Scrappy ABM

In this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach.Best Moments:(02:05) Introduction to Scrappy ABM and its rapid growth(04:15) Meeting clients where they are and delivering in the short term(06:11) Identifying reasons why ABM might fail in an organization(09:56) The account progression model and its seven stages(22:38) The Four D framework: Data, Distribution, Destination, and Direction(29:50) Breaking down the components of the Four D framework(34:47) Breaking down big problems into smaller, manageable tasks(36:41) Statistics on ABM program success rates and the challenges involvedSpecial Note:This episode is repurposed from Mason’s guest appearance on What’s Your Process? The Podcast by The Creative Brand.

In this episode of Scrappy ABM, host Mason Cosby dives into podcast strategies for Account-Based Marketing (ABM). He explores three podcast types—content engine, public figure, and account-based—and shares actionable insights on how to measure podcast success while creating an impactful strategy tailored to your niche.Best Moments:(02:05) Introduction to Account-Based Marketing (ABM)(07:24) Top reasons why podcast programs fail(10:14) Three types of podcasts: content engine, public figure, and account-based(16:47) Measuring success for content engine podcasts(22:41) Public figure podcasts and their benefits(25:55) Account-based podcasts and their strategy(36:49) Adapting the account-based podcast approach for different niches(43:26) How to measure the success of an account-based podcast

In this episode of Scrappy ABM, host Mason Cosby discusses the top trends in Account-Based Marketing (ABM) for 2025 and beyond with marketing director Evan Cox. They explore emerging strategies and key shifts shaping the ABM landscape.Best Moments:(01:12) Influencer marketing in B2B is on the rise(02:58) The increasing use of AI in ABM programs(04:23) ABM as a buzzword is decreasing, being replaced by GTM (Go-to-Market)(05:19) ABM programs are becoming more focused and less flashy(05:51) The future of ABM involves coordinated efforts between marketing and sales

In this special episode of Scrappy ABM, host Mason Cosby shares a rerelease of his guest appearance on The B2B Growth Blueprint podcast, hosted by Mark Osborne. Mason dives into his "scrappy" approach to account-based marketing (ABM) and explains why it’s more effective than traditional methods.Best Moments:(00:32) Introduction to the episode as a rerelease from another podcast(01:39) Overview of Mason Cosby's background and expertise(02:11) Definition of account-based marketing (ABM) and related terms(06:28) Importance of identifying the best-fit customers for ABM(11:49) Strategies for defining target accounts in ABM(21:49) What makes "scrappy" ABM different from other approaches(26:02) The importance of focusing on people, process, and then technology(29:14) Future plans for Scrappy ABM, including free educational contentCheck out The B2B Growth Blueprint: Listen on Apple Podcasts

In this episode of Scrappy ABM, host Mason Cosby discusses why account targeting should not be the primary focus when building your first account-based marketing (ABM) program. Instead, he emphasizes the importance of focusing on the account progression model and activation playbook structure.Best Moments:(00:46) Why you shouldn't focus on accounts when building your first ABM program(00:57) The two main components of an ABM program: account progression model and activation playbook(01:24) Explanation of the 4D framework: data, distribution, destination, and direction(02:03) The importance of focusing on account progression rather than specific accounts(03:29) Identifying gaps in your ABM program through execution(04:14) Why to focus on existing customers and database contacts initially(04:46) Reasons why many people start with target account lists(06:24) The misconception of target account lists as a final deliverable(07:23) The importance of right time, right person, and right message in ABM(08:18) How to submit questions for future episodes

In this episode of Scrappy ABM, host Mason Cosby sits down with Evan Cox, marketing director, to discuss the crucial role of messaging in Account-Based Marketing (ABM). They explore how tailored messaging can significantly impact the success of ABM campaigns and share insights on creating effective, targeted content for specific accounts.Best Moments:(01:09) The importance of messaging in ABM strategy(02:45) Differentiating messaging for concurrent campaigns(03:24) The significance of clear brand messaging(04:02) Adapting global messaging for specific ABM markets(04:19) Example of tailored messaging for SAP customers(05:32) Leveraging customer logos and testimonials(06:15) Highlighting success and failure points in messaging(07:16) The importance of iterative messaging refinement(08:25) Using ABM programs to test and improve global messaging

In this episode of Scrappy ABM, host Mason Cosby discusses five key points that C-suite executives should understand about Account-Based Marketing (ABM). He provides insights on timelines, expectations, sales team challenges, leveraging existing resources, and the importance of leadership alignment in implementing successful ABM programs.Best Moments:(02:00) Realistic timelines and expectations for ABM results(03:19) Challenges of transitioning inbound AEs to outbound ABM roles(05:23) Overcoming the "lone wolf" sales mentality in ABM programs(07:04) Leveraging existing resources to start an ABM program(09:05) The crucial role of C-suite alignment in successful ABM implementation

In this episode of Scrappy ABM, host Mason Cosby interviews Cynthia Handal, Chief Marketing Officer of Simera, about international talent in the tech industry and her personal journey from Honduras to a successful career in the US.Best Moments:(02:09) Cynthia shares her background and passion for international talent(11:25) Importance of setting clear expectations when hiring international talent(15:36) Differences between hiring contractors and using an employer of record(18:42) Challenges of finding health insurance for international team members(19:33) Strategies for ensuring all team members feel valued, regardless of location(22:39) Advice for companies considering hiring international talentGuest Bio:Cynthia Handal is the Chief Marketing Officer of Simera. Born and raised in Honduras, she transitioned from a career in real estate to the tech industry during the pandemic. Cynthia has experience as a BDR, account executive, and SDR manager. She is passionate about helping international talent find opportunities in the global job market and has grown her LinkedIn following to over 28,000 followers. Cynthia is an advocate for remote work and cultural diversity in the workplace.

In this Scrappy ABM holiday special, host Mason Cosby welcomes guest Brianna Doe to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts!Best Moments:(00:55) Introduction to the topic of aligning ABM programs with influencer marketing(02:17) How to align influencers with brand goals from an audience perspective(05:51) Transitioning from transactional to long-term influencer relationships(09:39) Finding influencers that address your target audience(15:44) The importance of authenticity in influencer partnerships(19:15) Where influencers fit into an overall ABM program(22:59) Integrating paid advertising with influencer marketingGuest Bio:Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com.

In this episode of Scrappy ABM, host Mason Cosby and guest Abhi Yadav from iCustomer discuss leveraging decision intelligence to deploy Account-Based Marketing (ABM) and maintain alignment throughout the process. They explore practical strategies for implementing ABM programs without breaking the bank and share insights on how to use existing tech stacks creatively.Best Moments:(00:06) Introduction to Scrappy ABM and its focus on practical playbooks(02:00) Overview of topics to be covered in the episode(04:24) Defining ABM and its core principles(04:56) Common reasons why ABM programs fail(09:36) Aligning sales and marketing goals and time horizons(14:53) The importance of data in ABM decision-making(20:02) Structuring activation plays for ABM programs(27:42) Examples of effective ABM plays and their implementation(43:23) Maturing an ABM program beyond initial playbooks(51:54) Strategies for building and prioritizing target account listsGuest Bio:Abhi Yadav is the co-founder and CEO of iCustomer, a company specializing in decision intelligence for ABM deployment. With extensive experience in database marketing and go-to-market strategies, Abhi brings valuable insights on data-driven approaches to ABM and the importance of unified metrics across sales and marketing teams.