In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.

Best Moments:

(00:32) Introduction to the specific ABM challenge from a newsletter subscriber

(01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff

(01:44) Strategy suggestion: start with manual desk research for a focused target-account list

(02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives

(03:24) Using social-media research to identify who posted about previous Olympics

(04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships

(04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations

(06:32) Approach of targeting key influencers before decision makers

(07:05) Using personalized athlete connections or Cameo videos for higher engagement

(08:18) Leveraging scarcity by emphasizing limited sponsorship availability

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question about launching an account-based marketing campaign for a company that designs retail store signage and graphics. Mason provides practical advice on how to refine target account selection and develop a more effective ABM approach.

Best Moments:

• (01:20) Introduction to audience member Liana’s ABM challenge for her retail signage business
• (01:35) The importance of getting more specific with ICP (Ideal Customer Profile) definition
• (02:24) Why narrowing down from “retail brands” to specific store types is crucial
• (03:06) Recommendation to focus on geographic regions to make targeting more manageable
• (03:43) Suggestion to showcase before/after store transformations as compelling content
• (04:24) Benefits of narrowing the target list to a manageable 50 companies
• (05:04) Personal example of directly texting prospects identified as best-fit customers
• (05:56) Recommendation to segment by organization size and specific roles
• (06:32) Strategy to focus on geographic-based programs with in-person demonstrations
• (07:29) Information about the Scrappy ABM newsletter for weekly ABM playbooks

In this episode of Scrappy ABM, host Mason Cosby breaks down a playbook submission from Jimmy, who is targeting Forbes Global 2000 companies with an AI governance platform. Mason provides strategic advice on how to focus ABM efforts, select the right vertical and region, and approach target accounts effectively.

Best Moments:

• (00:32) Introduction to Jimmy's ABM playbook submission
• (00:45) Breakdown of the ICP: Forbes Global 2000 companies with $5.8B+ revenue
• (01:37) Mason’s first recommendation: Focus on one geo and one industry at a time
• (04:05) Strategy for targeting companies with AI governance programs through event panels
• (05:33) Insights on positioning an AI governance platform to solve compliance challenges
• (06:51) Recommendation to focus on healthcare or financial services verticals
• (07:07) Advice on targeting approach: start with influencers and work up to executives

In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services.

Best Moments:

• (00:32) Introduction to the newsletter audience program breakdown format
• (00:50) Overview of Liana’s ICP, service, and goals
• (01:02) Need for greater specificity in defining the target ICP
• (01:35) Recommendation to narrow down “retail brands” to specific retail sectors
• (02:20) Importance of identifying where the target audience “lives”
• (03:03) Suggestion for showcasing before/after store walkthrough content
• (03:51) Strategy for narrowing target list to a manageable number (around 50 companies)
• (04:14) Leveraging existing customer relationships for referrals
• (05:24) Value of geographical segmentation for in-person demonstrations
• (06:30) Final recommendations on list size and targeting approach
• (06:53) Invitation to subscribe to the Scrappy ABM newsletter

In this episode of Scrappy ABM, host Mason Cosby provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.

Best Moments:

(00:32) Introduction to Melissa's specific account-based marketing challenge

(01:28) Addressing potential data silo issues in large organizations

(01:48) Overcoming sales compensation challenges for cross-selling

(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings

(03:29) Leveraging existing customer relationships to lower customer acquisition costs

(03:47) Creating compelling offers like "covering the first trip" for construction crews

(04:18) Using a product-led growth approach for service offerings

(05:33) Integrating cross-sell opportunities during the card onboarding process

(06:41) Utilizing news triggers to identify construction projects and expansion opportunities

(08:09) Summary of four key strategies to implement the cross-sell program

In this episode of Scrappy ABM, host Mason Cosby analyzes an ABM program request from Brianna, who is targeting manufacturing companies with an industrial sports medicine solution. The episode provides practical guidance on refining ICP targeting and using trigger events to create empathetic outreach that converts to sales meetings.

Best Moments:

(00:10) Introduction to the Scrappy ABM podcast format and purpose

(00:49) Brianna's ABM challenge overview - targeting manufacturing companies with injury prevention solutions

(01:16) Why niche vertical-specific products excel with ABM programs

(01:43) Suggestions for narrowing and refining the ICP beyond "$100M+ companies"

(02:23) Using news about workplace incidents as potential triggers for outreach

(02:33) Tool recommendation: Boost Ideal for monitoring news/signals specific to target accounts

(03:31) How to approach trigger-based outreach with empathy rather than opportunism

(04:23) Building trust through providing helpful resources before pitching solutions

(05:16) Strategy for navigating empathy vs. authority in sales outreach

(05:52) Conversion math: targeting 200 accounts to achieve 15 sales meetings (7.5% conversion)

(06:58) Information about the Scrappy ABM newsletter for more weekly playbooks

In this episode of "Scrappy ABM," host Mason Cosby responds to a newsletter request from Shaughn, who is targeting security and compliance organizations requiring FedRAMP authorized signatures. Mason breaks down a strategic approach for standing out in a competitive market by leveraging a company's unique differentiators.

Best Moments:

(00:32) Introduction to Sean's specific ABM challenge in the electronic signature space

(01:19) The importance of leveraging FedRAMP authorization as a market differentiator

(02:11) Developing an "onlyness statement" based on unique value propositions

(02:39) How to identify your true differentiators by asking customers why they buy

(03:30) Using the account progression model to highlight specific problems you solve

(04:58) Creating buyer enablement content to help champions sell internally

(05:40) Warning against claiming "onlyness" publicly without true differentiation

(07:29) Recommendation to focus on one department (HR, procurement, or legal) initially

In this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users.

Best Moments:

(00:32) Introduction to the ABM program breakdown format based on listener submissions

(00:47) Overview of Lacey's submission: ICP, product, and goals

(01:17) Critique that the current ICP isn't specific enough for effective ABM

(02:34) Need to narrow down company size focus based on where they provide the most value

(03:18) Recommendation to target companies with small finance teams in growth stages

(04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions

(05:01) Importance of creating hyper-focused messaging based on specific customer profiles

(06:01) Mason shares his own company's highly specific ICP as an example

(07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors

(08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter