Scrappy ABM

Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to replace bad clients with high-value partnerships, increase lifetime value, and build a predictable pipeline without adding unnecessary expenses or headcount.

Listeners will hear two powerful frameworks — the account progression model and the four D’s of ABM — along with practical advice on pricing, targeting, and scaling. This episode equips recruiters and service businesses with the mindset and tools to transform their growth strategies while avoiding the pitfalls of traditional acquisition methods.

📌 What We Cover

• Why account-based marketing is the most efficient way to approach B2B recruiting
• The role of ethical selling and conviction in building lasting client relationships
• How niching down leads to better results and stronger positioning
• Common acquisition strategies recruiters use before adopting ABM
• Who ABM works for, the importance of product/message market fit, and ideal contract values
• Overcoming internal pushbacks and misalignment between marketing and sales
• The account progression model for guiding prospects from awareness to closed deals
• The four D’s framework: Data, Distribution, Destination, and Direction
• Practical steps for building a target account list and reducing client escalation risk
• How to measure success and pipeline stability over time

🔗 Resources Mentioned

• Loxo
• Scrappy ABM
• Connect with Mason Cosby 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!

Scrappy ABM brings practical playbooks that don’t break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.

From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what’s working, what’s not, and how Daxko uses AI as a partner rather than a replacement. She details practical workflows that blend automation with human oversight to protect brand voice, improve lead quality, and empower teams. With real examples—from using Clay for enriched targeting to deploying AI Piper for off-hours lead qualification—this conversation challenges marketing leaders to rethink how they scale.

Wendy White is the CMO of Daxko, a software company powering over 25 million daily fitness experiences across gyms, YMCAs, martial arts studios, and boutique fitness businesses. At Daxko, Wendy leads AI-driven marketing strategies that accelerate pipeline and enhance customer engagement. She is passionate about ABM, agentic AI, and building revenue engines that move fast without sacrificing quality.

• Using AI to personalize content for known buying entities and long-tail markets
• How Daxko enriches data with Clay and Seamless to improve outbound precision
• Human-in-the-loop strategies for outbound campaigns and SEO content generation
• Leveraging AI Piper to qualify leads and support customers during off-hours
• Building workflows that 10x content output while protecting brand voice
• Avoiding AI missteps by training tools, protecting the brand, and rethinking ops
• Creating a new “AI Ops” role to maintain orchestrations and drive efficiency
• How AI adoption changes team structures, hiring, and performance expectations

• Daxko
• Clay
• Seamless
• BuiltWith
• Qualified
• Piper
• N8N
• The Boring Marketer (Twitter)
• The Kiln (agency)

Resources:

Scrappy ABM: Visit for more ABM tips and strategies

Connect with Mason Cosby 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!

Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work.

This conversation unpacks how to narrow focus in global markets, identify the right accounts to pursue, and avoid overengineering your strategy. Amanda reveals how segmentation drives success, why starting with existing content accelerates results, and how aligning metrics to progression stages keeps programs on track. They also discuss common missteps like rushing the process or asking for meetings too early—and how to prevent them.

Listeners will walk away with specific ways to repurpose content, choose channels that matter, and measure what really proves ABM is working.

Amanda (Florez) Palmarchuk leads client strategy as Head of Strategy at Scrappy ABM. Known as “Chuk” to the team, she has guided successful ABM programs across global brands by focusing on segmentation, content alignment, and clear progression stages. Amanda thrives on helping organizations create meaningful connections with their target accounts.

• Why segmentation is the foundation of a successful ABM program
• How to focus efforts when global brands want to “go after everyone”
• Choosing distribution channels that match audience behavior and engagement data
• Aligning content with progression stages to build relationships
• The importance of manual tracking and team communication for measuring social impact
• How to identify content gaps and prioritize net new creation
• Metrics that matter across awareness, engagement, and pipeline stages
• Common mistakes teams make, including rushing journeys and asking for meetings too soon

• Hotjar – for tracking engagement and content performance
• 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!

Scrappy ABM, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists.

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This conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of content needs—education, production value, time efficiency, and entertainment—and why missing even one kills ROI.

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From choosing syndication channels to setting up feedback loops that actually work, listeners will hear clear ways to measure success and pivot fast. Whether targeting small businesses or moving upmarket, Rob’s insights reveal how to adjust expectations, fight out incumbents, and make every content dollar count.

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Rob Bellenfant and TechnologyAdvice recommend two essential guides to help revenue leaders evaluate and choose the right lead generation and publishing partners:

• Checklist: 25 Questions to Ask Every Lead Gen Provider — A practical resource to assess potential partners through your buyer’s lens.
• Complete Guide to Choosing the Right Lead Gen Partner — A comprehensive roadmap for selecting partners that align with your pipeline goals and audience needs.

These resources provide clarity on how to navigate content syndication partnerships and maximize ROI.

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Rob Bellenfant, CEO and Founder of TechnologyAdvice, leads a company focused on connecting B2B technology buyers with the right solutions through trusted audiences and high-quality content. Operating across 30 digital media brands and 50+ newsletters, Rob and his team help companies create content syndication strategies that deliver authentic engagement and measurable pipeline.

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• Why trusted first-party audiences outperform mass contact lists
• How to evaluate a content syndication partner through the eyes of your buyer
• The four critical ingredients every piece of content must have to drive ROI
• Why channel selection matters less than content quality and authenticity
• Key differences in measurement between SMB and mid-market buying cycles
• How to set up feedback loops and avoid waiting too long to pivot strategy
• The power of small, fast experiments in paid media for faster learning
• Why tight measurement and clear audience insights pay dividends

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• TechnologyAdvice
• Top 25 Questions to Ask a Lead Generation or Publishing Partner (resource mentioned by Rob)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

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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!

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model.

From understanding what qualifies as meaningful engagement to identifying content gaps through a simple audit, Trevor and Mason break down the nuances of building targeted assets that serve a clear purpose. Whether you're sending emails, building product pages, or prepping for your next webinar, this episode gives you the framework to stop guessing and start aligning content with what your prospects actually need.

Trevor Grimes is the Lead Content Strategist at Scrappy ABM. He focuses on building stage-specific content strategies that connect account-based programs with real buyer behavior. He also previously joined Scrappy ABM to discuss content repurposing and returns this time to walk through net-new content creation across the ABM funnel.

• The five core stages of an account progression model: awareness, initial engagement, meaningful engagement, conversion, and re-engagement
• A simple afternoon exercise to categorize your existing content across the funnel
• How to handle “multi-purpose” content by asking: what do you want them to do next?
• Why short-form social, listicle blogs, and educational posts power awareness
• What content qualifies as initial engagement (hint: it starts to frame the solution)
• Examples of meaningful engagement assets like demos, walkthroughs, and comparison guides
• Why conversion-stage content should be personalized, product-focused, and shareable
• The underestimated power of response-based email CTAs vs. “book a call” asks
• How to use pre- and post-webinar outreach to spark real conversations

• 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!

What if a few LinkedIn headshots and some paint sticks could generate more qualified meetings than a six-figure ABM platform? On this episode of Scrappy ABM, host Mason Cosby welcomes Brandon Redlinger, a seasoned ABM leader and co-founder of The Forge, to break down a low-cost, high-yield play executed during Forrester’s Summit.

The campaign—built around a simple idea called Find Your Face—used printed cutouts of buyers’ faces to turn booth traffic into booked meetings. And it worked so well, the team ran out of faces on Day One.

Brandon shares the full breakdown: sourcing the target list from LinkedIn hashtags and past sponsors, how reps organically promoted the play, and why the Bose headphones weren’t the real incentive. He also explores what worked, what he’d change, and how even fractional marketing teams can align with sales—without becoming order-takers.

Brandon Redlinger is a fractional VP of Marketing and co-founder of The Forge, where he helps ambitious marketing leaders accelerate their careers. He’s also led ABM and demand programs at brands like Noble and Sidebar. Brandon’s known for building smart, scrappy programs that drive pipeline—even without massive budgets.

• The “Find Your Face” event play that turned heads (and booked meetings)
• How they sourced buyer headshots using LinkedIn hashtags and last year’s attendee list
• Why reps started slacking photos of cutouts to execs who didn’t attend
• The moment sales realized the play worked—and jumped in to help
• How adding influencers’ faces boosted social amplification
• Why a $25 Amazon gift card wasn’t the real driver for C-suite engagement
• The shift from geo-based to industry-based territories in ABM
• Brandon’s view on alignment: why marketing success shouldn’t rely on sales buy-in
• Advice for ABM starters: test small, avoid shiny tools, and go narrow on account lists

• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby on LinkedIn: Start a conversation about ABM.
• Connect with Brandon Redlinger on LinkedIn

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!

What if your ABM program is failing before it even starts?

In this special repurposed episode of Scrappy ABM, Mason Cosby shares his guest appearance on the ForgeX Files podcast to break down the five most common reasons ABM programs crash and burn. From leadership indifference to unrealistic targeting, Mason lays out why most pilots never get off the ground—and how to fix them.

This conversation strips away the fluff and gets real about the operational and strategic gaps that sabotage ABM efforts. Whether you’re managing a pilot, leading an enterprise rollout, or thinking about building a center of excellence, this episode is a direct line into what’s working—and what’s not—in ABM today.

• The 5 most common reasons ABM programs fail
• Why leadership buy-in must go beyond “you should do ABM”
• How to avoid overwhelming a single ABM manager with six roles
• Why you should never build a target list based on logo wishlist
• What a realistic, support-backed ABM org chart looks like
• How to align RevOps and ABM strategy with visualization tools
• Why tech is rarely the problem—but often accelerates failure
• The hidden risks of going upmarket with no proof or experience
• How to build a small pilot that creates internal demand from sales
• Using actual customer data to shape a Target Customer Profile (TCP)
• The real cost of chasing enterprise logos that don’t fit

• ForgeX Files Podcast: Follow for more on Account-Based GTM and AI
• Connect with Davis Potter: CEO of ForgeX and host of ForgeX Files
• 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!

For the first time ever, the team at Scrappy ABM is giving away their entire account-based marketing strategy development process — step by step — in a free six-and-a-half-hour workshop on August 7. In this mini-episode, host Mason Cosby shares why this is the clearest, most structured way to walk away with a fully mapped-out ABM strategy that you can start executing the very next day.

If you've been stuck for months, unsure how to get sales fully bought in or how to work within your current tech stack and budget, this session is designed to solve exactly those issues. You’ll come with targeting ideas, objectives, and sales context — and leave with clarity, confidence, and a plan.

• Register for the Free Workshop (August 7): scrappyabm.com/workshop
• Email Mason: [email protected]

• Why Scrappy ABM is hosting a free, full-length strategy development workshop
• What participants will walk away with: a fully built ABM strategy in detail
• How the format helps solve common blockers like sales buy-in and tooling limitations
• What you’ll need to bring to get the most value from the session
• How to register and book prep time with the Scrappy ABM team
• The clarity marketers get when they finally see the ABM puzzle pieces fit together
• How to contact Mason with questions or support needs

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!

What happens when you're a solo marketer in a red ocean—no budget, crowded market, and limited differentiation? If you're Adam O’Brien, you go scrappy and win. On this episode of Scrappy ABM, host Mason Cosby sits down with Adam to unpack how he prioritized accounts, activated a lean channel mix, and built a brand in real time—all while leading marketing solo at a nonprofit-focused SaaS company.

From hijacking trade show audiences to building GPT-powered microsites, Adam shares how marketing created 80% of pipeline despite not sponsoring events, skipping ads, and selling in a highly relational, low-tech vertical. This isn’t theory—it’s the actual playbook, including failures, workarounds, and honest lessons from the field. If you're thinking about ABM but light on resources, this is your blueprint.

Adam O’Brien is the Founding Marketer at Stackpack and co-host of The Don't Be a SaaS Podcast. A product marketer at his core, Adam previously ran solo ABM programs targeting nonprofit organizations, leveraging deep persona research, manual sourcing, and creative content to build marketing-sourced pipeline from 0% to 80%.

• Why the first step in ABM is always reviewing closed-won and closed-lost deals
• How Adam narrowed targeting to 250 accounts per rep using public nonprofit data
• The role of “mission sub-verticals” in fine-tuning outbound messaging
• Why trade shows were targeted—but never sponsored
• The “hijack the audience” strategy that replaced traditional event marketing
• Building community with donation page “glow ups” instead of webinars
• How a long ebook became a GPT tool—and why it drove 4–5x more traffic than the blog
• Creating a branded microsite to unify all assets and track buyer intent
• Why knowing your product market fit and messaging is non-negotiable for ABM
• How product limitations and crowded competition created unexpected challenges
• The critical importance of customer quotes, referrals, and reviews
• Advice for marketers launching ABM without resources: start with product marketing

• Stackpack
• The Don't Be a SaaS Podcast
• Adam O’Brien on LinkedIn

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!

When revenue goals get missed, teams scramble to assign blame — usually across departmental lines. That’s why this episode of Scrappy ABM hosted by Mason Cosby was titled “It’s All Your Fault.” But instead of finger-pointing, this panel unpacks why taking ownership — not blame — is the key to alignment and performance.

In this expert panel, Laura Erdem of Dreamdata, Sarah Sehgal of OpenSesame, and Kacyn Goranson of BetterUp share firsthand challenges of marketing attribution, compensation models, and what alignment really looks like in high-growth B2B companies. The episode explores how misaligned incentives, unclear definitions, and siloed data are blocking collaboration — and how these leaders are actively solving it.

If you're navigating friction between sales, marketing, and ops, this episode offers practical frameworks, tactical tips, and a refreshing dose of honesty.

Laura Erdem is the Director of Sales (US) at Dreamdata, where she brings a seller’s lens to B2B attribution and sales-marketing alignment. She's known for building strong cross-functional partnerships and speaking with marketers daily to fix broken revenue collaboration.

Sarah Sehgal is Director of Growth Marketing at OpenSesame, a leading e-learning platform focused on corporate skills and career development. With a background in sales and over a decade in marketing, Sarah brings a cross-functional perspective to ABM, ops, and revenue programs.

Kacyn Goranson is Vice President of Marketing and Demand Generation at BetterUp. With over 16 years of experience in B2B SaaS, she’s held roles across demand gen, ops, and SDR management — giving her a wide-angle view on the systems and strategies that drive sustainable growth.

• Why “it’s all your fault” is actually a mindset shift — and a leadership advantage
• Org charts and team dynamics: how each guest’s marketing and sales teams are structured
• How company size impacts alignment, attribution, and communication workflows
• Why outbound is now an operational project — not just a sales motion
• The tension between comp plans and collaboration — and what to avoid
• How to measure the “unmeasurable” work like podcasts, LinkedIn, and events
• Why “gut feeling backed by data” is the new north star
• How to use call recordings, Gong triggers, and Slack channels to track anecdotal wins
• The surprising power of visual strategy maps, glossary docs, and restating decisions live
• Why good ABM requires sales at the table — and why good marketing starts with trust

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!