Scrappy ABM

Myles Madden, Senior Marketing Lead at 1Password, shares his expertise in building ABM programs for Series B and C companies. He emphasizes starting with a single use case identified from sales, running stealth pilots to validate results, and ensuring alignment between marketing and sales. Myles advises focusing on one or two impactful channels while mapping relevant content to each sales stage. Simplicity in measurement—tracking pipeline amounts and efficiency—is key to demonstrating value and preventing marketing drift.

Most agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy ABM, to reveal how agencies can flip that script through account-based podcasting.ㅤWith data, real client results, and behind-the-scenes process, Mason and Joseph walk through the exact steps to generate conversations with best-fit decision makers, build strategic relationships, and predictably drive revenue. This isn’t about chasing downloads or fluffy brand metrics—it’s about creating $2M in sales within two years by building a system that works even if you start with zero listeners.ㅤ👤 Guest BioJoseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since 2021, he has launched 38 podcasts, directly helping hosts generate over $6 million in trackable revenue from their shows. Beyond B2B strategy, Joseph also runs a YouTube channel where he experiments with building, burning, and creating from logs—showcasing his creativity both in and outside of business.ㅤ📌 What We CoverWhy most marketing agencies are commoditized and how podcasting changes that dynamicThe three overlooked questions every agency should answer before launching a showReal-world examples of $2M+ in revenue sourced through account-based podcastingThe three main podcast models: content engine, account-based, and public figureWhy 90% of shows fail and how to avoid the common pitfalls of measurement, consistency, and promotionA 30-day launch framework to secure conversations with best-fit customersPractical guest outreach strategies that consistently book decision makersHow to turn post-episode follow-up into pipeline and referralsㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMConnect with Joseph Lewin 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!

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.ㅤRyan 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 balance of quantitative data and qualitative insights, the challenges of execution and alignment, and why sometimes the most important outcome is knowing where not to invest.ㅤListeners will hear first-hand how Docupace built four customer cohorts, used them to inform revenue forecasting and cross-sell strategy, and applied the same lens to merger evaluations. The discussion shows how cohort analysis can simplify a complex market and provide a clear cipher for resource allocation, product journeys, and long-term planning.ㅤ👤 Guest BioRyan George is the Chief Marketing Officer at Docupace, a leading digital operations technology provider for the wealth management industry. With deep expertise in financial services marketing, Ryan has led strategies for growth, retention, and profitability. He brings a unique perspective on aligning teams, using data for expansion, and turning complex markets into clear opportunities.ㅤ📌 What We CoverWhy a recapitalization process pushed Docupace to build a cohort analysisThe 14 factors (quantitative and qualitative) used to segment enterprise clientsFour distinct cohorts: behemoths, core market, scalers, and limited-upside firmsHow the analysis reshaped sales strategy, resource allocation, and ABM campaignsUsing cohorts to target SDR outreach and open new doorsAligning marketing, sales, and relationship management through repeated reinforcementHow compensation structures shape alignment across teamsLeveraging cohort analysis for forecasting, CRM integration, and cross-sell strategyApplying the same framework to M&A evaluations and knowing when to say noㅤ🔗 Resources MentionedDocupaceRyan George 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!

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 around six core leadership concerns: sustained organizational growth, efficiency, profit, attracting and retaining top talent, fostering a positive culture, and continued innovation.ㅤListeners will walk away with clear, repeatable ways to prove marketing’s value, tie programs to measurable business outcomes, and protect budgets when inevitable cuts arise.ㅤ📌 What We CoverWhy leaders value repeatable, predictable results over one-shot campaignsHow efficiency compounds when systematic programs run quarter after quarterThe importance of targeting the most profitable customers in partnership with financeHow high-profit customers create happier employees, stronger brands, and talent magnet effectsThe link between customer satisfaction and positive company cultureWhy customer similarity enables meaningful innovation and actionable feedbackHow to frame marketing initiatives in monthly meetings to secure executive buy-inPractical ways to tie every win back to the six leadership prioritiesㅤ🔗 Resources MentionedScrappy ABM: scrappyabm.comConnect with Mason on LinkedIn: Mason CosbyㅤIf 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!

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.ㅤFrom leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to promotions, freedom, and even a tenfold income increase. For marketers who feel like they’re running in circles, this episode offers a practical playbook for building repeatable systems that create engagement, pipeline, and revenue.ㅤ📌 What We CoverThe tale of two marketers: burnout vs. creativity and fulfillmentWhy leadership alignment sets the foundation for everything elseHow pipeline health determines whether sales buys inThe danger of changing target audiences every campaignBuilding systems that generate scalable, repeatable returnsWhy under-resourced seasons can build your careerThe importance of reporting on the right metrics for leadershipMason’s personal story: from overwhelmed solo marketer to repeatable system builderㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies → scrappyabm.comConnect with Mason on LinkedIn → Mason CosbyㅤIf 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!

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 cadences with sales, marketing, CS, and product.ㅤThey cut through AI hype with a people → process → tech sequence, why most teams aren’t ready because the bottom data layer isn’t there, and how a glossary of terms—agreed at the board level—prevents “good in, good out” from turning into “one degree off course at 120 miles an hour.” Expect pragmatic wins: giving salespeople time back by automating admin, faster copy iteration and A/B tests, forecasting deals, and CS deflection and case resolution. The throughline: don’t expect the world—crawl, walk, run—grow capacity without growing headcount, and use enablement (including AI) to train sellers and leaders.ㅤ👤 Guest BioㅤCliff Simon is the CEO and founder of Polaris. He helps people actually understand effective AI implementation to run revenue operations programs. Cliff emphasizes people, process, then tech; Rev Ops as a thought partner to executives; and a maniacal focus on the customer journey. Connect via LinkedIn or polarisops.com.ㅤ📌 What We CoverRev Ops as the intersection of systems, processes, insights and analytics, and enablementBreaking down departmental silos by aligning analytics and systems teams across sales, marketing, CS, and product“People, process, tech” as the order of operations—and why business acumen and human psychology come firstWhy most teams aren’t ready for AI: the bottom data layer, a glossary of terms, and board-level agreement on definitionsThe “good in, good out” warning and the “one degree off course at 120 miles an hour” metaphorWhere not to expect AI right now (full technology implementation) vs. where it helps: admin automation, faster copy iteration, forecasting dealsCS wins: deflection and case resolution so humans can focus on difficult issues and customer careA measured approach: don’t expect the world; crawl, walk, run; grow capacity without growing headcount; enablement to train sellers and leadersㅤ🔗 Resources MentionedPolaris: https://polarisops.comCliff Simon on LinkedIn: https://www.linkedin.com/in/cliff-simon/Lean Six SigmaQ Flow (forecasting context)Salesforce World Tour (New York City mention)Road Show Stops: Atlanta (October 10), Austin (October 23), Chicago (November 5), Boston (later in November, finalizing), Toronto (potentially November)Scrappy ABM: Visit for more ABM tips and strategies.Connect 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!

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.ㅤThey map old-school account-based playbooks to today’s stack, using intent, tasteful personalization by industry or growth stage, and PLG motions that convert free usage into organization-wide adoption—the classic “come over the top” expansion. From Calendly’s surprising webinar signal (“please self-promote the product more”) to building lists with AI agents and wiring product + checkout data to measure PLG ABM, this conversation stays grounded in experiments, feedback, and outcomes.ㅤIf you’re testing a new segment, scaling a hybrid PLG + sales motion, or correcting an over-automated program, this is a practical blueprint to run scrappy without breaking the bank.ㅤ👤 Guest BioJeff Hardison is the CRO at CaseMark and previously served as VP of Product Marketing at Calendly. He’s also worked at Clear Bet and led programs that connect old-school account-based fundamentals with modern platforms, PLG activation, and expansion motions.ㅤ📌 What We CoverThe ICP vs. target audience distinction—and why confusing them derails ABMUsing AI agents to scrape “top 10 / top 100” lists, pair domains, and enrich before outreachOld-school ABM tactics (direct mail, events, coordinated sales air cover) mapped to modern platformsTasteful personalization: segment by industry or growth stage instead of risky person-level guessesWhy PLG content can lean product-tutorial, while sales-led needs more category/problem educationThe hybrid PLG + sales content path: awareness → sign-up → self-pay → sales expansion → CS enablementMeasuring PLG ABM: wiring product data and checkout to prove sign-up, activation, upgrade, and spreadThe Dropbox method: free “viral” adoption, then one org, one invoice, and IT alignment (SSO, SCIM)Running manual ABM to expose solvable problems (tracking, enrichment, MQA signals) before scaling toolsUser interviews that reveal unexpected edge use cases—and reshape ICP, content, and product prioritiesㅤ🔗 Resources MentionedCalendlyHubSpotCaseMarkZoomInfoClayApolloChatGPTManus (for building AI agents)Clear BetDropbox (“Dropbox method” reference)US Banker Magazine (example within trade publications)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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!

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.ㅤWith over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.ㅤ📌 What We CoverThe tension when marketing hits its goals but sales doesn’tWhy account-based marketing is exclusive to B2B organizationsHow aligning marketing, sales, and customer success creates better resultsThe importance of building a shared list of target accountsWhy those accounts should reflect your happiest and most profitable customersHow to involve finance in identifying best-fit accountsA simple, toddler-level definition of ABM: only invite the best people to your partyㅤ🔗 Resources MentionedScrappy ABM: Visit for more ABM tips and strategies. scrappyabm.comConnect with Mason on LinkedIn for a conversation about ABM: Mason CosbyㅤIf 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!

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.ㅤNatalie, 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 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.ㅤ👤 Guest BioNatalie Marcotullio is Head of Growth and Product Marketing at Navattic. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.ㅤ📌 What We CoverWhy one-to-many ABM fits when ACVs don’t justify one-to-oneGoing beyond G2 categories to find hyper-specific sub-verticalsTools like Apollo lookalike features and Oceans IIO for niche targetingMapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programsThe role of interactive demos in mid-funnel engagementStacking and consolidating signals through Koala and Slack alertsMeasuring everything against pipeline, not just demo engagementStandardizing processes with sales to avoid wasted spend and list churnㅤ🔗 Resources MentionedNavattic — Interactive demo platformKoala — Signal aggregation platformApollo — Lookalike and targeting toolOceans IIO (mentioned as niche targeting tool)Cyber Marketing Con & Cyber Marketing Society (events referenced)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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 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 account list that reflects best customers, with data-driven decision making.From pre-COVID tool stacks (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads) to unbundled, signal-driven programs, the group contrasts platform-led decisions with strategy-first programs. Costs spiraled—$200k+ in tools and team lift pushing some stacks to $910k—while teams chased account-level intent that often came from one contact or disappeared inside the ICP filter. Today’s shift centers on signals, precision, and orchestration: pick the right accounts, design plays around triggers, personalize experiences, and measure contribution, not just source. The takeaway: get the foundations right, then add tech that plays nicely together.👤 Guest BiosAmber Bogie — Director of Global UCC Marketing at GoTo Technologies. Long-time ABM practitioner who has seen changes, trends, and disasters, built programs with Terminus and Uberflip/PathFactory, and calls for data-driven decision making and realistic goals with leadership.Jess Cook — Head of Marketing at Vector, a contact-based marketing platform. Background in copywriting, creative direction, and content; highlights signals and the contact-level reality behind account intent, plus ads audiences built from website and competitive research signals. Also hosts “This Meeting Could Have Been a Podcast” with CEO Josh.Pete Lorenco — Leads Growth Marketing at Flexera (field, partner, and ABM campaigns). Has worked in enterprise and startup, made “every mistake…5,000 times,” and now pushes strategy first, signals and plays, personalization, and measurement beyond sourced attribution.📌 What We CoverA working definition of ABM: B2B revenue strategy aligning marketing, sales, customer success, and rev ops on shared best-customer accounts with data-driven decision making.Pre-COVID stacks that shaped early programs: Engagio→Demandbase, Terminus display, Uberflip/PathFactory for content, Marketo/Salesforce, LinkedIn Campaign Manager, Google Ads, direct mail (manual to sending platforms).Why it got so expensive: platform black boxes, novel data, “full-suite” promises, and the conflation of tool = strategy, plus team cost on top of licenses (examples up to $910k).The signal reality: half of account intent from one contact; ~90% of account intent drops when filtered to ICP—so who is the contact and what is the next play?Moving from mass outreach to precision demand: triggers, plays, personalized experiences, and orchestration across channels.Measurement that leadership buys: beyond marketing-sourced to contribution to all pipeline, showing touchpoints, buyer journeys, and education for long cycles.Unbundled ABM in practice: add tools that do a few things exceptionally well, integrate, and support the strategy, not the other way around.Foundations and fit: who to invite to the party, how to identify them, and when ABM isn’t a fit (see episode 149).🔗 Resources MentionedPlatforms/Tools: Engagio (now part of Demandbase), Demandbase, Terminus, Uberflip, PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads, Outreach, Salesloft, Six Sense, User Gems, Vector, Clay, ZoomInfo, Bombora, HD Insights, Full Circle, Writer, Alice, Sendoso, Reachdesk, CMO Coffee Talk (Slack community), Netflix (content analogy).Shows/Episodes: Scrappy ABM episode 149 (who’s not a fit for ABM).People: Amber Bogie, Jess Cook, Pete Lorenco, Josh (Vector CEO on the podcast with Jess), Sangram (introduction mentioned), Sam Ney (community reference).Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABMIf 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!