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.

📌 What We Cover

• 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

🔗 Resources

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

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