In this episode of Scrappy ABM, host Mason Cosby discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies.Best Moments:(00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals(01:25) Gaining clarity on structuring an ABM program(04:04) Discussion on various ABM-related terms and their similarities(08:35) Three core reasons why ABM programs fail(12:56) Importance of focusing on people and processes before investing in technology(15:22) Introduction to the account progression model framework(16:31) Explanation of the 4D framework for building activation playbooks(19:37) Identifying current marketing activities and how they fit into the account progression model(24:09) Examples of how to track and measure various marketing activities(27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model

In this special episode of Scrappy ABM, host Mason Cosby joins Dave Gerhardt on the Exit Five podcast to discuss simplifying Account-Based Marketing (ABM) strategies and implementing a signal-based go-to-market approach. This episode is repurposed from Exit Five, where Mason was a guest sharing his insights on practical ABM implementations without the need for complex tech stacks.Best Moments:(01:17) Why ABM is a popular but challenging topic for marketers(05:59) Who should implement ABM strategies(09:41) Differences between ABM and pure play demand generation(15:10) The importance of personalized content in ABM(24:41) The four D's framework for ABM: Data, Distribution, Destination, and Direction(28:57) Benefits of starting with closed-lost and website re-engagement programs(34:29) ABM myths and misconceptions(37:31) The importance of a crawl, walk, run approach to implementing ABMGuest Bios:Dave Gerhardt: Dave is the founder of Exit Five and a former startup CMO. He is a renowned marketing expert and thought leader with extensive experience in B2B marketing, including content marketing, demand generation, and ABM. Dave is known for his practical approach to marketing strategies and hosts the Exit Five podcast, helping B2B marketers grow their careers.Mason Cosby: Mason is the host of the Scrappy ABM podcast and an ABM expert specializing in building effective ABM programs on low budgets. Over the past three years, he has sourced over $8 million in revenue, driving an 18X ROI. Mason runs various ABM-related content platforms, including a podcast, newsletter, website, and a masterclass in partnership with UserGems.About Exit Five Podcast:The Exit Five podcast, hosted by Dave Gerhardt, features conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing. Episodes cover planning, strategy, operations, ABM, demand generation, product marketing, brand, content, social media, and more, providing valuable insights to help marketers grow their careers.Additional Resources:Listen to the full episode on Exit Five:SpotifyApple PodcastsAmazon MusicPlayerFMJoin the Exit Five Community: exitfive.comConnect with the Guests on LinkedIn:Dave GerhardtMason Cosby

In this special episode of Scrappy ABM, host Mason Cosby joins Natalie Furness and Andrei Zinkevich to discuss practical approaches to Account-Based Marketing (ABM) that don't require expensive technology investments. This episode is a repurposed session from the RevOps Automated show, where they explore how to build effective ABM programs using existing tools and processes.Best Moments:(01:56) The importance of technology stack in ABM(04:33) Essential processes for starting an ABM program(07:06) The 4D framework for building an ABM program(10:51) Using third-party intent data in ABM playbooks(17:42) Balancing account-focused and contact-focused approaches(23:31) Measuring lifecycle stages at account vs. contact levelGuest Bios:Natalie Furness: Natalie is the CEO and Founder of RevOps Automated, a technology consultancy that helps international businesses scale revenue by aligning people, processes, and data systems. Ranked among the top 10 Revenue Operations thought leaders on LinkedIn, she is also the president of the RevOps Research Collective and author of The Annual RevOps Report. Natalie is passionate about inspiring positive change and evokes action through her keynote speeches and seminars.Andrei Zinkevich: Andrei is the Co-Founder of Fullfunnel.io, where he transforms B2B tech and service-based companies from siloed sales and marketing operations to full-funnel account-based marketing and demand generation systems. Fullfunnel.io helps teams develop ABM strategies, launch pilot programs, and scale without increasing budgets or relying on external agencies.About RevOps Automated:RevOps Automated is a platform powered by CEO Natalie Furness, focusing on aligning revenue operations to drive scalable growth in B2B companies. This episode is a repurposed session from their series, where they delve into building the best technology stack for B2B growth at scale, particularly through the ABM approach.

In this special episode of Scrappy ABM, host Mason Cosby joins Morgan J. Ingram on the Marketing Mayhem show to discuss practical Account-Based Marketing (ABM) strategies and lessons learned from past campaigns. Alongside guests Tyler Pleiss and Corrina Owens, they dive into the do's and don'ts of ABM, share real-life campaign breakdowns, and offer valuable tips for marketers looking to implement or improve their ABM efforts.Best Moments:(01:05) The premise of the ABM Showdown: Marketing revolution or outdated relic?(05:41) Defining Account-Based Marketing (ABM)(09:03) Do's and don'ts of ABM(19:02) Breakdown of real ABM campaigns(32:02) Determining when sales should engage in ABM(41:35) The "Roast Session": Sharing unsuccessful ABM campaigns and lessons learned(51:48) Top ABM tips from each guest(54:40) Working with content marketing teams for ABMGuest Bios:Morgan J. Ingram is the founder of Amp Creative and the moderator of Marketing Mayhem, an edutainment show that mixes humor with learning. He brings together top industry professionals to review what works and what doesn't in marketing.Tyler Pleiss is the Associate Director of Growth Marketing at Movable Ink, specializing in ABM tactics and building account-based go-to-market strategies.Corrina Owens is a marketing professional with extensive experience in ABM strategies. In her spare time, Corrina teaches aerial silks.Mason Cosby is the host of Scrappy ABM podcast and an ABM expert. He runs various ABM-related content platforms, including a podcast, newsletter, website, and masterclass in partnership with UserGems.About Marketing Mayhem:Marketing Mayhem is an edutainment show moderated by Morgan J. Ingram, founder of Amp Creative. The show mixes humor with learning by reviewing what works and what doesn't in marketing, featuring top industry experts who tackle different areas of marketing in each episode.

In this episode of Scrappy ABM, host Mason Cosby discusses the challenges of sales and marketing alignment in Account-Based Marketing (ABM) programs and provides strategies to overcome these obstacles.Best Moments:(01:42) Three main reasons for marketing and sales misalignment(01:49) Historical lack of tangible pipeline delivery from marketing(03:59) Compensation structures not incentivizing alignment(06:47) Sales team's protective nature over pipeline and accounts(09:40) Strategies for marketers to overcome alignment challenges(12:38) Importance of starting small and building trust with sales teams(13:26) Addressing compensation structures to drive engagement(14:14) Targeting the right salespeople for ABM program involvement

In this episode of Scrappy ABM, Mason Cosby joins a lively debate with Tim Davidson on various aspects of Account-Based Marketing (ABM). The episode is structured as a three-round debate covering intent data, ABM platforms, and pilot programs, offering diverse perspectives and insights for ABM enthusiasts.Best Moments:(03:02) Round 1: Debate on the effectiveness of intent data(08:38) Round 2: Discussion on the value and necessity of ABM platforms(14:14) Round 3: Debate on investment strategies for pilot programs

In this episode of The Social Selling Podcast, host Daniel Disney interviews Mason Cosby, host of Scrappy ABM, about his successful social selling strategies on LinkedIn. Mason shares how he has generated significant revenue without relying on viral content or a large following, focusing instead on consistent, meaningful engagement.Best Moments:(02:38) Mason's start on LinkedIn and initial failures(03:58) The importance of engaging with prospects' content(05:18) Balancing personal and professional content on LinkedIn(10:50) Mason's approach to converting connections into clients(16:40) Time commitment for social selling activities(18:39) Maintaining consistency in social selling efforts(23:39) The importance of patience and long-term commitment in social selling

In this episode of Scrappy ABM, host Mason Cosby welcomes Isaac Ware and Trinity Nguyen from UserGems to discuss signal-based go-to-market strategies. They explore the definition of signals, how to identify and leverage them, and common misconceptions in the industry.Best Moments:(00:32) Introduction to signal-based go-to-market strategies(01:35) Definition of signals in go-to-market context(03:00) Identifying viable signals within customer base(07:26) Common misconceptions about signals and intent data(10:52) Time sensitivity of contact vs. account signals(13:31) Operationalizing stacked signals for BD teams(16:21) Theming and grouping signals for effective implementation(19:43) Hurdles in implementing signal-based approaches(22:32) Introduction to Scrappy ABM Master Class resourceGuest Bios:Isaac Ware is a representative from UserGems, a company specializing in signal-based marketing and sales solutions. Isaac brings expertise in leveraging customer data and signals to improve go-to-market strategies.Trinity Nguyen is also from UserGems and contributes insights on implementing signal-based approaches, particularly focusing on the practical aspects of operationalizing these strategies for sales and marketing teams.

In this episode of Scrappy ABM, host Mason Cosby discusses the second most common reason why Account-Based Marketing (ABM) programs fail: lack of dedicated resources. In this AMA episode, he emphasizes the importance of executive sponsorship, cross-functional collaboration, and starting small with a focused pilot program to ensure ABM success.Best Moments:(01:44) The second reason for ABM failure: lack of dedicated resources(02:25) ABM as organizational change, not just a marketing initiative(03:31) The pitfalls of assigning ABM to a single marketing manager without support(04:28) The importance of executive sponsorship and cross-functional teams(05:35) Starting small with a focused pilot program for better long-term success(06:39) Required resources: executive sponsorship, marketing support, and sales involvement(07:23) Considering customer expansion as a starting point for ABM programs

In this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.Best Moments:(01:31) Mason introduces himself and his experience with ABM(02:33) The evolution of ABM since its buzzword days(04:11) Common challenges and pain points in modern ABM(08:25) How successful ABM programs contend with AI and self-service buying journeys(11:17) The concept of "stacking signals" instead of scaling ABM(16:32) What keeps Mason coming back to B2B MX events(18:39) Preview of Mason's upcoming keynote at B2B MX East(20:30) The future of ABM and what successful programs will look like