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 shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to replace bad clients with high-value partnerships, increase lifetime value, and build a predictable pipeline without adding unnecessary expenses or headcount.

Listeners will hear two powerful frameworks — the account progression model and the four D’s of ABM — along with practical advice on pricing, targeting, and scaling. This episode equips recruiters and service businesses with the mindset and tools to transform their growth strategies while avoiding the pitfalls of traditional acquisition methods.

📌 What We Cover

• Why account-based marketing is the most efficient way to approach B2B recruiting
• The role of ethical selling and conviction in building lasting client relationships
• How niching down leads to better results and stronger positioning
• Common acquisition strategies recruiters use before adopting ABM
• Who ABM works for, the importance of product/message market fit, and ideal contract values
• Overcoming internal pushbacks and misalignment between marketing and sales
• The account progression model for guiding prospects from awareness to closed deals
• The four D’s framework: Data, Distribution, Destination, and Direction
• Practical steps for building a target account list and reducing client escalation risk
• How to measure success and pipeline stability over time

🔗 Resources Mentioned

• Loxo
• Scrappy ABM
• Connect with Mason Cosby 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!

Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work.

This conversation unpacks how to narrow focus in global markets, identify the right accounts to pursue, and avoid overengineering your strategy. Amanda reveals how segmentation drives success, why starting with existing content accelerates results, and how aligning metrics to progression stages keeps programs on track. They also discuss common missteps like rushing the process or asking for meetings too early—and how to prevent them.

Listeners will walk away with specific ways to repurpose content, choose channels that matter, and measure what really proves ABM is working.

Amanda (Florez) Palmarchuk leads client strategy as Head of Strategy at Scrappy ABM. Known as “Chuk” to the team, she has guided successful ABM programs across global brands by focusing on segmentation, content alignment, and clear progression stages. Amanda thrives on helping organizations create meaningful connections with their target accounts.

• Why segmentation is the foundation of a successful ABM program
• How to focus efforts when global brands want to “go after everyone”
• Choosing distribution channels that match audience behavior and engagement data
• Aligning content with progression stages to build relationships
• The importance of manual tracking and team communication for measuring social impact
• How to identify content gaps and prioritize net new creation
• Metrics that matter across awareness, engagement, and pipeline stages
• Common mistakes teams make, including rushing journeys and asking for meetings too soon

• Hotjar – for tracking engagement and content performance
• 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, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.

From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what’s working, what’s not, and how Daxko uses AI as a partner rather than a replacement. She details practical workflows that blend automation with human oversight to protect brand voice, improve lead quality, and empower teams. With real examples—from using Clay for enriched targeting to deploying AI Piper for off-hours lead qualification—this conversation challenges marketing leaders to rethink how they scale.

Wendy White is the CMO of Daxko, a software company powering over 25 million daily fitness experiences across gyms, YMCAs, martial arts studios, and boutique fitness businesses. At Daxko, Wendy leads AI-driven marketing strategies that accelerate pipeline and enhance customer engagement. She is passionate about ABM, agentic AI, and building revenue engines that move fast without sacrificing quality.

• Using AI to personalize content for known buying entities and long-tail markets
• How Daxko enriches data with Clay and Seamless to improve outbound precision
• Human-in-the-loop strategies for outbound campaigns and SEO content generation
• Leveraging AI Piper to qualify leads and support customers during off-hours
• Building workflows that 10x content output while protecting brand voice
• Avoiding AI missteps by training tools, protecting the brand, and rethinking ops
• Creating a new “AI Ops” role to maintain orchestrations and drive efficiency
• How AI adoption changes team structures, hiring, and performance expectations

• Daxko
• Clay
• Seamless
• BuiltWith
• Qualified
• Piper
• N8N
• The Boring Marketer (Twitter)
• The Kiln (agency)

Resources:

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, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists.

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This conversation highlights why building trust with first-party audiences changes everything, how authenticity drives engagement, and why educational content alone is no longer enough. Rob explains the four ingredients every piece of content needs—education, production value, time efficiency, and entertainment—and why missing even one kills ROI.

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From choosing syndication channels to setting up feedback loops that actually work, listeners will hear clear ways to measure success and pivot fast. Whether targeting small businesses or moving upmarket, Rob’s insights reveal how to adjust expectations, fight out incumbents, and make every content dollar count.

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Rob Bellenfant and TechnologyAdvice recommend two essential guides to help revenue leaders evaluate and choose the right lead generation and publishing partners:

• Checklist: 25 Questions to Ask Every Lead Gen Provider — A practical resource to assess potential partners through your buyer’s lens.
• Complete Guide to Choosing the Right Lead Gen Partner — A comprehensive roadmap for selecting partners that align with your pipeline goals and audience needs.

These resources provide clarity on how to navigate content syndication partnerships and maximize ROI.

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Rob Bellenfant, CEO and Founder of TechnologyAdvice, leads a company focused on connecting B2B technology buyers with the right solutions through trusted audiences and high-quality content. Operating across 30 digital media brands and 50+ newsletters, Rob and his team help companies create content syndication strategies that deliver authentic engagement and measurable pipeline.

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• Why trusted first-party audiences outperform mass contact lists
• How to evaluate a content syndication partner through the eyes of your buyer
• The four critical ingredients every piece of content must have to drive ROI
• Why channel selection matters less than content quality and authenticity
• Key differences in measurement between SMB and mid-market buying cycles
• How to set up feedback loops and avoid waiting too long to pivot strategy
• The power of small, fast experiments in paid media for faster learning
• Why tight measurement and clear audience insights pay dividends

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• TechnologyAdvice
• Top 25 Questions to Ask a Lead Generation or Publishing Partner (resource mentioned by Rob)
• 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!

For the first time ever, the team at Scrappy ABM is giving away their entire account-based marketing strategy development process — step by step — in a free six-and-a-half-hour workshop on August 7. In this mini-episode, host Mason Cosby shares why this is the clearest, most structured way to walk away with a fully mapped-out ABM strategy that you can start executing the very next day.

If you've been stuck for months, unsure how to get sales fully bought in or how to work within your current tech stack and budget, this session is designed to solve exactly those issues. You’ll come with targeting ideas, objectives, and sales context — and leave with clarity, confidence, and a plan.

• Register for the Free Workshop (August 7): scrappyabm.com/workshop
• Email Mason: Mason@scrappyabm.com

• Why Scrappy ABM is hosting a free, full-length strategy development workshop
• What participants will walk away with: a fully built ABM strategy in detail
• How the format helps solve common blockers like sales buy-in and tooling limitations
• What you’ll need to bring to get the most value from the session
• How to register and book prep time with the Scrappy ABM team
• The clarity marketers get when they finally see the ABM puzzle pieces fit together
• How to contact Mason with questions or support needs

Resources:

🔗 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!