Cold outreach gets a 0.1% to 0.5% response rate. A podcast invite to the same cold audience gets 3% to 5%, and when it goes to your LinkedIn network, it climbs to 20% to 50%. That gap is the case for account-based podcasting, and it's what this week's Scrappy ABM conversation is built around.

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Mason Cosby sits down with Joseph Lewin, who has run 47-ish podcast launches in about two and a half years. They get into why a podcast invite works as a door opener instead of a sales pitch, and how to move from interview to first meeting without the bait and switch. They also cover what to do with guests after the recording ends.

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Joseph shares the story of a prospect who ghosted his client for two months, came on the show anyway, and turned into a $500,000 deal closed in under 30 days. The episode wraps with news: the podcast business is becoming its own brand, Podcast 2 Pipeline.

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👤 Guest Bio

Joseph Lewin is Head of Podcast Strategy at Scrappy ABM, where he has led roughly 47 podcast launches over the past two and a half years. He has spent about eight years in B2B marketing and content. Outside of B2B, he has built social channels with over 100 million views. Joseph builds shows designed to turn guests into pipeline rather than chase downloads, and he is now helping launch Podcast 2 Pipeline.

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📌 What We Cover

• Why straight cold outreach lands at 0.1% to 0.5% while podcast invites hit 3% to 5% cold and 20% to 50% through LinkedIn connections
• How a client targeting COOs of medical practices saw 50% of right-fit guests say yes to a first meeting over three months
• Leading with value: a guest spot is worth $250 to $750 to people who pay booking agencies
• "The podcast is not a way to sell somebody. It's a way to open a door," and how to raise your offer without a bait and switch
• Referring guests to someone else when what they need isn't what you sell
• Post-interview plays like quarterly webinars, roundtables of four to eight guests, and worksheets or calculators
• Why audience growth comes second, and why 70% to 80% of people who engage with clips say yes to a guest invite (Joseph's estimate)
• The prospect who went dark, came on the show, and turned into a $2 million+ account

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🔗 Resources Mentioned

• Podcast 2 Pipeline
• Joseph Lewin on LinkedIn
• Scrappy ABM

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Resources:

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!

Most event programs are a booth, a badge scanner, and a hope that the right buyer walks past. This episode of Scrappy ABM is pulled from a webinar Mason Cosby ran on ABMifying your events, and it covers two programs from the past six months.

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One client invested two hundred thousand dollars into a single event and generated 31 opportunities in three days. Mason's own two-person team spent thirty to forty thousand dollars across a full year of events, got punched in the mouth at SaaStr with zero connections after day one, and rebuilt the whole approach around selling to sponsors instead of chasing attendees.

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Mason walks through the four reasons events fail, the five audiences you can build before the doors open, the three roles to split across the floor, and the 4D framework behind every playbook. The through-line: if your event isn't ROI positive before your flight takes off, there is a better way.

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📌 What We Cover

• The four reasons events fail: no list visibility, booth and badge scans, the one person bottleneck, and no follow-through plan
• Why Mason and Jim Gilkey almost flew home early from SaaStr, and the single question that turned it around
• Working the empty showroom floor during sessions, and why roughly 10% of a 350-account target list was sponsoring the conference
• The five pre-event audiences: last year's list, the event app, social search, Sales Navigator plus location, and the sponsor roster
• Zero-budget floor plays: the co-branded latte, the buffet-line lunch run, and a two hundred fifty dollar taco night that produced four meetings
• Networkers, offerers, and setters, and why the setter should be on the first call
• The half a gift play: 28 of 30 executives came to the meeting suite after receiving an empty glasses case
• The 4D framework, the 10X pipeline target, and why in-person meetings cancel at a higher rate

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🔗 Resources Mentioned

• Sequel.io, whose sponsor-selling play Mason credits
• OneScreen.ai for out-of-home advertising around conferences
• Katie Ray on inviting locals to event dinners
• Rob Jones, the unofficial mayor of INBOUND
• Informa, the event company behind the executive car service
• Sales Navigator for persona plus location targeting
• scrappyabm.com/taco and scrappyabm.com/b2bmx, the event landing pages referenced
• Events discussed: SaaStr, Forrester B2B Summit, Gartner, B2BMX, Drive, Unbound, Dreamforce, Pavilion's GTM, Demand & Expand

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Resources:

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!

Most ABM advice assumes a team of ten and a six-figure tech stack. This episode of Scrappy ABM goes the other way. Mason Cosby takes a real company with a three-person marketing team and builds their ABM program live on a webinar, with the audience following along and writing their own answers down.

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Hanna Liszniansky leads marketing at Roundtable Learning, which creates custom VR and AR training programs for Fortune 500 companies. Big expensive product, complex sale, long cycle. Mason works through how people currently find out Roundtable exists, how the team builds pain, how they prove they can solve it, and where the whole thing stalls.

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The stall is the conversion stage. Roundtable ungates almost everything, puts demo videos on YouTube, and has booking links across the site, and still can't reliably move someone from watching a demo to booking a call. Mason maps their current programs against the account progression model, names the missing stage, and builds a one-to-one conversion play out of public quarterly earnings reports.

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👤 Guest Bio

Hanna Liszniansky is Head of Marketing at Roundtable Learning, a Chagrin Falls company that has been building custom learning content since 1997 and now creates VR, AR, and eLearning training programs for Fortune 500 buyers. She runs a three-person marketing team covering content, organic search, social, and events. Before Roundtable she was Director of Marketing at Rust Belt Recruiting, where she worked on hiring pathways and workforce development for the trades.

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📌 What We Cover

• Why Mason went into the build intentionally a little blind, and what that shows you about thinking through the problems live
• The four ways Roundtable generates awareness today: outbound sales, referrals, SEO and AEO, and walking the floor at L&D and XR events
• How Hanna builds pain without violating NDAs, using aggregated industry data and invented scenarios based on real client patterns
• Why ungated demo videos on YouTube are the right call and still not a conversion play
• Primary intent: why events can generate awareness, book meetings, and accelerate pipeline, and still only have one job
• The 4D framework broken down: data, distribution, destination, direction
• The notification game, and why the goal of a LinkedIn connection request is to open the channel rather than book the meeting
• Champion tracking on no budget, using bounced newsletter emails to spot customers who changed jobs
• Building the conversion stage from Fortune 500 quarterly earnings reports, at 20 to 30 accounts a quarter
• Customer expansion through the If You Give a Mouse a Cookie lens: every problem you solve creates the next one

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🔗 Resources Mentioned

• Scrappy ABM planning templates
• Scrappy ABM workshop
• Roundtable Learning
• ArborXR
• Apollo, HubSpot, UserGems, Clay
• If You Give a Mouse a Cookie, by Laura Numeroff

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Resources:

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!