Scrappy ABM

Account-based marketing does not strictly require massive budgets or gated landing pages. Sometimes, all it takes is showing up where your target accounts already spend their time online. On this episode of Scrappy ABM, host Mason Cosby speaks with Greg Rokisky about a highly specific, low-cost marketing play.Greg details the process of building an organic social account program during his time at Sprout Social. He explains how his team partnered closely with sales to identify target accounts and monitor their activity. When a target brand had a viral moment, Greg's team engaged directly on platforms like Twitter and LinkedIn.This strategy created a "bouncy trampoline" effect. Social engagement became a jumping-off point that account executives could use for warmer outreach. Greg and Mason also discuss how to make one-to-one video content that still works for a broader audience, and how to measure the revenue return of simple online interactions.Guest BioGreg Rokisky serves as the Senior Social Media Marketing Manager at Calendly, a scheduling automation platform designed to eliminate the back-and-forth of booking meetings. Prior to Calendly, Greg worked as a Senior Social Media Strategist at Sprout Social, where he led campaigns and built out the organic programs discussed in this episode.Greg is a strong advocate for a social-first customer journey and the creator economy. He focuses on inclusive, human-centered storytelling. You can connect with Greg Rokisky on LinkedIn to see more of his content.What We CoverHow Greg transitioned from standard social media management to pioneering a target account program.The process of creating a "bouncy trampoline" for sales by engaging with quick-service restaurant brands on social channels.Using organic comments as a direct handoff to account executives for warmer outbound messaging.Building one-to-one content that remains valuable for a one-to-many public audience.Tracking success through a pilot program and moving toward a custom W-model attribution strategy.Connecting online interactions to in-person events like Dreamforce and South by Southwest.The missed opportunity of not tying the B2B creator economy into the account strategy from day one.Resources MentionedSprout SocialSales AssemblyDreamforceSouth by SouthwestScrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABM (Link Mason's LinkedIn)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!

They explain why starting with audiences that already know you beats targeting cold accounts. They recommend mining website visitors, closed-lost deals, and the active sales pipeline for high-potential targets. They outline piloting ABM with a few reps and hunting expansion opportunities inside current customers. They define ABM as a revenue alignment strategy measured on known-data audiences.

A fast, practical walk-through of how to audit every marketing effort and map programs from awareness to purchase. A clear method to categorize tactics using a four-part framework and answer six critical playbook questions. Advice on spotting gaps, creating targeted assets, and asking leadership to solve problems rather than just for funds. Tips to map a full plan in under an hour with a ready template.

They argue that executing ABM in the wrong sequence kills programs more than bad strategy. The conversation compares Debt Avalanche vs Snowball to explain why early momentum and quick wins matter. Practical tactics include targeting known audiences like closed-losts and win-backs, using one-to-one audits to convert accounts, validating with a small cohort, and building feeder programs to scale.

Buyers are not searching Google keywords in the dark funnel anymore. They are asking questions in private channels, large-language-model communities, Perplexity, and Slack communities. In episode 259 of Scrappy ABM, host Mason Cosby sits down with Lisa Sharapata to discuss this exact shift in buyer behavior.ㅤLisa shares how she is rewriting marketing playbooks by getting closer to the customer through first and second-party intent signals, in-person events, and Answer Engine Optimization (AEO). She explains how to use artificial intelligence to find content gaps, draft resources with human-in-the-loop oversight, and build highly specific dashboards using Claude code.ㅤMason Cosby and Lisa also discuss why turning off your brand advertising is a mistake and how a strong partnership with sales is strictly required for any account-based marketing program to survive.ㅤ👤 Guest BioLisa Sharapata is the VP of AI and GTM Strategy at Metadata and the Founder of 4Profit GTM. With over 20 years of experience turning marketing into a revenue engine, Lisa specializes in building and aligning go-to-market systems. She previously built the marketing function from scratch at The Arbinger Institute and led GTM transformations at BoostUp.ai and Mindtickle.ㅤToday, she focuses on Answer Engine Optimization and agentic workflows to help B2B leaders scale. Connect with Lisa Sharapata on LinkedIn to join her free weekly AI Exchange on Fridays.ㅤ📌 What We CoverHow buyer behavior has shifted from traditional search to private channels and large language models.Ways to prioritize go-to-market signals without boiling the ocean.Using Meta Match technology to reach B2B buyers on personal platforms like Instagram.Building an Answer Engine Optimization strategy to rank higher in LLMs against competitors.Creating an agentic workflow to automatically identify content gaps, generate drafts, and stage posts.Re-imagining attribution and reporting by pulling CRM and advertising data into custom Claude dashboards.Why in-person dinners and events remain the ultimate relationship accelerators.The dangers of turning off brand spending and how it immediately drops demo request volume.ㅤ🔗 Resources MentionedMetadataAir OpsClaudeHubSpotPerplexityGongLisa Sharapata's LinkedInScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf 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!

If you are not hitting your pipeline goals, you might be ignoring the easiest way to generate revenue: a systematic referral program. Mason Cosby argues that most organizations leave millions of dollars on the table simply because they do not know how to ask for referrals effectively.ㅤMany revenue leaders fall into the trap of thinking referrals are serendipitous or awkward to request. In this episode of Scrappy ABM, Mason breaks down a repeatable process to turn referrals into a scalable revenue engine. He explains exactly when to make the ask, how to structure incentives so everyone wins, and why even offboarding can be a prime opportunity for growth.ㅤWhat We CoverThe three common referral camps: Why most companies either never ask, only get referrals by accident, or rely on a single salesperson to do all the work.The "Wingman Referral" concept: How to structure incentives (inspired by Acquisition.com) that reward both the person making the referral and the new prospect.Asking at the close: Why new customers are actually the best source of referrals immediately after they sign the contract.Leveraging QBRs: Using Quarterly Business Reviews to remind happy clients about referral incentives with a one-time invoice discount.Monetizing offboarding: A strategy to waive final invoices in exchange for introductions when a client leaves due to budget cuts.The economics of referrals: How to calculate the right incentive amount based on your existing Customer Acquisition Cost (CAC).Target Account Mapping: Moving away from generic "who do you know" questions to asking for specific introductions within your target market.ㅤResourcesAcquisition.com: The source of the "Wingman Referral" concept mentioned by Mason.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason: Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!

A practical breakdown of the 4D framework: Data, Distribution, Destination, and Direction. Tips on using triggers and targeted lists to craft personalized outreach. A look at choosing the right channels and why mass "book a call" pages often fail. Advice on matching landing content to buyer awareness and measuring the outcomes that matter.

A tactical webinar on mining closed‑lost deals for fast pipeline wins. Highlights a 4D framework: Data, Distribution, Destination, Direction. Walks through vertical, objection, persona, and champion playbooks for reengagement. Includes a rapid 7‑day diagnostic and action plan to pull, tag, and reactivate past opportunities.

Putney Cloos, CMO at Bombora and intent-data expert who built ABM programs at American Express. She explains what intent data is and how to separate first‑party from third‑party signals. Data provenance and consent are emphasized. They discuss practical uses like spotting churn, validating product direction, and integrating intent into existing tools.

Meghana Bhate, an ABM practitioner who builds scrappy, profit-first programs and playbooks. She walks through targeting by profitability and product-market fit. She explains mapping buying committees from deal records and the Account Progression Model stages. She covers re-engaging closed-lost accounts, channel choices for finite lists, and using AI for data cleanup and segmentation.