Scrappy ABM

For the first time ever, the team at Scrappy ABM is giving away their entire account-based marketing strategy development process — step by step — in a free six-and-a-half-hour workshop on August 7. In this mini-episode, host Mason Cosby shares why this is the clearest, most structured way to walk away with a fully mapped-out ABM strategy that you can start executing the very next day.If you've been stuck for months, unsure how to get sales fully bought in or how to work within your current tech stack and budget, this session is designed to solve exactly those issues. You’ll come with targeting ideas, objectives, and sales context — and leave with clarity, confidence, and a plan.Register for the Free Workshop (August 7): scrappyabm.com/workshopEmail Mason: Mason@scrappyabm.com📌 What We CoverWhy Scrappy ABM is hosting a free, full-length strategy development workshopWhat participants will walk away with: a fully built ABM strategy in detailHow the format helps solve common blockers like sales buy-in and tooling limitationsWhat you’ll need to bring to get the most value from the sessionHow to register and book prep time with the Scrappy ABM teamThe clarity marketers get when they finally see the ABM puzzle pieces fit togetherHow to contact Mason with questions or support needsResources:🔗 Scrappy ABM: Visit for more ABM tips and strategies.🔗 Connect with Mason 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!

In this engaging discussion, Adam O’Brien, Founding Marketer at Stackpack and co-host of The Don't Be a SaaS Podcast, shares his journey as a solo marketer in a competitive market. He reveals how he created 80% of the pipeline without ads, focusing on key data-driven strategies and personal engagement. Adam discusses the importance of narrowing target accounts, leveraging public data, and his innovative approach to hijacking trade shows. This conversation offers actionable insights for anyone looking to succeed in account-based marketing with limited resources.

When revenue goals get missed, teams scramble to assign blame — usually across departmental lines. That’s why this episode of Scrappy ABM hosted by Mason Cosby was titled “It’s All Your Fault.” But instead of finger-pointing, this panel unpacks why taking ownership — not blame — is the key to alignment and performance.In this expert panel, Laura Erdem of Dreamdata, Sarah Sehgal of OpenSesame, and Kacyn Goranson of BetterUp share firsthand challenges of marketing attribution, compensation models, and what alignment really looks like in high-growth B2B companies. The episode explores how misaligned incentives, unclear definitions, and siloed data are blocking collaboration — and how these leaders are actively solving it.If you're navigating friction between sales, marketing, and ops, this episode offers practical frameworks, tactical tips, and a refreshing dose of honesty.👤 Guest BiosLaura Erdem is the Director of Sales (US) at Dreamdata, where she brings a seller’s lens to B2B attribution and sales-marketing alignment. She's known for building strong cross-functional partnerships and speaking with marketers daily to fix broken revenue collaboration.Sarah Sehgal is Director of Growth Marketing at OpenSesame, a leading e-learning platform focused on corporate skills and career development. With a background in sales and over a decade in marketing, Sarah brings a cross-functional perspective to ABM, ops, and revenue programs.Kacyn Goranson is Vice President of Marketing and Demand Generation at BetterUp. With over 16 years of experience in B2B SaaS, she’s held roles across demand gen, ops, and SDR management — giving her a wide-angle view on the systems and strategies that drive sustainable growth.📌 What We CoverWhy “it’s all your fault” is actually a mindset shift — and a leadership advantageOrg charts and team dynamics: how each guest’s marketing and sales teams are structuredHow company size impacts alignment, attribution, and communication workflowsWhy outbound is now an operational project — not just a sales motionThe tension between comp plans and collaboration — and what to avoidHow to measure the “unmeasurable” work like podcasts, LinkedIn, and eventsWhy “gut feeling backed by data” is the new north starHow to use call recordings, Gong triggers, and Slack channels to track anecdotal winsThe surprising power of visual strategy maps, glossary docs, and restating decisions liveWhy good ABM requires sales at the table — and why good marketing starts with trust🔗 ResourcesScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn: Start 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!

ABM isn’t about guessing—it’s about doubling down on the best customers you already know. In this episode of Scrappy ABM, host Mason Cosby sits down with Brad Parker, founder and CEO of FormPiper, to explore how solving one specific pain in his own retail business led to dominating an entire vertical.Brad shares how “being a yes company” reshaped his approach to consumer financing, why his ICP was “literally me,” and how that hyper-focus enabled FormPiper to scale across furniture, jewelry, auto, and medical. From 90-day sprint cycles to hard lessons in vertical adaptation, Brad unpacks how strategic partnerships—not cold calls—became his #1 growth channel. If you’ve ever tried to force-fit a product into a new market, this conversation will hit home.👤 Guest BioBrad Parker is the founder and CEO of FormPiper, a platform built to automate the consumer financing process by aggregating multiple lenders into a single application experience. Drawing on 20 years of retail ownership, Brad built FormPiper to solve his own operational pain—then scaled it nationally through strategic vertical expansion.📌 What We CoverWhy Brad’s ICP was “me and my friends”—and how that led to fast tractionThe real pain of consumer financing: saying “no” multiple timesHow FormPiper helps businesses become “yes companies”What went wrong in early market expansion—and how they fixed itHow strategic partners unlocked access to new verticalsWhy 90-day sprints keep the team aligned and agileThe mistake of assuming one product fits every marketHow FormPiper defines when it’s time to expand into a new verticalWhy cold outreach failed—and warm partnerships thrivedThe power of open-minded product development through customer listening🔗 Resources MentionedFormPiperGetAccept – used to deliver custom digital sales roomsResources:👉 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!

On this episode of Scrappy ABM, you’ll hear Mason Cosby on Scale Your Sales with Janice B. Gordon, where he shares a brutally honest take on what causes most ABM programs to fail—and why that failure is the right place to start. From sales comp misalignment to over-engineered target lists, Mason breaks down why focusing on fewer, better-fit customers creates more momentum and less churn.Mason also offers specific, repeatable plays: how to track champions who leave your client companies, how to earn 15+ referrals per quarter with a single list, and why getting “access” in sales is a marketing problem in disguise. If you’re in marketing, sales, or anywhere in a revenue team, this episode’s full of real strategies and red flags—straight from the front lines of ABM.👤 Guest BioJanice B. Gordon is the host of the Scale Your Sales podcast, where she helps CEOs, CROs, and sales leaders grow revenue through key account expansion and customer-centric strategies.📌 What We CoverWhy Mason starts every pitch with “here are all the ways ABM programs fail”The counterintuitive power of trying to talk buyers out of working with youHow to identify and remove small customer roadblocks before selling big ideasWhy most “account-based marketing” is just high-volume sales with a new nameThe difference between reflective accounts and unexplored opportunitiesTwo overlooked ABM plays: champion tracking and referral mappingThe dangers of mismatched compensation between sales and marketingHow Mason handles misaligned teams during the sales process (or walks away)Resources:🔗 Scrappy ABM: Visit for more ABM tips and strategies🔗 Scale Your Sales Podcast🔗 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!

Alexander Goodwin, Director of Demand Generation at Fingerprint, shares his journey in rolling out a one-to-one ABM pilot with remarkable speed and efficiency. He discusses selecting a small group of 20 high-value accounts to demonstrate quick success. Alexander dives into his effective segmentation model, leveraging past sales data to identify the best prospects. Personalization through rep-recorded videos adds a unique touch. The conversation highlights the critical aspects of clarity in account planning and collaborative measurement for driving real revenue.

Scrappy ABM host Mason Cosby sits down with Joseph Lewin, Head of Podcast Strategy at Scrappy ABM, for a tactical breakdown of launching a revenue-generating show in just 30 days. If you’ve ever stalled on getting a podcast off the ground—or struggled to prove its value—this episode delivers an exact playbook.Joseph Lewin shares why podcasting is the most effective networking and sales tool that’s hiding in plain sight. By focusing on speed-to-launch, identifying high-value guests, and using cold outreach that actually converts, Joseph has completely reshaped how Scrappy ABM gets client shows into market. You’ll learn how a 30-day soft-to-hard launch framework accelerates time-to-value—and why skipping the overthinking phase matters more than your gear or perfect positioning.Mason and Joseph walk through who to invite first, why live shows create momentum, and how post-recording green room chats turn ghosted leads into six-figure deals. If you want to build real relationships with the right people—and do it in a scrappy, scalable way—this episode shows you how.👤 Guest BioJoseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since joining the team in mid-February, he has overhauled the entire show onboarding process—cutting timelines down to as little as seven days for soft launches and 30 days for full show deployment. He’s worked on over 30 podcast launches and brings a tested, tactical lens to turning podcasts into revenue engines.📌 What We CoverWhy most shows fail before episode 3—and how to break into the top 1% by reaching episode 21The compounding effect of booking good meetings with great people—without trying to sellWhy thinking of your show as a networking tool, not a sales pitch, leads to more closed revenueHow to use podcast invites to revive ghosted pipeline and closed-lost opportunitiesThe importance of "friendlies" and the texting test to land your first batch of guestsHow live shows create accountability, better content, and faster feedbackThe psychology behind cold outreach that gets real decision-makers to say yesJoseph Lewin's exact four-week launch roadmap—from kickoff to trailer publishA story of how one podcast appearance turned into a $500K deal in under three weeks🔗 Resources MentionedPodcast Hosting: CaptivateRecording Tools: StreamYard, Riverside, ZoomDesign: CanvaResources:🔗 Scrappy ABM: Visit for more ABM tips and strategies🔗 Connect with Mason Cosby on LinkedIn: For more conversations on ABM

Lorena Garcia, Senior Vice President of Marketing at FranConnect, leads a data-driven team focused on enhancing customer experiences. In this conversation, she emphasizes the importance of starting with a 'customer perspective lock-in' for effective marketing. Lorena shares how her team utilizes public growth signals and intent data to prioritize accounts and create personalized strategies. She discusses optimizing sales development through data segmentation and highlights the benefits of collaboration between marketing and sales teams. Discover practical tips for launching an ABM program without high-tech tools.

Jorge Soto, Co-Founder of AssetMule and host of The GTM Pack Podcast, talks with Mason Cosby about the essentials of building an effective ABM program. They discuss the importance of aligning sales and marketing teams, emphasizing clarity and commitment over just using more tools. Mason introduces two frameworks, the Account Progression Model and the Four D Framework, to streamline strategy and measurement. They also explore why many teams underestimate their readiness for ABM and why podcasting isn't always the answer for 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.