In this episode of Scrappy ABM, Mason Cosby shares a special session pulled from a recent webinar. It’s a hands-on, highly tactical walkthrough of how to launch a closed lost ABM program—with real playbooks, tested frameworks, and a focus on what’s actually changed since the opportunity was marked “closed lost.”

Mason lays out why these lost opportunities are your highest-potential revenue channel: you’ve already spent money to acquire them, you’ve built real relationships, and your sales team wanted to win them. Now it’s time to resurrect that pipeline—fast and scrappy. Using the 4D framework (Data, Distribution, Destination, Direction), this episode gives you everything you need to plan and launch your program next week.

Whether you're dealing with pricing objections, missing personas, or lost champions, this episode gives you structured, no-fluff ways to reignite deals that were nearly closed. Don’t let them stay dead.

• Why 60–80% of closed lost opportunities are still re-engageable
• The four most effective closed lost ABM playbooks: vertical-based, objection-based, persona-based, and champion-tracking
• Why “information without implementation is useless” and how to act within 90 days
• What most teams get wrong when they skip closed lost deals
• The one question Mason always asks: what’s actually changed?
• The exact outreach channels, landing pages, and CTAs to use based on deal history
• Real examples of how pricing changes, product updates, or even industry shifts trigger win-back conversations
• How to partner with sales to pull CRM data and overcome past objections with trust-building content

• ScrappyABM.com/plan – Free campaign planning template
• ScrappyABM.com/newsletter – Weekly ABM playbooks
• UserGems – Referenced in the champion tracking playbook

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for 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!

In this episode of Scrappy ABM, host Mason Cosby chats with Catie Ivey, CRO of Walnut, about how interactive product demos can supercharge account-based marketing by delivering hyper-personalized, use-case-driven experiences that actually convert.

Best Moments:

(01:31) What interactive demos are—and why they matter in ABM

(03:37) Going beyond generic walkthroughs to build tailored demo flows

(06:01) Case study: boosting PLG conversion with demo customization

(08:26) How to personalize even when you don’t have access to a customer’s product

(11:27) Why AI alone isn’t enough—industry-specific context is key

(13:34) Avoiding common demo mistakes: keep it simple, keep it relevant

(15:15) The 12-click rule for building demos that people actually finish

Guest Bio

Catie Ivey is the Chief Revenue Officer at Walnut, a platform that helps companies build interactive product demos that resonate. A leader in revenue operations and GTM strategy, Catie champions a “product-led everything” mindset—bringing the product experience into every stage of the buyer’s journey to fuel engagement, conversion, and long-term adoption.

In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM program submitted by a newsletter subscriber named Melissa, focused on brand tracking services for banks and health insurers. Mason analyzes the current funnel strategy and offers scrappy, actionable tweaks to drive deeper engagement and move stuck accounts forward.

Best Moments:

(00:33) Breaking down Melissa’s ABM program targeting banks and health insurers

(01:00) Ideal customer profile: $1B–$20B financial and healthcare institutions

(01:14) How brand resilience tracking fits into a strategic ABM motion

(01:41) Review of current tactics: LinkedIn, syndication, and email nurtures

(01:56) Why retargeting ads may be a better use of budget

(03:04) The impact of industry-specific landing pages on conversion

(03:38) Ungating demo content to accelerate pipeline progression

(04:34) Introducing a missing “meaningful engagement” stage in the funnel

(06:15) Rethinking messaging: benefits vs. pain points

(08:27) Recap: reengagement, personalization, and messaging refinements

In this episode of Scrappy ABM, host Mason Cosby interviews Justin Schmidt, VP of Marketing at JobSync, about how small teams can run impactful ABM programs without costly martech stacks—by leaning into relationships, resourcefulness, and a deep understanding of their best-fit customers.

Best Moments:

(00:10) Why scrappy ABM matters more than ever in today’s economic climate

(03:02) “You can't say we spent a dollar to generate 75¢ in pipeline”

(03:35) How to identify your ABM audience by analyzing your top customers

(05:34) Winning internal buy-in by showing alignment with what already works

(08:35) Why traditional digital ABM often falls short for smaller companies

(10:12) Using LinkedIn mutuals to spark warm intros to target accounts

(12:46) Tools like Bardeen that make connection-scraping fast and scrappy

(16:47) Tapping into professional communities to generate ABM opportunities

(18:45) Creating “moments of serendipity” as your core ABM strategy

(19:43) Boeing’s hockey-team sponsorship: the ultimate ABM play?

Guest Bio

Justin Schmidt is the VP of Marketing at JobSync, a company focused on hiring operations. With deep experience leading marketing at early-stage, niche-market companies, Justin has built a reputation for designing resource-conscious ABM strategies that prioritize real relationships over expensive tools. He’s a champion of leveraging communities and mutual connections to drive pipeline in a practical, authentic way.

In this episode of Scrappy ABM, host Mason Cosby dissects newsletter reader Joe’s challenge: selling a 24/7 chat-service product to growth-minded operators at independent orthopedic practices—on a scrappy budget. Mason lays out a step-by-step ABM playbook, from pinpointing buying triggers to launching a niche podcast that doubles as a pipeline engine.

Best Moments:

(00:32) Introduction to Joe’s ABM hurdle—independent orthopedic practices

(01:35) Setting realistic conversion expectations & timeframes

(02:08) Budget-cycle insights and buying trends in indie practices

(03:03) Identifying the trigger point when practices need 24/7 chat

(03:58) Finding prospects in associations and private communities

(04:09) Geomapping accounts for hyper-targeted ads

(04:38) Content strategy: demos, testimonials & proof points

(05:37) Why launching a podcast for practice owners is a game-changer

(06:39) How the podcast can reliably book 10 meetings per month

(07:16) Soft-selling at the close of each podcast interview

In this episode of Scrappy ABM, host Mason Cosby chats with Nadia Davis, VP of Marketing at CaliberMind, about honing in on the right target accounts and proving ABM impact—without blowing the budget.

Best Moments:

(01:33) How to find your ABM audience by leveraging sales knowledge and customer patterns

(04:46) Using current customer data to validate and refine your ICP

(08:51) Tactical approaches to ABM that don’t require pricey platforms

(14:09) Tools for measuring ABM success at different maturity levels

(17:54) Building effective account-based reporting in existing systems

(24:19) Why data should be pushed in dashboards, not manually pulled

(27:38) Simplifying metrics when reporting to executives

Guest Bio

Nadia Davis is the VP of Marketing at CaliberMind. Known for building high-impact ABM programs and clear measurement frameworks, she previously led sophisticated ABM initiatives at Pay It, demonstrating ROI to executive leadership through smart reporting and storytelling with data.

In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.

Best Moments:

(00:32) Introduction to the specific ABM challenge from a newsletter subscriber

(01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff

(01:44) Strategy suggestion: start with manual desk research for a focused target-account list

(02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives

(03:24) Using social-media research to identify who posted about previous Olympics

(04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships

(04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations

(06:32) Approach of targeting key influencers before decision makers

(07:05) Using personalized athlete connections or Cameo videos for higher engagement

(08:18) Leveraging scarcity by emphasizing limited sponsorship availability

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.

Best Moments:

• (01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business
• (01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition
• (02:24) Why narrowing down from “retail brands” to specific store types is crucial
• (03:06) Recommendation to focus on geographic regions to make targeting more manageable
• (03:43) Suggestion to showcase before/after store transformations as compelling content
• (04:24) Benefits of narrowing the target list to a manageable 50 companies
• (05:04) Personal example of directly texting prospects identified as best-fit customers
• (05:56) Recommendation to segment by organization size and specific roles
• (06:32) Strategy to focus on geographic-based programs with in-person demonstrations
• (07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services.

Best Moments:

• (00:32) Introduction to the newsletter audience program breakdown format
• (00:50) Overview of Liana’s ICP, service, and goals
• (01:02) Need for greater specificity in defining the target ICP
• (01:35) Recommendation to narrow down “retail brands” to specific retail sectors
• (02:20) Importance of identifying where the target audience “lives”
• (03:03) Suggestion for showcasing before/after store walkthrough content
• (03:51) Strategy for narrowing target list to a manageable number (around 50 companies)
• (04:14) Leveraging existing customer relationships for referrals
• (05:24) Value of geographical segmentation for in-person demonstrations
• (06:30) Final recommendations on list size and targeting approach
• (06:53) Invitation to subscribe to the Scrappy ABM newsletter

In this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.

Best Moments:

• (00:32) Introduction to Jimmy's ABM playbook submission
• (00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue
• (01:37) Mason’s first recommendation: Focus on one geo and one industry at a time
• (04:05) Strategy for targeting companies with AI governance programs through event panels
• (05:33) Insights on positioning an AI governance platform to solve compliance challenges
• (06:51) Recommendation to focus on healthcare or financial services verticals
• (07:07) Advice on targeting approach: start with influencers and work up to executives