Scrappy ABM

Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate. The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value.

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Mason breaks down the process, starting with targeting based on profitability and retention rather than just revenue. He explains how to map the buying committee by analyzing deal records and introduces the Account Progression Model. You will hear how to build awareness, validate existence, and move accounts through meaningful engagement using existing tools and content.

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What We Cover

1. Targeting based on profit: Why you must verify product-market fit and profitability before launching ABM to ensure you get more of your best customers.
2. The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity.
3. Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months.
4. ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing.
5. AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution.
6. Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts.

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Resources

1. Scrappy ABM Templates: Download the program planning templates mentioned in the episode.
2. Scrappy ABM Newsletter: Sign up for unique content sent directly to your inbox.
3. Scrappy ABM: Visit for more ABM tips and strategies.
4. Connect with Mason on LinkedIn: Start 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 marketers follow a strict rule: never send paid traffic to a homepage. Tony Bradberry and the team at Grey Matter break that rule every day. Tony joins Mason Cosby to explain how a "problem-centric" homepage can actually outperform specific landing pages when the messaging is right. He argues that if your core message resonates with the buyer's problem, the homepage should be the best place to start.

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They also discuss Grey Matter's evolution into a tech-enabled ABM approach. Tony breaks down their internal "Intelligent Dossier" tool, which automates research and generates custom landing pages for individual buyers. The conversation covers how to run broad high-intent search campaigns alongside surgical, data-driven ABM programs to drive sustainable growth.

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Guest Bio

Tony Bradberry is the Managing Director at Grey Matter, a customer acquisition agency based in Cincinnati, Ohio. With a background starting in inside sales and sales engineering, Tony applies an "engineering" mindset to B2B marketing. He helps technical and industrial companies modernize their go-to-market strategies by focusing on problem-solving rather than merely selling services. Under his leadership, Grey Matter has been recognized on the Inc. 5000 list for three consecutive years.

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What We Cover

1. Why Grey Matter sends paid ad traffic directly to their homepage instead of niche landing pages.
2. The difference between transactional messaging and problem-centric messaging in B2B.
3. How to use an "Intelligent Dossier" to automate account research and create buyer battle cards.
4. Creating dynamic landing pages that automatically adapt content based on the viewer's persona (e.g., CEO vs. CFO).
5. Integrating AI tools like HeyGen to scale personalized video outreach without losing authenticity.
6. The importance of running high-intent search and ABM programs in parallel rather than choosing one over the other.
7. Why data quality is the single most important factor when using AI to generate content.

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Resources Mentioned

1. Grey Matter
2. Grey Matter Messaging Audit Tool
3. Scrappy ABM
4. Connect with Mason Cosby on LinkedIn

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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!

Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, and the program gets cut.

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Mason Cosby joins Andrea Coloma, Product Marketer at Dreamdata, for a live session on the Attributed podcast to discuss building repeatable account-based marketing plays. Mason explains why companies should prove ABM works using their current tooling before investing in expensive software. They discuss how to navigate the shift from lead generation to ABM over a 12-to-24-month timeframe without starting over completely. The discussion outlines specific frameworks for tracking account progression and activating playbooks that move best-fit customers through the pipeline.

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What We Cover

1. Why buying technology first creates a false sense of progress and wastes the initial grace window given by leadership.
2. The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement.
3. Moving from the overwhelming idea of "I don't have an ABM program" to identifying specific problems to solve.
4. The Account Progression Model: A framework for moving accounts from awareness to opportunity using intentional programming at every stage.
5. The 4D Framework for activation playbooks: Data, Distribution, Destination, and Direction.
6. A practical event playbook: Using data to target attendees and local accounts before, during, and after an event.
7. Using a referral program as an ABM tactic: Offering a 2% discount in exchange for introductions to specific prospects on a target list.
8. How to start sales and marketing alignment with just one to three sellers: specifically those who are engaged, on a PIP, or top performers.

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Resources

1. Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com
2. Connect with Mason: Mason Cosby on LinkedIn
3. Dreamdata: Dreamdata.io
4. Attributed Podcast: Attributed - A podcast by Dreamdata
5. Connect with Andrea: Andrea Coloma on LinkedIn

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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!

Sendoso has solidified its position as a leader in the direct mail space by acquiring competitors like Alyce and Postal. But acquiring a company is only the first step. The real challenge is retaining those customers and expanding the relationship. Host Mason Cosby sits down with Kris Rudeegraap, Co-CEO of Sendoso, to discuss the specific playbook they used to merge three platforms into one without alienating their user base.

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Kris Rudeegraap details a strategy built on patience and data. Instead of forcing an immediate migration, Sendoso unified its data sources and focused on education. Kris explains why they waited up to two years to sunset the Alyce platform and how offering "warm welcomes" mattered more than immediate upsells. They also discuss a specific certification program that led to a significant jump in customer spend. This conversation breaks down how to manage consolidation while keeping both customers and employees happy.

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Guest Bio

Kris Rudeegraap is the Co-Founder and Co-CEO of Sendoso, a leading Sending Platform designed to help revenue teams engage customers through direct mail and gifting. An alumnus of California State University, Chico, Kris spent over a decade in sales roles at companies like Talkdesk and Yapstone before founding Sendoso in 2016. His philosophy centers on the "pattern interrupt"—using physical items to break through digital noise. Under his leadership, Sendoso has raised significant capital and executed major strategic acquisitions, including Alyce and Postal.io, to consolidate the corporate gifting market.

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What We Cover

1. The First Step in Acquisition: Why unifying data sources and establishing a single CRM source of truth must happen before any sales outreach.
2. Relationship First, Sales Second: How Sendoso used office hours, LinkedIn messages, and VIP warehouse tours to welcome new customers before discussing contracts.
3. The Power of Certification: Kris Rudeegraap shares data showing that certified customers increased their spend on the platform by over 70%.
4. Patient Migration Timelines: The strategic decision to keep the Alyce platform running for two years to allow customers to self-select when to switch.
5. Leveraging Job Changes: How the team tracks users across Sendoso, Alyce, and Postal who move to new companies to drive new business.
6. Win-Back Opportunities: Using combined data from closed-lost deals across multiple companies to triangulate why a deal was lost and how to win it back.
7. Measuring Success: Why metrics like EBITDA, margin improvement, and employee Net Promoter Score (eNPS) are just as critical as revenue retention.

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Resources

1. Sendoso - The leading Sending Platform for revenue teams.
2. Email Kris Rudeegraap - Connect directly with Kris.
3. Scrappy ABM: Visit for more ABM tips and strategies.
4. 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 companies treat events as a logo parade or a chance to walk the floor, relying on hope, dreams, and prayers to scan badges and make money later. Mason Cosby argues that if your event is not ROI positive before your plane takes off, you are doing events wrong. Events should be viewed as a relationship accelerator for existing connections rather than a place to blindly hope for new ones.

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Mason breaks down a tactical plan to ensure every event generates a return. He outlines four core sections: pre-event preparation, event execution, follow-up, and speaking sessions. He explains how to identify exactly who is attending, how to book meetings before you arrive, and why you must leave the event with next steps already scheduled.

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What We Cover

1. The four core sections of an event strategy: A breakdown of pre-event, during the event, follow-up, and speaking sessions.
2. Identifying attendees early: Using past event lists, event apps, social media hashtags, and location filters on LinkedIn to find people before the conference starts.
3. Strategic meeting scheduling: How to book meetings around relevant agenda sessions and find people actively seeking solutions to specific problems.
4. The BAMFAM rule: Why you must "Book A Meeting From A Meeting" to ensure sales cycles continue moving after the event ends.
5. Leveraging speaking sessions: Creating a specific content offer for the room and using the session to segment the audience into hand-raisers and future prospects.
6. The "Free Consultant" approach: How Mason uses speaking opportunities to offer help without selling, while directing immediate buyers to the sales team.
7. Hosting private side events: Using dinners or cocktail hours to target top accounts and ensure the trip is ROI positive through a few key opportunities.

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Resources Mentioned

1. Scrappy ABM Newsletter: Get actionable tactical playbooks delivered to your inbox.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn: Start 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!

Mason Cosby sits down with Gillian Hinkle to discuss the complexities of marketing within a portfolio company. When an organization moves from a single product to a suite of services, marketers often struggle to build intentional sequencing. Gillian shares her approach to identifying customer behaviors and mapping the overlap between different buying committees.

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She explains why you cannot go it alone: you must work with other teams to find commonalities in lead information and problem sets. A critical part of her strategy is to market to the internal sales team first. If sellers do not understand the deal cycle or how a new product addresses a specific pain point, they will not present it to their customers.

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Gillian also details how to protect the customer relationship by validating data with product managers before launching a campaign. She emphasizes the importance of "small measures"—tracking observable behaviors and engagement rates in internal channels like Slack—to understand program success before revenue numbers come in.

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Guest Bio

Gillian Hinkle is a seasoned marketing leader currently serving as the Senior Director of Product Marketing at Salesforce, with a focus on Heroku, a cloud platform as a service (PaaS). Her career trajectory transitions from an initial background in arts administration and education to technical B2B marketing leadership in the SaaS and cloud infrastructure sectors. Before joining Salesforce, Hinkle served as Director of Growth Marketing at Earnix.

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What We Cover

1. Using behavioral data to identify which customers are ready for expansion products.
2. How to map the overlap between different buying groups—like marketing buyers versus data buyers—in a portfolio company.
3. Why you must understand sales compensation before asking account managers to sell a new product.
4. The strategy of "marketing to sellers" first: using enablement sessions to test if an offer is right for the current market.
5. Protecting customer relationships by excluding unqualified accounts and validating pain points with product teams.
6. Using Slack channels and lists to manage program execution and track internal engagement.
7. The importance of reporting "small measures" and observable behaviors when revenue data is not yet available.

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Resources

1. Heroku: A cloud platform as a service (PaaS) supporting several programming languages.
2. Slack: The primary communication tool Gillian uses for program management.
3. Connect with Gillian Hinkle on LinkedIn
4. Scrappy ABM: Visit for more ABM tips and strategies.
5. 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!

If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.

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If you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you.

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Instead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake.

What We Cover

1. The problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.
2. The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.
3. Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.
4. Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.
5. The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.
6. Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.
7. The swag rule: Why you should offer your branded gear as an option rather than the default gift.
8. Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival.

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Resources

1. Scrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.
2. Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.
3. Visit for more ABM tips and strategies
4. Connect with Mason on LinkedIn

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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!

BambooHR built a massive brand on inbound marketing for small businesses. As the company looks to move upmarket to target larger, growing organizations, its strategy must evolve to cut through the noise. Hannah Forson joins Mason Cosby to explain how she layers account-based strategies on top of an existing inbound engine without bringing the bank.

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The conversation focuses on the practical steps of defining a target audience by analyzing closed-won opportunities rather than guessing. Hannah explains why marketers should rarely start an ABM pilot by creating net-new content and how to repurpose what already works. She also shares the honest reality of managing internal expectations when ABM sales cycles take twice as long as standard inbound deals, and how to partner with channel managers who worry about how targeted campaigns affect their metrics.

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About Hannah Forson

Hannah Forson is the Sr. Manager of Demand Generation at BambooHR, where she leads the programs team focused on mid-to-bottom funnel demand generation. She specializes in building efficient strategies that drive high-quality leads and pipeline. Before joining BambooHR, Hannah worked at Pluralsight and has spent years building marketing programs in both bootstrapped and public organization environments.

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What We Cover

1. Defining the audience through data: How to use historical closed-won opportunities to identify the right company size and industry "sweet spots."
2. The decision committee breakdown: Why finance professionals need a different message than HR leaders and how to prepare sales teams for those conversations.
3. Collaborating with channel managers: Specific ways to run ABM campaigns on paid social without ruining a channel manager's core metrics or CPMs.
4. The "If it's not broken, don't fix it" content strategy: Why you should audit your existing inventory and tweak successful assets rather than building from scratch.
5. Managing timeline expectations: Dealing with executive pressure when targeted deals take twice as long to close as transactional inbound leads.
6. Quality over quantity: Shifting focus from volume of form fills to capturing the right accounts that stick around longer.
7. Storytelling for buy-in: How to use individual deal journeys to prove the value of ABM to leadership and individual contributors.

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Resources

1. BambooHR
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. 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!

"Where are all of my leads?" If you are a B2B marketer, you have likely heard this question at least twice today. Continuing to focus on lead generation might cost you your job. In this episode of Scrappy ABM, Mason Cosby explains why the lead gen model is broken for B2B and offers a better path forward.

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Most people experience marketing in a B2C context, where the goal is to get hundreds of thousands of people to click "buy." But B2B is nuanced and complex. Mason breaks down why applying a volume-based approach to a quality-based game destroys credibility. You will learn why celebrating high download numbers often leads to an empty pipeline and makes marketing look like an "arts and crafts" department rather than a revenue partner.

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What We Cover

1. The disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails.
2. Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline.
3. The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource.
4. Efficiency of spend: Understanding why a sub-10% lead-to-opportunity conversion rate means you are wasting 90% of your budget.
5. Damaging the brand: How aggressive lead gen tactics annoy potential buyers who are not ready to purchase.
6. Building a target list: Practical steps to move from a generic Ideal Customer Profile (ICP) to a specific list of accounts.
7. The ABM alternative: How to get buy-in from leadership, sales, and customer success to market only to companies you actually want to work with.

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Resources

1. Scrappy ABM: Visit for more ABM tips and strategies.
2. 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!

Mason Cosby sits down with Adam Holmgren, CEO and co-founder of Fibbler, to talk about a gap in the market around LinkedIn advertising: what happens when “people don’t click on ads,” and “we continue to… measure them for clicks.”

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Adam Holmgren explains a “very simple” approach: connect LinkedIn ads data with CRM data so you can “showcase what happens even if people don’t click on a freaking ad,” and surface “the actual companies and the deals that you are influencing.” The conversation stays “super tactical” on how teams use impressions, engagements, and clicks to build reporting in HubSpot or Salesforce, support account scoring, and trigger workflows for BDRs: “These companies have engaged with us a lot in the last week… maybe we should give a task for BDRs.”

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👤 Guest Bio

Adam Holmgren is the CEO and co-founder of Fibbler. He built the tool from “my own frustration and issues, trying to prove myself to my execs, to my board,” especially in a channel like LinkedIn ads that “could be argued… to be more of a brand awareness channel.” He also shares that he runs “a bootstrap startup on the side of your full-time… job,” and he tries to “post five times a week” on LinkedIn.

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1. Why LinkedIn ads can be “more of a brand awareness channel,” and why “measure them for clicks… just doesn’t make sense.”
2. “Connect LinkedIn ads data with your CRM data” to show influence, even if people don’t click on a freaking ad.”
3. “Influence pipeline” and “influence revenue”: giving exec teams “indications” and “tangible things” like “these are the deals.”
4. Sending impressions, engagements, and clicks into HubSpot or Salesforce weekly so marketers can build reporting “on their own.”
5. Account prioritization and account scoring: combining ad engagement with “website data” and other inputs to trigger sales tasks
6. Signals for sales and outbound: “These companies have engaged with us a lot in the last week… give a task for BDRs.”
7. Clay as a destination for account-level ads data when you “want to have context” and figure out who to reach out to
8. Title targeting, function targeting, and “super titles” that make the audience “shoot up… tens of thousands”
9. Where teams get stuck: without “technical capability” or a “marketing ops resource,” they “will not see value.”

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1. Fibbler
2. Adam Holmgren
3. HubSpot
4. Salesforce
5. Clay
6. LinkedIn ads
7. LinkedIn’s API
8. Scrappy ABM: Visit for more ABM tips and strategies.
9. 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!