Mason Cosby — Leveraging Technology in Account-Based Marketing for Revenue Growth

Today, Mason Cosby, Founder of Scrappy ABM, explains how a strategy-first approach powers account-based programs, why technology should support rather than replace human judgment and how marketers can translate signals into revenue outcomes.

Mason reflects on changing B2B buying behavior, the tension between automation and personalization and the importance of clear messaging in crowded markets. He also shows how scrappy teams use lightweight tools and focused playbooks to build engagement, accelerate pipeline and prove marketing impact.

Key Takeaways:

00:00 Introduction.

01:45 Hands-on experimentation can reveal a unique niche and lead to new opportunities.

04:54 Strong foundations in people, process and systems enable scalable programs.

08:04 Over-reliance on automation and poor targeting can weaken marketing relationships.

09:50 Human judgment and tailored communication keep outreach relevant and respectful.

13:57 Revenue and pipeline remain the core metrics, even when long B2B sales cycles require patience.

15:42 Consistent communication and engagement are key leading indicators for the future pipeline.

20:53 Visibility and impressions support long-term brand-building efforts.

29:30 Clear messaging reduces confusion and strengthens market positioning.

Resources Mentioned:

Scrappy ABM

Warmly AI

Apollo

Propensity

HubSpot Starter

Listen Network

Insightful Links:

https://www.tadigital.com/insights/perspectives/how-marketers-can-leverage-marketing-automation-account-based-marketing

https://researchnxt.com/martech/leveraging-technology-in-account-based-marketing/

https://hub.uberflip.com/uberflip-blog-posts/leverage-tech-to-scale-abm-improve-your-abm-strategy-to-deliver-connected-experiences

Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.

We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.

#PodcastMarketing #PerformanceMarketing #BrandMarketing