Scrappy ABM

Scrappy ABM brings practical playbooks without breaking the bank as Mason Cosby digs in with Sidney Waterfall from Open Brand. The conversation opens on poor targeting—often the reason ABM fails—and moves straight into a vertical specific motion with ABM, high touch, and a land and expand play. Sidney shares how using product data as a “cheat code” helped build and tier a thousand-account list—Premier ~38 and Tier 1 ~100—guided by category, product and data coverage, revenue potential, white space, and churn and retention signals.ㅤThe team audits the list, checks in every six months, and adapts to the economy, overseas production, and renewals. On engagement, they start simple and clean with LinkedIn and outbound, validate that the audience is there, and test problem content, helpful how-to, and industry data and insights. Measurement focuses on hand raisers, target account website engagement, and a single meeting goal across the org—brand vs. demand connected in one ecosystem.ㅤ👤 Guest BioSidney Waterfall is the VP of Marketing over at Open Brand. She’s pumped up, focused on a high touch ABM motion with land and expand, and actively connects with the target account list on LinkedIn. She also mentions a substack (“gone to the wayside… maybe I’ll resurrect it”). Find her on LinkedIn and shoot her a DM.ㅤ📌 What We CoverWhy poor targeting breaks ABM and how to identify the specific best customerBuilding a thousand-account list with product data you “can’t really argue with”Tiering by category, product and data coverage, white space, and retention/churnSix to eight weeks to nail the list; Premier ~38, Tier 1 ~100; investing by tiersQuarterly/6-month check-ins: adjusting for economy, overseas production, renewalsStarting simple and clean on channels: LinkedIn + outbound; validating audience reachThree content pillars: problem (product awareness), helpful how-to, industry data and insightsMessaging focus: one core thing, in their terms, and simplifyMeasuring brand vs. demand: hand raisers, target account website engagement, one meeting goalOutbound deliverability surprises, video outreach, phone heavy touches, and multi-touch sequencesDoing things that don’t scale, then exploring AI and workflows to scale (with real training)ㅤ🔗 Resources MentionedVector — “I need to know what’s going on our website for every target account at the contact level.”HubSpot lead object — used for sales triggers, sequenced, scored leads, and hand raisersLinkedIn — audience validation, CEO activity, and DM SidneyOpen BrandScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤIf 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!

The only thing worse than getting no customers is getting the wrong ones. In this solo episode of Scrappy ABM, host Mason Cosby breaks down how misaligned targeting can destroy profit, waste marketing effort, and frustrate every department in the business. He reveals why most B2B programs fail when they focus only on personas, and how to shift toward account-based targeting rooted in real data, not wishful thinking.Mason walks through building a Best Customer Profile (BCP)—a data-backed approach that replaces idealistic wish lists with clear evidence of which customers are actually happy, profitable, and sustainable. Using examples from his own experience, he outlines how to partner with finance, customer success, and sales to define “best,” prioritize accounts, and align your marketing programs with revenue and profit.📌 What We CoverWhy targeting the wrong customers ranks among the top five reasons B2B marketing programs failThe key differences between persona-based and account-based targetingHow chasing “dream” accounts like Apple or Netflix sets organizations up for failureDefining a Best Customer Profile (BCP) instead of an unrealistic Ideal Customer Profile (ICP)What data to gather from finance, customer success, and sales to identify your true best customersA real-world example of how pursuing the wrong size customer led to 18 months of wasted resourcesHow to translate customer data into a prioritized account list your sales and marketing teams can act onThe simple way to earn buy-in from finance, customer success, and leadership through data-backed targeting🔗 ResourcesScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby on LinkedIn: Join the 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!

Myles Madden, Senior Marketing Lead at 1Password, shares his expertise in building ABM programs for Series B and C companies. He emphasizes starting with a single use case identified from sales, running stealth pilots to validate results, and ensuring alignment between marketing and sales. Myles advises focusing on one or two impactful channels while mapping relevant content to each sales stage. Simplicity in measurement—tracking pipeline amounts and efficiency—is key to demonstrating value and preventing marketing drift.

Most agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy ABM, to reveal how agencies can flip that script through account-based podcasting.ㅤWith data, real client results, and behind-the-scenes process, Mason and Joseph walk through the exact steps to generate conversations with best-fit decision makers, build strategic relationships, and predictably drive revenue. This isn’t about chasing downloads or fluffy brand metrics—it’s about creating $2M in sales within two years by building a system that works even if you start with zero listeners.ㅤ👤 Guest BioJoseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since 2021, he has launched 38 podcasts, directly helping hosts generate over $6 million in trackable revenue from their shows. Beyond B2B strategy, Joseph also runs a YouTube channel where he experiments with building, burning, and creating from logs—showcasing his creativity both in and outside of business.ㅤ📌 What We CoverWhy most marketing agencies are commoditized and how podcasting changes that dynamicThe three overlooked questions every agency should answer before launching a showReal-world examples of $2M+ in revenue sourced through account-based podcastingThe three main podcast models: content engine, account-based, and public figureWhy 90% of shows fail and how to avoid the common pitfalls of measurement, consistency, and promotionA 30-day launch framework to secure conversations with best-fit customersPractical guest outreach strategies that consistently book decision makersHow to turn post-episode follow-up into pipeline and referralsㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMConnect with Joseph Lewin on LinkedInㅤIf 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 conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion.ㅤRyan explains how a board-driven request turned into a framework that now guides sales focus, ABM campaigns, SDR targeting, and even M&A decisions. Together, Mason and Ryan explore the balance of quantitative data and qualitative insights, the challenges of execution and alignment, and why sometimes the most important outcome is knowing where not to invest.ㅤListeners will hear first-hand how Docupace built four customer cohorts, used them to inform revenue forecasting and cross-sell strategy, and applied the same lens to merger evaluations. The discussion shows how cohort analysis can simplify a complex market and provide a clear cipher for resource allocation, product journeys, and long-term planning.ㅤ👤 Guest BioRyan George is the Chief Marketing Officer at Docupace, a leading digital operations technology provider for the wealth management industry. With deep expertise in financial services marketing, Ryan has led strategies for growth, retention, and profitability. He brings a unique perspective on aligning teams, using data for expansion, and turning complex markets into clear opportunities.ㅤ📌 What We CoverWhy a recapitalization process pushed Docupace to build a cohort analysisThe 14 factors (quantitative and qualitative) used to segment enterprise clientsFour distinct cohorts: behemoths, core market, scalers, and limited-upside firmsHow the analysis reshaped sales strategy, resource allocation, and ABM campaignsUsing cohorts to target SDR outreach and open new doorsAligning marketing, sales, and relationship management through repeated reinforcementHow compensation structures shape alignment across teamsLeveraging cohort analysis for forecasting, CRM integration, and cross-sell strategyApplying the same framework to M&A evaluations and knowing when to say noㅤ🔗 Resources MentionedDocupaceRyan George on LinkedInScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn 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!

Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a team responsible for more than $100 million, Mason explains how to reframe your work around six core leadership concerns: sustained organizational growth, efficiency, profit, attracting and retaining top talent, fostering a positive culture, and continued innovation.ㅤListeners will walk away with clear, repeatable ways to prove marketing’s value, tie programs to measurable business outcomes, and protect budgets when inevitable cuts arise.ㅤ📌 What We CoverWhy leaders value repeatable, predictable results over one-shot campaignsHow efficiency compounds when systematic programs run quarter after quarterThe importance of targeting the most profitable customers in partnership with financeHow high-profit customers create happier employees, stronger brands, and talent magnet effectsThe link between customer satisfaction and positive company cultureWhy customer similarity enables meaningful innovation and actionable feedbackHow to frame marketing initiatives in monthly meetings to secure executive buy-inPractical ways to tie every win back to the six leadership prioritiesㅤ🔗 Resources MentionedScrappy ABM: scrappyabm.comConnect with Mason on LinkedIn: 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!

Mason Cosby, host of Scrappy ABM, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what it takes to escape the cycle of frustration.ㅤFrom leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to promotions, freedom, and even a tenfold income increase. For marketers who feel like they’re running in circles, this episode offers a practical playbook for building repeatable systems that create engagement, pipeline, and revenue.ㅤ📌 What We CoverThe tale of two marketers: burnout vs. creativity and fulfillmentWhy leadership alignment sets the foundation for everything elseHow pipeline health determines whether sales buys inThe danger of changing target audiences every campaignBuilding systems that generate scalable, repeatable returnsWhy under-resourced seasons can build your careerThe importance of reporting on the right metrics for leadershipMason’s personal story: from overwhelmed solo marketer to repeatable system builderㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies → scrappyabm.comConnect with Mason on LinkedIn → 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!

On Scrappy ABM, host Mason Cosby sits down with Cliff Simon, CEO and founder of Polaris, to get clear on “what the heck is rev ops” and where AI is actually useful. Rev Ops sits at the intersection of systems, processes, insights and analytics, enablement, and a maniacal focus on the customer journey. Cliff draws a sharp line between departmental “ops” and a functional model that breaks down silos and sits in weekly and monthly cadences with sales, marketing, CS, and product.ㅤThey cut through AI hype with a people → process → tech sequence, why most teams aren’t ready because the bottom data layer isn’t there, and how a glossary of terms—agreed at the board level—prevents “good in, good out” from turning into “one degree off course at 120 miles an hour.” Expect pragmatic wins: giving salespeople time back by automating admin, faster copy iteration and A/B tests, forecasting deals, and CS deflection and case resolution. The throughline: don’t expect the world—crawl, walk, run—grow capacity without growing headcount, and use enablement (including AI) to train sellers and leaders.ㅤ👤 Guest BioㅤCliff Simon is the CEO and founder of Polaris. He helps people actually understand effective AI implementation to run revenue operations programs. Cliff emphasizes people, process, then tech; Rev Ops as a thought partner to executives; and a maniacal focus on the customer journey. Connect via LinkedIn or polarisops.com.ㅤ📌 What We CoverRev Ops as the intersection of systems, processes, insights and analytics, and enablementBreaking down departmental silos by aligning analytics and systems teams across sales, marketing, CS, and product“People, process, tech” as the order of operations—and why business acumen and human psychology come firstWhy most teams aren’t ready for AI: the bottom data layer, a glossary of terms, and board-level agreement on definitionsThe “good in, good out” warning and the “one degree off course at 120 miles an hour” metaphorWhere not to expect AI right now (full technology implementation) vs. where it helps: admin automation, faster copy iteration, forecasting dealsCS wins: deflection and case resolution so humans can focus on difficult issues and customer careA measured approach: don’t expect the world; crawl, walk, run; grow capacity without growing headcount; enablement to train sellers and leadersㅤ🔗 Resources MentionedPolaris: https://polarisops.comCliff Simon on LinkedIn: https://www.linkedin.com/in/cliff-simon/Lean Six SigmaQ Flow (forecasting context)Salesforce World Tour (New York City mention)Road Show Stops: Atlanta (October 10), Austin (October 23), Chicago (November 5), Boston (later in November, finalizing), Toronto (potentially November)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤIf 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 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!