Scrappy ABM

Scrappy ABM host Mason Cosby sits down with Chris Moody from Demandbase to confront why so many ABM programs have failed inside B2B organizations that “tried ABM” over the last five or six years. The conversation centers on executives who launch impressive strategy decks and shiny new initiatives without changing real behavior, staying close to sales, or aligning on who does what when the rubber hits the road. Chris calls out the pattern of marketing introducing “ABM” as a new object to sellers who have always focused on high-value accounts, and why that tension stalls programs before they start.ㅤTogether, Mason and Chris walk through starting with one account, proving a different, more coordinated way of working, and then scaling what actually works. They dig into buying groups, resource allocation, dedicated ABM leadership, and why celebration of wins matters. Most importantly, they offer a human test for alignment: whether sales would actually choose to spend time with marketing outside the conference room.ㅤ👤 Guest BioChris Moody is the chief evangelist at Demandbase and has spent years around the ABM space, including time at TOPO and Gartner. In this conversation, he brings a practical, sales-first lens to account-based programs, leadership alignment, and coordinated go-to-market execution.ㅤ📌 What We CoverWhy many well-intentioned executive-led ABM initiatives fail when marketing doesn’t truly talk to sales or align on metrics, ownership, and execution.How “new shiny object” ABM pitches can feel like a slap in the face to sellers who have always focused on high-value accounts.The two paths after the leadership meeting: lip service and Slack messages vs. real behavior change, clear roles, and shared work.Starting scrappy: picking one account, one seller, and one cross-functional group to prove a new, more personal, more relevant, more strategic approach.The role of a dedicated account-based leader and cross-functional pods that pull in sales, marketing, customer success, events, and social as needed.How CMOs can walk in “hat in hand,” join calls, understand buying groups, and reallocate people, time, and budget toward the highest-value accounts.Why celebrating wins, sharing stories, and weekly communication (like Moody’s “M5”) reinforce trust and momentum across teams.The “dinner test” and direct Slack messages as simple signals that sales and marketing are genuinely aligned, not just aligned on paper.ㅤ🔗 Resources MentionedDemandbase – Account-based GTM and pipeline AI platformConnect with Chris Moody on LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect 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!

Scrappy ABM brings a focused look at business to government—B2G in the context of an ABM program. Host Mason Cosby sits down with Michelle Hanley to map the nuances of payment processing for governments across state and local. With a finite group of agencies, shifting election cycles, and long six to 24-month timelines, buying groups change and risk aversion is real. Michelle lays out a play that flips “normal B2B” on its head: events to meet new people and get contacts, email as the day-to-day touchpoint, and webinars that are completely bottom of funnel—often a sniff test for open opportunities. Listen for practical talk on RFPs, contact harvest, segmentation by state or city, stage one opportunities, and why “if it ain’t broke, don’t fix it” still shapes adoption—while teams have to get scrappy with budget.ㅤ👤 Guest BioMichelle Hanley is the Senior Manager of Demand Gen at PayIt, focused on payment processing for governments across state and local. She leads programs that rely on events, email, webinars, RFPs, and segmentation of buying groups—often by state or city—with timelines ranging from six to 24 months. Michelle highlights stage one opportunities, contact harvest, and attribution to guide spend.ㅤ📌 What We CoverB2G ABM focus: state and local, a finite group of agencies, and elected roles that change every 2, 4, 6, 8 yearsBuying signals & timelines: RFPs, six to 18 months locally, 18 to 24 months at the state levelChannel mix that flips B2B: events to meet people and get contacts, email for nurtures and newsletters, webinars as bottom-of-funnel“Sniff test” webinars: smaller registration but tied to open opportunities and real evaluationPaid as air cover: paid media for awareness; content syndication for contact harvest into lead scoring and nurturesSegmentation reality: agencies like DMV, finance, IT; buying groups differ by state and citySuccess metrics in motion: stage one opportunities, the right people in system, events with the right audiences, and relationship expansion within accountsBudget constraints: fewer campaigns, bigger impact; get scrappy and point dollars to events and webinars with attributionMindsets in government: risk aversion, legacy systems, and “if it ain’t broke, don’t fix it”—while newer officials expect credit card online and digitalㅤ🔗 Resources MentionedBigMarker (webinar platform)Marketo (automation platform)Salesforce (CRM)Groove (BDR outreach; “a Clary program”)Outreach — outreach.ioSalesLoftCaliberMind (attribution)LinkedIn (contact and community)City of Atlanta — cityofatlanta.comScrappy 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!

“Where are the freaking meetings?” It’s the question every marketer hears — and the one that defines real accountability in B2B marketing. On this solo episode of Scrappy ABM, host Mason Cosby breaks down how to measure success across every stage of an ABM program so you can focus on the right goals at the right time.ㅤRather than chasing meetings too early, Mason introduces the account progression model, a six-stage framework — from awareness through opportunity — that helps marketers understand where buyers really are in their journey. He shows how to align metrics with intent, track engagement meaningfully, and report results that earn credibility with both sales and executives.ㅤIf you’ve ever struggled to connect marketing activity with pipeline, this walkthrough gives a clear, practical map for knowing what to measure, when to report it, and how to prove your impact at every stage.ㅤ📌 What We CoverWhy “Where are the meetings?” is the wrong first question for ABM successThe six stages of the account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, and opportunityHow to measure awareness through simple engagement metrics like impressions, clicks, and visitsTracking engagement that validates problem recognition and solution explorationIdentifying high-intent signals that move accounts into meaningful engagement and MQA statusWhat to measure once sales takes over: budget, authority, need, and timingHow marketing continues to play a role in opportunity acceleration and deal closureReporting engagement early, then shifting to meetings, pipeline, and revenue for executive visibilityBuilding dashboards that connect marketing activity to real business outcomesㅤ🔗 ResourcesScrappy 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!

Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accounts shape targeting, how a documented workflow in Asana creates a white-glove ABM ecosystem with unique landing pages, forms, completion actions, targeted display ads, and curated email drips, and why starting simple proved out the path to a 24-email segmentation. The discussion gets specific on channel mix, geo-targeted ads around events, QR codes and vanity URLs in Ubers and Lyfts, alignment with sales, and measurement across Account Engagement (Pardot), Salesforce, and performance reports in Six Sense to see ICP accounts move through deeper stages faster.ㅤ👤 Guest BioNick Clark is the Marketing Automations Director at Basis Technologies. In 2025, he’s focused on ICP accounts, email-intensive automation, and event-driven go-to-market with sellers “boots on the ground.” Find the team at basis.com.ㅤ📌 What We CoverProgram orchestration: who reaches out at what time with what thing and whyTargeting and account segmentation as Basis shifts to ICP accountsA documented workflow in Asana to stand up an ABM “ecosystem environment” (unique page, form, completion actions, ads, curated emails)Starting simple (agency vs. brand) and iterating to role-based personalization (VP and above vs. director and below) across 24 unique emailsUsing Six Sense performance reports to see ICP accounts move into deeper stages faster—just by sending emails that complement sellersChannel mix by persona and device: geo-targeted ads, unique webpages, value propositions, and event-driven tacticsEvents in 2025: Ubers/Lyfts, QR codes, and vanity URLs around Adweek and similar gatheringsMeasurement across Account Engagement (Pardot) and Salesforce campaign objects, attribution gaps, and “anec data” from salesAlignment with sales to keep one tone and one voice—even with cookie uncertaintyLessons learned: exclude current clients where needed, avoid paralysis by over analysis, perfect is the enemy of goodㅤ🔗 Resources MentionedBasis Technologies — basis.comAsana (project management tool)Six Sense (ABM platform)Account Engagement (Pardot)Salesforce (campaign object and reporting)Adweek (New York)Ubers, Lyfts, QR codes, vanity URLScrappy 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!

Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. He launched Scrappy ABM as a side hustle, did about $300,000 in sales in three weeks, and now runs about $200,000 a month with a team of about 14. The conversation covers product market fit, the account progression model (awareness through reengagement), the 4D framework (data, distribution, destination, direction), and a six-hour workshop that delivered 300 slides and eight templates with a 9.4 out of 10 rating. Discover how LinkedIn, podcasts, and webinars drive discovery, why bangers should be recycled, and how to use negotiation levers to keep pricing cards face up.ㅤRohan Karunakaran hosts Founder Led, where he dives into the minds of today’s successful entrepreneurs. He first connected with Mason Cosby on LinkedIn and invited him to share the story of starting Scrappy ABM, launching it when he just had his daughter, and the opportunity ahead for account based marketing and business building.ㅤ📌 What We CoverStarting in sales, discovering account based marketing, and building programs with a really good list, value proposition and offer, CRM, and marketing automationThe ABM craze in 2020 and why roughly 80% of programs failed by 2023Two ICP tracks: 20–100M SaaS or vertical specific companies with dedicated sales, HubSpot/Salesforce plus Pardot/Marketo/HubSpot, and ACV at least 30,000 a year; and the podcast offering for founder led services businessesProduct market fit before ABM, refunds when it didn’t work, and formalizing ICP after 18 months based on massive wins and referralsDiscovery through LinkedIn, 75+ podcast interviews, and webinars (including 16 in two months), plus an aggressive release schedule of two episodes a week and over 200 episodesThe six-hour workshop: 300 slides, eight templates, 75 people live, 40 meetings, and a 9.4 out of 10 score; next date: November 13 at scrappy.com/workshop / scrap ab.com/workshopLinkedIn approach: build a target account list, connect first, post problem and solution content on the six reasons ABM programs fail (execution, leadership buy-in, sales and marketing alignment, measurement, limited internal resourcing, targeting)Content operations: podcasts and webinars as the closed-loop source, video reach changes, rotating formats, saving and reposting bangers every two to three months4D framework: data, distribution, destination, direction to design repeatable playbooks with targets, triggers, aligned destinations, and trackingAccount progression model: awareness, initial engagement, meaningful engagement, MQA, SQA, opportunity, reengagement—and measuring the right goals at each stagePricing transparency and negotiation levers from Todd Caponi: length of commitment, time to cash, volume, start date—with cards face up and a pricing calculatorㅤ🔗 Resources MentionedLinkedIn (primary discovery mechanism)YouTube, Apple, Spotify (podcast distribution)HubSpot, Salesforce, Pardot, Marketo (CRM/marketing automation)Todd Caponi (four levers of negotiation: length of commitment, time to cash, volume, start date)Money Models (book reference)Do This, Not That (podcast example on YouTube, Apple, Spotify)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!

Scrappy ABM spotlights practical playbooks that don’t break the bank, and Mason Cosby welcomes Steven Tripp to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the right accounts, prioritize first-party engagement data, and be brave enough to let buyers pull themselves through their own funnel. He lays out how a 100% inbound motion can evolve without jumping back on the expensive ad hamster wheel, why de-anonymizing late works when HubSpot lights up, and how ungating content led to a 5x traffic jump. You’ll hear the SAP “sunset” story—one search a month, one perfect lead—and how a matrixed buyer’s-journey approach ensures the right content shows up on Google and YouTube at every point. The punchline: marketing’s “product” isn’t leads—it’s SQAs—and alignment gets real when teams listen, act on behavioral signals, and measure what sales actually values.ㅤ👤 Guest BioSteven Tripp is the marketing director at Wynne Systems. A full-funnel marketer who “went back to sales roots,” Steven prioritizes first-party engagement, behavioral signals, and building a content flywheel over ads. He champions ungated content, content mapped to every step of the buyer’s journey, and measuring marketing on SQAs with high intent and close rates. Connect with Steven Tripp on LinkedIn.ㅤ📌 What We CoverBuilding the account list with Apollo, custom scoring, and piping it back into Salesforce so “we know what the world looks like.”Prioritizing by first-party engagement data (not third-party “intent”) and actioning behavior on your own content.Operating as 100% inbound today—and why a transition to support outbound helps AEs progress deals.The SAP “sunset” example: write the article nobody else has; one search a month → one right lead in enterprise.Creating a culture of listening to prospects, customers, and your own team to surface unique data competitors don’t have.Treating Google as #1 and YouTube as #2 search engines; publishing content for every point in the buyer’s journey.Ungating content and letting buyers move through their funnel; the immediate 5x traffic lift.Seeing months of anonymous research, then de-anonymizing in HubSpot when someone finally raises their hand.Defining marketing’s “product” as SQAs, not leads; measuring like an outsourced provider that must prove value.Moving from the ad hamster wheel to the content flywheel; “be brave—and be right” to win leadership buy-in.ㅤ🔗 Resources MentionedApolloSalesforceSAPHubSpotCourageous Marketing (“UDI wrote a book, called Courageous Marketing”)Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)Connect with Mason Cosby 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!

“Do more with less.” Every marketer has heard it — and probably rolled their eyes. But on Scrappy ABM, Mason Cosby flips that phrase from frustration to fuel. Drawing from his experience generating $25 million in direct revenue — and leading a team responsible for over $100 million — Mason breaks down exactly how to turn limited resources into real growth.ㅤHe exposes why overloaded task lists kill impact, how to identify what truly drives results, and the mindset shift needed to earn more resources by proving you can deliver greater results with fewer programs. This episode delivers a clear, repeatable framework for diagnosing what’s working, aligning programs to measurable goals, and building a marketing machine that sustains predictable growth.ㅤ📌 What We CoverWhy “do more with less” can actually accelerate your career, not kill itThe six categories every B2B marketing program should fit intoHow to identify which initiatives actually drive business impactA practical sequence for getting buy-in when cutting underperforming workThe difference between doing more and doing betterThe four core components of a successful marketing program — data, distribution, destination, and directionHow to diagnose weak or missing areas that limit performanceThe compounding effect of doubling down on the 20% that drives 80% of resultsHow consistent results create predictable pipeline and unlock more resourcesㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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!

Scrappy ABM brings practical playbooks without breaking the bank as Mason Cosby digs in with Sidney Waterfall from OpenBrand. 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 OpenBrand. 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 SidneyOpenBrandScrappy 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.