Scrappy ABM

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.

Christopher 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

• How EHS Insight refines ICP with quarterly reviews and biannual deep dives
• Why aligning marketing, sales, product, and CS is essential for ICP accuracy
• What it looks like to run programs only to accounts showing real intent
• Why they audit channel performance down to closed-won revenue
• How RevOps led the mapping of content to the buyer journey
• The importance of ungated content—and what gets tracked instead
• How video is becoming a key sales enablement priority
• Why culture and leadership alignment make or break your ABM program
• How they measure influence vs. source using Enrich + HubSpot
• Building psychological safety to support risk-taking and learning from failure

• Scrappy ABM
• Connect with Mason Cosby
• Connect with Christopher Collier
• EHS Insight
• Enrich
• Radical Candor by Kim Scott
• Crucial Conversations by Patterson, Grenny, McMillan, and Switzler
• Upnotch (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!

Can you really run an effective ABM program without a six-figure budget? In this special re-release on Scrappy ABM, host Mason Cosby joins The Content Cocktail Hour to debunk the most common myths about account-based marketing—and share how Scrappy ABM generated $3 million in revenue using little more than a podcast, LinkedIn, and clear strategy.

In conversation with Jonathan Gandolf, Mason breaks down what separates “good marketing” from true ABM, the real reasons most programs fail, and why success has less to do with tooling and more to do with internal alignment. They also explore why marketing should start with finance when defining best-fit accounts, how to use content to support outbound, and what it means to sell ethically in B2B.

If your company is over-indexing on tools and underestimating alignment, this is the episode to reset your approach.

Jonathan Gandolf is the host of The Content Cocktail Hour. This conversation features his interview with Mason Cosby, founder of Scrappy ABM and creator of ABM strategies that work without the overhead. You can connect with Jonathan at linkedin.com/in/jonathan-gandolf.

• The reason gifting isn’t a full ABM strategy (and what is)
• How Scrappy ABM generated $3M in 18 months with a $70/month tech stack
• Five factors that determine if your company is ready for ABM
• Why marketers should partner with finance first, not last
• How to identify best-fit customers using profitability and product usage
• What a “content-led outbound” ABM motion actually looks like
• The role of helpful, problem-focused content in modern B2B
• Why “don’t ask for the meeting” is Mason’s most unpopular opinion

• Scrappy ABM
• Connect with Mason Cosby
• Connect with Jonathan Gandolf
• AudiencePlus

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!

Scrappy ABM is back with an unfiltered masterclass on social selling, featuring Morgan J Ingram—Founder and CEO of AMP Creative. Host Mason Cosby walks through Morgan’s five-part framework for building pipeline and engaging decision-makers using LinkedIn, based on real-world outbound experience and data-backed tactics.

From mapping executive buyers and influencers with Sales Navigator to sending blank connection requests that outperform personalization, Morgan breaks down why traditional outreach is falling flat—and what to do instead. Learn how to avoid wasted hours, turn DMs into booked meetings, and design content that reaches even the most invisible buyers lurking in Slack threads.

This is practical, time-saving strategy built for real sellers—not LinkedIn influencers.

Morgan J Ingram is the Founder and CEO of AMP Creative, where he helps teams turn LinkedIn into a revenue engine using proven social selling systems. With firsthand experience as an SDR and a following of over 175,000, Morgan shares tested frameworks that connect sales development to business outcomes.

Connect with Morgan on LinkedIn

• Why LinkedIn connect rates are plummeting—and how to work around it
• The “triangle function” approach to mapping buyers and influencers
• Why blank connection requests outperform personalized ones (with math)
• The “Five Cs” of social selling: clarity, connect, conversations, comment, content
• Why 5–10 comments beat 100—and how to do it in under 30 minutes
• How videos and voice notes outperform text-based DMs
• When to follow up—and the best days to send video messages
• Why content needs to be Slack-shareable, not just algorithm-friendly

• AMP Creative: ampcreative.io
• Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com
• Connect with Mason on LinkedIn for a conversation about ABM: Mason Cosby

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!

Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.

Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn’t one of them.

If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for.

👤 Guest Bio

• Mason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby.

📌 What We Cover

• Why most ABM programs fail at measurement before they even begin
• The six-stage account progression model: from awareness to closed revenue
• Why display ads to cold accounts won’t book meetings (and what to do instead)
• Common sense ways to measure ABM with spreadsheets and ad platforms
• The crawl-walk-run framework for measurement maturity
• The difference between MQAs and MQLs — and why it matters
• Why one-to-one measurement at the awareness stage is usually a waste
• The tech you need (and don’t need) to start measuring ABM effectively
• How to build reporting dashboards for marketing, sales, and executives
• Why Mason insists on admin-level CRM access in every client engagement

🔗 Resources Mentioned

• G2 (for intent signals and review data)
• HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM)
• ZoomInfo, LinkedIn Sales Navigator (list-based triggers)
• 6sense, Warmly, R-B2B (anonymous website visitor tracking)
• 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!

In this episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.

David Chase is the Chief Marketing Officer at Workboard, where he rose through the ranks from Director of Product Marketing to CMO in just four years. He’s passionate about building effective, scalable demand generation programs grounded in customer insight and strategic execution.

Connect with David on LinkedIn

• Why the demand gen rebuild happened 2.5 years into David's time at Workboard
• The lean org structure: domain experts, a single growth hire, and three BDRs
• How they aligned the BDR role with senior enterprise buyers
• Reassessing the ICP with "years in business" as a key maturity signal
• Using customer quotes and references as the foundation of all messaging
• Why horizontal peer influence matters more than industry in 2025
• Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builder
• The simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold calls
• Building a daily measurement model tied to pipeline goals and BDR activity
• How the team generated 3.5x pipeline growth over two quarters
• Common challenges in aligning messaging across C-suite, middle managers, and process owners

Workboard Website: workboard.com

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, 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