In this episode, host Mason Cosby shares a powerful playbook for converting podcast guests into clients or partners by leveraging story-based interviews. He dives into the strategy of using podcasts as a relationship-building tool, where guests are invited to share their personal stories, fostering trust and long-term connections. ============================== Best Moments: (01:16) Using story-driven interviews to connect with potential clients or partners, creating a foundation for...

In this episode, host Mason Cosby sits down with Jay Moolenaar, founder of Sentient Sales Technology, to talk about how to build effective Account-Based Marketing (ABM) programs without breaking the bank, focusing on collaboration between sales and marketing, creating authentic content, and capturing demand efficiently. ============================== Best Moments: (02:00) Jay emphasizes the critical role of aligning sales and marketing teams to create a cohesive ABM strategy. (05:44)...

In this episode of Scrappy ABM, host Mason Cosby dives into how you can use a podcast to transform guests into customers, referral partners, or future clients. Mason shares three unique podcast formats and practical steps for leveraging each to build meaningful relationships and drive business growth. Best Moments: (01:12) Exploring three podcast formats for guest conversion: expertise, story, and host-as-expert (01:38) The expertise format: showcasing guests’ thought leadership to build...

In this insightful episode of Scrappy ABM, host Mason Cosby sits down with Amber Bogie, Sr Director of GTM & ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization. ======================= Best Moments: (01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there (04:52) The significance of having "GTM" in her title and how it reflects her advisory role...

In this episode, host Mason Cosby shares budget-friendly strategies on how to effectively network and book meetings at events, even if you don’t have a speaking engagement. ========================= Best Moments: (02:05) The importance of attending sessions related to your product or service to identify potential customers and facilitate serendipitous conversations (03:19) The role of networking and initiating conversations at events, with tips on crafting effective conversation...

In this episode of "Scrappy ABM," host Mason Cosby is joined by Tyler Pleiss, the Growth Marketing Manager at Movable Ink. Together, they dive into Tyler's practical approach to building and scaling an account-based marketing (ABM) program from the ground up, without relying on expensive technology platforms. ================================= Best Moments: (02:05) Tyler introduces Movable Ink, an email platform that provides personalization for B2C brands (03:19) Defining account-based...

In this episode of Scrappy ABM, host Mason Cosby dives into his effective strategies for driving pipeline through a scrappy, account-based marketing (ABM) approach. Mason breaks down how he leverages multiple channels and allocates resources to maximize impact, even in challenging market conditions. ============================ Best Moments: (01:07) Mason reveals his three core channels for driving pipeline: LinkedIn organic posting, the Scrappy ABM podcast, and speaking at events (03:55)...

In this episode of Scrappy ABM, host Mason Cosby is joined by ABM consultant Tania Saez to explore a practical playbook for executing a robust account-based marketing program using LinkedIn, email, and direct mail, specifically tailored for SMB and mid-market organizations. ======================================== Best Moments: (02:05) Finding your target audience through sales team input and data enrichment tools (06:28) Leveraging LinkedIn, email, personalized videos, and direct mail as...

In this episode, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) with Nick Zeckets, including frameworks, strategies, and best practices for building effective ABM programs without breaking the bank. ================================ Best Moments: (04:45) Discussing the target audience for Scrappy ABM's services (09:01) Why Mason is passionate about ABM and its ability to benefit everyone involved when done well (14:58) The importance of relevance and context...

In this episode, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources. ========================================= Best Moments: (01:13) Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program (05:17) Identifying target accounts using intent data, website activity, and partner insights from AWS (08:06) Leveraging existing channels and content assets for ABM outreach...

In this episode of "Scrappy ABM," host Mason Cosby and guest Anna Tsymbalist, Head of ABM at Influ2, discuss strategies for creating a coordinated sales and marketing program within account-based marketing (ABM). ============================================= Best Moments: (02:05) The importance of crawling before running in ABM (07:51) Three core reasons why ABM programs fail (11:02) Defining activation plays and their role in ABM (13:18) The structure of activation play...

In this episode, host Mason Cosby is joined by Tara Pawlak, SVP of Marketing at Revenue Grid, to discuss a practical playbook for pipeline acceleration and enabling your sales team to create highly personalized experiences for best-fit potential customers. ============================================= Best Moments: (01:16) Tara explains her focus on pipeline acceleration and enabling the sales team to create highly personalized experiences for best-fit potential customers (02:04)...

In this episode of "Scrappy ABM," host Mason Cosby welcomes Dr. Jim Kanichirayil, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US. ===================================== Best Moments: (02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook (03:11) Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific (07:05) Their approach...

In this episode of Scrappy ABM, host Mason Cosby shares groundbreaking approaches to account-based marketing (ABM) that don't break the bank. He explains how to build robust ABM strategies with limited resources, revealing the actual insights that led to his biggest wins. ========================================= Best Moments: (05:56) The current logic around ABM and the challenges of sending inexperienced SDRs to events. (06:30) Defining ABM as a B2B revenue strategy that aligns the...

In this episode, host Mason Cosby is joined by Brandee Sanders, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources. ========================= Best Moments: (03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and sales alignment (09:14) Avoiding shiny object syndrome and focusing on decisiveness when starting an ABM program (11:13) Setting clear...

In this episode, host Mason Cosby shares his expertise on building a personal brand on LinkedIn to drive revenue, not followers. =============================================== Best Moments: (01:06) Mason's background and how he used LinkedIn to source $2.2 million in revenue over 18 months (04:02) Positioning yourself, engaging buyers, and engaging the community (05:10) The "Condensed Connections, Comments, Content, Community" framework (09:11) Defining your personal and professional...

In this episode of "Scrappy ABM," host Mason Cosby is joined by AJ Wilcox, CEO of B2Linked, to discuss how to use LinkedIn ads for an account-based marketing program and generate tangible results. ===================================================== Best Moments: (08:52) The power of Thought Leader Ads, which drive 10-15x higher engagement than regular company ads (11:13) Using document ads with a "highlight reel" approach, treating them like carousels, to drive engagement (15:54)...

In this episode, host Mason Cosby is joined by Adam Robinson, CEO of Retention and RB2B, to discuss practical playbooks for using RB2B to de-anonymize website traffic and convert leads. ======================================================================================== Best Moments: (01:41) Adam Robinson explains what RB2B is — person-level website visitor identity for US web traffic (03:05) Adam confirms the effectiveness of RB2B by sharing an experience from an earlier...

This episode of the Scrappy ABM podcast features a Round Table Session hosted by Isaac Ware from UserGems, with guest speakers Tyler Pleiss, Corrina Owens, and Mason Cosby. They discuss strategies for executing account-based marketing (ABM) programs, especially for companies with limited resources. They provide specific tactics for identifying target account signals, building alignment between sales and marketing, creating ABM minimum viable products (MVPs), and measuring...

This episode of Scrappy ABM features host Mason Cosby interviewing Brynne Hazzard, Head of Marketing at FYLD, an AI company targeting sectors like utilities, construction, and oil & gas. She was brought in specifically to build their ABM program on a budget at global scale using short-form, value-packed content. ========================================================================================= Best Moments: (01:45) Getting buy-in for the ABM program by driving alignment across...

In this episode, host Mason Cosby dives into effective event activation strategies to generate revenue. Listeners can expect to learn practical tactics to capture attendee data, distribute relevant content, direct people to next steps, and track engagement to convert event connections into sales pipeline opportunities. ========================================================================================== Best Moments: (02:52) Speaking at events makes conversion easier since you have...

This episode of Scrappy ABM features host Mason Cosby interviewing Tomasz Maciejewski, a LinkedIn trainer, B2B consultant, and founder of Content Way. They discuss Tomasz's podcast playbook and ABM strategy for engaging potential clients through thought leadership content. ========================================================================================== Best Moments: (01:53) How Tomasz identifies his ideal customer profile and target account list (05:22) The account progression...

This episode of Scrappy ABM features a discussion between host Ariana Shannon, sales intel director of marketing, and guest Mason Cosby, founder of Scrappy ABM. They talk about leveraging trigger stacking to enhance ABM campaign strategies without breaking the bank. ========================================================================================== Best Moments: (08:39) Why some ABM programs fail — trying to rely on just one intent signal rather than layering multiple...

In this episode of Scrappy ABM, host Mason Cosby interviews Parthi Loganathan, CEO and Founder of Letterdrop, to audit Parthi's marketing podcast and provide recommendations on how to improve it. Listeners can expect to learn best practices around podcast goal-setting, audience targeting, measuring success, promotion strategies, and content planning. ============================================================================= Best Moments: (03:08) Setting goals for a marketing podcast —...

In this episode of Scrappy ABM, host Mason Cosby walks through a website re-engagement playbook using the 4D framework of data, distribution, destination, and direction. Learn a step-by-step approach for re-engaging website visitors through targeted outreach campaigns with the goal of booking meetings and driving conversions. Best Moments: (04:06) Using free tools like RB2B, Warmly, and Factor.ai to collect website visitor data and trigger outreach (07:33) Leveraging LinkedIn for...