Scrappy ABM

Brandon Salisbury, known for his remarkable ability to drive pipeline and revenue growth, achieved a stunning 456% increase in pipeline and 255% in revenue at Tilt. In the discussion, he shares his strategies for aligning sales and marketing through deep data analysis and outcome-driven content. He highlights the importance of understanding product-market fit and adapting messaging to resonate with buyers. Additionally, Brandon delves into the significance of teamwork and proper segmentation, ensuring campaigns are impactful and metrics genuinely reflect success.

Visualizing alignment is more than a buzzword—it’s a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they’re “100% on the same page.”Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, why PowerPoint slides aren’t enough, and how Mural’s teams now center everything on visual artifacts. Mason Cosby, Christina Bottis, and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing’s metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human.👤 Guest BioChristina Bottis, Chief Marketing Officer at MuralWith two decades of B2B tech experience, Christina Bottis brings a belief that ABM is just good strategy. Her hands-on marketing and sales experience shape a focus on mutual empathy and bridging the gap between digital plans and real human resonance.Chris Geraci, VP of Sales at MuralChris Geraci has spent 15 years in SaaS sales and leads the new land team at Mural. He brings a passion for building high-performing teams, fostering trust, and turning ABM strategies into repeatable, team-driven successes—especially when remote work challenges traditional alignment.📌 What We CoverThe danger of “alignment” as just a conversation, not a shared visualHow remote work exposed the flaws in assuming everyone is on the same pageUsing visual artifacts to turn ABM strategy into a single source of truthTranslating customer journeys into actionable, co-owned plansWeekly pipeline meetings, trust-building, and measuring what really mattersThe power of empathy: seeing the world through sales and marketing eyesBuilding rituals—icebreakers, honest feedback, and shared Slack channels—for stronger team cultureCo-creation: making it impossible to blame or credit just one team when you win or loseWhy B2B needs to “get creepy” about users and go beyond firmographicsSmall experiments, learning from failure, and the value of repeatable motions🔗 Resources MentionedMural"Five Dysfunctions of a Team" by Patrick Lencioni (referenced in discussion)LUMA methods (referenced for brainstorming and refining team processes)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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 welcomes Logan Lyles, Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise.Logan Lyles walks through his journey from technology sales to running Sweet Fish Media’s podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals.👤 Guest BioLogan Lyles is Director of Growth at Business Builders. He describes himself as a marketer who feels too much like a salesperson and a salesperson who's too much of a marketer to be comfortable in either camp. Logan helped Sweet Fish Media triple revenue in six months by using podcasting as a strategic playbook to engage and convert their best-fit customers. Connect with Logan Lyles on LinkedIn📌 What We CoverLogan Lyles on feeling “the weirdo in between” sales and marketing, and how that led him to podcastingThe original move from blog writing to podcasting at Sweet Fish MediaHow Logan Lyles became the host of B2B Growth and started interviewing their ICP—VPs of marketing and CMOs at B2B SaaS companiesThe story behind “content-based networking” and tripling business in the first six monthsWhy podcasting can be a better fit than ABM for service businesses and founder-led agenciesThe crucial choice: audience-based vs. account-based podcasting, and why you shouldn’t mix the twoTactical tips for launching: picking a host platform, cover art, episode structure, and keeping interviews short and repeatableList-building and outreach using LinkedIn Sales Navigator, Apollo, or LinkedIn DMs, plus tools like dify and MailshakeHow to use a podcast to uncover sales insights: using your discovery script as interview questionsLeveraging recording tools like Riverside.fm, Buzzsprout, and creating clips for relationship buildingPost-interview strategies: promotion planning calls, following up by text, and creating extra touchpointsExpanding beyond podcasting: running content-based networking with blog articles, research reports, webinars, and more🔗 Resources MentionedStoryBrandCourse.com — Free five-part course and templates from Business BuildersAgencyBuilders.com — Peer-to-peer community for agency owners and leadership teamsLogan Lyles on LinkedInScrappy ABM: Visit for more ABM tips and strategies.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!

Dive into the evolution of account-based marketing as a journey from sales to content. Explore how aligning marketing strategies with the buyer's journey can truly enhance customer experiences. Discover the importance of tailored messaging and the dangers of misusing ABM tactics. Uncover the secrets of the '4D framework' for effective content targeting and learn how sales and marketing teams can collaborate to connect with prospects better. With a sprinkle of humor, this discussion reveals actionable insights to revolutionize your approach!

Most ABM teams make one fatal mistake: they treat the strategy like it’s “set it and forget it.” But as Scrappy ABM host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and channels to the buyer’s journey. Plus, they’ve built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy.If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook.👤 Guest BioChristopher Collier is the Vice President of Marketing at EHS Insight, where he leads demand generation, operations, and digital strategy for their SaaS platform. With a strong background in private equity and B2B marketing, Christopher brings a data-driven, cross-functional approach to building revenue teams.Connect with him on LinkedIn: linkedin.com/in/christopherleecollier📌 What We CoverHow EHS Insight refines ICP with quarterly reviews and biannual deep divesWhy aligning marketing, sales, product, and CS is essential for ICP accuracyWhat it looks like to run programs only to accounts showing real intentWhy they audit channel performance down to closed-won revenueHow RevOps led the mapping of content to the buyer journeyThe importance of ungated content—and what gets tracked insteadHow video is becoming a key sales enablement priorityWhy culture and leadership alignment make or break your ABM programHow they measure influence vs. source using Enrich + HubSpotBuilding psychological safety to support risk-taking and learning from failure🔗 Resources MentionedScrappy ABMConnect with Mason CosbyConnect with Christopher CollierEHS InsightEnrichRadical Candor by Kim ScottCrucial Conversations by Patterson, Grenny, McMillan, and SwitzlerUpnotch (mentorship platform)Resources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!

Can you really run an effective ABM program without a six-figure budget? In this special re-release on Scrappy ABM, host Mason Cosby joins The Content Cocktail Hour to debunk the most common myths about account-based marketing—and share how Scrappy ABM generated $3 million in revenue using little more than a podcast, LinkedIn, and clear strategy.In conversation with Jonathan Gandolf, Mason breaks down what separates “good marketing” from true ABM, the real reasons most programs fail, and why success has less to do with tooling and more to do with internal alignment. They also explore why marketing should start with finance when defining best-fit accounts, how to use content to support outbound, and what it means to sell ethically in B2B.If your company is over-indexing on tools and underestimating alignment, this is the episode to reset your approach.👤 Guest BioJonathan Gandolf is the host of The Content Cocktail Hour. This conversation features his interview with Mason Cosby, founder of Scrappy ABM and creator of ABM strategies that work without the overhead. You can connect with Jonathan at linkedin.com/in/jonathan-gandolf.📌 What We CoverThe reason gifting isn’t a full ABM strategy (and what is)How Scrappy ABM generated $3M in 18 months with a $70/month tech stackFive factors that determine if your company is ready for ABMWhy marketers should partner with finance first, not lastHow to identify best-fit customers using profitability and product usageWhat a “content-led outbound” ABM motion actually looks likeThe role of helpful, problem-focused content in modern B2BWhy “don’t ask for the meeting” is Mason’s most unpopular opinion🔗 Resources MentionedScrappy ABMConnect with Mason CosbyConnect with Jonathan GandolfAudiencePlusResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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!

Morgan J Ingram, Founder and CEO of AMP Creative, shares his expertise on transforming LinkedIn into a powerful sales tool. He reveals why traditional outreach methods often fail, advocating for blank connection requests over personalized ones. Morgan introduces his five-part framework for social selling, emphasizing clarity, engagement, and strategic commenting. He also discusses the importance of thoughtful interactions and quality content to connect with potential buyers. Get ready to revolutionize your outreach strategies and improve response rates!

Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn’t one of them.If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for.👤 Guest BioMason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby.📌 What We CoverWhy most ABM programs fail at measurement before they even beginThe six-stage account progression model: from awareness to closed revenueWhy display ads to cold accounts won’t book meetings (and what to do instead)Common sense ways to measure ABM with spreadsheets and ad platformsThe crawl-walk-run framework for measurement maturityThe difference between MQAs and MQLs — and why it mattersWhy one-to-one measurement at the awareness stage is usually a wasteThe tech you need (and don’t need) to start measuring ABM effectivelyHow to build reporting dashboards for marketing, sales, and executivesWhy Mason insists on admin-level CRM access in every client engagement🔗 Resources MentionedG2 (for intent signals and review data)HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM)ZoomInfo, LinkedIn Sales Navigator (list-based triggers)6sense, Warmly, R-B2B (anonymous website visitor tracking)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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 episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.👤 Guest BioDavid Chase is the Chief Marketing Officer at Workboard, where he rose through the ranks from Director of Product Marketing to CMO in just four years. He’s passionate about building effective, scalable demand generation programs grounded in customer insight and strategic execution.Connect with David on LinkedIn📌 What We CoverWhy the demand gen rebuild happened 2.5 years into David's time at WorkboardThe lean org structure: domain experts, a single growth hire, and three BDRsHow they aligned the BDR role with senior enterprise buyersReassessing the ICP with "years in business" as a key maturity signalUsing customer quotes and references as the foundation of all messagingWhy horizontal peer influence matters more than industry in 2025Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builderThe simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold callsBuilding a daily measurement model tied to pipeline goals and BDR activityHow the team generated 3.5x pipeline growth over two quartersCommon challenges in aligning messaging across C-suite, middle managers, and process owners🔗 Resources MentionedWorkboard Website: workboard.comScrappy 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 episode of Scrappy ABM, Mason Cosby shares a special session pulled from a recent webinar. It’s a hands-on, highly tactical walkthrough of how to launch a closed lost ABM program—with real playbooks, tested frameworks, and a focus on what’s actually changed since the opportunity was marked “closed lost.”Mason lays out why these lost opportunities are your highest-potential revenue channel: you’ve already spent money to acquire them, you’ve built real relationships, and your sales team wanted to win them. Now it’s time to resurrect that pipeline—fast and scrappy. Using the 4D framework (Data, Distribution, Destination, Direction), this episode gives you everything you need to plan and launch your program next week.Whether you're dealing with pricing objections, missing personas, or lost champions, this episode gives you structured, no-fluff ways to reignite deals that were nearly closed. Don’t let them stay dead.📌 What We CoverWhy 60–80% of closed lost opportunities are still re-engageableThe four most effective closed lost ABM playbooks: vertical-based, objection-based, persona-based, and champion-trackingWhy “information without implementation is useless” and how to act within 90 daysWhat most teams get wrong when they skip closed lost dealsThe one question Mason always asks: what’s actually changed?The exact outreach channels, landing pages, and CTAs to use based on deal historyReal examples of how pricing changes, product updates, or even industry shifts trigger win-back conversationsHow to partner with sales to pull CRM data and overcome past objections with trust-building content🔗 Resources MentionedScrappyABM.com/plan – Free campaign planning templateScrappyABM.com/newsletter – Weekly ABM playbooksUserGems – Referenced in the champion tracking playbookResources: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!