Scrappy ABM

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.

Discover why sales teams often see marketing as irrelevant. The discussion dives into key miscommunications that erode trust, like differing definitions of leads and timelines. It highlights the clash between marketers' long-term planning and sales' immediate needs. Seasonality's impact on program buy-in is also explored, along with how compensation structures complicate teamwork. Finally, practical solutions are offered to bridge the gap between these crucial teams and foster better collaboration for future strategies.

Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work.👤 Guest BioLeslie Venetz is the author of Profit Generating Pipeline and a USA Today bestselling author recognized as the 2024 Sales Innovator of the Year. With a career spanning service-based and SaaS sales, Leslie built her philosophy around full-cycle accountability, customer retention, and the belief that sellers must “earn the right” to their buyer’s attention. She shares daily insights on LinkedIn and can be found at salesledgtm.com/book.📌 What We CoverWhy “cheapest customers” are rarely the most profitableThe difference between chasing big logos and finding the right accountsHow renewal, upsell, and cross-sell drive long-term revenueLessons from service-based sales and full-cycle account managementWhy MQL processes often break down and how to fix themThe dangers of disingenuous contact-level personalizationLeslie’s three-step approach to segmentation and value prop developmentHow industry-specific campaigns create credibility and trustWhy the biggest logos aren’t always the best accounts for ABM programsThe type of content sales actually needs from marketing🔗 Resources MentionedProfit Generating Pipeline by Leslie VenetzLeslie Venetz on LinkedInScrappy 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!

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020.Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months. They unpack what worked — executive sponsorship, a sharply defined target account list, and tightly documented operations — and where they’d hit rewind: overinvesting in tech, misaligned expectations, and the pain of forcing MQLs into a sales pipeline.Whether you’re building ABM from scratch, stuck in the middle, or scaling with momentum, this conversation reveals both the early signals that matter and the long-game reality required to see real impact.👤 Guest BiosRyan Gunn is the founder of Attribution Academy, an education platform helping HubSpot users learn how to tie marketing activity to revenue. He’s known for demystifying marketing attribution and helping teams prove their impact.Amanda “Chuck” Palmarchuk is Head of Strategy at Scrappy ABM, with nearly two decades in marketing and seven years specializing exclusively in account-based marketing. She’s helped organizations at all stages — from building ABM programs from scratch to refining them for revenue impact.📌 What We CoverThe core truth of ABM: awareness first, trust alwaysBreaking into a new market segment without existing relationshipsWhy executive sponsorship and consultant authority shaped successBuilding a tight, tiered target account list (~200 accounts total)How mind mapping and workflow planning prevented ops breakdownsThe cost of overinvesting in tech before strategy is provenResetting unrealistic expectations when early pipeline is slowMeasuring influence and account penetration alongside revenueRecognizing seasonality and its role in pipeline timingLessons for aligning sales and marketing without creating friction🔗 Resources MentionedScrappy ABM — Visit for more ABM tips and strategiesConnect 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 delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using a seamless travel kit, co-branded items, and a scavenger hunt-inspired process, the team generated buzz, showcased network strength, and created meaningful conversations. The discussion highlights how creative packaging, clear messaging, and smart use of resources—like an event agency and even ChatGPT—can transform event marketing. Listeners will hear how this scrappy approach turned a standard booth into the talk of the show while building momentum for future events.👤 Guest BioYelena Kozlova is the VP of Marketing at Finch, leading strategies that strengthen partnerships and drive network growth. With a background in product marketing and a passion for contextual messaging, Yelena shares insights on creative event activations and field marketing.📌 What We CoverThe strategy behind Finch’s partner activation at a third-party administrator eventHow a travel kit theme connected partners and prospects through co-branded itemsTurning booth visits into an engaging scavenger hunt experienceOvercoming last-minute challenges and evolving the activation from idea to executionUsing a personalized landing page and QR codes to capture and track leadsPartner collaboration, measurement, and building buzz at eventsLessons learned and what’s planned for scaling the activation at future eventsWhy having the right partners and agencies matters more than a large team🔗 Resources MentionedFinchFarrago Events (Monica Ortiz)ChatGPTScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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 shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to replace bad clients with high-value partnerships, increase lifetime value, and build a predictable pipeline without adding unnecessary expenses or headcount.Listeners will hear two powerful frameworks — the account progression model and the four D’s of ABM — along with practical advice on pricing, targeting, and scaling. This episode equips recruiters and service businesses with the mindset and tools to transform their growth strategies while avoiding the pitfalls of traditional acquisition methods.📌 What We CoverWhy account-based marketing is the most efficient way to approach B2B recruitingThe role of ethical selling and conviction in building lasting client relationshipsHow niching down leads to better results and stronger positioningCommon acquisition strategies recruiters use before adopting ABMWho ABM works for, the importance of product/message market fit, and ideal contract valuesOvercoming internal pushbacks and misalignment between marketing and salesThe account progression model for guiding prospects from awareness to closed dealsThe four D’s framework: Data, Distribution, Destination, and DirectionPractical steps for building a target account list and reducing client escalation riskHow to measure success and pipeline stability over time🔗 Resources MentionedLoxoScrappy ABMConnect 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!

Wendy White, CMO of Daxko, excels in driving AI-powered marketing strategies for the fitness industry. In this conversation, she shares how Daxko utilizes AI not as a replacement, but as a valuable partner in outbound marketing and SEO. Wendy discusses innovative ways to personalize content using AI tools like Clay for data enrichment and AI Piper for lead qualification. She emphasizes the blend of automation and human insight to enhance lead quality while preserving brand voice. A must-listen for marketing leaders looking to scale effectively!