Scrappy ABM

If you tried to demo every marketing tool available today for one hour each, it would take you 7.7 years to get through them all. Yet when companies decide to launch an Account-Based Marketing (ABM) program, the first step is almost always to buy a new platform.

In this episode, Mason Cosby shares a repurposed session from a recent webinar with the Wish Group. He argues that most organizations already have 75% of what they need to launch a successful ABM program without spending a dime on new tech. Instead of chasing the perfect tool stack, Mason breaks down how to audit your current marketing activities and align them into a cohesive strategy using the Account Progression Model.

He explains why the "alphabet soup" of acronyms (ABM, ABX, ABS) distracts from the core goal: driving revenue from your best-fit customers. Mason also walks through his signature 4D Framework—Data, Distribution, Destination, and Direction—to turn random marketing efforts into a repeatable, measurable system.

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1. The "Alphabet Soup" doesn't matter: whether you call it ABM, ABX, or AB-GTM, the goal is the same: align the revenue team around a shared set of target accounts that mirror your best, most profitable customers.
2. Tools don't fix strategy: With over 15,900 tools on the market, it is easy to get lost in technology. Successful programs start with a strategy, not a software purchase.
3. The 75% rule: Most companies already have the components for ABM (content, email, events, CRM). The failure lies in orchestration, not a lack of resources.
4. Define "Best" correctly: Your target accounts shouldn't be limited to "big companies." They should be profitable, happy, sticky (high retention), and likely to refer others.
5. The "Ninja Move" for orchestration: The success metric (Direction) of one stage should serve as the Trigger (Data) for the next stage. This bridges the gap between simple awareness and meaningful engagement.

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1. Adopt the Account Progression Model (APM)

Stop thinking in binary terms (Lead vs. Customer). Map your accounts through these specific stages:

1. Awareness: Do they know we exist?
2. Initial Engagement: Are they interacting with problem-aware content?
3. Meaningful Engagement: Are they spending significant time with solution-aware content (e.g., a 7-hour workshop or deep-dive webinar)?
4. MQA (Converting Touch): Have they visited high-intent pages (pricing, demo)?
5. SQA to Opportunity: Sales qualification based on timing and budget.

2. Audit with the 4D Framework

Take every marketing tactic you currently run and define these four elements for it:

1. Data: Who are we targeting, and what is the trigger? (e.g., "Target accounts" + "Visited website").
2. Distribution: How does the message get to them? (e.g., LinkedIn Ads, Cold Email).
3. Destination: Where are we sending them? (e.g., A specific case study or podcast episode).
4. Direction: How do we measure success? (e.g., Did they register for the event?).

3. Identify and Fill the Gaps

Once you map your current tactics to the APM, you will likely see huge holes. For example, you might have plenty of Awareness (social posts) and MQA attempts (demo requests), but zero Meaningful Engagement in the middle. Focus your resources on building that missing bridge rather than buying more ads.

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The Definition of ABM

Mason clarifies the confusion among ABM, ABX, and ABS. It is a B2B revenue strategy in which Marketing, Sales, and CS align on a shared list of accounts representing your best customers.

Why ABM Programs Fail

The failure rate is high (around 78%) because teams over-complicate the tech stack and fail to align on simple definitions. If you can't measure relationship depth, you default to lead volume, which kills ABM.

The 4D Framework Explained

A breakdown of Data (Targets + Triggers), Distribution, Destination, and Direction. Mason emphasizes that "Triggers" are the missing piece in most cold outreach—reaching out just because someone is on a list isn't enough.

Real-World Example: Scrappy's Own Program

Mason walks through how Scrappy ABM used this exact model to generate $4M in sales. He admits their "Meaningful Engagement" stage was originally broken, which led them to create the "ABM in a Day" workshop to fix the gap.

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1. Download the Account Progression Model Template
2. Scrappy ABM Workshop
3. Connect with Mason Cosby on LinkedIn

The challenge: selling to a "tight-knit" and "insular" group of ad operations leaders who already have solutions and rarely talk to vendors. Kathleen Booth explains how she broke through this "fortress" audience at clean.io by launching a podcast focused entirely on the buyer's career journey.

She shares why she didn't need to be an expert to build trust, how she used a simple referral loop to fill her guest list without cold outreach, and the "scrappy" tactics - like branded baseball jerseys and intimate dinners - that turned listeners into pipeline. Kathleen proves that consistency and curiosity matter more than a massive budget or a complex tech stack.

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👤 Guest Bio

Kathleen Booth is the Senior Vice President of Marketing & Growth at Pavilion, a global community for high-growth commercial executives. A veteran marketer with experience at Sequel.io and clean.io, Kathleen is a long-time podcaster and vocal advocate for Community-Led Growth. She specializes in helping brands build owned media assets to navigate the changing digital world.

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📌 What We Cover

1. Facing a "difficult go-to-market scenario" where the audience was niche and "everyone knew everyone."
2. Creating Ad Ops All Stars as "persona research in the form of a podcast" to spotlight the buyer's career
3. Overcoming the "expertise myth": being curious and asking good questions instead of trying to be the subject matter expert
4. The "thread" for finding guests: starting with community leaders and asking "who else" should be interviewed at the end of every call
5. Turning interviews into relationships with a "thank you" package containing a branded baseball jersey and a handwritten note
6. The dinner strategy: splitting the guest list 50/50 between happy customers and podcast guests so customers do the selling
7. Focusing on the "habit" of consistency rather than high production value - using tools like Upwork and Canva to keep it scrappy

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🔗 Resources Mentioned

1. Scrappy ABM
2. Mason Cosby on LinkedIn
3. Kathleen Booth on LinkedIn
4. Pavilion
5. clean.io (Kathleen's previous company)
6. Ad Ops All Stars (Kathleen's podcast)
7. Canva (Kathleen: "designed graphics in Canva")
8. Upwork (Kathleen: "used Upwork for video clips")
9. Scrappy ABM: Visit for more ABM tips and strategies.
10. 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!

Hello and welcome to Scrappy ABM—this is your host, Mason Cosby—and today Mason is joined by Trina Schaetz from Project Insight. Brand reach, brand recognition, and “getting something that differentiated us from other software tools” show up fast, along with a show name that makes it hard to say no: Wear Your Cape to Work.

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Trina shares why project and program managers are “the superheroes of their organizations,” how real-life conversations at a large organizational conference turned into podcast invitations, and how a prep call helps guests feel comfortable—without giving away the best answers. The conversation also hits “thought leadership and brand awareness,” a “long play,” and the shift where “cold calling now becomes warm calling,” plus a clear warning: “episode one needs to be pretty fantastic.”

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Trina Schaetz is the Director of Marketing and UX at Project Insight. She hosts Wear Your Cape to Work, built around the idea that project and program managers are “the superheroes of their organizations.” Trina talks about brand reach, brand recognition, and making something that feels tangible—“there’s real people behind this software and we care about the real people that are using it”—plus how guests who “haven’t been highlighted” become very accessible to invite.

1. “Why build a podcast?”: brand reach, brand recognition, and “something that differentiated us from other software tools”
2. The story behind “Wear Your Cape to Work” and project managers as “the superheroes of their organizations”
3. Sending guests a “Wear your Cape to Work mug” with a “superhero avatar of themselves”
4. Getting guests from “genuine conversations” at a large organizational conference—customers, prospects, and people you “maybe would never sell our product to”
5. Using LinkedIn when someone “liked something we were doing” or is “connected to someone who we know”
6. Structuring episodes with a “wish list,” boundaries, and a “five or 15” minute prep call so guests don’t “overthink the answers”
7. Internal buy-in: co-hosting with the CEO and business development director, plus “thought leadership role”
8. Revenue and pipeline: “thought leadership and brand awareness,” a “long play,” and when “cold calling now becomes warm calling”

1. Trina Schaetz on LinkedIn
2. Project Insight
3. Wear Your Cape to Work
4. LinkedIn
5. A large organizational conference
6. NASA
7. A credit union “across your entire country”
8. Universal Studios
9. John Wayne International Airport
10. Fairlife milk
11. The Proximity Principle
12. StreamYard
13. script
14. Buzzsprout
15. Canva
16. Scrappy ABM: Visit for more ABM tips and strategies.
17. 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!

Host Mason Cosby from Scrappy ABM walks through how account-based podcasting can drive real revenue instead of chasing downloads or trying to become the next Joe Rogan. Alongside Joseph Lewin, head of podcast strategy at Scrappy ABM, they share how a focused, guest-first show generated millions in sourced pipeline, closed revenue, speaking engagements, and long-term relationships.

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They break down why most agencies are stuck as commoditized vendors, why “information without implementation is useless,” and how an account-based podcast becomes branding, content creation, market research, and pipeline generation all at once. You’ll hear the 30-day launch approach, the three podcast types (content engine, account-based podcast, public figure podcast), and the exact guest follow-up process that helped close deals, including a $170,000 opportunity in 30 days, and consistently generate opportunities from 9% of podcast guests.

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1. Why are so many agencies commoditized and stuck in a race to the bottom on pricing, referrals without a system, and outbound efforts that are largely ignored?
2. How account-based podcasting helps move from “commodity vendor” to strategic partner by having deep, meaningful conversations with best-fit customers, partners, and industry influencers.
3. The real numbers behind the strategy: 300+ episodes recorded, tens of thousands of followers, 50 speaking engagements, 8 million in sourced pipeline from podcast guests, 3.5 million in closed revenue, and 2 million closed in the last two years for Scrappy ABM.
4. The three podcast types—content engine, account-based podcast, and public figure podcast—and how goals shift from content and reach to meetings, pipeline, and raving fans.
5. Why unclear goals, inconsistent publishing, and poor promotional strategy cause most podcasts to fail—and how simple structure and consistency beat “secret hidden magic.”
6. The 30-day launch framework: setting goals and ICP; naming the show; live-first episodes on pain points, unique value, and sales FAQs; and building a guest and topic shortlist.
7. Practical outreach and booking tactics using short LinkedIn or email messages, LinkedIn Sales Navigator, and email tools to book guests in “legacy” industries like B2B distribution and local government.
8. A simple tech stack for recording, editing, and hosting using tools like Streamyard, Riverside, Descript, Zencastr, Captivate, Canva, LinkedIn newsletters, ChatGPT, and Gemini 3 Pro.
9. Promotion that doesn’t burn you out: episode graphics, trailer, basic launch, repurposed clips, grassroots promotion at industry events like Inbound, and paid support via LinkedIn thought leadership ads and Mal Pod.
10. Exactly how Mason Cosby turns guests into customers or referrers by making them look awesome, talking only 20–30% of the time, asking “How can I help?”, being a “friend in your corner,” and using frameworks or worksheets as a natural follow-up.
11. Why you should prioritize remote video over in-person recording as the “path of least resistance” and aim to maintain a backlog of episodes so recording stays sustainable instead of becoming a stressful scramble.

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1. Scrappy ABM – Account-based marketing, demand generation, podcasting, and social content strategy.
2. Scrappy ABM Podcast – Over 200 interviews on account-based podcasts and revenue marketing.
3. Scrappy ABM Case Studies – Revenue-driving ABM programs and podcast results: https://scrappyabm.com/case-studies
4. Scrappy ABM Contact – Explore Activation Plays, ABM Pilot Programs, and Account-Based Podcasts: https://scrappyabm.com/contact
5. Mason Cosby on LinkedIn – Host of Scrappy ABM and CEO and founder of Scrappy ABM.
6. Joseph Lewin on LinkedIn – Head of podcast strategy at Scrappy ABM.
7. Streamyard, Riverside, Descript, Zencastr, and Captivate – Recording, editing, and podcast hosting tools referenced in the launch process.
8. Canva – For simple show graphics and launch assets.
9. LinkedIn, LinkedIn Sales Navigator, LinkedIn Newsletter – For guest outreach, content distribution, and audience growth.
10. ChatGPT and Gemini 3 Pro – For show prep, question sets, and show note creation from transcripts.
11. Mal Pod – Pay-per-subscriber podcast growth partner used by many top shows.
12. Inbound – Event stage used to promote shows like “Do This, Not That” with Jay.
13. Shows mentioned as examples: “Do This, Not That,” “Sales Through Social.”
14. Scrappy ABM: Visit for more ABM tips and strategies.
15. Connect with Mason on LinkedIn for a conversation about ABM.

“There is no one answer. You have to start small and test, test, test.” On Scrappy ABM, Mason Cosby sits down with Raymon David to talk about what it looks like to build ABM inside “very large, primarily B2C manufacturing” brands—running B2B ABM while educating internally on how even to build ABM.

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The conversation keeps coming back to the same mantra: accounts versus people—because “leads don’t convert… companies convert.” Raymon walks through signals from trade shows, form fields, social media, and “in-market” research, alongside “named account lists” driven by a sales perspective (sometimes “more anecdotal… more emotion”). From there: tiering (“tier one, tier two, tier three”), budget realities, long sales cycles, brand and logo awareness, and what success looks like beyond “the number of meetings.”

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Raymon David is the head of web and marketing ops at LG and has worked in very large, primarily B2C manufacturing and hardware companies running B2B ABM, including HP. He talks about building playbooks, staying sensitive to “both sides of the equation” (in-market signals and sales’ named accounts), and focusing on accounts, relationships, and “opening up the door” for conversations—especially when sales cycles can be long.

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1. “There is no one answer”: start small and test, test, test
2. The shift from lead generation expectations to accounts versus people (“companies convert”)
3. B2B manufacturing reality: contact us forms, spec sheets, product sheets, video, and trade show scans
4. The “interesting dichotomy” of Fortune 500 end users and SMB/mid-market buying groups
5. Two buckets: accounts that are in market vs named account lists (and why both matter)
6. Building a simple pyramid structure: tier one, tier two, tier three—then funding tactics you can’t “do it all”
7. “ABM is just a combination of different marketing channels coming together,” and an integrated approach
8. Measuring beyond immediate conversion: awareness, relationships, engagement, what happens after they land
9. Failures as “lessons learned”: examine channel, activation, messaging—don’t just call it a failure
10. A trade show example: the press the red button / spin the wheel game, scanning tech, and “teachers are so competitive”

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1. LinkedIn (find Raymon and connect)
2. StoryBrand (mentioned for messaging)
3. B2B MX (where Raymon and Mason met)
4. Excel and PowerPoint (as ways to tell the “visual story”)
5. Scrappy ABM: Visit for more ABM tips and strategies.
6. 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!

On Scrappy ABM, Mason Cosby shares a “so simple and it seems so impactful” playbook with Jeni Bishop from Cordial: literally celebrating your customers by submitting customers and prospects for awards. It started with customers and “innovation awards,” then moved to prospects through an event award program—because “it’s an incredible touch point.” The nomination email creates a joyous moment: “Congratulations, you’ve been nominated,” followed by a chance to reach out, congratulate them, and “send them a gift… a direct mail… a bottle of champagne… or a card.” The results show up as touchpoints, “brand affinity,” “brand advocates,” and “brand exposure”—while the advice remains clear: start small, keep a calendar, and prioritize “quality over quantity.”

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Jeni Bishop is the VP of Marketing and head of brand at Cordial. She shares a simple playbook: “We submitted our prospects for awards,” starting with customers and expanding to prospects through an event award program. She recommends starting with “free, simple event-based” awards and says the nomination email is “an incredible touch point.” Jeni points people to LinkedIn: “It’s just Jeni Bishop… Jeni said, “I like the ice cream.”

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• “Literally celebrating your customers” by submitting customers and prospects for awards
• How it started with customers, “innovation awards,” and “fascinating use cases.”
• Choosing prospects: “What story did we have to tell?” and sales/team relationship input
• The nomination process: a “paragraph or two,” and a “wide range” of commitment levels
• The nomination email is “another touch point,” plus gifts, direct mail, and messages
• Results: “touchpoint is number one,” “brand affinity,” and “brand advocates.”
• Scaling: start with a calendar, but “quality over quantity” and avoid “robotic or scaled.”
• Advice: “Don’t start with paid awards… start with the free ones.”

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• Cordial
• CommerceNext
• CommerceNext Days
• LinkedIn (find Jeni Bishop on LinkedIn)
• [email protected]
• 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!

“No surprises” is the way teams need to operate—because alignment is tough when teams have different incentives, objectives, and motivations. On Scrappy ABM, Mason Cosby is joined by Rebecca (Bogler) Grimes, the CRO of SheerID, to talk through tips, tricks, and pieces of advice for creating the same experience from inbound to the selling cycle, implementation handoff, and into retention and growth strategies that straddle teams.

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The conversation keeps coming back to being intentional: documenting conversations, preparing well before meetings, doing research, and making conversations forward-looking and specific to an individual account. Rebecca also shares how tools, AI features, and synced systems support a “catalog” of what’s been discussed—so nobody has to say “catch me up.” From OKRs and scorecards to collaboration and compensation, the thread is simple: revenue is owned by everybody.

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Rebecca (Bogler) Grimes is the CRO of SheerID and describes her role as “full cycle,” owning marketing, sales, and customer success. She talks about shared responsibility across the organization, performance management culture, and using tools and documented next steps so teams can show up fully briefed and avoid surprises. When asked where to find her, Rebecca points people to LinkedIn.

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1. Creating a seamless handoff process from inbound lead → selling cycle → implementation handoff → retention and growth strategies
2. Being more intentional about documenting conversations, preparing before meetings, and keeping conversations forward-looking
3. Using Gong and AI features to catch up on what’s been discussed and identify “yellow lights”
4. Setting the expectation that you can visibly see where things are—so there’s no “catch me up on where things are” moment
5. Building a playbook with a clear delineation of ownership, plus warm introductions with onboarding and CSMs
6. Operating with no surprises, using inspection by leadership and exception reports (meeting notes, next steps, timeline shifts)
7. Embracing a performance management culture with objectives and key results, an OKR framework, and an org-wide scorecard
8. Having a hypothesis for ABM success criteria beyond a singular metric—and being agile with check-ins, signals, and pivots

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1. Gong (AI features to help catch you up on conversations; “yellow lights”)
2. Slack (how teams stay connected; call people in to support)
3. Salesforce (“if it didn’t happen in Salesforce, it didn’t happen”)
4. ClickUp, HubSpot, Asana (tools referenced for keeping work and documentation visible)
5. Radical Candor
6. Measuring What Matters
7. ShopTalk (referenced as a big event example)
8. LinkedIn (where Rebecca points people to find her)
9. Scrappy ABM: Visit for more ABM tips and strategies
10. 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!

On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social.

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Payton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward.

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From there, Mason and Payton unpack how events shifted into a primary conversion channel, how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives.

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👤 Guest Bio

Payton Christopher serves as head of demand generation and growth marketing at Delivery Solutions. He focuses on enterprise accounts, large-scale retailers, and an account-based marketing strategy that combines events, paid social, cold outbound, partner referrals, and a close relationship with the UPS parent company. In this conversation, Payton shares how he works with sales, customer service, and product, builds a content distribution strategy with a director of content, and measures programs through inbound demo requests, inbound pipeline, and pipeline velocity while navigating a long enterprise sales cycle and C-suite expectations.

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📌 What We Cover

• Defining the ICP by combining CRM data with input from sales, customer service, and product to focus on enterprise retailers.
• Identifying decision makers and frontline influencers, then engaging end users who drive real influence inside large accounts.
• Turning events into a primary conversion channel with digital backdrops, demo stations, and live product walkthroughs.
• Running an ABM-focused LinkedIn program that uses always-on paid social and product education for target accounts.
• Using interview-style case studies and a “waterfall” content approach to fuel social, website, and YouTube.
• Coordinating social events, website, cold outbound, partner referrals, and UPS relationships as core revenue drivers.
• Measuring success through direct and organic lift, inbound demo requests, inbound pipeline, and pipeline velocity as the North Star.
• Handling static ads that did not work, C-suite pushback, long enterprise sales cycles, and the need for ongoing relationships and office hours with sales.

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🔗 Resources Mentioned

• Delivery Solutions: Mentioned as the enterprise-focused product that integrates with custom solutions for large-scale retailers and delivers a return on investment, especially when accounts have many storefront locations and complex setups.
• LinkedIn: Used as a primary paid social and organic social channel where account lists and job titles are uploaded, videos are always on, and the team focuses on brand awareness and product education for the target audience.
• Toal (self-guided demo tool): Referenced as a tool for self-guided demos that inspired Delivery Solutions to record product demos, turn short segments into GIFs, and run those 15-second clips on LinkedIn to highlight specific features and benefits.
• HubSpot: The CRM where reps view leads, accounts, and assignments. Payton uses HubSpot in office hours to help sales understand how to move leads along and see the accounts assigned to them.
• UPS: Called out as the parent company and a key channel. Payton and the team maintain strong relationships with UPS sales reps, run webinars to explain the product, and help reps identify opportunities to bring Delivery Solutions into their own accounts.
• Shop Talk, Grocery Shop, and Retail Dive events: Named as important industry conferences and events where Delivery Solutions needs to show up with a strong booth, digital backdrops, and live demos so brands see the product and do not compare them poorly to competitors.
• 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!

Account-based marketing teams want every interaction to build trust, not erode it. On Scrappy ABM, host Mason Cosby sits down with Jeni Bishop to focus on brand and design within ABM programs, rather than just talking about awareness. Jeni shares why every interaction is a touchpoint that either builds trust over time or breaks it when you show up differently each time.

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Together, they walk through how to keep ads, content, emails, SDR outreach, and sales outreach consistent so a prospect doesn’t feel like they landed in the wrong place. Jeni explains her “take the logo off” test, why your company has to be the wrapper, and how overusing a target account’s colors, fonts, and logo can confuse people and erode brand trust. They also get into one-to-one versus one-to-few versus one-to-many ABM, how language from ICP research shapes messaging, and why branded solution terms come after problem language in the journey on Scrappy ABM.

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👤 Guest Bio

Jeni Bishop is VP of marketing and head of brand at Cordial. She works at a MarTech company focused on orchestrations and customer journeys, and she brings a brand and design perspective to account-based marketing programs. Jeni thinks about every interaction as a touch point that builds trust over time, from one-to-many campaigns to one-to-one content deeper in the funnel. This is her first podcast ever, and she is excited to be here. You can find her on LinkedIn and at cordial.com.

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📌 What We Cover

• Why every interaction in an ABM program is a touch point that builds trust over time
• How showing up differently every time erodes trust with prospects and accounts
• The role of buttoned-up brand guidelines in keeping touch points consistent across ads, content, emails, SDR outreach, sales outreach, and marketing content
• The “take your logo off the asset” test to see if people can still tell it’s your brand
• How over-customizing with a target account’s color palette, fonts, lifestyle imagery, language, and logo can work against your brand
• Logo hierarchy in one-to-one programs: making sure your logo is more prominent so people know where the ad or content came from
• Why your brand should be the wrapper through brand colors, fonts, and imagery so the ad and the website feel like the same experience
• Brand is others’ perception of your company, and how messaging shapes that perception
• Using ICP research, keyword research, and surveys to understand the language prospects use for their problems and challenges
• Examples like “orchestrations” versus “journey” and “account progression model” versus “funnel” or “customer journey map”
• Balancing problem language prospects use with branded terms that position your solution as unique, distinguished, and differentiated
• Budget challenges, doing more with less, and why one-to-few ABM can be more cost-effective than one-to-one while still feeling personal
• Grouping accounts that share very similar characteristics and challenges so campaigns can address their problems and still feel specific
• Moving from one-to-many to one-to-few at the top of the journey and focusing on one-to-one personalization on active pipeline and deal cycles
• Using one-to-one content lower in the funnel when you know their needs and challenges, and there is less guesswork
• How inconsistent experiences between the ad and the website put a question mark in a prospect’s head
• Aligning every touch point to create a seamless journey that builds trust, brand affinity, and recognition over time

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🔗 Resources Mentioned

• Cordial – The company where Jeni is VP of marketing and head of brand, referenced throughout the conversation.
• Jeni Bishop on LinkedIn – Jeni invites listeners to check her out on LinkedIn.
• 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!

Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn’t nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after.

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Title-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you.

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The alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes.

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• Targeting is the number one thing that is killing your ad program
• For the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansion
• Two ways people are setting money on fire: industry-based targeting and title-based targeting
• LinkedIn industry targeting is super confusing and isn’t nearly specific enough
• Title-based targeting on LinkedIn is lumping together multiple titles that are kinda close
• List-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedIn
• Match rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exports
• Quarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spend

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• LinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)
• Google
• ChatGPT
• Sales Intel
• ZoomInfo
• Amplemarket: AI Sales Copilot for sales teams
• 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 have a review and share this episode with your team or fellow marketers!