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Scrappy ABM

Scrappy ABM

著者： Mason Cosby
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 Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.

Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.

This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.

So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.

Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!Scrappy ABM, LLC マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
エピソード
  • Are We Really Aligned? Why Visualizing Strategy Beats Talking About It (with Christina Bottis and Chris Geraci from Mural) | Ep. 178

    Are We Really Aligned? Why Visualizing Strategy Beats Talking About It (with Christina Bottis and Chris Geraci from Mural) | Ep. 178
    2025/06/16
    Visualizing alignment is more than a buzzword—it’s a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they’re “100% on the same page.”Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, why PowerPoint slides aren’t enough, and how Mural’s teams now center everything on visual artifacts. Mason Cosby, Christina Bottis, and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing’s metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human.👤 Guest BioChristina Bottis, Chief Marketing Officer at MuralWith two decades of B2B tech experience, Christina Bottis brings a belief that ABM is just good strategy. Her hands-on marketing and sales experience shape a focus on mutual empathy and bridging the gap between digital plans and real human resonance.Chris Geraci, VP of Sales at MuralChris Geraci has spent 15 years in SaaS sales and leads the new land team at Mural. He brings a passion for building high-performing teams, fostering trust, and turning ABM strategies into repeatable, team-driven successes—especially when remote work challenges traditional alignment.📌 What We CoverThe danger of “alignment” as just a conversation, not a shared visualHow remote work exposed the flaws in assuming everyone is on the same pageUsing visual artifacts to turn ABM strategy into a single source of truthTranslating customer journeys into actionable, co-owned plansWeekly pipeline meetings, trust-building, and measuring what really mattersThe power of empathy: seeing the world through sales and marketing eyesBuilding rituals—icebreakers, honest feedback, and shared Slack channels—for stronger team cultureCo-creation: making it impossible to blame or credit just one team when you win or loseWhy B2B needs to “get creepy” about users and go beyond firmographicsSmall experiments, learning from failure, and the value of repeatable motions🔗 Resources MentionedMural"Five Dysfunctions of a Team" by Patrick Lencioni (referenced in discussion)LUMA methods (referenced for brainstorming and refining team processes)Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby on LinkedIn for a conversation about ABMIf 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!
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    51 分
  • Tripling Revenue in Six Months: Podcasting as an Account-Based Playbook with Logan Lyles | Ep. 177

    Tripling Revenue in Six Months: Podcasting as an Account-Based Playbook with Logan Lyles | Ep. 177
    2025/06/12
    Scrappy ABM welcomes Logan Lyles, Director of Growth at Business Builders, for a candid look at how podcasting can unlock revenue and real relationships for agency owners and service businesses. Host Mason Cosby shares how many founders look to build ABM programs but find podcasting is the better fit, especially for those with founder-led expertise.Logan Lyles walks through his journey from technology sales to running Sweet Fish Media’s podcast and closing their first guest as a client within 35 days. Listeners will hear how Logan and the team tripled business in just six months and scaled with a content-based networking approach, where podcast guests are the best-fit customers. The episode covers how to decide between audience growth or account-based podcasting, how to build your process, and the tools that make it easier than ever—plus smart tactics for booking, follow-up, and turning interviews into closed deals.👤 Guest BioLogan Lyles is Director of Growth at Business Builders. He describes himself as a marketer who feels too much like a salesperson and a salesperson who's too much of a marketer to be comfortable in either camp. Logan helped Sweet Fish Media triple revenue in six months by using podcasting as a strategic playbook to engage and convert their best-fit customers. Connect with Logan Lyles on LinkedIn📌 What We CoverLogan Lyles on feeling “the weirdo in between” sales and marketing, and how that led him to podcastingThe original move from blog writing to podcasting at Sweet Fish MediaHow Logan Lyles became the host of B2B Growth and started interviewing their ICP—VPs of marketing and CMOs at B2B SaaS companiesThe story behind “content-based networking” and tripling business in the first six monthsWhy podcasting can be a better fit than ABM for service businesses and founder-led agenciesThe crucial choice: audience-based vs. account-based podcasting, and why you shouldn’t mix the twoTactical tips for launching: picking a host platform, cover art, episode structure, and keeping interviews short and repeatableList-building and outreach using LinkedIn Sales Navigator, Apollo, or LinkedIn DMs, plus tools like dify and MailshakeHow to use a podcast to uncover sales insights: using your discovery script as interview questionsLeveraging recording tools like Riverside.fm, Buzzsprout, and creating clips for relationship buildingPost-interview strategies: promotion planning calls, following up by text, and creating extra touchpointsExpanding beyond podcasting: running content-based networking with blog articles, research reports, webinars, and more🔗 Resources MentionedStoryBrandCourse.com — Free five-part course and templates from Business BuildersAgencyBuilders.com — Peer-to-peer community for agency owners and leadership teamsLogan Lyles on LinkedInScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMIf 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!
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    21 分
  • Matching Content to Every Stage: Why It’s Not About Spam | Ep. 176

    Matching Content to Every Stage: Why It’s Not About Spam | Ep. 176
    2025/06/09

    Scrappy ABM and Content Amplified join forces as Mason Cosby, host of Scrappy ABM, takes the guest seat on Benjamin Ard’s show. Mason shares his journey from launching The Marketing Ladder to building Scrappy ABM, a resource now featuring over 140 episodes focused on creating an account-based marketing program.


    Listeners get a behind-the-scenes look at why Mason believes great content makes life better for customers, sales, and customer success. He breaks down the reality of account-based marketing—explaining why “just running sales sequences” isn’t ABM, how to recognize buyer stages, and what actually moves accounts forward.


    Expect frank discussion about what “qualified” really means, the power of first-party content engagement, and why sales should never waste their time on cold lists. Mason also reveals his team’s approach to organizing content and gives actionable frameworks to align marketing and sales, with a little humor along the way.


    👤 Guest Bio: Benjamin Ard

    Benjamin Ard is the host of the Content Amplified podcast and co-founder at Masset.ai. In this conversation, he welcomes Mason Cosby to discuss all things content, ABM, and the realities of marketing and sales alignment.

    Connect with Benjamin Ard on LinkedIn


    📌 What We Cover
    • How Mason started in sales with no marketing support and shifted into content marketing
    • The story behind sunsetting The Marketing Ladder and launching Scrappy ABM
    • What real ABM looks like: “right person, right place, right methods, right time” — and the role of content as “right message”
    • Why third-party intent isn’t a shortcut to ABM and what counts as actual buyer engagement
    • A step-by-step explanation of the account progression model: from awareness, to engagement, to opportunity, and re-engagement
    • How to define your own buyer stages and avoid “nebulous” terms
    • Practical examples of measuring awareness, engagement, and meaningful action with content
    • The Four Ds framework: data, distribution, destination, direction—how to activate accounts without wasting sales resources
    • Creating messaging and content that matches industry pain points with real customer proof
    • The value of giving sales teams not just content, but also the reasoning and research behind it


    🔗 Resources Mentioned
    • Content Amplified Podcast — follow Benjamin’s show for more conversations on marketing and content
    • 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!
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    18 分

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