Scrappy ABM

Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practical steps they took to operationalize and scale a high-touch program. If you’ve been waiting for the perfect setup to launch ABM—this is your permission to go now.👤 Guest BioLorena Garcia is the Senior Vice President of Marketing at FranConnect, a platform powering franchise and multi-location business growth. She leads a metrics-driven marketing team focused on customer experience, sales partnership, and scalable ABM execution.📌 What We CoverWhy Lorena starts with a “customer perspective lock-in” before any marketing executionHow FranConnect uses public growth signals and industry intent data to prioritize accountsWhat makes their Salesforce dashboard a true account experience engineThe importance of a personalized PathFactory experience for each brandWhy you should build playbooks with SDRs and sales—not just hand them offThe one mistake marketers make when targeting C-levels too earlyHow her team runs 70% complete rollouts and refines with sales feedbackWhy “fax over feelings” and daily reporting create true accountabilityHow she thinks about metrics beyond the inbound/outbound divideThe underestimated power of beta testing with friendlies and customers🔗 Resources MentionedFranConnectPathFactoryLorena Garcia on LinkedInScrappy ABM Podcast🔗 Scrappy ABM: Visit for more ABM tips and strategies.🔗 Connect with Mason Cosby on LinkedIn 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!

Building an ABM engine isn’t about throwing more tools at the problem—it’s about clarity, alignment, and commitment. In this repurposed episode of Scrappy ABM, Mason Cosby joins Jorge Soto on The GTM Pack Podcast to break down the essential systems behind ABM that actually works. Mason, founder of Scrappy ABM, shares why most teams are closer to launch than they realize—and how two frameworks, the Account Progression Model and the Four D Framework, can take you the rest of the way.You’ll hear how to gauge if ABM is right for your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn’t follow up on your campaigns. Mason also explains why podcasting isn’t the magic bullet marketers think it is—and when it is the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline.👤 Guest BioJorge Soto is the Co-Founder of AssetMule, a platform helping B2B marketing and sales teams create personalized, interactive sales assets. He hosts The GTM Pack Podcast, where he interviews go-to-market leaders on how to build smarter, faster-growing teams.📌 What We CoverThe checklist to determine if ABM is even right for your businessWhy average contract value, sales cycle length, and product-market fit matterHow to align sales and marketing by understanding compensation modelsWhy the Account Progression Model turns strategy into measurable motionHow the Four D Framework (Data, Distribution, Destination, Direction) drives executionWhy marketers should prioritize pipeline activation before brand buildingHow Mason Cosby generated $8M in pipeline using Scrappy ABM’s own playbooksWhen to invest in podcasting—and when to hold offWhy most marketers are closer to ABM readiness than they think🔗 Resources MentionedScrappy ABM PodcastAssetMule.ai – Episode 130Brand Building vs. Sales Activation (The Long and the Short of It)Scrappy ABM’s Account Progression Model & Four D Framework🔗 Scrappy ABM: Visit for more ABM tips and strategies.🔗 Connect with Mason Cosby on LinkedIn 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!

Brandon Salisbury, known for his remarkable ability to drive pipeline and revenue growth, achieved a stunning 456% increase in pipeline and 255% in revenue at Tilt. In the discussion, he shares his strategies for aligning sales and marketing through deep data analysis and outcome-driven content. He highlights the importance of understanding product-market fit and adapting messaging to resonate with buyers. Additionally, Brandon delves into the significance of teamwork and proper segmentation, ensuring campaigns are impactful and metrics genuinely reflect success.

Visualizing alignment is more than a buzzword—it’s a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they’re “100% on the same page.”Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, why PowerPoint slides aren’t enough, and how Mural’s teams now center everything on visual artifacts. Mason Cosby, Christina Bottis, and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing’s metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human.👤 Guest BioChristina Bottis, Chief Marketing Officer at MuralWith two decades of B2B tech experience, Christina Bottis brings a belief that ABM is just good strategy. Her hands-on marketing and sales experience shape a focus on mutual empathy and bridging the gap between digital plans and real human resonance.Chris Geraci, VP of Sales at MuralChris Geraci has spent 15 years in SaaS sales and leads the new land team at Mural. He brings a passion for building high-performing teams, fostering trust, and turning ABM strategies into repeatable, team-driven successes—especially when remote work challenges traditional alignment.📌 What We CoverThe danger of “alignment” as just a conversation, not a shared visualHow remote work exposed the flaws in assuming everyone is on the same pageUsing visual artifacts to turn ABM strategy into a single source of truthTranslating customer journeys into actionable, co-owned plansWeekly pipeline meetings, trust-building, and measuring what really mattersThe power of empathy: seeing the world through sales and marketing eyesBuilding rituals—icebreakers, honest feedback, and shared Slack channels—for stronger team cultureCo-creation: making it impossible to blame or credit just one team when you win or loseWhy B2B needs to “get creepy” about users and go beyond firmographicsSmall experiments, learning from failure, and the value of repeatable motions🔗 Resources MentionedMural"Five Dysfunctions of a Team" by Patrick Lencioni (referenced in discussion)LUMA methods (referenced for brainstorming and refining team processes)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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 welcomes Logan Lyles, Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise.Logan Lyles walks through his journey from technology sales to running Sweet Fish Media’s podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals.👤 Guest BioLogan Lyles is Director of Growth at Business Builders. He describes himself as a marketer who feels too much like a salesperson and a salesperson who's too much of a marketer to be comfortable in either camp. Logan helped Sweet Fish Media triple revenue in six months by using podcasting as a strategic playbook to engage and convert their best-fit customers. Connect with Logan Lyles on LinkedIn📌 What We CoverLogan Lyles on feeling “the weirdo in between” sales and marketing, and how that led him to podcastingThe original move from blog writing to podcasting at Sweet Fish MediaHow Logan Lyles became the host of B2B Growth and started interviewing their ICP—VPs of marketing and CMOs at B2B SaaS companiesThe story behind “content-based networking” and tripling business in the first six monthsWhy podcasting can be a better fit than ABM for service businesses and founder-led agenciesThe crucial choice: audience-based vs. account-based podcasting, and why you shouldn’t mix the twoTactical tips for launching: picking a host platform, cover art, episode structure, and keeping interviews short and repeatableList-building and outreach using LinkedIn Sales Navigator, Apollo, or LinkedIn DMs, plus tools like dify and MailshakeHow to use a podcast to uncover sales insights: using your discovery script as interview questionsLeveraging recording tools like Riverside.fm, Buzzsprout, and creating clips for relationship buildingPost-interview strategies: promotion planning calls, following up by text, and creating extra touchpointsExpanding beyond podcasting: running content-based networking with blog articles, research reports, webinars, and more🔗 Resources MentionedStoryBrandCourse.com — Free five-part course and templates from Business BuildersAgencyBuilders.com — Peer-to-peer community for agency owners and leadership teamsLogan Lyles on LinkedInScrappy 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 and Content Amplified join forces as Mason Cosby, host of Scrappy ABM, takes the guest seat on Benjamin Ard’s show. Mason shares his journey from launching The Marketing Ladder to building Scrappy ABM, a resource now featuring over 140 episodes focused on creating an account-based marketing program.Listeners get a behind-the-scenes look at why Mason believes great content makes life better for customers, sales, and customer success. He breaks down the reality of account-based marketing—explaining why “just running sales sequences” isn’t ABM, how to recognize buyer stages, and what actually moves accounts forward.Expect frank discussion about what “qualified” really means, the power of first-party content engagement, and why sales should never waste their time on cold lists. Mason also reveals his team’s approach to organizing content and gives actionable frameworks to align marketing and sales, with a little humor along the way.👤 Guest Bio: Benjamin ArdBenjamin Ard is the host of the Content Amplified podcast and co-founder at Masset.ai. In this conversation, he welcomes Mason Cosby to discuss all things content, ABM, and the realities of marketing and sales alignment.Connect with Benjamin Ard on LinkedIn📌 What We CoverHow Mason started in sales with no marketing support and shifted into content marketingThe story behind sunsetting The Marketing Ladder and launching Scrappy ABMWhat real ABM looks like: “right person, right place, right methods, right time” — and the role of content as “right message”Why third-party intent isn’t a shortcut to ABM and what counts as actual buyer engagementA step-by-step explanation of the account progression model: from awareness, to engagement, to opportunity, and re-engagementHow to define your own buyer stages and avoid “nebulous” termsPractical examples of measuring awareness, engagement, and meaningful action with contentThe Four Ds framework: data, distribution, destination, direction—how to activate accounts without wasting sales resourcesCreating messaging and content that matches industry pain points with real customer proofThe value of giving sales teams not just content, but also the reasoning and research behind it🔗 Resources MentionedContent Amplified Podcast — follow Benjamin’s show for more conversations on marketing and contentScrappy 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!

Most ABM teams make one fatal mistake: they treat the strategy like it’s “set it and forget it.” But as Scrappy ABM host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and channels to the buyer’s journey. Plus, they’ve built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy.If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook.👤 Guest BioChristopher Collier is the Vice President of Marketing at EHS Insight, where he leads demand generation, operations, and digital strategy for their SaaS platform. With a strong background in private equity and B2B marketing, Christopher brings a data-driven, cross-functional approach to building revenue teams.Connect with him on LinkedIn: linkedin.com/in/christopherleecollier📌 What We CoverHow EHS Insight refines ICP with quarterly reviews and biannual deep divesWhy aligning marketing, sales, product, and CS is essential for ICP accuracyWhat it looks like to run programs only to accounts showing real intentWhy they audit channel performance down to closed-won revenueHow RevOps led the mapping of content to the buyer journeyThe importance of ungated content—and what gets tracked insteadHow video is becoming a key sales enablement priorityWhy culture and leadership alignment make or break your ABM programHow they measure influence vs. source using Enrich + HubSpotBuilding psychological safety to support risk-taking and learning from failure🔗 Resources MentionedScrappy ABMConnect with Mason CosbyConnect with Christopher CollierEHS InsightEnrichRadical Candor by Kim ScottCrucial Conversations by Patterson, Grenny, McMillan, and SwitzlerUpnotch (mentorship platform)Resources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!

Can you really run an effective ABM program without a six-figure budget? In this special re-release on Scrappy ABM, host Mason Cosby joins The Content Cocktail Hour to debunk the most common myths about account-based marketing—and share how Scrappy ABM generated $3 million in revenue using little more than a podcast, LinkedIn, and clear strategy.In conversation with Jonathan Gandolf, Mason breaks down what separates “good marketing” from true ABM, the real reasons most programs fail, and why success has less to do with tooling and more to do with internal alignment. They also explore why marketing should start with finance when defining best-fit accounts, how to use content to support outbound, and what it means to sell ethically in B2B.If your company is over-indexing on tools and underestimating alignment, this is the episode to reset your approach.👤 Guest BioJonathan Gandolf is the host of The Content Cocktail Hour. This conversation features his interview with Mason Cosby, founder of Scrappy ABM and creator of ABM strategies that work without the overhead. You can connect with Jonathan at linkedin.com/in/jonathan-gandolf.📌 What We CoverThe reason gifting isn’t a full ABM strategy (and what is)How Scrappy ABM generated $3M in 18 months with a $70/month tech stackFive factors that determine if your company is ready for ABMWhy marketers should partner with finance first, not lastHow to identify best-fit customers using profitability and product usageWhat a “content-led outbound” ABM motion actually looks likeThe role of helpful, problem-focused content in modern B2BWhy “don’t ask for the meeting” is Mason’s most unpopular opinion🔗 Resources MentionedScrappy ABMConnect with Mason CosbyConnect with Jonathan GandolfAudiencePlusResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!

Morgan J Ingram, Founder and CEO of AMP Creative, shares his expertise on transforming LinkedIn into a powerful sales tool. He reveals why traditional outreach methods often fail, advocating for blank connection requests over personalized ones. Morgan introduces his five-part framework for social selling, emphasizing clarity, engagement, and strategic commenting. He also discusses the importance of thoughtful interactions and quality content to connect with potential buyers. Get ready to revolutionize your outreach strategies and improve response rates!

Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn’t one of them.If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for.👤 Guest BioMason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby.📌 What We CoverWhy most ABM programs fail at measurement before they even beginThe six-stage account progression model: from awareness to closed revenueWhy display ads to cold accounts won’t book meetings (and what to do instead)Common sense ways to measure ABM with spreadsheets and ad platformsThe crawl-walk-run framework for measurement maturityThe difference between MQAs and MQLs — and why it mattersWhy one-to-one measurement at the awareness stage is usually a wasteThe tech you need (and don’t need) to start measuring ABM effectivelyHow to build reporting dashboards for marketing, sales, and executivesWhy Mason insists on admin-level CRM access in every client engagement🔗 Resources MentionedG2 (for intent signals and review data)HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM)ZoomInfo, LinkedIn Sales Navigator (list-based triggers)6sense, Warmly, R-B2B (anonymous website visitor tracking)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!