a shared target account list that reflects best customers, with data-driven decision making.From pre-COVID tool stacks (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads) to unbundled, signal-driven programs, the group contrasts platform-led decisions with strategy-first programs. Costs spiraled—$200k+ in tools and team lift pushing some stacks to $910k—while teams chased account-level intent that often came from one contact or disappeared inside the ICP filter. Today’s shift centers on signals, precision, and orchestration: pick the right accounts, design plays around triggers, personalize experiences, and measure contribution, not just source. The takeaway: get the foundations right, then add tech that plays nicely together.👤 Guest BiosAmber Bogie — Director of Global UCC Marketing at GoTo Technologies. Long-time ABM practitioner who has seen changes, trends, and disasters, built programs with Terminus and Uberflip/PathFactory, and calls for data-driven decision making and realistic goals with leadership.Jess Cook — Head of Marketing at Vector, a contact-based marketing platform. Background in copywriting, creative direction, and content; highlights signals and the contact-level reality behind account intent, plus ads audiences built from website and competitive research signals. Also hosts “This Meeting Could Have Been a Podcast” with CEO Josh.Pete Lorenco — Leads Growth Marketing at Flexera (field, partner, and ABM campaigns). Has worked in enterprise and startup, made “every mistake…5,000 times,” and now pushes strategy first, signals and plays, personalization, and measurement beyond sourced attribution.📌 What We CoverA working definition of ABM: B2B revenue strategy aligning marketing, sales, customer success, and rev ops on shared best-customer accounts with data-driven decision making.Pre-COVID stacks that shaped early programs: Engagio→Demandbase, Terminus display, Uberflip/PathFactory for content, Marketo/Salesforce, LinkedIn Campaign Manager, Google Ads, direct mail (manual to sending platforms).Why it got so expensive: platform black boxes, novel data, “full-suite” promises, and the conflation of tool = strategy, plus team cost on top of licenses (examples up to $910k).The signal reality: half of account intent from one contact; ~90% of account intent drops when filtered to ICP—so who is the contact and what is the next play?Moving from mass outreach to precision demand: triggers, plays, personalized experiences, and orchestration across channels.Measurement that leadership buys: beyond marketing-sourced to contribution to all pipeline, showing touchpoints, buyer journeys, and education for long cycles.Unbundled ABM in practice: add tools that do a few things exceptionally well, integrate, and support the strategy, not the other way around.Foundations and fit: who to invite to the party, how to identify them, and when ABM isn’t a fit (see episode 149).🔗 Resources MentionedPlatforms/Tools: Engagio (now part of Demandbase), Demandbase, Terminus, Uberflip, PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads, Outreach, Salesloft, Six Sense, User Gems, Vector, Clay, ZoomInfo, Bombora, HD Insights, Full Circle, Writer, Alice, Sendoso, Reachdesk, CMO Coffee Talk (Slack community), Netflix (content analogy).Shows/Episodes: Scrappy ABM episode 149 (who’s not a fit for ABM).People: Amber Bogie, Jess Cook, Pete Lorenco, Josh (Vector CEO on the podcast with Jess), Sangram (introduction mentioned), Sam Ney (community reference).Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABMIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

SDR teams that were well fed by inbound are now shifting from qualification to outbound prospecting. On Scrappy ABM, host Mason Cosby sits down with Josh Gainey, the Go Market lead over at Kasm Technologies, to break down a practical outbound playbook: start with the right SDR hire profile, define who not to target, and align on an A / C / F grading scale that everyone—SDR and AE—buys into.Josh unpacks “freedom within a framework,” why the process should be the accelerator, not the tool, and how a simple rhythm across LinkedIn, Sales Navigator, ZoomInfo, Outreach, and Salesforce can book the right meetings without burning accounts. From first messages that hit the top three points to moving fast from LinkedIn to calendar, proof of concept momentum, and becoming a manager of managers, this conversation lays out what was awesome, what was hard, and the lessons teams can apply—whether inbound or outbound.👤 Guest BioJosh Gainey is the Go Market lead over at Kasm Technologies. Before Kasm Technologies, he built a fantastic outbound program over at Authenticate and scaled from two or three SDRs—where he was one of them—to leading a team of 25 to 30 SDRs in two and a half years. Josh is active on LinkedIn and there every day.📌 What We CoverWhy the right SDR hire profile matters before calling anybody—and finding people willing to do hard workUsing negative attributes to decide who not to target and prevent AE distrustThe A / C / F grading model: titles, size, industry, engagement, budget, workflow, multiple team members, and proof of conceptGetting AE buy-in so “everybody did their job” and mapping grades in the CRM to closed-won, deal cycle, and deal sizeChannel mix kept simple: LinkedIn first, plus ZoomInfo, Outreach, Salesforce, and Sales Navigator—manual over automation“Process be the accelerator, not the tool” and why scaling what doesn’t work burns accounts in cybersecurityFirst-message approach: straightforward, a little personalized, and the top three points (e.g., dark web access, off-network special web access, managed attribution)Moving fast from interest to work email to calendar invite, and confirming 24 hours beforeMeasuring success: more A meetings, enterprise opportunities, and onboarding ramp speedPromotions and morale: SDR paths to renewals, account executive, and account managementUnexpected roadblocks: shifting into a manager of managers, attrition, and tying compensation to performanceStakeholder buy-in beyond sales: bring in product managers, engineering, CSAM, and the head of sales for executive exposure and culture building🔗 Resources MentionedLinkedInSales NavigatorZoomInfoOutreachSalesforceAuthenticateKasm TechnologiesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook, an $80,000 annual contract, and why “less is more” with “two service lines.” It’s all inbound from LinkedIn and a podcast, plus “speaking engagements,” saying yes to interviews, and an “absurd number of webinars”—including 60 podcast interviews and 18 webinars in ~60 days that created over $2 million in pipeline.He gets “shockingly honest” about 120 hour weeks, a postpartum spouse editing podcasts, firing seven contractors, moving to W2s, and then learning seasonality and sales cycles. Mason explains why a debt free approach matters, how he’s scaling out for a two-month paternity leave, and why he turned down six to seven million to stay focused on a mission: equip a million marketers with repeatable account-based playbooks by January 2035.Nick Bennett — host of 1,000 Routes. In this conversation, Nick steers the candid discussion on solopreneurship, scaling, contractors vs. W2, and the shift from “Mason the marketer” to “Mason the CEO.”📌 What We CoverFrom “little teeny tiny side hustle” to “I think I have a business”: $25K in March ’23, a $150K deal that “backed out,” and stacking project revenue with one $80K annual contract.Why “less is more”: from 16 service lines to two service lines that are “way easier to sell.”All inbound: LinkedIn, a podcast, “speaking engagements,” saying yes to podcasts, networking calls, and an “absurd number of webinars.”Buying back time: hiring a contractor at $70/hr, “bought back 65 hours,” and discovering margin without doing the delivery.Contractors vs. W2: “shockingly honest” lessons, firing seven people, then learning seasonality, fixed costs, and building a bench of professional contractors.Scaling out of delivery and most selling: hiring an AE, a COO, and “four specialists” per client so the team “does it better than me.”Pipeline swings and seasonality: 60 podcast interviews + 18 webinars → over $2M in pipeline as H2 budgets open.Mission over exit: turning down six–seven million, staying debt free, and the goal to equip a million marketers by January 2035.🔗 Resources Mentioned1,000 RoutesDave Ramsey / Ramsey Solutions (“baby steps,” “Ramsey guy”)System & Soul (business operating framework)EOS (operating system reference)Acquisition.com workshopC12 (Christian business leaders group)Terminus (AE experience referenced)Create your next digital offer: https://harnessandhone.com/Join How Solos Scale: https://www.howsolosscale.com/Download the free roadmap: https://fullstacksoloroadmap.com/Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMIf you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience.While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. From segmentation strategies and digital adoption to habit formation and personalization, Katie shares how data, milestones, and feedback loops transform customer relationships. The conversation shows exactly how mapping behaviors and empowering users at the right moments leads to retention, expansion, and exponential growth.👤 Guest BioKatie Yagodnik is the founder of SFE Advisors, helping companies grow after the sale. With 20+ years in customer success, sales, operations, and growth, Katie is a post-sales strategist recognized as a Totango Hero and Monster.com alum. At SFE Advisors, she specializes in building customer journeys that drive retention, expansion, and long-term revenue impact.📌 What We CoverWhy focusing on net revenue retention matters more than acquisition costsCustomer segmentation based on spend, size, and adoption for post-sale successMapping milestones across implementation, training, adoption, renewal, and expansionTurning customer communications into a data-driven framework for personalizationCreating personas for executives, admins, end users, managers, and technical stakeholdersDistribution channels that work: email cadences, LMS, office hours, knowledge base, and success squadsMeasuring success through open rates, activity tracking, and behavioral benchmarksLessons learned: reducing email overload, proving program results, and iterating based on data🔗 Resources MentionedKatie Yagodnik on LinkedInSFE AdvisorsScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby for a conversation about ABM.If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where AI helps and where it falls short.This conversation also emphasizes the irreplaceable role of human connection, the need for intentional strategy, and the importance of aligning marketing, sales, and customer success teams around best-fit accounts.📌 What We CoverThe four-part ABM framework: data, distribution, destination, and directionHow tools like ChatGPT and Fathom improve client profiling and objection trackingWhy AI-generated distribution can fail without accurate targetingThe difference between training AI like a tool versus like a team memberThe role of in-person events as a conversion point in ABM programsHow “digital fatigue” and AI at scale impact personalization strategiesThe definition of ABM as a revenue strategy aligned around best customersWhy B2B buying committees involve 8–14 people and what that means for contentThe challenges of long, complex buying cycles and seasonal decision-makingThe balance of AI efficiency with human review to prevent irrelevant outreach🔗 Resources MentionedScrappy ABMMason Cosby on LinkedInMike Montague on LinkedInAvenue9Fathom (AI transcript tool)Superhuman (AI email tool)Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABM (Mason Cosby)If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

In this engaging discussion, Galen Dow, founder of BrandGen and a pioneer in account-based marketing, shares his insights on effective, budget-friendly advertising strategies. He delves into account-based RevOps and its vital role in aligning marketing and sales efforts. Galen introduces seven practical playbooks for executing account-based strategies, emphasizing the importance of omnichannel engagement and customer expansion. Listeners will learn how to harness CRM tools for targeted outreach and streamline workflows for maximum impact.