Scrappy ABM

Scrappy ABM is all about practical playbooks that don’t break the bank. In this conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion.

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Ryan explains how a board-driven request turned into a framework that now guides sales focus, ABM campaigns, SDR targeting, and even M&A decisions. Together, Mason and Ryan explore the...

Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a team responsible for more than $100 million, Mason explains how to reframe your work...

Mason Cosby, host of Scrappy ABM, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what it takes to escape the cycle of frustration.

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From leadership alignment to sales buy-in...

On Scrappy ABM, host Mason Cosby sits down with Cliff Simon, CEO and founder of Polaris, to get clear on “what the heck is rev ops” and where AI is actually useful. Rev Ops sits at the intersection of systems, processes, insights and analytics, enablement, and a maniacal focus on the customer journey. Cliff draws a sharp line between departmental “ops” and a functional model that breaks down silos and sits in weekly and monthly cad...

On Scrappy ABM, host Mason Cosby sits down with Jeff Hardison, CRO at CaseMark, to cut through tool-first thinking and get back to the fundamentals: pick the ideal customer profile that buys, retains, and expands—then run ABM to get more of your best. Jeff draws a sharp line between ICP and a target audience (the hunch you’re “pushing up a hill”) and shows why alignment breaks when leadership confuses the two.

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They map old-school a...

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.

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With over $25 million in sourced revenue generated from ABM in just three years, Mason brea...

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.

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Natalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2...

A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who’ve been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that aligns marketing, sales, customer success, and rev ops around a shared target accoun...

SDR teams that were well fed by inbound are now shifting from qualification to outbound prospecting. On Scrappy ABM, host Mason Cosby sits down with Josh Gainey, the Go Market lead over at Kasm Technologies, to break down a practical outbound playbook: start with the right SDR hire profile, define who not to target, and align on an A / C / F grading scale that everyone—SDR and AE—buys into.

Josh unpacks “freedom within a framewo...

Scrappy ABM host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook, an $80,000 annual contract, and why “less is more” with “two service lines.” It’s al...

Scrappy ABM brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience.

While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. F...

Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.

Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fi...

On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.

Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web adve...

If you’ve ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you’re not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won’t buy into marketing programs—and what to do about it.

From definitions that don’t match up, to time horizons that clash, to calendars that feel empty or overwhelming, Mason explains how smal...

Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.

Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, sh...

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020.

Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months. They un...

Scrappy ABM delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.

Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using ...

Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experi...

Scrappy ABM brings practical playbooks that don’t break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.

From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what’s working, what’s not, and how Daxko uses A...