Scrappy ABM host Mason Cosby sits down with Joseph Lewin, Head of Podcast Strategy at Scrappy ABM, for a tactical breakdown of launching a revenue-generating show in just 30 days. If you’ve ever stalled on getting a podcast off the ground—or struggled to prove its value—this episode delivers an exact playbook.

Joseph Lewin shares why podcasting is the most effective networking and sales tool that’s hiding in plain sight. By focusing on speed-to-launch, identifying high-value guests, and using cold outreach that actually converts, Joseph has completely reshaped how Scrappy ABM gets client shows into market. You’ll learn how a 30-day soft-to-hard launch framework accelerates time-to-value—and why skipping the overthinking phase matters more than your gear or perfect positioning.

Mason and Joseph walk through who to invite first, why live shows create momentum, and how post-recording green room chats turn ghosted leads into six-figure deals. If you want to build real relationships with the right people—and do it in a scrappy, scalable way—this episode shows you how.

Joseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since joining the team in mid-February, he has overhauled the entire show onboarding process—cutting timelines down to as little as seven days for soft launches and 30 days for full show deployment. He’s worked on over 30 podcast launches and brings a tested, tactical lens to turning podcasts into revenue engines.

• Why most shows fail before episode 3—and how to break into the top 1% by reaching episode 21
• The compounding effect of booking good meetings with great people—without trying to sell
• Why thinking of your show as a networking tool, not a sales pitch, leads to more closed revenue
• How to use podcast invites to revive ghosted pipeline and closed-lost opportunities
• The importance of "friendlies" and the texting test to land your first batch of guests
• How live shows create accountability, better content, and faster feedback
• The psychology behind cold outreach that gets real decision-makers to say yes
• Joseph Lewin's exact four-week launch roadmap—from kickoff to trailer publish
• A story of how one podcast appearance turned into a $500K deal in under three weeks

• Podcast Hosting: Captivate
• Recording Tools: StreamYard, Riverside, Zoom
• Design: Canva

Resources:

🔗 Scrappy ABM: Visit for more ABM tips and strategies

🔗 Connect with Mason Cosby on LinkedIn: For more conversations on ABM

Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.

Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practical steps they took to operationalize and scale a high-touch program. If you’ve been waiting for the perfect setup to launch ABM—this is your permission to go now.

Lorena Garcia is the Senior Vice President of Marketing at FranConnect, a platform powering franchise and multi-location business growth. She leads a metrics-driven marketing team focused on customer experience, sales partnership, and scalable ABM execution.

• Why Lorena starts with a “customer perspective lock-in” before any marketing execution
• How FranConnect uses public growth signals and industry intent data to prioritize accounts
• What makes their Salesforce dashboard a true account experience engine
• The importance of a personalized PathFactory experience for each brand
• Why you should build playbooks with SDRs and sales—not just hand them off
• The one mistake marketers make when targeting C-levels too early
• How her team runs 70% complete rollouts and refines with sales feedback
• Why “fax over feelings” and daily reporting create true accountability
• How she thinks about metrics beyond the inbound/outbound divide
• The underestimated power of beta testing with friendlies and customers

• FranConnect
• PathFactory
• Lorena Garcia on LinkedIn
• Scrappy ABM Podcast
• 🔗 Scrappy ABM: Visit for more ABM tips and strategies.
• 🔗 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!

Building an ABM engine isn’t about throwing more tools at the problem—it’s about clarity, alignment, and commitment. In this repurposed episode of Scrappy ABM, Mason Cosby joins Jorge Soto on The GTM Pack Podcast to break down the essential systems behind ABM that actually works. Mason, founder of Scrappy ABM, shares why most teams are closer to launch than they realize—and how two frameworks, the Account Progression Model and the Four D Framework, can take you the rest of the way.

You’ll hear how to gauge if ABM is right for your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn’t follow up on your campaigns. Mason also explains why podcasting isn’t the magic bullet marketers think it is—and when it is the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline.

Jorge Soto is the Co-Founder of AssetMule, a platform helping B2B marketing and sales teams create personalized, interactive sales assets. He hosts The GTM Pack Podcast, where he interviews go-to-market leaders on how to build smarter, faster-growing teams.

• The checklist to determine if ABM is even right for your business
• Why average contract value, sales cycle length, and product-market fit matter
• How to align sales and marketing by understanding compensation models
• Why the Account Progression Model turns strategy into measurable motion
• How the Four D Framework (Data, Distribution, Destination, Direction) drives execution
• Why marketers should prioritize pipeline activation before brand building
• How Mason Cosby generated $8M in pipeline using Scrappy ABM’s own playbooks

• When to invest in podcasting—and when to hold off
• Why most marketers are closer to ABM readiness than they think

• Scrappy ABM Podcast
• AssetMule.ai – Episode 130
• Brand Building vs. Sales Activation (The Long and the Short of It)
• Scrappy ABM’s Account Progression Model & Four D Framework
• 🔗 Scrappy ABM: Visit for more ABM tips and strategies.
• 🔗 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!

Practical, measurable growth—Brandon Salisbury joins Mason Cosby on Scrappy ABM to share the framework behind a 456% pipeline increase and 255% revenue growth at Tilt. This episode is for marketers and revenue leaders who want actionable steps, not just theory.

Hear how Brandon Salisbury broke down historical data to identify segments with true product-market fit, shifted messaging from generic ROI to sharp, outcome-based content, and partnered closely with sales to make every campaign count. Brandon goes deep on targeting, channel mix, content strategy, and the lessons learned from RFIs, Gong transcripts, and buying committee insights. Whether you’re starting your first ABM program or leveling up an existing one, you’ll find candid advice on aligning teams, overcoming old mindsets, and scaling what works—without chasing vanity metrics.

Brandon Salisbury brings a strong track record of delivering pipeline and revenue growth, including a 456% increase in pipeline and 255% in revenue at Tilt. His approach is shaped by both marketing and sales experience, with a focus on practical data, outcome-driven content, and building teams for long-term success.

• How Brandon Salisbury partnered with sales and leadership at Tilt to align strategy and execution
• Using deep historical data to identify real product-market fit (not just largest deals)
• Segmenting by close rate, sales cycle, and conversion, not just revenue
• Teaching internal champions to sell—content that directly enables the buying committee
• Leveraging RFI feedback and Gong data to shape outcome-driven messaging
• Why content for ABM is built for value and sales enablement, not SEO
• Channel mix: LinkedIn, YouTube, paid media, email, and integrated campaigns
• Measuring consumption metrics over vanity numbers; focusing on pipeline and revenue
• The power of an RFP template as a content and product marketing tool
• Learning from seasonality, buying behavior, and how hiring the right people is everything

• Brandon Salisbury on LinkedIn
• Tilt (if mentioned in the audio—hyperlink if confirmed)
• Gong (referenced for sales call data)
• Jobs to Be Done framework by "OIC" (referenced for messaging)
• RFI & RFP templates (described in content strategy)
• Scrappy ABM: Visit for more ABM tips and strategies.
• 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!

Visualizing alignment is more than a buzzword—it’s a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they’re “100% on the same page.”

Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, why PowerPoint slides aren’t enough, and how Mural’s teams now center everything on visual artifacts. Mason Cosby, Christina Bottis, and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing’s metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human.

Christina Bottis, Chief Marketing Officer at Mural

With two decades of B2B tech experience, Christina Bottis brings a belief that ABM is just good strategy. Her hands-on marketing and sales experience shape a focus on mutual empathy and bridging the gap between digital plans and real human resonance.

Chris Geraci, VP of Sales at Mural

Chris Geraci has spent 15 years in SaaS sales and leads the new land team at Mural. He brings a passion for building high-performing teams, fostering trust, and turning ABM strategies into repeatable, team-driven successes—especially when remote work challenges traditional alignment.

• The danger of “alignment” as just a conversation, not a shared visual
• How remote work exposed the flaws in assuming everyone is on the same page
• Using visual artifacts to turn ABM strategy into a single source of truth
• Translating customer journeys into actionable, co-owned plans
• Weekly pipeline meetings, trust-building, and measuring what really matters
• The power of empathy: seeing the world through sales and marketing eyes
• Building rituals—icebreakers, honest feedback, and shared Slack channels—for stronger team culture
• Co-creation: making it impossible to blame or credit just one team when you win or lose
• Why B2B needs to “get creepy” about users and go beyond firmographics
• Small experiments, learning from failure, and the value of repeatable motions

• Mural
• "Five Dysfunctions of a Team" by Patrick Lencioni (referenced in discussion)
• LUMA methods (referenced for brainstorming and refining team processes)
• Scrappy ABM: Visit for more ABM tips and strategies.
• 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 welcomes Logan Lyles, Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise.

Logan Lyles walks through his journey from technology sales to running Sweet Fish Media’s podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals.

Logan Lyles is Director of Growth at Business Builders. He describes himself as a marketer who feels too much like a salesperson and a salesperson who's too much of a marketer to be comfortable in either camp. Logan helped Sweet Fish Media triple revenue in six months by using podcasting as a strategic playbook to engage and convert their best-fit customers. Connect with Logan Lyles on LinkedIn

• Logan Lyles on feeling “the weirdo in between” sales and marketing, and how that led him to podcasting
• The original move from blog writing to podcasting at Sweet Fish Media
• How Logan Lyles became the host of B2B Growth and started interviewing their ICP—VPs of marketing and CMOs at B2B SaaS companies
• The story behind “content-based networking” and tripling business in the first six months
• Why podcasting can be a better fit than ABM for service businesses and founder-led agencies
• The crucial choice: audience-based vs. account-based podcasting, and why you shouldn’t mix the two
• Tactical tips for launching: picking a host platform, cover art, episode structure, and keeping interviews short and repeatable
• List-building and outreach using LinkedIn Sales Navigator, Apollo, or LinkedIn DMs, plus tools like dify and Mailshake
• How to use a podcast to uncover sales insights: using your discovery script as interview questions
• Leveraging recording tools like Riverside.fm, Buzzsprout, and creating clips for relationship building
• Post-interview strategies: promotion planning calls, following up by text, and creating extra touchpoints
• Expanding beyond podcasting: running content-based networking with blog articles, research reports, webinars, and more

• StoryBrandCourse.com — Free five-part course and templates from Business Builders
• AgencyBuilders.com — Peer-to-peer community for agency owners and leadership teams
• Logan Lyles 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!

Scrappy ABM and Content Amplified join forces as Mason Cosby, host of Scrappy ABM, takes the guest seat on Benjamin Ard’s show. Mason shares his journey from launching The Marketing Ladder to building Scrappy ABM, a resource now featuring over 140 episodes focused on creating an account-based marketing program.

Listeners get a behind-the-scenes look at why Mason believes great content makes life better for customers, sales, and customer success. He breaks down the reality of account-based marketing—explaining why “just running sales sequences” isn’t ABM, how to recognize buyer stages, and what actually moves accounts forward.

Expect frank discussion about what “qualified” really means, the power of first-party content engagement, and why sales should never waste their time on cold lists. Mason also reveals his team’s approach to organizing content and gives actionable frameworks to align marketing and sales, with a little humor along the way.

Benjamin Ard is the host of the Content Amplified podcast and co-founder at Masset.ai. In this conversation, he welcomes Mason Cosby to discuss all things content, ABM, and the realities of marketing and sales alignment.

Connect with Benjamin Ard on LinkedIn

• How Mason started in sales with no marketing support and shifted into content marketing
• The story behind sunsetting The Marketing Ladder and launching Scrappy ABM
• What real ABM looks like: “right person, right place, right methods, right time” — and the role of content as “right message”
• Why third-party intent isn’t a shortcut to ABM and what counts as actual buyer engagement
• A step-by-step explanation of the account progression model: from awareness, to engagement, to opportunity, and re-engagement
• How to define your own buyer stages and avoid “nebulous” terms
• Practical examples of measuring awareness, engagement, and meaningful action with content
• The Four Ds framework: data, distribution, destination, direction—how to activate accounts without wasting sales resources
• Creating messaging and content that matches industry pain points with real customer proof
• The value of giving sales teams not just content, but also the reasoning and research behind it

• Content Amplified Podcast — follow Benjamin’s show for more conversations on marketing and content
• 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!

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!