Scrappy ABM

On this episode of Scrappy ABM, you’ll hear Mason Cosby on Scale Your Sales with Janice B. Gordon, where he shares a brutally honest take on what causes most ABM programs to fail—and why that failure is the right place to start. From sales comp misalignment to over-engineered target lists, Mason breaks down why focusing on fewer, better-fit customers creates more momentum and less churn.Mason also offers specific, repeatable plays: how to track champions who leave your client companies, how to earn 15+ referrals per quarter with a single list, and why getting “access” in sales is a marketing problem in disguise. If you’re in marketing, sales, or anywhere in a revenue team, this episode’s full of real strategies and red flags—straight from the front lines of ABM.👤 Guest BioJanice B. Gordon is the host of the Scale Your Sales podcast, where she helps CEOs, CROs, and sales leaders grow revenue through key account expansion and customer-centric strategies.📌 What We CoverWhy Mason starts every pitch with “here are all the ways ABM programs fail”The counterintuitive power of trying to talk buyers out of working with youHow to identify and remove small customer roadblocks before selling big ideasWhy most “account-based marketing” is just high-volume sales with a new nameThe difference between reflective accounts and unexplored opportunitiesTwo overlooked ABM plays: champion tracking and referral mappingThe dangers of mismatched compensation between sales and marketingHow Mason handles misaligned teams during the sales process (or walks away)Resources:🔗 Scrappy ABM: Visit for more ABM tips and strategies🔗 Scale Your Sales Podcast🔗 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!

Alexander Goodwin, Director of Demand Generation at Fingerprint, shares his journey in rolling out a one-to-one ABM pilot with remarkable speed and efficiency. He discusses selecting a small group of 20 high-value accounts to demonstrate quick success. Alexander dives into his effective segmentation model, leveraging past sales data to identify the best prospects. Personalization through rep-recorded videos adds a unique touch. The conversation highlights the critical aspects of clarity in account planning and collaborative measurement for driving real revenue.

Scrappy ABM host Mason Cosby sits down with Joseph Lewin, Head of Podcast Strategy at Scrappy ABM, for a tactical breakdown of launching a revenue-generating show in just 30 days. If you’ve ever stalled on getting a podcast off the ground—or struggled to prove its value—this episode delivers an exact playbook.Joseph Lewin shares why podcasting is the most effective networking and sales tool that’s hiding in plain sight. By focusing on speed-to-launch, identifying high-value guests, and using cold outreach that actually converts, Joseph has completely reshaped how Scrappy ABM gets client shows into market. You’ll learn how a 30-day soft-to-hard launch framework accelerates time-to-value—and why skipping the overthinking phase matters more than your gear or perfect positioning.Mason and Joseph walk through who to invite first, why live shows create momentum, and how post-recording green room chats turn ghosted leads into six-figure deals. If you want to build real relationships with the right people—and do it in a scrappy, scalable way—this episode shows you how.👤 Guest BioJoseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since joining the team in mid-February, he has overhauled the entire show onboarding process—cutting timelines down to as little as seven days for soft launches and 30 days for full show deployment. He’s worked on over 30 podcast launches and brings a tested, tactical lens to turning podcasts into revenue engines.📌 What We CoverWhy most shows fail before episode 3—and how to break into the top 1% by reaching episode 21The compounding effect of booking good meetings with great people—without trying to sellWhy thinking of your show as a networking tool, not a sales pitch, leads to more closed revenueHow to use podcast invites to revive ghosted pipeline and closed-lost opportunitiesThe importance of "friendlies" and the texting test to land your first batch of guestsHow live shows create accountability, better content, and faster feedbackThe psychology behind cold outreach that gets real decision-makers to say yesJoseph Lewin's exact four-week launch roadmap—from kickoff to trailer publishA story of how one podcast appearance turned into a $500K deal in under three weeks🔗 Resources MentionedPodcast Hosting: CaptivateRecording Tools: StreamYard, Riverside, ZoomDesign: CanvaResources:🔗 Scrappy ABM: Visit for more ABM tips and strategies🔗 Connect with Mason Cosby on LinkedIn: For more conversations on ABM

Lorena Garcia, Senior Vice President of Marketing at FranConnect, leads a data-driven team focused on enhancing customer experiences. In this conversation, she emphasizes the importance of starting with a 'customer perspective lock-in' for effective marketing. Lorena shares how her team utilizes public growth signals and intent data to prioritize accounts and create personalized strategies. She discusses optimizing sales development through data segmentation and highlights the benefits of collaboration between marketing and sales teams. Discover practical tips for launching an ABM program without high-tech tools.

Jorge Soto, Co-Founder of AssetMule and host of The GTM Pack Podcast, talks with Mason Cosby about the essentials of building an effective ABM program. They discuss the importance of aligning sales and marketing teams, emphasizing clarity and commitment over just using more tools. Mason introduces two frameworks, the Account Progression Model and the Four D Framework, to streamline strategy and measurement. They also explore why many teams underestimate their readiness for ABM and why podcasting isn't always the answer for marketers.

Brandon Salisbury, known for his remarkable ability to drive pipeline and revenue growth, achieved a stunning 456% increase in pipeline and 255% in revenue at Tilt. In the discussion, he shares his strategies for aligning sales and marketing through deep data analysis and outcome-driven content. He highlights the importance of understanding product-market fit and adapting messaging to resonate with buyers. Additionally, Brandon delves into the significance of teamwork and proper segmentation, ensuring campaigns are impactful and metrics genuinely reflect success.

Visualizing alignment is more than a buzzword—it’s a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they’re “100% on the same page.”Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, why PowerPoint slides aren’t enough, and how Mural’s teams now center everything on visual artifacts. Mason Cosby, Christina Bottis, and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing’s metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human.👤 Guest BioChristina Bottis, Chief Marketing Officer at MuralWith two decades of B2B tech experience, Christina Bottis brings a belief that ABM is just good strategy. Her hands-on marketing and sales experience shape a focus on mutual empathy and bridging the gap between digital plans and real human resonance.Chris Geraci, VP of Sales at MuralChris Geraci has spent 15 years in SaaS sales and leads the new land team at Mural. He brings a passion for building high-performing teams, fostering trust, and turning ABM strategies into repeatable, team-driven successes—especially when remote work challenges traditional alignment.📌 What We CoverThe danger of “alignment” as just a conversation, not a shared visualHow remote work exposed the flaws in assuming everyone is on the same pageUsing visual artifacts to turn ABM strategy into a single source of truthTranslating customer journeys into actionable, co-owned plansWeekly pipeline meetings, trust-building, and measuring what really mattersThe power of empathy: seeing the world through sales and marketing eyesBuilding rituals—icebreakers, honest feedback, and shared Slack channels—for stronger team cultureCo-creation: making it impossible to blame or credit just one team when you win or loseWhy B2B needs to “get creepy” about users and go beyond firmographicsSmall experiments, learning from failure, and the value of repeatable motions🔗 Resources MentionedMural"Five Dysfunctions of a Team" by Patrick Lencioni (referenced in discussion)LUMA methods (referenced for brainstorming and refining team processes)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby 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!

Scrappy ABM welcomes Logan Lyles, Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise.Logan Lyles walks through his journey from technology sales to running Sweet Fish Media’s podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals.👤 Guest BioLogan Lyles is Director of Growth at Business Builders. He describes himself as a marketer who feels too much like a salesperson and a salesperson who's too much of a marketer to be comfortable in either camp. Logan helped Sweet Fish Media triple revenue in six months by using podcasting as a strategic playbook to engage and convert their best-fit customers. Connect with Logan Lyles on LinkedIn📌 What We CoverLogan Lyles on feeling “the weirdo in between” sales and marketing, and how that led him to podcastingThe original move from blog writing to podcasting at Sweet Fish MediaHow Logan Lyles became the host of B2B Growth and started interviewing their ICP—VPs of marketing and CMOs at B2B SaaS companiesThe story behind “content-based networking” and tripling business in the first six monthsWhy podcasting can be a better fit than ABM for service businesses and founder-led agenciesThe crucial choice: audience-based vs. account-based podcasting, and why you shouldn’t mix the twoTactical tips for launching: picking a host platform, cover art, episode structure, and keeping interviews short and repeatableList-building and outreach using LinkedIn Sales Navigator, Apollo, or LinkedIn DMs, plus tools like dify and MailshakeHow to use a podcast to uncover sales insights: using your discovery script as interview questionsLeveraging recording tools like Riverside.fm, Buzzsprout, and creating clips for relationship buildingPost-interview strategies: promotion planning calls, following up by text, and creating extra touchpointsExpanding beyond podcasting: running content-based networking with blog articles, research reports, webinars, and more🔗 Resources MentionedStoryBrandCourse.com — Free five-part course and templates from Business BuildersAgencyBuilders.com — Peer-to-peer community for agency owners and leadership teamsLogan Lyles on LinkedInScrappy ABM: Visit for more ABM tips and strategies.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!

Dive into the evolution of account-based marketing as a journey from sales to content. Explore how aligning marketing strategies with the buyer's journey can truly enhance customer experiences. Discover the importance of tailored messaging and the dangers of misusing ABM tactics. Uncover the secrets of the '4D framework' for effective content targeting and learn how sales and marketing teams can collaborate to connect with prospects better. With a sprinkle of humor, this discussion reveals actionable insights to revolutionize your approach!

Most ABM teams make one fatal mistake: they treat the strategy like it’s “set it and forget it.” But as Scrappy ABM host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and channels to the buyer’s journey. Plus, they’ve built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy.If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook.👤 Guest BioChristopher Collier is the Vice President of Marketing at EHS Insight, where he leads demand generation, operations, and digital strategy for their SaaS platform. With a strong background in private equity and B2B marketing, Christopher brings a data-driven, cross-functional approach to building revenue teams.Connect with him on LinkedIn: linkedin.com/in/christopherleecollier📌 What We CoverHow EHS Insight refines ICP with quarterly reviews and biannual deep divesWhy aligning marketing, sales, product, and CS is essential for ICP accuracyWhat it looks like to run programs only to accounts showing real intentWhy they audit channel performance down to closed-won revenueHow RevOps led the mapping of content to the buyer journeyThe importance of ungated content—and what gets tracked insteadHow video is becoming a key sales enablement priorityWhy culture and leadership alignment make or break your ABM programHow they measure influence vs. source using Enrich + HubSpotBuilding psychological safety to support risk-taking and learning from failure🔗 Resources MentionedScrappy ABMConnect with Mason CosbyConnect with Christopher CollierEHS InsightEnrichRadical Candor by Kim ScottCrucial Conversations by Patterson, Grenny, McMillan, and SwitzlerUpnotch (mentorship platform)Resources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start a conversation about ABM.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!