Scrappy ABM

The only thing worse than getting no customers is getting the wrong ones. In this solo episode of Scrappy ABM, host Mason Cosby breaks down how misaligned targeting can destroy profit, waste marketing effort, and frustrate every department in the business. He reveals why most B2B programs fail when they focus only on personas, and how to shift toward account-based targeting rooted in real data, not wishful thinking.

Mason walks through building a Best Customer Profile (BCP)—a data-backed approach that replaces idealistic wish lists with clear evidence of which customers are actually happy, profitable, and sustainable. Using examples from his own experience, he outlines how to partner with finance, customer success, and sales to define “best,” prioritize accounts, and align your marketing programs with revenue and profit.

• Why targeting the wrong customers ranks among the top five reasons B2B marketing programs fail
• The key differences between persona-based and account-based targeting
• How chasing “dream” accounts like Apple or Netflix sets organizations up for failure
• Defining a Best Customer Profile (BCP) instead of an unrealistic Ideal Customer Profile (ICP)
• What data to gather from finance, customer success, and sales to identify your true best customers
• A real-world example of how pursuing the wrong size customer led to 18 months of wasted resources
• How to translate customer data into a prioritized account list your sales and marketing teams can act on
• The simple way to earn buy-in from finance, customer success, and leadership through data-backed targeting

• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby on LinkedIn: Join the 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!

Leadership hears “ABM” and brings years of baggage. Scrappy ABM flips the script by cutting the re-education and moving straight to results. Host Mason Cosby welcomes Myles Madden to break down how he built ABM from the ground up—again and again—by starting with a sales-led use case, running a quiet pilot with a few reps, and only socializing the wins after pipeline appears.

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Myles lays out the pattern: meet with a tenured sales leader, ask for the one use case that’s driving revenue right now, pull five to ten real accounts, review the opportunities, and become an expert through Gong calls and external reading. From there, distribute across many channels for coverage, go deep on one or two “big bat” channels, and map one really good piece of content per stage—then validate with data. Simplicity wins: show pipeline amount and count, plus efficiency like cost to acquire $1 of pipeline, and keep teams aligned so messaging doesn’t drift.

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Myles Madden has built ABM from the ground up across multiple organizations—most often in Series B and Series C environments. He focuses on enterprise programs, specializes in cybersecurity, and emphasizes becoming an expert in the buyer’s use case through Gong calls, external content, and close partnership with sales and product marketing. At One Password, he collaborates with leaders and practitioners to launch focused, repeatable programs that create pipeline and prove efficiency.

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• Why over-educating with an ABM maturity model creates confusion and stalls momentum
• The stealth pilot: run with a few reps on a single sales-led use case, then share results later
• How to source the first list: ask sales for five+ accounts, pull reports, and find patterns in real opportunities
• Problem-specific vs. vertical-specific targeting across industries (cybersecurity vs. call centers)
• Becoming a use case expert: review Gong calls, read external content, and integrate into buyer channels
• Distribution strategy: broad coverage across channels, then go deep on one or two “big bat” levers
• Content mapping: align on TOFU/MOFU/BOFU definitions, mirror sales stages, and ship one really good piece per stage
• Measurement made simple: pipeline amount + count, efficiency (cost to acquire $1 of pipeline), and conversion as a signal of problem priority
• Keeping teams aligned: prevent use case drift with clear communication, examples, and field enablement
• Equipping AEs: ICP card, personas, discovery questions, outbound strategy, sequences, templates—put it all on a platter

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• Gong calls (call reviews for use case understanding)
• Substack (for following industry voices)
• Cybersecurity headlines (staying current on breaches and incidents)
• MED… “med pick” (sales stage framework reference)
• Seismic (sales enablement page example)
• One Password website solutions pages (story-led middle-funnel example)
• Acquisition.com (clear funnel/CTA example)
• Dave Ramsey (personal reference)
• Disney World (personal reference)

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Resources:

• Scrappy ABM: Visit for more ABM tips and strategies. (Link: ScrappyABM.com)
• Connect with Mason on LinkedIn for a conversation about ABM (Link: Mason Cosby)

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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 agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy ABM, to reveal how agencies can flip that script through account-based podcasting.

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With data, real client results, and behind-the-scenes process, Mason and Joseph walk through the exact steps to generate conversations with best-fit decision makers, build strategic relationships, and predictably drive revenue. This isn’t about chasing downloads or fluffy brand metrics—it’s about creating $2M in sales within two years by building a system that works even if you start with zero listeners.

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Joseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since 2021, he has launched 38 podcasts, directly helping hosts generate over $6 million in trackable revenue from their shows. Beyond B2B strategy, Joseph also runs a YouTube channel where he experiments with building, burning, and creating from logs—showcasing his creativity both in and outside of business.

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• Why most marketing agencies are commoditized and how podcasting changes that dynamic
• The three overlooked questions every agency should answer before launching a show
• Real-world examples of $2M+ in revenue sourced through account-based podcasting
• The three main podcast models: content engine, account-based, and public figure
• Why 90% of shows fail and how to avoid the common pitfalls of measurement, consistency, and promotion
• A 30-day launch framework to secure conversations with best-fit customers
• Practical guest outreach strategies that consistently book decision makers
• How to turn post-episode follow-up into pipeline and referrals

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• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM
• Connect with Joseph Lewin 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!

Scrappy ABM is all about practical playbooks that don’t break the bank. In this conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion.

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Ryan explains how a board-driven request turned into a framework that now guides sales focus, ABM campaigns, SDR targeting, and even M&A decisions. Together, Mason and Ryan explore the balance of quantitative data and qualitative insights, the challenges of execution and alignment, and why sometimes the most important outcome is knowing where not to invest.

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Listeners will hear first-hand how Docupace built four customer cohorts, used them to inform revenue forecasting and cross-sell strategy, and applied the same lens to merger evaluations. The discussion shows how cohort analysis can simplify a complex market and provide a clear cipher for resource allocation, product journeys, and long-term planning.

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Ryan George is the Chief Marketing Officer at Docupace, a leading digital operations technology provider for the wealth management industry. With deep expertise in financial services marketing, Ryan has led strategies for growth, retention, and profitability. He brings a unique perspective on aligning teams, using data for expansion, and turning complex markets into clear opportunities.

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• Why a recapitalization process pushed Docupace to build a cohort analysis
• The 14 factors (quantitative and qualitative) used to segment enterprise clients
• Four distinct cohorts: behemoths, core market, scalers, and limited-upside firms
• How the analysis reshaped sales strategy, resource allocation, and ABM campaigns
• Using cohorts to target SDR outreach and open new doors
• Aligning marketing, sales, and relationship management through repeated reinforcement
• How compensation structures shape alignment across teams
• Leveraging cohort analysis for forecasting, CRM integration, and cross-sell strategy
• Applying the same framework to M&A evaluations and knowing when to say no

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• Docupace
• Ryan George 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!

Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a team responsible for more than $100 million, Mason explains how to reframe your work around six core leadership concerns: sustained organizational growth, efficiency, profit, attracting and retaining top talent, fostering a positive culture, and continued innovation.

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Listeners will walk away with clear, repeatable ways to prove marketing’s value, tie programs to measurable business outcomes, and protect budgets when inevitable cuts arise.

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• Why leaders value repeatable, predictable results over one-shot campaigns
• How efficiency compounds when systematic programs run quarter after quarter
• The importance of targeting the most profitable customers in partnership with finance
• How high-profit customers create happier employees, stronger brands, and talent magnet effects
• The link between customer satisfaction and positive company culture
• Why customer similarity enables meaningful innovation and actionable feedback
• How to frame marketing initiatives in monthly meetings to secure executive buy-in
• Practical ways to tie every win back to the six leadership priorities

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• Scrappy ABM: scrappyabm.com
• Connect with Mason on LinkedIn: Mason Cosby

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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, host of Scrappy ABM, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what it takes to escape the cycle of frustration.

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From leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to promotions, freedom, and even a tenfold income increase. For marketers who feel like they’re running in circles, this episode offers a practical playbook for building repeatable systems that create engagement, pipeline, and revenue.

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• The tale of two marketers: burnout vs. creativity and fulfillment
• Why leadership alignment sets the foundation for everything else
• How pipeline health determines whether sales buys in
• The danger of changing target audiences every campaign
• Building systems that generate scalable, repeatable returns
• Why under-resourced seasons can build your career
• The importance of reporting on the right metrics for leadership
• Mason’s personal story: from overwhelmed solo marketer to repeatable system builder

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• Scrappy ABM: Visit for more ABM tips and strategies → scrappyabm.com
• Connect with Mason on LinkedIn → Mason Cosby

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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 Cliff Simon, CEO and founder of Polaris, to get clear on “what the heck is rev ops” and where AI is actually useful. Rev Ops sits at the intersection of systems, processes, insights and analytics, enablement, and a maniacal focus on the customer journey. Cliff draws a sharp line between departmental “ops” and a functional model that breaks down silos and sits in weekly and monthly cadences with sales, marketing, CS, and product.

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They cut through AI hype with a people → process → tech sequence, why most teams aren’t ready because the bottom data layer isn’t there, and how a glossary of terms—agreed at the board level—prevents “good in, good out” from turning into “one degree off course at 120 miles an hour.” Expect pragmatic wins: giving salespeople time back by automating admin, faster copy iteration and A/B tests, forecasting deals, and CS deflection and case resolution. The throughline: don’t expect the world—crawl, walk, run—grow capacity without growing headcount, and use enablement (including AI) to train sellers and leaders.

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Cliff Simon is the CEO and founder of Polaris. He helps people actually understand effective AI implementation to run revenue operations programs. Cliff emphasizes people, process, then tech; Rev Ops as a thought partner to executives; and a maniacal focus on the customer journey. Connect via LinkedIn or polarisops.com.

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• Rev Ops as the intersection of systems, processes, insights and analytics, and enablement
• Breaking down departmental silos by aligning analytics and systems teams across sales, marketing, CS, and product
• “People, process, tech” as the order of operations—and why business acumen and human psychology come first
• Why most teams aren’t ready for AI: the bottom data layer, a glossary of terms, and board-level agreement on definitions
• The “good in, good out” warning and the “one degree off course at 120 miles an hour” metaphor
• Where not to expect AI right now (full technology implementation) vs. where it helps: admin automation, faster copy iteration, forecasting deals
• CS wins: deflection and case resolution so humans can focus on difficult issues and customer care
• A measured approach: don’t expect the world; crawl, walk, run; grow capacity without growing headcount; enablement to train sellers and leaders

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• Polaris: https://polarisops.com
• Cliff Simon on LinkedIn: https://www.linkedin.com/in/cliff-simon/
• Lean Six Sigma
• Q Flow (forecasting context)
• Salesforce World Tour (New York City mention)
• Road Show Stops: Atlanta (October 10), Austin (October 23), Chicago (November 5), Boston (later in November, finalizing), Toronto (potentially November)
• 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!

On Scrappy ABM, host Mason Cosby sits down with Jeff Hardison, CRO at CaseMark, to cut through tool-first thinking and get back to the fundamentals: pick the ideal customer profile that buys, retains, and expands—then run ABM to get more of your best. Jeff draws a sharp line between ICP and a target audience (the hunch you’re “pushing up a hill”) and shows why alignment breaks when leadership confuses the two.

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They map old-school account-based playbooks to today’s stack, using intent, tasteful personalization by industry or growth stage, and PLG motions that convert free usage into organization-wide adoption—the classic “come over the top” expansion. From Calendly’s surprising webinar signal (“please self-promote the product more”) to building lists with AI agents and wiring product + checkout data to measure PLG ABM, this conversation stays grounded in experiments, feedback, and outcomes.

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If you’re testing a new segment, scaling a hybrid PLG + sales motion, or correcting an over-automated program, this is a practical blueprint to run scrappy without breaking the bank.

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Jeff Hardison is the CRO at CaseMark and previously served as VP of Product Marketing at Calendly. He’s also worked at Clear Bet and led programs that connect old-school account-based fundamentals with modern platforms, PLG activation, and expansion motions.

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• The ICP vs. target audience distinction—and why confusing them derails ABM
• Using AI agents to scrape “top 10 / top 100” lists, pair domains, and enrich before outreach
• Old-school ABM tactics (direct mail, events, coordinated sales air cover) mapped to modern platforms
• Tasteful personalization: segment by industry or growth stage instead of risky person-level guesses
• Why PLG content can lean product-tutorial, while sales-led needs more category/problem education
• The hybrid PLG + sales content path: awareness → sign-up → self-pay → sales expansion → CS enablement
• Measuring PLG ABM: wiring product data and checkout to prove sign-up, activation, upgrade, and spread
• The Dropbox method: free “viral” adoption, then one org, one invoice, and IT alignment (SSO, SCIM)
• Running manual ABM to expose solvable problems (tracking, enrichment, MQA signals) before scaling tools
• User interviews that reveal unexpected edge use cases—and reshape ICP, content, and product priorities

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• Calendly
• HubSpot
• CaseMark
• ZoomInfo
• Clay
• Apollo
• ChatGPT
• Manus (for building AI agents)
• Clear Bet
• Dropbox (“Dropbox method” reference)
• US Banker Magazine (example within trade publications)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby 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!

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.

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With over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.

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• The tension when marketing hits its goals but sales doesn’t
• Why account-based marketing is exclusive to B2B organizations
• How aligning marketing, sales, and customer success creates better results
• The importance of building a shared list of target accounts
• Why those accounts should reflect your happiest and most profitable customers
• How to involve finance in identifying best-fit accounts
• A simple, toddler-level definition of ABM: only invite the best people to your party

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• Scrappy ABM: Visit for more ABM tips and strategies. scrappyabm.com
• Connect with Mason on LinkedIn for a conversation about ABM: Mason Cosby

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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!

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.

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Natalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.

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Natalie Marcotullio is Head of Growth and Product Marketing at Navattic. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.

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• Why one-to-many ABM fits when ACVs don’t justify one-to-one
• Going beyond G2 categories to find hyper-specific sub-verticals
• Tools like Apollo lookalike features and Oceans IIO for niche targeting
• Mapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programs
• The role of interactive demos in mid-funnel engagement
• Stacking and consolidating signals through Koala and Slack alerts
• Measuring everything against pipeline, not just demo engagement
• Standardizing processes with sales to avoid wasted spend and list churn

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• Navattic — Interactive demo platform
• Koala — Signal aggregation platform
• Apollo — Lookalike and targeting tool
• Oceans IIO (mentioned as niche targeting tool)
• Cyber Marketing Con & Cyber Marketing Society (events referenced)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby 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!