In this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users.

Best Moments:

(00:32) Introduction to the ABM program breakdown format based on listener submissions

(00:47) Overview of Lacey's submission: ICP, product, and goals

(01:17) Critique that the current ICP isn't specific enough for effective ABM

(02:34) Need to narrow down company size focus based on where they provide the most value

(03:18) Recommendation to target companies with small finance teams in growth stages

(04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions

(05:01) Importance of creating hyper-focused messaging based on specific customer profiles

(06:01) Mason shares his own company's highly specific ICP as an example

(07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors

(08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter

In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn.

Best Moments:

(00:31) Introduction to the playbook breakdown format for ABM strategies

(00:49) Overview of Lance's specific situation targeting enterprise insurance companies

(01:21) Why Mason's first ABM program failed by targeting CEOs directly

(01:57) Strategy of targeting manager and director levels instead of C-suite executives

(02:25) Rationale for targeting lower-level employees (more accessible, less flooded inboxes)

(03:13) Cost-effectiveness of targeting below C-suite level (lower CPMs)

(03:33) How to use bottom-up approach to eventually reach decision makers

(03:43) LinkedIn connection strategy and why starting lower increases acceptance rates

(04:39) Building pain awareness with end users who understand day-to-day challenges

(05:53) Implementation through LinkedIn advertising and social selling

(05:59) Suggested cadence of 20 connections per day across multiple accounts

(06:56) Importance of having conversion points like online workshops or events

(07:24) Follow-up strategy to encourage sharing content with higher-level decision makers

In this episode of Scrappy ABM, host Mason Cosby sits down with David Oliva, General Manager of Organomation, to discuss how he leveraged podcasting as an account-based marketing (ABM) tool in the scientific instrumentation industry. David shares how his podcast strategy helped engage key prospects, build industry relationships, and drive measurable business results.

Best Moments

(01:21) Why Organomation launched a podcast for ABM

(05:13) Breaking down the affordable podcast setup process

(07:55) How David finds and secures podcast guests

(12:14) Turning podcast guests into sales conversations

(15:50) Podcasting’s impact on industry visibility and networking

(17:44) Success metrics and business impact from the podcast

(19:23) David’s advice for companies considering podcasting for ABM

David's insights offer a practical playbook for anyone looking to incorporate podcasting into their ABM strategy—especially in niche B2B industries like scientific equipment and laboratory solutions.

In this episode of Scrappy ABM, host Mason Cosby breaks down a specific ABM strategy for a listener named Seth who is targeting independent financial advisors with a new custodial platform. Mason provides practical, budget-friendly approaches to overcome the challenges of marketing to small business owners, with a particular focus on data sourcing and building awareness for a new market offering.

Best Moments:

(01:21) Introduction to Seth's scenario: targeting independent financial advisors with a custodial platform

(01:57] Challenge of data sourcing for independent businesses and small business owners

(03:07) Strategy #1: Leveraging associations for data access and community building

(04:11) Strategy #2: Creating a niche podcast with 70-80% booking success rate for awareness building

(05:44) Conversion potential from podcast guests to customers based on real examples

(07:04) Using podcasting as market research for early-stage products that may evolve

(08:15) Final recommendation: Focus on 2-3 associations plus launching a targeted podcast

Mason shares his own success metrics, noting that 25% of their current client base appeared on their podcast in the past year, and about 50% of customers were podcast listeners for approximately a year before converting, demonstrating the relationship-building potential of this approach.

In this episode of Scrappy ABM, host Mason Cosby speaks with Benjamin Ard, co-founder and CEO of Masset.ai, about creating ABM content that sales teams actually use. They discuss how to identify relevant content, organize it effectively, and involve the entire organization in content creation—while making use of AI to streamline the process.

Best Moments:

(01:27) The importance of relevancy over personalization in content creation

(02:51) Centralizing content and organizing it by customer questions

(05:01) Documenting customer questions across all touchpoints

(08:59) Running pilot programs before full implementation

(12:03) Using AI to organize and search content efficiently

(17:24) Leveraging AI for content creation while maintaining authenticity

(18:55) Involving the entire organization in the content creation process

Guest Bio:

Benjamin Ard is the co-founder and CEO of Masset.ai. With a background in marketing, Ben specializes in helping businesses centralize and organize their content for more effective sales and marketing utilization, particularly within ABM programs. He’s also the host of the Content Amplified podcast.

In this episode of Scrappy ABM, host Mason Cosby uncovers strategies for bridging the gap between sales and marketing—without huge budgets. He dives into why sales and marketing often clash, the goals that drive sales teams, and the steps to create effective ABM playbooks using the four D framework.

Best Moments

(00:54) The constant battle between building brand vs. building pipeline

(12:38) Why sales and marketing are often misaligned

(17:22) The goals of sales teams and their time horizons

(32:36) The four D framework for structuring ABM playbooks

(36:44) The importance of understanding sales compensation plans

(42:45) Upcoming webinar on taking the first steps with ABM

(47:48) Insights on content creation for ABM programs

In this episode of Scrappy ABM, host Mason Cosby shares an interview from GTM Confessions, where he dives into product-market fit (PMF), account-based marketing (ABM), and go-to-market (GTM) strategies. Mason explores why PMF is essential for ABM, who needs to be involved in defining your ideal customer profile (ICP) and target account list, and how to balance immediate results with long-term marketing impact.

Best Moments:

(01:49) Defining product market fit

(06:51) The importance of product market fit for ABM

(09:13) Creating a target account list and involving the right people

(25:54) Common misconceptions when starting ABM

(31:34) Effective tactics and channels for ABM

(34:48) The role of content creation and thought leadership in ABM

(40:36) Balancing immediate results with long-term impact in marketing

(44:04) What go-to-market teams should stop doing immediately

(46:38) Mason’s biggest go-to-market confession

About This Repurposed Episode:

GTM Confessions is a show about the real ups, downs, and behind-the-scenes realities of being a go-to-market (GTM) professional. Hosted by Stephanie, it serves as a weekly therapy session for GTM leaders, featuring real examples of what’s worked and what hasn’t.

Check out the original episode on YouTube to dive deeper into Mason’s insights on scrappy ABM programs and the power of trading fancy tech stacks for effective, boots-on-the-ground tactics.

In this episode of Scrappy ABM, host Mason Cosby invites Liam Moroney, CEO of Storybook Marketing, to explore the often-debated relationship between brand building and sales activation—especially within Account-Based Marketing (ABM). They dive into how brand awareness drives long-term success, the importance of measuring brand metrics effectively, and how to maintain a balance between quick wins and sustained growth.

Best Moments:

(00:32) Introduction to Liam Moroney and the episode’s focus

(01:25) Popular marketing chart showing short-term sales activation vs. long-term brand building

(03:00) Mason’s background in sales and marketing

(05:58) Liam’s perspective on brand awareness in marketing

(12:07) Debate on balancing brand building with sales activation

(18:48) Why brand metrics matter for marketing effectiveness

(26:00) Measuring brand metrics effectively

(35:37) Brand awareness in ABM programs

(44:55) How Scrappy ABM approaches building its own ABM program

(47:46) Impact of budget cycles on marketing effectiveness

(54:58) Final thoughts on why brand awareness is crucial

Guest Bio:

Liam Moroney is the CEO of Storybook Marketing. With a background in demand generation and a passion for brand strategy, Liam brings a unique perspective on balancing short-term activation with long-term brand building. His advocacy for measuring and prioritizing brand awareness has made him a notable voice in marketing effectiveness and MarTech discussions.