Scrappy ABM

Tony Bradberry, Managing Director at Grey Matter and B2B marketing engineer, shares how problem-centric homepages can outperform niche landing pages. He explains their Intelligent Dossier that automates account research and creates persona-tailored content. They cover dynamic pages, scalable personalized video, layered retargeting, and why running ABM alongside high-intent search matters.

Mason Cosby, founder and CEO who builds repeatable, low-tech ABM programs, explains why you do not need new software to start. He covers why tech-first approaches fail and the five common roadblocks. Short, practical frameworks are shared for account progression, 4D activation playbooks, event tactics, referrals, and how to align sales and marketing with a small pilot team.

Kris Rudeegraap, Co-Founder and Co-CEO of Sendoso, led major acquisitions and platform consolidation. He discusses unifying data and CRM before outreach. He describes relationship-first welcome tactics like office hours and warm mailers. He explains a certification program that drove big spend increases and a patient migration approach for acquired platforms.

A tactical playbook for turning conferences into ROI-positive relationship accelerators. Short, practical steps for booking meetings before you travel and finding the right attendees early. A rule to always schedule a follow-up during in-person conversations. Creative uses of speaking slots, private dinners, and content offers to surface real buyers.

Mason Cosby sits down with Gillian Hinkle to discuss the complexities of marketing within a portfolio company. When an organization moves from a single product to a suite of services, marketers often struggle to build intentional sequencing. Gillian shares her approach to identifying customer behaviors and mapping the overlap between different buying committees.ㅤShe explains why you cannot go it alone: you must work with other teams to find commonalities in lead information and problem sets. A critical part of her strategy is to market to the internal sales team first. If sellers do not understand the deal cycle or how a new product addresses a specific pain point, they will not present it to their customers.ㅤGillian also details how to protect the customer relationship by validating data with product managers before launching a campaign. She emphasizes the importance of "small measures"—tracking observable behaviors and engagement rates in internal channels like Slack—to understand program success before revenue numbers come in.ㅤGuest BioGillian Hinkle is a seasoned marketing leader currently serving as the Senior Director of Product Marketing at Salesforce, with a focus on Heroku, a cloud platform as a service (PaaS). Her career trajectory transitions from an initial background in arts administration and education to technical B2B marketing leadership in the SaaS and cloud infrastructure sectors. Before joining Salesforce, Hinkle served as Director of Growth Marketing at Earnix.ㅤWhat We CoverUsing behavioral data to identify which customers are ready for expansion products.How to map the overlap between different buying groups—like marketing buyers versus data buyers—in a portfolio company.Why you must understand sales compensation before asking account managers to sell a new product.The strategy of "marketing to sellers" first: using enablement sessions to test if an offer is right for the current market.Protecting customer relationships by excluding unqualified accounts and validating pain points with product teams.Using Slack channels and lists to manage program execution and track internal engagement.The importance of reporting "small measures" and observable behaviors when revenue data is not yet available.ㅤResourcesHeroku: A cloud platform as a service (PaaS) supporting several programming languages.Slack: The primary communication tool Gillian uses for program management.Connect with Gillian Hinkle on LinkedInScrappy ABM: Visit for more ABM tips and strategies.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!

If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.ㅤIf you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you.ㅤInstead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake.ㅤWhat We CoverThe problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.The swag rule: Why you should offer your branded gear as an option rather than the default gift.Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival.ㅤResourcesScrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.Visit for more ABM tips and strategiesConnect with Mason on LinkedInㅤIf 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!

Hannah Forson, Senior Manager of Demand Generation at BambooHR who builds mid-to-bottom-funnel, account-focused programs. She explains how to define target accounts using closed-won data. She breaks down decision-committee messaging for finance vs HR. She shows how to repurpose existing content and earn channel buy-in while handling longer, higher-quality sales cycles.

They argue why B2C-style lead volume fails in complex B2B buying scenarios. They call out the obsession with downloads and attendees that leaves pipelines empty. They explain how poor lead quality erodes sales trust and wastes budget. They outline moving from broad ICPs to specific target account lists and using account-based approaches to market only to companies you actually want.

Adam Holmgren, CEO and co-founder of Fibbler, built a tool to connect LinkedIn ads with CRM systems. He talks about proving ad influence without clicks. Topics include sending impressions and engagements into HubSpot/Salesforce, building influence-to-pipeline reporting, account scoring and sales signals, and practical ABM workflows for SMBs and marketers.

They argue most companies already have 75% of what they need for account-based marketing and warn against buying tools before strategy. A practical Account Progression Model and a 4D Framework (Data, Distribution, Destination, Direction) show how to turn scattered tactics into measurable plays. Learn how stage success metrics can trigger the next action and why filling middle-stage engagement gaps matters.