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  • 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
  • The ABM Cheat Code: ICP, Intent, and Iteration (with Christopher Collier from EHS Insight) | Ep. 175

    The ABM Cheat Code: ICP, Intent, and Iteration (with Christopher Collier from EHS Insight) | Ep. 175
    2025/06/05

    Most ABM teams make one fatal mistake: they treat the strategy like it’s “set it and forget it.” But as Scrappy ABM host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.


    Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and channels to the buyer’s journey. Plus, they’ve built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy.


    If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook.


    👤 Guest Bio

    Christopher Collier is the Vice President of Marketing at EHS Insight, where he leads demand generation, operations, and digital strategy for their SaaS platform. With a strong background in private equity and B2B marketing, Christopher brings a data-driven, cross-functional approach to building revenue teams.


    Connect with him on LinkedIn: linkedin.com/in/christopherleecollier


    📌 What We Cover
    • How EHS Insight refines ICP with quarterly reviews and biannual deep dives
    • Why aligning marketing, sales, product, and CS is essential for ICP accuracy
    • What it looks like to run programs only to accounts showing real intent
    • Why they audit channel performance down to closed-won revenue
    • How RevOps led the mapping of content to the buyer journey
    • The importance of ungated content—and what gets tracked instead
    • How video is becoming a key sales enablement priority
    • Why culture and leadership alignment make or break your ABM program
    • How they measure influence vs. source using Enrich + HubSpot
    • Building psychological safety to support risk-taking and learning from failure


    🔗 Resources Mentioned
    • Scrappy ABM
    • Connect with Mason Cosby
    • Connect with Christopher Collier
    • EHS Insight
    • Enrich
    • Radical Candor by Kim Scott
    • Crucial Conversations by Patterson, Grenny, McMillan, and Switzler
    • Upnotch (mentorship platform)


    Resources:

    Scrappy ABM: Visit for more ABM tips and strategies.

    Connect with Mason on LinkedIn: Start 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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    31 分
  • Why Most ABM Fails (And What to Do Instead) | Ep. 174

    Why Most ABM Fails (And What to Do Instead) | Ep. 174
    2025/06/02

    Can you really run an effective ABM program without a six-figure budget? In this special re-release on Scrappy ABM, host Mason Cosby joins The Content Cocktail Hour to debunk the most common myths about account-based marketing—and share how Scrappy ABM generated $3 million in revenue using little more than a podcast, LinkedIn, and clear strategy.


    In conversation with Jonathan Gandolf, Mason breaks down what separates “good marketing” from true ABM, the real reasons most programs fail, and why success has less to do with tooling and more to do with internal alignment. They also explore why marketing should start with finance when defining best-fit accounts, how to use content to support outbound, and what it means to sell ethically in B2B.


    If your company is over-indexing on tools and underestimating alignment, this is the episode to reset your approach.


    👤 Guest Bio

    Jonathan Gandolf is the host of The Content Cocktail Hour. This conversation features his interview with Mason Cosby, founder of Scrappy ABM and creator of ABM strategies that work without the overhead. You can connect with Jonathan at linkedin.com/in/jonathan-gandolf.


    📌 What We Cover
    • The reason gifting isn’t a full ABM strategy (and what is)
    • How Scrappy ABM generated $3M in 18 months with a $70/month tech stack
    • Five factors that determine if your company is ready for ABM
    • Why marketers should partner with finance first, not last
    • How to identify best-fit customers using profitability and product usage
    • What a “content-led outbound” ABM motion actually looks like
    • The role of helpful, problem-focused content in modern B2B
    • Why “don’t ask for the meeting” is Mason’s most unpopular opinion


    🔗 Resources Mentioned
    • Scrappy ABM
    • Connect with Mason Cosby
    • Connect with Jonathan Gandolf
    • AudiencePlus


    Resources:

    Scrappy ABM: Visit for more ABM tips and strategies.

    Connect with Mason on LinkedIn: Start 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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    28 分
  • Why Your LinkedIn Outreach Isn’t Getting Responses—and What to Do Instead (with Morgan J Ingram from AMP Creative) | Ep. 173

    Why Your LinkedIn Outreach Isn’t Getting Responses—and What to Do Instead (with Morgan J Ingram from AMP Creative) | Ep. 173
    2025/05/29

    Scrappy ABM is back with an unfiltered masterclass on social selling, featuring Morgan J Ingram—Founder and CEO of AMP Creative. Host Mason Cosby walks through Morgan’s five-part framework for building pipeline and engaging decision-makers using LinkedIn, based on real-world outbound experience and data-backed tactics.


    From mapping executive buyers and influencers with Sales Navigator to sending blank connection requests that outperform personalization, Morgan breaks down why traditional outreach is falling flat—and what to do instead. Learn how to avoid wasted hours, turn DMs into booked meetings, and design content that reaches even the most invisible buyers lurking in Slack threads.


    This is practical, time-saving strategy built for real sellers—not LinkedIn influencers.


    👤 Guest Bio

    Morgan J Ingram is the Founder and CEO of AMP Creative, where he helps teams turn LinkedIn into a revenue engine using proven social selling systems. With firsthand experience as an SDR and a following of over 175,000, Morgan shares tested frameworks that connect sales development to business outcomes.

    Connect with Morgan on LinkedIn


    📌 What We Cover
    • Why LinkedIn connect rates are plummeting—and how to work around it
    • The “triangle function” approach to mapping buyers and influencers
    • Why blank connection requests outperform personalized ones (with math)
    • The “Five Cs” of social selling: clarity, connect, conversations, comment, content
    • Why 5–10 comments beat 100—and how to do it in under 30 minutes
    • How videos and voice notes outperform text-based DMs
    • When to follow up—and the best days to send video messages
    • Why content needs to be Slack-shareable, not just algorithm-friendly


    🔗 Resources Mentioned
    • AMP Creative: ampcreative.io
    • Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com
    • Connect with Mason on LinkedIn for a conversation about ABM: Mason Cosby


    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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    26 分
  • Crawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172

    Crawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172
    2025/05/26

    Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.


    Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn’t one of them.


    If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for.


    👤 Guest Bio

    • Mason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby.


    📌 What We Cover

    • Why most ABM programs fail at measurement before they even begin
    • The six-stage account progression model: from awareness to closed revenue
    • Why display ads to cold accounts won’t book meetings (and what to do instead)
    • Common sense ways to measure ABM with spreadsheets and ad platforms
    • The crawl-walk-run framework for measurement maturity
    • The difference between MQAs and MQLs — and why it matters
    • Why one-to-one measurement at the awareness stage is usually a waste
    • The tech you need (and don’t need) to start measuring ABM effectively
    • How to build reporting dashboards for marketing, sales, and executives
    • Why Mason insists on admin-level CRM access in every client engagement


    🔗 Resources Mentioned

    • G2 (for intent signals and review data)
    • HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM)
    • ZoomInfo, LinkedIn Sales Navigator (list-based triggers)
    • 6sense, Warmly, R-B2B (anonymous website visitor tracking)
    • Scrappy ABM: Visit for more ABM tips and strategies.
    • Connect with Mason on LinkedIn: Start 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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    37 分
  • Ep. 171 - How a Small Team Generated $3.5M in Pipeline in 2 Quarters

    Ep. 171 - How a Small Team Generated $3.5M in Pipeline in 2 Quarters
    2025/05/22

    In this episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.


    👤 Guest Bio

    David Chase is the Chief Marketing Officer at Workboard, where he rose through the ranks from Director of Product Marketing to CMO in just four years. He’s passionate about building effective, scalable demand generation programs grounded in customer insight and strategic execution.


    Connect with David on LinkedIn


    📌 What We Cover

    • Why the demand gen rebuild happened 2.5 years into David's time at Workboard
    • The lean org structure: domain experts, a single growth hire, and three BDRs
    • How they aligned the BDR role with senior enterprise buyers
    • Reassessing the ICP with "years in business" as a key maturity signal
    • Using customer quotes and references as the foundation of all messaging
    • Why horizontal peer influence matters more than industry in 2025
    • Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builder
    • The simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold calls
    • Building a daily measurement model tied to pipeline goals and BDR activity
    • How the team generated 3.5x pipeline growth over two quarters
    • Common challenges in aligning messaging across C-suite, middle managers, and process owners


    🔗 Resources Mentioned

    Workboard Website: workboard.com

    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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    37 分