Scrappy ABM

In this special Scrappy ABM episode, we’re rebroadcasting a conversation from the B2B Growth Blueprint podcast, where host Mark Osborne interviews Mason Cosby on practical Account-Based Marketing (ABM) strategies.

📢 This episode was originally recorded for B2B Growth Blueprint, a podcast focused on scalable B2B strategies for early-stage SaaS, tech, and service firms.

(00:32) Introduction to the rebroadcast episode

(01:48) Mason’s career journey and experience in ABM

(06:26) What is Account-Based Marketing (ABM)?

(09:02) How to identify best-fit customers for ABM

(12:28) Strategies for defining important target accounts

(21:27) What makes Scrappy ABM different from traditional ABM approaches

(28:44) Future plans for Scrappy ABM, including new educational initiatives

🎧 Listen to B2B Growth Blueprint: Spotify

In this episode of Scrappy ABM, host Mason Cosby joins Don't Be a SaaS hosts Adam O'Brien and Kate Campbell to discuss how B2B companies can implement Account-Based Marketing (ABM) without the hefty price tag. They break down actionable strategies, essential tech stacks, and what’s next for ABM in 2025 and beyond.

📢 This episode is a repurposed conversation from the Don't Be a SaaS podcast, where Mason was a guest.

(00:06) Introduction to Scrappy ABM and its focus on practical playbooks

(04:06) The importance of established product-market fit before implementing ABM

(10:52) The role of data in ABM and identifying best-fit customers

(14:25) Sales compensation’s impact on ABM success and customer retention

(25:11) Building an affordable ABM tech stack for under $1,000 per month

(34:09) Predictions for the future of ABM in 2025 and beyond

(39:19) Resources for learning more about Scrappy ABM approaches

In this episode of Scrappy ABM, host Mason Cosby interviews Sinziana Ursu, Director of Integrated Marketing at Upland Software, about her experience building an Account-Based Marketing (ABM) program at WP Engine. Sinziana shares insights on how she approached ABM, the tactics she used, the tech stack involved, and how she measured success along the way.

Best Moments:

(00:36) Introduction of Sinziana Ursu and her role

(01:40) Initial approach to building an ABM program

(05:59) Tactics used to execute the ABM program

(08:34) Starting point for implementing tactics

(11:35) Tech stack used for executing the program

(15:18) Content creation process and resources

(21:29) Measuring success of the ABM program

(22:45) Unexpected challenges during implementation

(24:43) Parting wisdom for those starting ABM

Guest Bio:

Sinziana Ursu is the Director of Integrated Marketing at Upland Software. With extensive experience in building and implementing ABM programs, Sinziana previously led the development of WP Engine’s enterprise-focused ABM initiative. She’s passionate about aligning sales and marketing efforts to create tailored and creative marketing strategies for target accounts.

In this episode of Scrappy ABM, host Mason Cosby dives into the steps for planning and executing a scrappy Account-Based Marketing (ABM) campaign. He shares insights on how to qualify whether ABM is the right fit for your organization, the importance of aligning sales and marketing teams, and strategies for measuring the success of your ABM efforts.

Best Moments:

(00:32) Introduction to the episode and its format

(01:35) Mason's career background and expertise in ABM

(03:53) Steps for planning a scrappy ABM campaign

(04:58) Qualifications for implementing an ABM program

(07:54) Importance of sales and marketing alignment in ABM

(12:32) The account progression model and four D framework

(16:29) Balancing brand building and sales activation

(20:53) The role of podcasts in ABM and brand building

(24:46) Measuring and understanding results in ABM campaigns

This is a repurposed episode from the podcast AssetMule Podcasts, a podcast about all things go-to-market. Hosted by Jorge Soto, Co-Founder at AssetMule, the show interviews top business leaders from CEOs to product marketing professionals to learn how the best go-to-market strategies are implemented.

In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, the official account executive of Scrappy ABM. They discuss the critical role of sales in ABM, how to strengthen marketing-sales alignment, and practical strategies for implementing a high-impact ABM program.

Key Discussion Points:

00:03:38 - The role of sales in an ABM program

00:06:40 - Practical week-to-week relationship between marketing and sales

00:10:53 - Importance of cross-functional collaboration in ABM

00:14:07 - Developing an effective target account list

00:16:18 - The value of focusing on closed-lost accounts

Throughout the conversation, Mason and Jim emphasize the power of co-creation between marketing and sales, starting with small ABM pilot programs, and maintaining rapid feedback loops to optimize results. Jim highlights the importance of clear communication across teams and how leveraging past relationships can provide unique insights into an account’s potential.

Jim also shares his framework for developing a target account list, focusing on quick wins and accounts with prior engagement. He explains why launching a closed-lost program can generate early pipeline wins and momentum for long-term ABM success.

Guest Bio:

Jim Gilkey is the official account executive of Scrappy ABM. With experience spanning marketing, sales, and account management within ABM-driven organizations, Jim brings a unique perspective on aligning go-to-market teams. He previously hosted the Account-Based Beverages podcast and worked at Terminus, where he advised clients on ABM execution. Jim is passionate about helping teams build scalable, revenue-driving ABM programs.

In this episode of Scrappy ABM, host Mason Cosby sits down with Justin Dorfman, cofounder and CEO of AssetMule, to discuss how companies can implement cost-effective Account-Based Marketing (ABM) strategies. They explore practical playbooks, personalized sales assets, and overcoming common implementation challenges—all without breaking the bank.

Best Moments:

(00:32) Introduction of Justin Dorfman and AssetMule

(01:15) Overview of AssetMule’s pricing and target audience

(02:06) Explanation of AssetMule’s features and capabilities

(06:26) Common use cases for AssetMule, including ABM landing pages

(09:12) Customization options within AssetMule

(13:59) Measuring success and overcoming implementation challenges

(22:38) General advice for implementing ABM programs

Guest Bio:

Justin Dorfman is the cofounder and CEO of AssetMule, a platform designed to help marketers create and manage sales assets. With a background in early-stage sales and product marketing, Justin developed AssetMule to solve the challenges of creating and personalizing sales assets at scale. His mission is to empower marketers and sales teams with impactful, customized content that drives real business results.

In this episode of Scrappy ABM, host Mason Cosby chats with Jenna Bayler, Director of Marketing Operations at Kinective, about implementing account-based marketing (ABM) programs without overspending. Jenna shares actionable insights on identifying ideal customers, crafting engaging content, and aligning metrics with sales objectives for effective ABM campaigns.

Best Moments:

(01:41) Identifying the ideal customer profile for ABM

(04:53) Building a target account list

(07:25) Creating engaging content for ABM campaigns

(13:43) Aligning content with the buyer's journey

(17:21) Measuring success in ABM programs

(20:54) Unexpected challenges in ABM implementation

(22:33) Final advice for launching ABM programs

Key Insights:

• The importance of involving multiple departments to define the ideal customer profile.
• How to utilize progressive form strategies and align marketing metrics with sales objectives.
• Leveraging existing successful strategies creatively to scale ABM programs.

Guest Bio:

Jenna Bayler is the Director of Marketing Operations at Kinective, a company connecting various banking software systems. With expertise in HubSpot and data-driven marketing, Jenna specializes in aligning marketing efforts with sales goals and implementing scalable ABM strategies tailored to the financial technology sector.

In this episode of Scrappy ABM, host Mason Cosby sits down with Mike Allton, Chief Storyteller at Agorapulse, to explore how podcasting can be a powerful tool for account-based marketing (ABM). They discuss targeting, tech stacks, and measuring podcast success beyond vanity metrics.

Best Moments:

(01:48) Targeting the right audience on LinkedIn for B2B SaaS

(06:29) Strategies to make guests comfortable joining the podcast

(10:49) Tech stack for podcast production and distribution

(15:46) Measuring success beyond vanity metrics like downloads

(21:34) Overcoming roadblocks and being patient with guests

Guest Bio:

Mike Allton is the Chief Storyteller at Agorapulse, a leading social media management tool. An experienced podcaster and content creator, Mike runs multiple shows for Agorapulse and his own AI-focused podcast. He is passionate about leveraging podcasting as a key ABM strategy and using AI to streamline the production process.

In this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach.

Best Moments:

(02:05) Introduction to Scrappy ABM and its rapid growth

(04:15) Meeting clients where they are and delivering in the short term

(06:11) Identifying reasons why ABM might fail in an organization

(09:56) The account progression model and its seven stages

(22:38) The Four D framework: Data, Distribution, Destination, and Direction

(29:50) Breaking down the components of the Four D framework

(34:47) Breaking down big problems into smaller, manageable tasks

(36:41) Statistics on ABM program success rates and the challenges involved

Special Note:

This episode is repurposed from Mason’s guest appearance on What’s Your Process? The Podcast by The Creative Brand.

In this episode of Scrappy ABM, host Mason Cosby dives into podcast strategies for Account-Based Marketing (ABM). He explores three podcast types—content engine, public figure, and account-based—and shares actionable insights on how to measure podcast success while creating an impactful strategy tailored to your niche.

Best Moments:

(02:05) Introduction to Account-Based Marketing (ABM)

(07:24) Top reasons why podcast programs fail

(10:14) Three types of podcasts: content engine, public figure, and account-based

(16:47) Measuring success for content engine podcasts

(22:41) Public figure podcasts and their benefits

(25:55) Account-based podcasts and their strategy

(36:49) Adapting the account-based podcast approach for different niches

(43:26) How to measure the success of an account-based podcast