Account-based marketing does not strictly require massive budgets or gated landing pages. Sometimes, all it takes is showing up where your target accounts already spend their time online. On this episode of Scrappy ABM, host Mason Cosby speaks with Greg Rokisky about a highly specific, low-cost marketing play.

Greg details the process of building an organic social account program during his time at Sprout Social. He explains how his team partnered closely with sales to identify target accounts and monitor their activity. When a target brand had a viral moment, Greg's team engaged directly on platforms like Twitter and LinkedIn.

This strategy created a "bouncy trampoline" effect. Social engagement became a jumping-off point that account executives could use for warmer outreach. Greg and Mason also discuss how to make one-to-one video content that still works for a broader audience, and how to measure the revenue return of simple online interactions.

Greg Rokisky serves as the Senior Social Media Marketing Manager at Calendly, a scheduling automation platform designed to eliminate the back-and-forth of booking meetings. Prior to Calendly, Greg worked as a Senior Social Media Strategist at Sprout Social, where he led campaigns and built out the organic programs discussed in this episode.

Greg is a strong advocate for a social-first customer journey and the creator economy. He focuses on inclusive, human-centered storytelling. You can connect with Greg Rokisky on LinkedIn to see more of his content.

• How Greg transitioned from standard social media management to pioneering a target account program.
• The process of creating a "bouncy trampoline" for sales by engaging with quick-service restaurant brands on social channels.
• Using organic comments as a direct handoff to account executives for warmer outbound messaging.
• Building one-to-one content that remains valuable for a one-to-many public audience.
• Tracking success through a pilot program and moving toward a custom W-model attribution strategy.
• Connecting online interactions to in-person events like Dreamforce and South by Southwest.
• The missed opportunity of not tying the B2B creator economy into the account strategy from day one.

• Sprout Social
• Sales Assembly
• Dreamforce
• South by Southwest
• Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)
• Connect with Mason on LinkedIn for a conversation about ABM (Link Mason's LinkedIn)

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!

Roughly 80% of ABM programs fail. The main reason is that companies start by targeting accounts that have never heard of them. It takes three to six months for your brand to even be remembered. By that time, the program has usually been killed. Welcome to Scrappy ABM. Host Mason Cosby breaks down exactly where you should build your target account list to nearly guarantee a win.

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If you focus on a completely net new audience, you are setting yourself up for a long wait. It can take anywhere from 3 to 24 months for those accounts to enter the pipeline. Mason explains why starting with people who already know you exist gives you the best potential for success. You already have a sheer amount of data on these accounts, making it easier to measure success.

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We explore the four core places to look for these target accounts: website traffic, closed lost opportunities, your active sales pipeline, and your current customer base. By focusing on these engaged audiences, you can shorten sales cycles and directly address past objections. This approach builds trust and helps you secure buy-in before you go after cold prospects.

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📌 What We Cover

1. Why targeting completely cold accounts causes most ABM programs to fail early.
2. Using website traffic to identify highly engaged people who visit your pricing page or view your webinars.
3. Building specific programming to overcome past objections in your closed lost opportunities.
4. Starting a small pilot program with one to three sales reps to shorten a 6 to 18-month sales cycle.
5. Mapping out a customer journey to find expansion dollars within your current customer base.
6. Defining a real ABM program as a B2B revenue strategy that aligns marketing, sales, and customer success.
7. Measuring success on a data set of best-fit customers rather than guessing with unknown accounts.

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🔗 Resources Mentioned

1. Scrappy ABM Newsletter: Subscribe to get playbooks every single week at scrappyabm.com/newsletter.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. 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!

Struggling to get buy-in for your ABM program budget? Securing hundreds of thousands of dollars for marketing initiatives requires a specific, structured process. In this episode of Scrappy ABM, host Mason Cosby walks through the exact four steps for building ABM programs and getting leaders on board quickly.

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Instead of asking for a budget right away, marketers must first audit their current efforts. Mason Cosby explains how to map out everything from SEO to organic social events. He breaks down how to categorize these programs by their intended purpose to create your first account progression model.

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This model guides accounts from initial awareness straight to buying readiness. By identifying specific gaps and presenting a clear plan first, you can ask leadership for help solving large initiatives rather than just asking for dollars. You will learn how to complete this entire mapping process and secure the resources you need in under an hour.

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📌 What We Cover

1. Write down everything you are currently doing from a marketing perspective, including SEO and paid media.
2. Categorizing existing programs by their purpose to build your first account progression model.
3. Mapping tactical details using the four D framework: data, distribution, destination, and direction.
4. Answering the six critical questions for every single playbook at every stage of your program.
5. Moving from repurposing current content to building new assets to fill specific gaps.
6. Asking leadership for help solving a problem rather than directly asking for a general ABM budget.

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🔗 Resources Mentioned

1. ABM Planning Template: Visit scrappyabm.com/plan to get a full program mapped out in about an hour.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. 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!