Scrappy ABM

Scrappy ABM, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists.ㅤThis conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of content needs—education, production value, time efficiency, and entertainment—and why missing even one kills ROI.ㅤFrom choosing syndication channels to setting up feedback loops that actually work, listeners will hear clear ways to measure success and pivot fast. Whether targeting small businesses or moving upmarket, Rob’s insights reveal how to adjust expectations, fight out incumbents, and make every content dollar count.ㅤ🎯 Must-Have Resources for Content Syndication SuccessRob Bellenfant and TechnologyAdvice recommend two essential guides to help revenue leaders evaluate and choose the right lead generation and publishing partners:Checklist: 25 Questions to Ask Every Lead Gen Provider — A practical resource to assess potential partners through your buyer’s lens.Complete Guide to Choosing the Right Lead Gen Partner — A comprehensive roadmap for selecting partners that align with your pipeline goals and audience needs.These resources provide clarity on how to navigate content syndication partnerships and maximize ROI.ㅤ👤 Guest BioRob Bellenfant, CEO and Founder of TechnologyAdvice, leads a company focused on connecting B2B technology buyers with the right solutions through trusted audiences and high-quality content. Operating across 30 digital media brands and 50+ newsletters, Rob and his team help companies create content syndication strategies that deliver authentic engagement and measurable pipeline.ㅤ📌 What We CoverWhy trusted first-party audiences outperform mass contact listsHow to evaluate a content syndication partner through the eyes of your buyerThe four critical ingredients every piece of content must have to drive ROIWhy channel selection matters less than content quality and authenticityKey differences in measurement between SMB and mid-market buying cyclesHow to set up feedback loops and avoid waiting too long to pivot strategyThe power of small, fast experiments in paid media for faster learningWhy tight measurement and clear audience insights pay dividendsㅤ🔗 Resources MentionedTechnologyAdviceTop 25 Questions to Ask a Lead Generation or Publishing Partner (resource mentioned by Rob)Scrappy 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!

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model.From understanding what qualifies as meaningful engagement to identifying content gaps through a simple audit, Trevor and Mason break down the nuances of building targeted assets that serve a clear purpose. Whether you're sending emails, building product pages, or prepping for your next webinar, this episode gives you the framework to stop guessing and start aligning content with what your prospects actually need.👤 Guest BioTrevor Grimes is the Lead Content Strategist at Scrappy ABM. He focuses on building stage-specific content strategies that connect account-based programs with real buyer behavior. He also previously joined Scrappy ABM to discuss content repurposing and returns this time to walk through net-new content creation across the ABM funnel.📌 What We CoverThe five core stages of an account progression model: awareness, initial engagement, meaningful engagement, conversion, and re-engagementA simple afternoon exercise to categorize your existing content across the funnelHow to handle “multi-purpose” content by asking: what do you want them to do next?Why short-form social, listicle blogs, and educational posts power awarenessWhat content qualifies as initial engagement (hint: it starts to frame the solution)Examples of meaningful engagement assets like demos, walkthroughs, and comparison guidesWhy conversion-stage content should be personalized, product-focused, and shareableThe underestimated power of response-based email CTAs vs. “book a call” asksHow to use pre- and post-webinar outreach to spark real conversations🔗 Resources MentionedScrappy 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!

Brandon Redlinger, a fractional VP of Marketing and co-founder of The Forge, shares his expertise in account-based marketing. He reveals the ingenious 'Find Your Face' campaign that created a buzz at Forrester’s Summit using simple cutouts of buyers' faces to convert booth traffic into meetings. Brandon discusses how they sourced headshots from LinkedIn, leveraged team creativity, and aligned sales and marketing for maximum impact, proving that innovation doesn’t require a hefty budget.

Davis Potter, CEO of ForgeX and host of the ForgeX Files podcast, dives into the pitfalls of Account-Based Marketing (ABM) programs. He highlights five common reasons for failure, including lack of leadership buy-in and poor targeting strategies. Potter emphasizes the importance of aligning RevOps with ABM and warns against overwhelming single managers with responsibilities. He also discusses the value of using actual customer data to shape profiles and the hidden risks of targeting unsuitable enterprise customers. A must-listen for marketers!

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.