Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a team responsible for more than $100 million, Mason explains how to reframe your work around six core leadership concerns: sustained organizational growth, efficiency, profit, attracting and retaining top talent, fostering a positive culture, and continued innovation.

ㅤ

Listeners will walk away with clear, repeatable ways to prove marketing’s value, tie programs to measurable business outcomes, and protect budgets when inevitable cuts arise.

ㅤ

• Why leaders value repeatable, predictable results over one-shot campaigns
• How efficiency compounds when systematic programs run quarter after quarter
• The importance of targeting the most profitable customers in partnership with finance
• How high-profit customers create happier employees, stronger brands, and talent magnet effects
• The link between customer satisfaction and positive company culture
• Why customer similarity enables meaningful innovation and actionable feedback
• How to frame marketing initiatives in monthly meetings to secure executive buy-in
• Practical ways to tie every win back to the six leadership priorities

ㅤ

• Scrappy ABM: scrappyabm.com
• Connect with Mason on LinkedIn: Mason Cosby

ㅤ

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 all about practical playbooks that don’t break the bank. In this conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion.

ㅤ

Ryan explains how a board-driven request turned into a framework that now guides sales focus, ABM campaigns, SDR targeting, and even M&A decisions. Together, Mason and Ryan explore the balance of quantitative data and qualitative insights, the challenges of execution and alignment, and why sometimes the most important outcome is knowing where not to invest.

ㅤ

Listeners will hear first-hand how Docupace built four customer cohorts, used them to inform revenue forecasting and cross-sell strategy, and applied the same lens to merger evaluations. The discussion shows how cohort analysis can simplify a complex market and provide a clear cipher for resource allocation, product journeys, and long-term planning.

ㅤ

Ryan George is the Chief Marketing Officer at Docupace, a leading digital operations technology provider for the wealth management industry. With deep expertise in financial services marketing, Ryan has led strategies for growth, retention, and profitability. He brings a unique perspective on aligning teams, using data for expansion, and turning complex markets into clear opportunities.

ㅤ

• Why a recapitalization process pushed Docupace to build a cohort analysis
• The 14 factors (quantitative and qualitative) used to segment enterprise clients
• Four distinct cohorts: behemoths, core market, scalers, and limited-upside firms
• How the analysis reshaped sales strategy, resource allocation, and ABM campaigns
• Using cohorts to target SDR outreach and open new doors
• Aligning marketing, sales, and relationship management through repeated reinforcement
• How compensation structures shape alignment across teams
• Leveraging cohort analysis for forecasting, CRM integration, and cross-sell strategy
• Applying the same framework to M&A evaluations and knowing when to say no

ㅤ

• Docupace
• Ryan George on LinkedIn
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!

Mason Cosby, host of Scrappy ABM, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what it takes to escape the cycle of frustration.

ㅤ

From leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to promotions, freedom, and even a tenfold income increase. For marketers who feel like they’re running in circles, this episode offers a practical playbook for building repeatable systems that create engagement, pipeline, and revenue.

ㅤ

• The tale of two marketers: burnout vs. creativity and fulfillment
• Why leadership alignment sets the foundation for everything else
• How pipeline health determines whether sales buys in
• The danger of changing target audiences every campaign
• Building systems that generate scalable, repeatable returns
• Why under-resourced seasons can build your career
• The importance of reporting on the right metrics for leadership
• Mason’s personal story: from overwhelmed solo marketer to repeatable system builder

ㅤ

• Scrappy ABM: Visit for more ABM tips and strategies → scrappyabm.com
• Connect with Mason on LinkedIn → Mason Cosby

ㅤ

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!

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.

ㅤ

With over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.

ㅤ

• The tension when marketing hits its goals but sales doesn’t
• Why account-based marketing is exclusive to B2B organizations
• How aligning marketing, sales, and customer success creates better results
• The importance of building a shared list of target accounts
• Why those accounts should reflect your happiest and most profitable customers
• How to involve finance in identifying best-fit accounts
• A simple, toddler-level definition of ABM: only invite the best people to your party

ㅤ

• Scrappy ABM: Visit for more ABM tips and strategies. scrappyabm.com
• Connect with Mason on LinkedIn for a conversation about ABM: Mason Cosby

ㅤ

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 together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.

ㅤ

Natalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.

ㅤ

Natalie Marcotullio is Head of Growth and Product Marketing at Navattic. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.

ㅤ

• Why one-to-many ABM fits when ACVs don’t justify one-to-one
• Going beyond G2 categories to find hyper-specific sub-verticals
• Tools like Apollo lookalike features and Oceans IIO for niche targeting
• Mapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programs
• The role of interactive demos in mid-funnel engagement
• Stacking and consolidating signals through Koala and Slack alerts
• Measuring everything against pipeline, not just demo engagement
• Standardizing processes with sales to avoid wasted spend and list churn

ㅤ

• Navattic — Interactive demo platform
• Koala — Signal aggregation platform
• Apollo — Lookalike and targeting tool
• Oceans IIO (mentioned as niche targeting tool)
• Cyber Marketing Con & Cyber Marketing Society (events referenced)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby for a conversation about ABM.

ㅤ

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!