Scrappy ABM

A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who’ve been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that aligns marketing, sales, customer success, and rev ops around a shared target account list that reflects best customers, with data-driven decision making.

From pre-COVID tool stacks (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads) to unbundled, signal-driven programs, the group contrasts platform-led decisions with strategy-first programs. Costs spiraled—$200k+ in tools and team lift pushing some stacks to $910k—while teams chased account-level intent that often came from one contact or disappeared inside the ICP filter. Today’s shift centers on signals, precision, and orchestration: pick the right accounts, design plays around triggers, personalize experiences, and measure contribution, not just source. The takeaway: get the foundations right, then add tech that plays nicely together.

👤 Guest Bios

• Amber Bogie — Director of Global UCC Marketing at GoTo Technologies. Long-time ABM practitioner who has seen changes, trends, and disasters, built programs with Terminus and Uberflip/PathFactory, and calls for data-driven decision making and realistic goals with leadership.
• Jess Cook — Head of Marketing at Vector, a contact-based marketing platform. Background in copywriting, creative direction, and content; highlights signals and the contact-level reality behind account intent, plus ads audiences built from website and competitive research signals. Also hosts “This Meeting Could Have Been a Podcast” with CEO Josh.
• Pete Lorenco — Leads Growth Marketing at Flexera (field, partner, and ABM campaigns). Has worked in enterprise and startup, made “every mistake…5,000 times,” and now pushes strategy first, signals and plays, personalization, and measurement beyond sourced attribution.

📌 What We Cover

• A working definition of ABM: B2B revenue strategy aligning marketing, sales, customer success, and rev ops on shared best-customer accounts with data-driven decision making.
• Pre-COVID stacks that shaped early programs: Engagio→Demandbase, Terminus display, Uberflip/PathFactory for content, Marketo/Salesforce, LinkedIn Campaign Manager, Google Ads, direct mail (manual to sending platforms).
• Why it got so expensive: platform black boxes, novel data, “full-suite” promises, and the conflation of tool = strategy, plus team cost on top of licenses (examples up to $910k).
• The signal reality: half of account intent from one contact; ~90% of account intent drops when filtered to ICP—so who is the contact and what is the next play?
• Moving from mass outreach to precision demand: triggers, plays, personalized experiences, and orchestration across channels.
• Measurement that leadership buys: beyond marketing-sourced to contribution to all pipeline, showing touchpoints, buyer journeys, and education for long cycles.
• Unbundled ABM in practice: add tools that do a few things exceptionally well, integrate, and support the strategy, not the other way around.
• Foundations and fit: who to invite to the party, how to identify them, and when ABM isn’t a fit (see episode 149).

🔗 Resources Mentioned

• Platforms/Tools: Engagio (now part of Demandbase), Demandbase, Terminus, Uberflip, PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads, Outreach, Salesloft, Six Sense, User Gems, Vector, Clay, ZoomInfo, Bombora, HD Insights, Full Circle, Writer, Alice, Sendoso, Reachdesk, CMO Coffee Talk (Slack community), Netflix (content analogy).
• Shows/Episodes: Scrappy ABM episode 149 (who’s not a fit for ABM).
• People: Amber Bogie, Jess Cook, Pete Lorenco, Josh (Vector CEO on the podcast with Jess), Sangram (introduction mentioned), Sam Ney (community reference).
• Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)
• 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!

SDR teams that were well fed by inbound are now shifting from qualification to outbound prospecting. On Scrappy ABM, host Mason Cosby sits down with Josh Gainey, the Go Market lead over at Kasm Technologies, to break down a practical outbound playbook: start with the right SDR hire profile, define who not to target, and align on an A / C / F grading scale that everyone—SDR and AE—buys into.

Josh unpacks “freedom within a framework,” why the process should be the accelerator, not the tool, and how a simple rhythm across LinkedIn, Sales Navigator, ZoomInfo, Outreach, and Salesforce can book the right meetings without burning accounts. From first messages that hit the top three points to moving fast from LinkedIn to calendar, proof of concept momentum, and becoming a manager of managers, this conversation lays out what was awesome, what was hard, and the lessons teams can apply—whether inbound or outbound.

Josh Gainey is the Go Market lead over at Kasm Technologies. Before Kasm Technologies, he built a fantastic outbound program over at Authenticate and scaled from two or three SDRs—where he was one of them—to leading a team of 25 to 30 SDRs in two and a half years. Josh is active on LinkedIn and there every day.

• Why the right SDR hire profile matters before calling anybody—and finding people willing to do hard work
• Using negative attributes to decide who not to target and prevent AE distrust
• The A / C / F grading model: titles, size, industry, engagement, budget, workflow, multiple team members, and proof of concept
• Getting AE buy-in so “everybody did their job” and mapping grades in the CRM to closed-won, deal cycle, and deal size
• Channel mix kept simple: LinkedIn first, plus ZoomInfo, Outreach, Salesforce, and Sales Navigator—manual over automation
• “Process be the accelerator, not the tool” and why scaling what doesn’t work burns accounts in cybersecurity
• First-message approach: straightforward, a little personalized, and the top three points (e.g., dark web access, off-network special web access, managed attribution)
• Moving fast from interest to work email to calendar invite, and confirming 24 hours before
• Measuring success: more A meetings, enterprise opportunities, and onboarding ramp speed
• Promotions and morale: SDR paths to renewals, account executive, and account management
• Unexpected roadblocks: shifting into a manager of managers, attrition, and tying compensation to performance
• Stakeholder buy-in beyond sales: bring in product managers, engineering, CSAM, and the head of sales for executive exposure and culture building

• LinkedIn
• Sales Navigator
• ZoomInfo
• Outreach
• Salesforce
• Authenticate
• Kasm Technologies
• 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 host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook, an $80,000 annual contract, and why “less is more” with “two service lines.” It’s all inbound from LinkedIn and a podcast, plus “speaking engagements,” saying yes to interviews, and an “absurd number of webinars”—including 60 podcast interviews and 18 webinars in ~60 days that created over $2 million in pipeline.

He gets “shockingly honest” about 120 hour weeks, a postpartum spouse editing podcasts, firing seven contractors, moving to W2s, and then learning seasonality and sales cycles. Mason explains why a debt free approach matters, how he’s scaling out for a two-month paternity leave, and why he turned down six to seven million to stay focused on a mission: equip a million marketers with repeatable account-based playbooks by January 2035.

Nick Bennett — host of 1,000 Routes. In this conversation, Nick steers the candid discussion on solopreneurship, scaling, contractors vs. W2, and the shift from “Mason the marketer” to “Mason the CEO.”

• From “little teeny tiny side hustle” to “I think I have a business”: $25K in March ’23, a $150K deal that “backed out,” and stacking project revenue with one $80K annual contract.
• Why “less is more”: from 16 service lines to two service lines that are “way easier to sell.”
• All inbound: LinkedIn, a podcast, “speaking engagements,” saying yes to podcasts, networking calls, and an “absurd number of webinars.”
• Buying back time: hiring a contractor at $70/hr, “bought back 65 hours,” and discovering margin without doing the delivery.
• Contractors vs. W2: “shockingly honest” lessons, firing seven people, then learning seasonality, fixed costs, and building a bench of professional contractors.
• Scaling out of delivery and most selling: hiring an AE, a COO, and “four specialists” per client so the team “does it better than me.”
• Pipeline swings and seasonality: 60 podcast interviews + 18 webinars → over $2M in pipeline as H2 budgets open.
• Mission over exit: turning down six–seven million, staying debt free, and the goal to equip a million marketers by January 2035.

• 1,000 Routes
• Dave Ramsey / Ramsey Solutions (“baby steps,” “Ramsey guy”)
• System & Soul (business operating framework)
• EOS (operating system reference)
• Acquisition.com workshop
• C12 (Christian business leaders group)
• Terminus (AE experience referenced)
• Create your next digital offer: https://harnessandhone.com/
• Join How Solos Scale: https://www.howsolosscale.com/
• Download the free roadmap: https://fullstacksoloroadmap.com/
• 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 brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience.

While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retention and why customer journeys after the sale are where long-term value is created. From segmentation strategies and digital adoption to habit formation and personalization, Katie shares how data, milestones, and feedback loops transform customer relationships. The conversation shows exactly how mapping behaviors and empowering users at the right moments leads to retention, expansion, and exponential growth.

👤 Guest Bio

Katie Yagodnik is the founder of SFE Advisors, helping companies grow after the sale. With 20+ years in customer success, sales, operations, and growth, Katie is a post-sales strategist recognized as a Totango Hero and Monster.com alum. At SFE Advisors, she specializes in building customer journeys that drive retention, expansion, and long-term revenue impact.

📌 What We Cover

• Why focusing on net revenue retention matters more than acquisition costs
• Customer segmentation based on spend, size, and adoption for post-sale success
• Mapping milestones across implementation, training, adoption, renewal, and expansion
• Turning customer communications into a data-driven framework for personalization
• Creating personas for executives, admins, end users, managers, and technical stakeholders
• Distribution channels that work: email cadences, LMS, office hours, knowledge base, and success squads
• Measuring success through open rates, activity tracking, and behavioral benchmarks
• Lessons learned: reducing email overload, proving program results, and iterating based on data

🔗 Resources Mentioned

• Katie Yagodnik on LinkedIn
• SFE Advisors
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby 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 is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.

Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where AI helps and where it falls short.

This conversation also emphasizes the irreplaceable role of human connection, the need for intentional strategy, and the importance of aligning marketing, sales, and customer success teams around best-fit accounts.

• The four-part ABM framework: data, distribution, destination, and direction
• How tools like ChatGPT and Fathom improve client profiling and objection tracking
• Why AI-generated distribution can fail without accurate targeting
• The difference between training AI like a tool versus like a team member
• The role of in-person events as a conversion point in ABM programs
• How “digital fatigue” and AI at scale impact personalization strategies
• The definition of ABM as a revenue strategy aligned around best customers
• Why B2B buying committees involve 8–14 people and what that means for content
• The challenges of long, complex buying cycles and seasonal decision-making
• The balance of AI efficiency with human review to prevent irrelevant outreach

• Scrappy ABM
• Mason Cosby on LinkedIn
• Mike Montague on LinkedIn
• Avenue9
• Fathom (AI transcript tool)
• Superhuman (AI email tool)
• 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!

On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.

Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web advertising, programmatic campaigns, and even connected TV—without software fees. Together, Mason and Galen explore the concept of account-based RevOps, the seven playbooks for ABM execution, and how to empower sales teams with direct control of campaigns. The discussion highlights practical strategies for orchestrating omnichannel touches, measuring engagement, and aligning marketing and sales to accelerate pipeline growth.

👤 Guest Bio

Galen Dow is the founder of BrandGen and previously founded New Breed, the first Elite tier HubSpot agency. With deep expertise in account-based marketing and revenue operations, Galen focuses on helping companies implement cost-effective account-based advertising by connecting HubSpot CRM and marketing automation with open web and programmatic advertising.

📌 What We Cover

• The limitations of expensive ABM platforms and the genesis of BrandGen
• Why intent data and contact enrichment often block smaller companies from scaling
• The concept of account-based RevOps and how it aligns marketing, sales, and service
• Seven account-based playbooks, including land and expand and blended account-based approaches
• Using open web and connected TV advertising as cost-effective alternatives to walled gardens
• How BrandGen integrates with HubSpot for campaign activation, workflows, and rep-level control
• Orchestrating omnichannel touches to stand out in a crowded, AI-driven landscape
• The challenge of measuring ABM success and why BrandGen compares to trade show presence

🔗 Resources Mentioned

• BrandGen.io
• Galen Dow on LinkedIn
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason Cosby 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!

If you’ve ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you’re not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won’t buy into marketing programs—and what to do about it.

From definitions that don’t match up, to time horizons that clash, to calendars that feel empty or overwhelming, Mason explains how small misalignments create major breakdowns in trust. He also walks through the reality of seasonality, why pipeline timing matters, and how compensation structures can make alignment almost impossible.

This is a blunt, practical breakdown of what really drives the disconnect between marketers and sales—and how to fix it before your next big plan gets ignored.

• How miscommunication over basic terms like “lead,” “MQL,” and “opportunity” destroys trust
• Why marketers think in months and years, while sales lives in days, weeks, and quarters
• The difference between an empty calendar for marketers versus sellers—and what it signals
• How seasonality shapes when sales teams will and won’t buy into your programs
• Why sales compensation structures can make collaboration impossible
• The starting point Mason recommends for solving alignment issues

• Scrappy ABM: Visit ScrappyABM.com 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, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.

Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.

This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work.

Leslie Venetz is the author of Profit Generating Pipeline and a USA Today bestselling author recognized as the 2024 Sales Innovator of the Year. With a career spanning service-based and SaaS sales, Leslie built her philosophy around full-cycle accountability, customer retention, and the belief that sellers must “earn the right” to their buyer’s attention. She shares daily insights on LinkedIn and can be found at salesledgtm.com/book.

• Why “cheapest customers” are rarely the most profitable
• The difference between chasing big logos and finding the right accounts
• How renewal, upsell, and cross-sell drive long-term revenue
• Lessons from service-based sales and full-cycle account management
• Why MQL processes often break down and how to fix them
• The dangers of disingenuous contact-level personalization
• Leslie’s three-step approach to segmentation and value prop development
• How industry-specific campaigns create credibility and trust
• Why the biggest logos aren’t always the best accounts for ABM programs
• The type of content sales actually needs from marketing

• Profit Generating Pipeline by Leslie Venetz
• Leslie Venetz 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!

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020.

Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months. They unpack what worked — executive sponsorship, a sharply defined target account list, and tightly documented operations — and where they’d hit rewind: overinvesting in tech, misaligned expectations, and the pain of forcing MQLs into a sales pipeline.

Whether you’re building ABM from scratch, stuck in the middle, or scaling with momentum, this conversation reveals both the early signals that matter and the long-game reality required to see real impact.

Ryan Gunn is the founder of Attribution Academy, an education platform helping HubSpot users learn how to tie marketing activity to revenue. He’s known for demystifying marketing attribution and helping teams prove their impact.

Amanda “Chuck” Palmarchuk is Head of Strategy at Scrappy ABM, with nearly two decades in marketing and seven years specializing exclusively in account-based marketing. She’s helped organizations at all stages — from building ABM programs from scratch to refining them for revenue impact.

• The core truth of ABM: awareness first, trust always
• Breaking into a new market segment without existing relationships
• Why executive sponsorship and consultant authority shaped success
• Building a tight, tiered target account list (~200 accounts total)
• How mind mapping and workflow planning prevented ops breakdowns
• The cost of overinvesting in tech before strategy is proven
• Resetting unrealistic expectations when early pipeline is slow
• Measuring influence and account penetration alongside revenue
• Recognizing seasonality and its role in pipeline timing
• Lessons for aligning sales and marketing without creating friction

• 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 delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results.

Yelena shares how Finch, the number one payroll network, built a partner-focused activation at a premier third-party administrator event. Using a seamless travel kit, co-branded items, and a scavenger hunt-inspired process, the team generated buzz, showcased network strength, and created meaningful conversations. The discussion highlights how creative packaging, clear messaging, and smart use of resources—like an event agency and even ChatGPT—can transform event marketing. Listeners will hear how this scrappy approach turned a standard booth into the talk of the show while building momentum for future events.

👤 Guest Bio

Yelena Kozlova is the VP of Marketing at Finch, leading strategies that strengthen partnerships and drive network growth. With a background in product marketing and a passion for contextual messaging, Yelena shares insights on creative event activations and field marketing.

📌 What We Cover

• The strategy behind Finch’s partner activation at a third-party administrator event
• How a travel kit theme connected partners and prospects through co-branded items
• Turning booth visits into an engaging scavenger hunt experience
• Overcoming last-minute challenges and evolving the activation from idea to execution
• Using a personalized landing page and QR codes to capture and track leads
• Partner collaboration, measurement, and building buzz at events
• Lessons learned and what’s planned for scaling the activation at future events
• Why having the right partners and agencies matters more than a large team

🔗 Resources Mentioned

• Finch
• Farrago Events (Monica Ortiz)
• ChatGPT
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby 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!