In this episode of Scrappy ABM, host Mason Cosby shares an interview from GTM Confessions, where he dives into product-market fit (PMF), account-based marketing (ABM), and go-to-market (GTM) strategies. Mason explores why PMF is essential for ABM, who needs to be involved in defining your ideal customer profile (ICP) and target account list, and how to balance immediate results with long-term marketing impact.

Best Moments:

(01:49) Defining product market fit

(06:51) The importance of product market fit for ABM

(09:13) Creating a target account list and involving the right people

(25:54) Common misconceptions when starting ABM

(31:34) Effective tactics and channels for ABM

(34:48) The role of content creation and thought leadership in ABM

(40:36) Balancing immediate results with long-term impact in marketing

(44:04) What go-to-market teams should stop doing immediately

(46:38) Mason’s biggest go-to-market confession

About This Repurposed Episode:

GTM Confessions is a show about the real ups, downs, and behind-the-scenes realities of being a go-to-market (GTM) professional. Hosted by Stephanie, it serves as a weekly therapy session for GTM leaders, featuring real examples of what’s worked and what hasn’t.

Check out the original episode on YouTube to dive deeper into Mason’s insights on scrappy ABM programs and the power of trading fancy tech stacks for effective, boots-on-the-ground tactics.