Scrappy ABM

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.

In this conversation, sales strategist Leslie Venetz, author of Profit Generating Pipeline, shares her insights on why chasing big logos can be misleading. She emphasizes the importance of focusing on renewals and long-term relationships for true profitability. Leslie discusses the pitfalls of MQLs and the need for clearer marketing-to-sales handoffs. She advocates for personalized outreach strategies grounded in real relevance, encouraging teams to prioritize their most profitable customers over mere acquisition. A must-listen for anyone in sales!

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!

Join Amanda (Florez) Palmarchuk, known as Chuk, the Head of Strategy at Scrappy ABM, as she shares her expertise in navigating Account-Based Marketing (ABM) strategies. Discover the power of segmentation and how to effectively target global markets. Chuk emphasizes the importance of aligning metrics with each stage of engagement, avoiding premature meeting requests, and repurposing content. She offers practical tips on choosing the right distribution channels and nurturing relationships to ensure your ABM initiatives thrive.

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.