Scrappy ABM

A best-of pulls the moments worth keeping, and this one runs from getting internal buy-in all the way to proving the ads nobody clicks. On Scrappy ABM, Mason Cosby revisits four conversations that each solve a different part of running an account-based program without an enterprise budget.

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Hannah Forson explains how to bring channel managers along without wrecking their metrics. Payton Christopher builds a target list from CRM data and customer-service influence. Greg Rokisky turns organic social into an account channel. Adam Holmgren connects LinkedIn ad data to the CRM so brand awareness stops being invisible.

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👤 Guests

Hannah Forson, Senior Manager of Demand Generation at BambooHR, layers account-based motions on top of a primarily inbound engine.

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Payton Christopher, Head of Demand Generation and Growth Marketing at Delivery Solutions, runs an enterprise-focused program built on CRM data, events, and paid social.

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Greg Rokisky, Senior Social Media Marketing Manager at Calendly, built the organic social ABM program discussed here during his time at Sprout Social.

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Adam Holmgren, Co-Founder and CEO of Fibbler, created a tool to measure LinkedIn ad influence after struggling to prove the channel to his own board.

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📌 What We Cover

• Isolating an ABM campaign so a channel manager's CPMs and form fills stay clean in reporting.
• Why a separate executive campaign over the holidays captures decision makers when the market is quiet.
• Defining the ICP from CRM data instead of asking each department for an opinion.
• Engaging frontline influencers who have no buying power but real internal influence.
• Building a target account list with sales and engaging brands during their viral social moments.
• Making content that is one-to-one for the account and one-to-many for the audience.
• Connecting LinkedIn ad data to the CRM to surface influenced companies and deals.
• Avoiding LinkedIn super titles so you target specific roles you can actually follow up with.

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Resources:

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!

Most ABM programs stall not because the channels are wrong, but because nothing is designed to actually move accounts forward. This episode of Scrappy ABM pulls from the live Q&A section of one of Mason Cosby's ABM in a Day workshops, and the questions are exactly the ones practitioners get stuck on: how to define account progression stages, how long to run a re-engagement playbook before giving up, and what a real conversion mechanism looks like when you're running lean.

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The episode wraps with a live program teardown with a workshop attendee, walking through her actual ABM stack channel by channel. It's the kind of honest, real-time problem solving that reveals where most scrappy programs break down.

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📌 What We Cover

• How to define the intent of each account progression model stage, from awareness through re-engagement, and why that definition has to come before you can track anything
• What makes Mason's Fix Your Site program still his all-time favorite, and the broader philosophy behind programs built on first-party, willingly-given data
• Why live engagement formats (workshops, webinars) beat passive content for moving accounts and building relationships at scale
• How to structure a re-engagement playbook: four quarterly sales touches, mirroring initial engagement, with a 12-month window before you call an account dead
• The four data sources that power a pre-event program, two of which cost nothing, and why most event ROI problems are actually a pre-event planning problem
• Three core event destinations (booth, speaking session, happy hour side event) and why getting the meeting set on-site is the only reliable path to a follow-up meeting
• A live ABM program audit with a workshop attendee targeting school superintendents, including a real-time diagnosis of what's missing: a conversion mechanism at meaningful engagement

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🔗 Resources Mentioned

• Scrappy ABM Workshop: ABM in a Day, runs every four to six weeks

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Resources:

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!

Most ABM teams are drowning in signals and stressing about gaps in their programs. This episode of Scrappy ABM cuts through that with raw Q&A from the ABM in a Day workshop, where Mason Cosby answers the questions that keep coming up again and again. Measurement cadences. Signal prioritization. Partner plays for locked-down verticals. What to do when someone visits your book-a-meeting page and doesn't book.

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This is part three of the ABM in a Day FAQ series, pulled straight from live workshop Q&A. No fluff, no setups. Just Mason working through real practitioner questions in real time.

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📌 What We Cover

• Why brand recall takes three to six months and why that should change how you set measurement windows at the awareness stage versus later stages
• How a $3 billion company uses the account progression model not to run more programs but to cut the signals they track down to what actually matters
• A partner-based framework for breaking into relationship-locked verticals like oil and gas, including how to structure data, distribution, destination, and direction
• How to classify content syndication leads within the account progression model and why they live closer to second-party data than most teams assume
• What to do when accounts reach your book-a-meeting page and still don't convert, including why Mason uses a video telling people not to book as the primary CTA
• Why curated target account landing pages outperform standard booking pages and how to build them without new tooling
• The case for doing free work for high-priority accounts as a straight CAC calculation, and why every one-to-one play still needs to be systematic and repeatable
• The "more and better before new" framework for prioritizing ABM investment without spinning up net-new programs

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🔗 Resources Mentioned

• Scrappy ABM Workshop: ABM in a Day, running every four to six weeks
• scrappyabm.com/contact: Mason's book-a-meeting page with the "don't book" video example
• HubSpot CMS: referenced as the tool used for cloning and customizing one-to-one landing pages

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Resources:

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!

Engaged accounts that won't advance. SDRs burned too early. Twenty email opens with zero replies. This episode of Scrappy ABM pulls real Q&A from the ABM in a Day workshop and works through the questions every ABM operator hits when the playbook starts to crack.

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Mason Cosby walks through why engaged accounts stall (usually because the wrong people are engaged, or nobody has quantified the cost of inaction), what signals to use when website visitor data isn't an option, and where SDRs actually fit in an account progression model. He also breaks down the minimum viable team for an ABM program, the case for content-led outbound, and how to read multiple email opens that never turn into replies.

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If you've ever wondered whether your engaged accounts are actually engaged, or whether your outbound is asking for too much too early, this is the conversation.

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📌 What We Cover

• Why engaged accounts don't advance and the role of cost of inaction
• How to spot when only influencers are engaged but no budget holders are involved
• List-based versus signal-based triggers for B2B targeting without website visitor data
• Where SDRs actually belong in an account progression model (and where they don't)
• Why events and webinars carry weight in mid-market B2B AI software and cybersecurity
• The content-led outbound approach with no meeting ask
• The core roles every ABM program needs: strategist, content, creative, ops, execution owner, sales and CS
• How to read twenty to thirty email opens with no reply, and what to do next with audience expansion

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🔗 Resources Mentioned

• ABM in a Day workshop
• PLG motions for re-engaging enterprise accounts
• G2 review signals and third-party intent data
• The 4D framework: data, distribution, destination, direction

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Resources:

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!

Outbound has changed. What worked two years ago does not work today, and what works today is not going to work two years from now. On this episode of Scrappy ABM, Mason Cosby sits down with Drew Johnson, Senior Director of Business Development at Everflow, to walk through how his team actually picks targets, runs LinkedIn-led outreach, and knows when to pivot off a vertical that has stopped paying out.

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Drew runs outbound for a bootstrapped affiliate-tracking platform going up against bigger logos. He calls it David versus Goliath. To compete, his SDRs and AEs lean on LinkedIn over InMail, treat the connection request and the pitch as two separate problems, and build target lists off of verticals where one client win has already started to pop. The conversation gets tactical fast: when to abandon a list of 70 accounts, why the five-minute response window after a connection accept matters, and what to do when the decision-maker keeps ignoring you.

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👤 Guest Bio

Drew Johnson is Senior Director of Business Development at Everflow, a bootstrapped affiliate and partner-marketing platform headquartered in Mountain View. He joined Everflow in 2018 and has run sales and BD there ever since, scaling the team that brings new brands onto a platform now tracking 1,200+ clients across affiliate, influencer, lead-gen, telehealth, and mobile. Before Everflow, Drew held BD and AE roles at Digital Remedy, Leadnomics, and Digital Roadmap.

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📌 What We Cover

• How Everflow picks new verticals by pouncing on the lookalikes of one client win
• The signal Drew watches for when a vertical is starting to dry up
• Why LinkedIn does the heavy lifting and email and calls run as multi-threading support
• The two-part LinkedIn play: getting the connection accepted, then pitching
• The five-minute SLA after a connection accept and why speed compounds
• The "sweetest person in marketing" detour for accounts that won't reply to senior titles
• Why one silver-bullet playbook only works if you are the number one logo in the space
• What Drew tells his team about seniority: you keep proving you can print the money

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🔗 Resources Mentioned

• Everflow: Affiliate and partner-marketing tracking platform
• LinkedIn Sales Navigator
• HubSpot
• Gemini (Google) for building lookalike audiences
• Drew's email: [email protected]
• Brands Drew references in Everflow's telehealth and GLP-1 vertical: Rugiet, Ro, BlueChew, BodyHealth, ReflexMD, GobyMeds

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Resources:

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!

Most of us have run an event, watched the in-person conversations crackle, then sent the same templated follow-up to everyone on the lead list. The energy disappears the moment marketing hits send. That gap is what Dave Schools set out to close when he started Singulate, and it's what he and Mason Cosby get into on this episode of Scrappy ABM.

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Dave breaks down why marketing ops keeps becoming the bottleneck on personalization, why data is now a commodity but messaging is not, and what it actually takes to send hyper-segmented email at scale without sounding like AI. He shares the four channels working for Singulate today, the 15% open-rate bump from a single hook rewrite, and the framework his team uses to keep humans in the loop while AI does the heavy lifting.

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If you're a revenue leader running ABM with a limited budget and a database full of underused signals, this conversation gives you a clearer picture of what to do with what you already have.

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👤 Guest Bio

Dave Schools is co-founder and CEO of Singulate, an AI native marketing personalization platform that sits on top of HubSpot or Marketo to activate first-party data into hyper-segmented messaging. Before Singulate, Dave was on the founding team at Hopin, where he ran marketing through the company's hypergrowth phase and led growth across multiple products. He started Singulate in 2024 with two former Hopin colleagues to solve the email blast problem he kept running into himself.

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📌 What We Cover

• Why marketing ops becomes the bottleneck on personalization, and what Dave calls the "infinity tree of segmentation"
• Why event follow-up almost always kills the warmth and energy from the event itself
• The four channels working for Singulate's go-to-market: LinkedIn ads, events, outbound, and referrals
• Why data is now a commodity, and why messaging at scale is the harder problem to solve
• The "imagine a billboard" hook strategy that drove a 15% open-rate bump on email three with a customer
• Why Dave advises spending 45% of campaign-build time on the hook for outbound
• The case for benchmarking against your own historical performance instead of external industry data
• Singulate's three approaches to personalized messaging: token transformation, modular segmentation (branching), and fine-tuned prompts with context
• Why Dave says B2C is roughly 10 years ahead of B2B on what he calls "invisible personalization"

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🔗 Resources Mentioned

Singulate: Dave's company, an AI native marketing personalization platform.

Singulate's MCSA white paper: Modular Communication Strategy Architecture, Singulate's framework for keeping humans in the loop on AI-generated messaging at scale.ㅤ

Knak: Email creation platform mentioned in the episode.

Marketing automation platforms referenced: HubSpot, Marketo. Data and enrichment tools referenced: ZoomInfo, Apollo, Clay. Other tools referenced: Webflow, WordPress, Claude Code, Fireflies. Hopin (Dave's prior company) was also discussed.

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Resources:

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!

This episode pulls a question-and-answer block from Scrappy ABM's ABM in a Day workshop, the recurring session Mason Cosby runs every four to six weeks. Mason takes the questions that have surfaced most often across past workshops and answers them in one sitting, drawing on the patterns he sees show up across operators in the room.

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The questions cover what most ABM teams hit in their first six months. When you should and shouldn't run ABM. What the LTGP-to-CAC ratio means for software companies. How to pick the next vertical without burning the program. What to do when leadership asks for accounts that don't match the data. How to hit LinkedIn's 300 matched-contact floor when your account list is small.

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If you've sat in front of a half-built target account list with a CEO breathing down your neck for logos, this episode is the answers, in order.

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📌 What We Cover

• Why ABM doesn't work for most B2B startups without closed deals, and the one TAM exception that proves the rule
• How Scrappy ABM waited eighteen months to define its own ICP before launching its own ABM program
• The 10-to-1 LTGP-to-CAC target for software, with the math on a $20K acquisition cost against a $200K first-year contract
• The Remodel Health story of vertical expansion: churches to Christian schools to volunteer organizations to health networks
• How to handle CEO logo wishlists that don't match the data, with the "ask behind the ask" and shiny object syndrome
• Why 300 matched contacts on LinkedIn is easier to hit than most teams think once you map the full decision committee
• Average B2B decision committee size of 8 to 14 people, plus 20 to 30 with extended influencers

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🔗 Resources Mentioned

• ABM in a Day Workshop at scrappyabm.com/workshop
• Sybill, AI sales call analysis (referenced for the company's pivot from education to sales)
• Remodel Health, Indianapolis health benefits company referenced for organic vertical expansion
• Alex Hormozi, originator of the LTGP-to-CAC framework

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Resources:

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!

Most ABM programs start with a plan and die with a calendar. Moréa Pollet spent three years watching that happen at InfluxData - and then figured out why. On this episode of Scrappy ABM, Mason Cosby sits down with Moréa to walk through exactly how her team rebuilt their ABM motion from the ground up, using Clay-powered enrichment, AI-generated personalization, and a LinkedIn funnel built for technical buyers.

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The conversation covers what killed version one (sales bandwidth, no real operationalization), what made version two stick (automating everything except the phone call), and the honest truth about measuring ABM success before pipeline is even on the table. InfluxData is an open-source company targeting software engineers - which means they're running ABM in one of the hardest targeting environments possible. The playbook Moréa shares is specific, scrappy, and repeatable.

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👤 Guest Bio

Moréa Pollet is the Director of Demand Generation at InfluxData, the creator of InfluxDB - the world's leading open-source time series database. She has been with InfluxData for over five years, building and evolving the demand gen function across PLG, enterprise, and hybrid sales motions. Her background spans international business, hospitality, legal, and technology marketing, and she holds degrees from San Francisco State University and SKEMA Business School (France).

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📌 What We Cover

• Why InfluxData's open-source roots made traditional ABM a poor early fit - and what forced a rethink
• How the team used Clay to enrich target accounts in the energy sector and surface specific tooling data that wouldn't exist in any standard database
• The decision to start with SDRs only (no AEs) to simplify the first version of the program
• How AI-generated personalization is driving higher open and reply rates - not lower ones
• The LinkedIn funnel structure Moréa built: layered content from brand awareness to pain-point-specific ads, with InMail finally working after two months of testing
• How content is segmented by role - technical webinars for practitioners, executive briefs and ROI calculators for decision makers
• Why early ABM success metrics were meetings booked, not pipeline - and how that changed in version two
• The one piece of advice Moréa wished she had from day one: go get executive buy-in before you go get sales buy-in

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🔗 Resources Mentioned

• InfluxData - open-source time series database platform
• Clay - data enrichment and automation platform used for account targeting and personalization
• Outreach - sales engagement platform used for SDR sequences
• Salesforce - CRM referenced in the context of integration challenges
• 6sense - mentioned as a tool not in budget during the original ABM build
• Demandbase - mentioned alongside 6sense as an enterprise ABM tool considered but not used early on
• LinkedIn - paid media channel; thought leader ads and InMail specifically discussed

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Resources:

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!

Most security and risk companies sell fear. Factal sells facts - and their ABM program reflects that difference. On this episode of Scrappy ABM, Mason Cosby sits down with Dave Clark, Marketing Strategist at Factal, to break down how a two-person marketing team with no dedicated ABM stack runs targeted, personalized outreach to Fortune 500 security operations centers - without resorting to fear-mongering.

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The conversation covers how Factal uses NGO champions who move into the private sector as a warm targeting signal, why Dave ignores click-through rates (and why that made them go up 40%), and how to measure ABM success when hyper-attribution is no longer realistic.

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👤 Guest Bio

Dave Clark is Marketing Strategist and Producer at Factal, a risk intelligence platform based in Seattle that combines experienced journalists with machine learning to verify and geolocate global incidents in real time. A former sports journalist, Dave has been at Factal since 2022, where he leads content, email, and targeted ABM outreach for a two-person marketing team serving global security and intelligence organizations.

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📌 What We Cover

• How Factal identifies target accounts by looking for global security operations centers (GSOCs) and intelligence centers - not just Fortune 500 name recognition
• The NGO-to-enterprise pipeline: how humanitarian aid contacts who leave for corporate roles become warm ABM champions
• Matching case studies to individual backgrounds (not just industry verticals) as a targeting signal - including how military backgrounds and Team Rubicon connections inform outreach
• Running ABM with only HubSpot, Mailchimp, and native social - no dedicated ABM stack
• The zero-click email philosophy: why Dave stopped chasing click-through rates and started getting 60% open rates
• Using event proximity as a trigger for personalized, non-product-heavy outreach
• Avoiding fear-mongering in a security industry that over-indexes on pain - and leaning into proof and product instead
• Why lack of sales and marketing alignment is the single biggest ABM failure Dave has seen
• Measurement without hyper-attribution: tracking lifecycle stage, conference attendance, briefing attendance, and revenue direction
• Why laying content fundamentals (case studies, logos, quotes) before launching ABM is non-negotiable

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🔗 Resources Mentioned

• Factal - risk intelligence and collaboration platform
• HubSpot - CRM and marketing automation used by Factal
• Mailchimp - email tool in Factal's stack
• Team Rubicon - veteran-led disaster relief NGO; Factal case study partner
• Amnesty International - human rights organization; Factal NGO case study partner
• University of Washington (UDub) - Seattle institution used as conference proximity trigger
• Scrappy ABM - referenced by Dave as an influence on his messaging approach

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Resources:

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!

This is an interview of Mason on the GTM & AI Operators Show.

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What happens when you strip away the enterprise budget, the fancy ABM platform, and the eight-person marketing team - and still have to hit a revenue number? That's the premise behind Scrappy ABM, and in this episode, Mason Cosby sits down with Aakash Sinha on the GTM & AI Operators Show to break down what ABM actually is, when it works, and why most programs fail before they ever get going. Mason walks through the four core reasons ABM programs break down, how to tell if your ICP is real or just aspirational, and what it actually takes to build a program that generates pipeline without a bloated budget.

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👤 Guest Bio

Aakash Sinha is Founding Member - Marketing at Clazar, a cloud GTM platform that helps software companies list, manage, and co-sell on AWS, Azure, and Google Cloud marketplaces. Prior to Clazar, he served as Director of Marketing at SpotDraft and held marketing roles at Belong, Cashfree, and Entrepreneur First. He runs the GTM & AI Operators Show, where he interviews operators building and shipping in an AI-shaped world.

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📌 What We Cover

• The origin of Scrappy ABM and why Mason fell in love with account-based marketing at a vertical FinTech company
• The three prerequisites for ABM readiness: product-market fit, higher ACV, and a favorable CAC-to-lifetime-value ratio
• The Core Four reasons ABM programs fail: sales-marketing misalignment, poor fit, inadequate internal resourcing, and measurement gaps
• Why the "Susie problem" kills most ABM programs before they start - and the eight distinct roles every ABM program actually requires
• The difference between a real ICP and an inspirational one, and how to test yours using nothing but your CRM
• Mason's graduate-and-leave agency model and why outcome-based pricing produces happier clients and more referrals
• How Mason built a seven-figure business using LinkedIn content alone, and the "learning in public" strategy that drove the first four years
• Why podcasting works as a pipeline channel - especially for operators with fewer than 2,000 followers
• How Mason's view on conferences completely reversed as AI made digital trust harder to establish
• The three-layer buying committee strategy: bottom-up, top-down, and account-level presence
• Why early-stage companies should not run ABM, and what they should do instead

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🔗 Resources Mentioned

• Scrappy ABM - Mason's ABM consultancy and education brand
• GTM & AI Operators Show - Aakash Sinha's podcast
• Salesforce (accounts object configuration for ABM measurement)
• Claude (Anthropic's AI, used by Mason's team for content repurposing)
• HubSpot
• ClickUp
• B2BMX - B2B Marketing Exchange conference
• Fathom (call recording tool referenced in Mason's case study automation story)

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Resources:

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!