Scrappy ABM

In this episode of Scrappy ABM, host Mason Cosby interviews Justin Schmidt, VP of Marketing at JobSync, about how small teams can run impactful ABM programs without costly martech stacks—by leaning into relationships, resourcefulness, and a deep understanding of their best-fit customers.Best Moments:(00:10) Why scrappy ABM matters more than ever in today’s economic climate(03:02) “You can't say we spent a dollar to generate 75¢ in pipeline”(03:35) How to identify your ABM audience by analyzing your top customers(05:34) Winning internal buy-in by showing alignment with what already works(08:35) Why traditional digital ABM often falls short for smaller companies(10:12) Using LinkedIn mutuals to spark warm intros to target accounts(12:46) Tools like Bardeen that make connection-scraping fast and scrappy(16:47) Tapping into professional communities to generate ABM opportunities(18:45) Creating “moments of serendipity” as your core ABM strategy(19:43) Boeing’s hockey-team sponsorship: the ultimate ABM play?Guest BioJustin Schmidt is the VP of Marketing at JobSync, a company focused on hiring operations. With deep experience leading marketing at early-stage, niche-market companies, Justin has built a reputation for designing resource-conscious ABM strategies that prioritize real relationships over expensive tools. He’s a champion of leveraging communities and mutual connections to drive pipeline in a practical, authentic way.

In this episode of Scrappy ABM, host Mason Cosby dissects newsletter reader Joe’s challenge: selling a 24/7 chat-service product to growth-minded operators at independent orthopedic practices—on a scrappy budget. Mason lays out a step-by-step ABM playbook, from pinpointing buying triggers to launching a niche podcast that doubles as a pipeline engine.Best Moments:(00:32) Introduction to Joe’s ABM hurdle—independent orthopedic practices(01:35) Setting realistic conversion expectations & timeframes(02:08) Budget-cycle insights and buying trends in indie practices(03:03) Identifying the trigger point when practices need 24/7 chat(03:58) Finding prospects in associations and private communities(04:09) Geomapping accounts for hyper-targeted ads(04:38) Content strategy: demos, testimonials & proof points(05:37) Why launching a podcast for practice owners is a game-changer(06:39) How the podcast can reliably book 10 meetings per month(07:16) Soft-selling at the close of each podcast interview

In this episode of Scrappy ABM, host Mason Cosby chats with Nadia Davis, VP of Marketing at CaliberMind, about honing in on the right target accounts and proving ABM impact—without blowing the budget.Best Moments:(01:33) How to find your ABM audience by leveraging sales knowledge and customer patterns(04:46) Using current customer data to validate and refine your ICP(08:51) Tactical approaches to ABM that don’t require pricey platforms(14:09) Tools for measuring ABM success at different maturity levels(17:54) Building effective account-based reporting in existing systems(24:19) Why data should be pushed in dashboards, not manually pulled(27:38) Simplifying metrics when reporting to executivesGuest BioNadia Davis is the VP of Marketing at CaliberMind. Known for building high-impact ABM programs and clear measurement frameworks, she previously led sophisticated ABM initiatives at Pay It, demonstrating ROI to executive leadership through smart reporting and storytelling with data.

In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.Best Moments:(00:32) Introduction to the specific ABM challenge from a newsletter subscriber(01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff(01:44) Strategy suggestion: start with manual desk research for a focused target-account list(02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives(03:24) Using social-media research to identify who posted about previous Olympics(04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships(04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations(06:32) Approach of targeting key influencers before decision makers(07:05) Using personalized athlete connections or Cameo videos for higher engagement(08:18) Leveraging scarcity by emphasizing limited sponsorship availability

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.Best Moments:(01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business(01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition(02:24) Why narrowing down from “retail brands” to specific store types is crucial(03:06) Recommendation to focus on geographic regions to make targeting more manageable(03:43) Suggestion to showcase before/after store transformations as compelling content(04:24) Benefits of narrowing the target list to a manageable 50 companies(05:04) Personal example of directly texting prospects identified as best-fit customers(05:56) Recommendation to segment by organization size and specific roles(06:32) Strategy to focus on geographic-based programs with in-person demonstrations(07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services.Best Moments:(00:32) Introduction to the newsletter audience program breakdown format(00:50) Overview of Liana’s ICP, service, and goals(01:02) Need for greater specificity in defining the target ICP(01:35) Recommendation to narrow down “retail brands” to specific retail sectors(02:20) Importance of identifying where the target audience “lives”(03:03) Suggestion for showcasing before/after store walkthrough content(03:51) Strategy for narrowing target list to a manageable number (around 50 companies)(04:14) Leveraging existing customer relationships for referrals(05:24) Value of geographical segmentation for in-person demonstrations(06:30) Final recommendations on list size and targeting approach(06:53) Invitation to subscribe to the Scrappy ABM newsletter

In this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.Best Moments:(00:32) Introduction to Jimmy's ABM playbook submission(00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue(01:37) Mason’s first recommendation: Focus on one geo and one industry at a time(04:05) Strategy for targeting companies with AI governance programs through event panels(05:33) Insights on positioning an AI governance platform to solve compliance challenges(06:51) Recommendation to focus on healthcare or financial services verticals(07:07) Advice on targeting approach: start with influencers and work up to executives

In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.Best Moments:(00:32) Introduction to Melissa's specific account-based marketing challenge(01:28) Addressing potential data silo issues in large organizations(01:48) Overcoming sales compensation challenges for cross-selling(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings(03:29) Leveraging existing customer relationships to lower customer acquisition costs(03:47) Creating compelling offers like "covering the first trip" for construction crews(04:18) Using a product-led growth approach for service offerings(05:33) Integrating cross-sell opportunities during the card onboarding process(06:41) Utilizing news triggers to identify construction projects and expansion opportunities(08:09) Summary of four key strategies to implement the cross-sell program

In this episode of Scrappy ABM, host Mason Cosby analyzes an ABM program request from Brianna, who is targeting manufacturing companies with an industrial sports medicine solution. The episode provides practical guidance on refining ICP targeting and using trigger events to create empathetic outreach that converts to sales meetings.Best Moments:(00:10) Introduction to the Scrappy ABM podcast format and purpose(00:49) Brianna's ABM challenge overview - targeting manufacturing companies with injury prevention solutions(01:16) Why niche vertical-specific products excel with ABM programs(01:43) Suggestions for narrowing and refining the ICP beyond "$100M+ companies"(02:23) Using news about workplace incidents as potential triggers for outreach(02:33) Tool recommendation: Boost Ideal for monitoring news/signals specific to target accounts(03:31) How to approach trigger-based outreach with empathy rather than opportunism(04:23) Building trust through providing helpful resources before pitching solutions(05:16) Strategy for navigating empathy vs. authority in sales outreach(05:52) Conversion math: targeting 200 accounts to achieve 15 sales meetings (7.5% conversion)(06:58) Information about the Scrappy ABM newsletter for more weekly playbooks

In this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators.Best Moments:(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space(01:19) The importance of leveraging FedRAMP authorization as a market differentiator(02:11) Developing an "onlyness statement" based on unique value propositions(02:39) How to identify your true differentiators by asking customers why they buy(03:30) Using the account progression model to highlight specific problems you solve(04:58) Creating buyer enablement content to help champions sell internally(05:40) Warning against claiming "onlyness" publicly without true differentiation(07:29) Recommendation to focus on one department (HR, procurement, or legal) initially