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Mason Cosby sits down with Gillian Hinkle to discuss the complexities of marketing within a portfolio company. When an organization moves from a single product to a suite of services, marketers often struggle to build intentional sequencing. Gillian shares her approach to identifying customer behaviors and mapping the overlap between different buying committees. ㅤ She explains why you cannot go it alone: you must work with other teams to find commonalities in lead information and problem sets. A critical part of her strategy is to market to the internal sales team first. If sellers do not understand the deal cycle or how a new product addresses a specific pain point, they will not present it to their customers. ㅤ Gillian also details how to protect the customer relationship by validating data with product managers before launching a campaign. She emphasizes the importance of "small measures"—tracking observable behaviors and engagement rates in internal channels like Slack—to understand program success before revenue numbers come in. ㅤ Guest Bio Gillian Hinkle is a seasoned marketing leader currently serving as the Senior Director of Product Marketing at Salesforce, with a focus on Heroku, a cloud platform as a service (PaaS). Her career trajectory transitions from an initial background in arts administration and education to technical B2B marketing leadership in the SaaS and cloud infrastructure sectors. Before joining Salesforce, Hinkle served as Director of Growth Marketing at Earnix. ㅤ What We Cover Using behavioral data to identify which customers are ready for expansion products.How to map the overlap between different buying groups—like marketing buyers versus data buyers—in a portfolio company.Why you must understand sales compensation before asking account managers to sell a new product.The strategy of "marketing to sellers" first: using enablement sessions to test if an offer is right for the current market.Protecting customer relationships by excluding unqualified accounts and validating pain points with product teams.Using Slack channels and lists to manage program execution and track internal engagement.The importance of reporting "small measures" and observable behaviors when revenue data is not yet available. ㅤ Resources Heroku: A cloud platform as a service (PaaS) supporting several programming languages.Slack: The primary communication tool Gillian uses for program management.a...

If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox. ㅤ If you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you. ㅤ Instead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake. ㅤWhat We Cover The problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.The swag rule: Why you should offer your branded gear as an option rather than the default gift.Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival. ㅤ Resources Scrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.Visit for more ABM tips and strategiesConnect with Mason on LinkedIn ㅤ If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe...

BambooHR built a massive brand on inbound marketing for small businesses. As the company looks to move upmarket to target larger, growing organizations, its strategy must evolve to cut through the noise. Hannah Forson joins Mason Cosby to explain how she layers account-based strategies on top of an existing inbound engine without bringing the bank. ㅤ The conversation focuses on the practical steps of defining a target audience by analyzing closed-won opportunities rather than guessing. Hannah explains why marketers should rarely start an ABM pilot by creating net-new content and how to repurpose what already works. She also shares the honest reality of managing internal expectations when ABM sales cycles take twice as long as standard inbound deals, and how to partner with channel managers who worry about how targeted campaigns affect their metrics. ㅤ About Hannah Forson Hannah Forson is the Sr. Manager of Demand Generation at BambooHR, where she leads the programs team focused on mid-to-bottom funnel demand generation. She specializes in building efficient strategies that drive high-quality leads and pipeline. Before joining BambooHR, Hannah worked at Pluralsight and has spent years building marketing programs in both bootstrapped and public organization environments. ㅤ What We Cover Defining the audience through data: How to use historical closed-won opportunities to identify the right company size and industry "sweet spots."The decision committee breakdown: Why finance professionals need a different message than HR leaders and how to prepare sales teams for those conversations.Collaborating with channel managers: Specific ways to run ABM campaigns on paid social without ruining a channel manager's core metrics or CPMs.The "If it's not broken, don't fix it" content strategy: Why you should audit your existing inventory and tweak successful assets rather than building from scratch.Managing timeline expectations: Dealing with executive pressure when targeted deals take twice as long to close as transactional inbound leads.Quality over quantity: Shifting focus from volume of form fills to capturing the right accounts that stick around longer.Storytelling for buy-in: How to use individual deal journeys to prove the value of ABM to leadership and individual contributors. ㅤ Resources BambooHRScrappy ABM: Visit for more ABM tips and strategies.a...

"Where are all of my leads?" If you are a B2B marketer, you have likely heard this question at least twice today. Continuing to focus on lead generation might cost you your job. In this episode of Scrappy ABM, Mason Cosby explains why the lead gen model is broken for B2B and offers a better path forward. ㅤ Most people experience marketing in a B2C context, where the goal is to get hundreds of thousands of people to click "buy." But B2B is nuanced and complex. Mason breaks down why applying a volume-based approach to a quality-based game destroys credibility. You will learn why celebrating high download numbers often leads to an empty pipeline and makes marketing look like an "arts and crafts" department rather than a revenue partner. ㅤ What We Cover The disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails.Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline.The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource.Efficiency of spend: Understanding why a sub-10% lead-to-opportunity conversion rate means you are wasting 90% of your budget.Damaging the brand: How aggressive lead gen tactics annoy potential buyers who are not ready to purchase.Building a target list: Practical steps to move from a generic Ideal Customer Profile (ICP) to a specific list of accounts.The ABM alternative: How to get buy-in from leadership, sales, and customer success to market only to companies you actually want to work with. ㅤ Resources 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 sits down with Adam Holmgren, CEO and co-founder of Fibbler, to talk about a gap in the market around LinkedIn advertising: what happens when “people don’t click on ads,” and “we continue to… measure them for clicks.” ㅤ Adam Holmgren explains a “very simple” approach: connect LinkedIn ads data with CRM data so you can “showcase what happens even if people don’t click on a freaking ad,” and surface “the actual companies and the deals that you are influencing.” The conversation stays “super tactical” on how teams use impressions, engagements, and clicks to build reporting in HubSpot or Salesforce, support account scoring, and trigger workflows for BDRs: “These companies have engaged with us a lot in the last week… maybe we should give a task for BDRs.” ㅤ 👤 Guest Bio Adam Holmgren is the CEO and co-founder of Fibbler. He built the tool from “my own frustration and issues, trying to prove myself to my execs, to my board,” especially in a channel like LinkedIn ads that “could be argued… to be more of a brand awareness channel.” He also shares that he runs “a bootstrap startup on the side of your full-time… job,” and he tries to “post five times a week” on LinkedIn. ㅤ 📌 What We CoverWhy LinkedIn ads can be “more of a brand awareness channel,” and why “measure them for clicks… just doesn’t make sense.”“Connect LinkedIn ads data with your CRM data” to show influence, even if people don’t click on a freaking ad.”“Influence pipeline” and “influence revenue”: giving exec teams “indications” and “tangible things” like “these are the deals.”Sending impressions, engagements, and clicks into HubSpot or Salesforce weekly so marketers can build reporting “on their own.”Account prioritization and account scoring: combining ad engagement with “website data” and other inputs to trigger sales tasksSignals for sales and outbound: “These companies have engaged with us a lot in the last week… give a task for BDRs.”Clay as a destination for account-level ads data when you “want to have context” and figure out who to reach out toTitle targeting, function targeting, and “super titles” that make the audience “shoot up… tens of thousands”Where teams get stuck: without “technical capability” or a “marketing ops resource,” they “will not see value.” ㅤ 🔗 Resources Mentioneda href="https://www.fibbler.co/" rel="noopener noreferrer"...

If you tried to demo every marketing tool available today for one hour each, it would take you 7.7 years to get through them all. Yet when companies decide to launch an Account-Based Marketing (ABM) program, the first step is almost always to buy a new platform. In this episode, Mason Cosby shares a repurposed session from a recent webinar with the Wish Group. He argues that most organizations already have 75% of what they need to launch a successful ABM program without spending a dime on new tech. Instead of chasing the perfect tool stack, Mason breaks down how to audit your current marketing activities and align them into a cohesive strategy using the Account Progression Model. He explains why the "alphabet soup" of acronyms (ABM, ABX, ABS) distracts from the core goal: driving revenue from your best-fit customers. Mason also walks through his signature 4D Framework—Data, Distribution, Destination, and Direction—to turn random marketing efforts into a repeatable, measurable system. ㅤ Key TakeawaysThe "Alphabet Soup" doesn't matter: whether you call it ABM, ABX, or AB-GTM, the goal is the same: align the revenue team around a shared set of target accounts that mirror your best, most profitable customers.Tools don't fix strategy: With over 15,900 tools on the market, it is easy to get lost in technology. Successful programs start with a strategy, not a software purchase.The 75% rule: Most companies already have the components for ABM (content, email, events, CRM). The failure lies in orchestration, not a lack of resources.Define "Best" correctly: Your target accounts shouldn't be limited to "big companies." They should be profitable, happy, sticky (high retention), and likely to refer others.The "Ninja Move" for orchestration: The success metric (Direction) of one stage should serve as the Trigger (Data) for the next stage. This bridges the gap between simple awareness and meaningful engagement. ㅤ The "Scrappy" Playbook1. Adopt the Account Progression Model (APM) Stop thinking in binary terms (Lead vs. Customer). Map your accounts through these specific stages: Awareness: Do they know we exist?Initial Engagement: Are they interacting with problem-aware content?Meaningful Engagement: Are they spending significant time with solution-aware content (e.g., a 7-hour workshop or deep-dive webinar)?MQA (Converting Touch): Have they visited high-intent pages (pricing, demo)?SQA to Opportunity: Sales qualification based on timing and budget. 2. Audit with the 4D Framework Take every marketing tactic you currently run and define these four elements for it: Data: Who are we targeting, and what is the trigger? (e.g., "Target accounts" + "Visited

The challenge: selling to a "tight-knit" and "insular" group of ad operations leaders who already have solutions and rarely talk to vendors. Kathleen Booth explains how she broke through this "fortress" audience at clean.io by launching a podcast focused entirely on the buyer's career journey. She shares why she didn't need to be an expert to build trust, how she used a simple referral loop to fill her guest list without cold outreach, and the "scrappy" tactics - like branded baseball jerseys and intimate dinners - that turned listeners into pipeline. Kathleen proves that consistency and curiosity matter more than a massive budget or a complex tech stack. ㅤ 👤 Guest Bio Kathleen Booth is the Senior Vice President of Marketing & Growth at Pavilion, a global community for high-growth commercial executives. A veteran marketer with experience at Sequel.io and clean.io, Kathleen is a long-time podcaster and vocal advocate for Community-Led Growth. She specializes in helping brands build owned media assets to navigate the changing digital world. ㅤ 📌 What We Cover Facing a "difficult go-to-market scenario" where the audience was niche and "everyone knew everyone."Creating Ad Ops All Stars as "persona research in the form of a podcast" to spotlight the buyer's careerOvercoming the "expertise myth": being curious and asking good questions instead of trying to be the subject matter expertThe "thread" for finding guests: starting with community leaders and asking "who else" should be interviewed at the end of every callTurning interviews into relationships with a "thank you" package containing a branded baseball jersey and a handwritten noteThe dinner strategy: splitting the guest list 50/50 between happy customers and podcast guests so customers do the sellingFocusing on the "habit" of consistency rather than high production value - using tools like Upwork and Canva to keep it scrappy ㅤ 🔗 Resources Mentioned Scrappy ABMMason Cosby on LinkedInKathleen Booth on LinkedInPavilionclean.io (Kathleen's previous company)Ad Ops All Stars (Kathleen's podcast)li

Hello and welcome to Scrappy ABM—this is your host, Mason Cosby—and today Mason is joined by Trina Schaetz from Project Insight. Brand reach, brand recognition, and “getting something that differentiated us from other software tools” show up fast, along with a show name that makes it hard to say no: Wear Your Cape to Work. ㅤ Trina shares why project and program managers are “the superheroes of their organizations,” how real-life conversations at a large organizational conference turned into podcast invitations, and how a prep call helps guests feel comfortable—without giving away the best answers. The conversation also hits “thought leadership and brand awareness,” a “long play,” and the shift where “cold calling now becomes warm calling,” plus a clear warning: “episode one needs to be pretty fantastic.” ㅤ 👤 Guest BioTrina Schaetz is the Director of Marketing and UX at Project Insight. She hosts Wear Your Cape to Work, built around the idea that project and program managers are “the superheroes of their organizations.” Trina talks about brand reach, brand recognition, and making something that feels tangible—“there’s real people behind this software and we care about the real people that are using it”—plus how guests who “haven’t been highlighted” become very accessible to invite. ㅤ📌 What We Cover“Why build a podcast?”: brand reach, brand recognition, and “something that differentiated us from other software tools”The story behind “Wear Your Cape to Work” and project managers as “the superheroes of their organizations”Sending guests a “Wear your Cape to Work mug” with a “superhero avatar of themselves”Getting guests from “genuine conversations” at a large organizational conference—customers, prospects, and people you “maybe would never sell our product to”Using LinkedIn when someone “liked something we were doing” or is “connected to someone who we know”Structuring episodes with a “wish list,” boundaries, and a “five or 15” minute prep call so guests don’t “overthink the answers”Internal buy-in: co-hosting with the CEO and business development director, plus “thought leadership role”Revenue and pipeline: “thought leadership and brand awareness,” a “long play,” and when “cold calling now becomes warm calling” ㅤ🔗 Resources MentionedTrina Schaetz on LinkedInProject...

Host Mason Cosby from Scrappy ABM walks through how account-based podcasting can drive real revenue instead of chasing downloads or trying to become the next Joe Rogan. Alongside Joseph Lewin, head of podcast strategy at Scrappy ABM, they share how a focused, guest-first show generated millions in sourced pipeline, closed revenue, speaking engagements, and long-term relationships. ㅤ They break down why most agencies are stuck as commoditized vendors, why “information without implementation is useless,” and how an account-based podcast becomes branding, content creation, market research, and pipeline generation all at once. You’ll hear the 30-day launch approach, the three podcast types (content engine, account-based podcast, public figure podcast), and the exact guest follow-up process that helped close deals, including a $170,000 opportunity in 30 days, and consistently generate opportunities from 9% of podcast guests. ㅤ What We CoverWhy are so many agencies commoditized and stuck in a race to the bottom on pricing, referrals without a system, and outbound efforts that are largely ignored?How account-based podcasting helps move from “commodity vendor” to strategic partner by having deep, meaningful conversations with best-fit customers, partners, and industry influencers.The real numbers behind the strategy: 300+ episodes recorded, tens of thousands of followers, 50 speaking engagements, 8 million in sourced pipeline from podcast guests, 3.5 million in closed revenue, and 2 million closed in the last two years for Scrappy ABM.The three podcast types—content engine, account-based podcast, and public figure podcast—and how goals shift from content and reach to meetings, pipeline, and raving fans.Why unclear goals, inconsistent publishing, and poor promotional strategy cause most podcasts to fail—and how simple structure and consistency beat “secret hidden magic.”The 30-day launch framework: setting goals and ICP; naming the show; live-first episodes on pain points, unique value, and sales FAQs; and building a guest and topic shortlist.Practical outreach and booking tactics using short LinkedIn or email messages, LinkedIn Sales Navigator, and email tools to book guests in “legacy” industries like B2B distribution and local government.A simple tech stack for recording, editing, and hosting using tools like Streamyard, Riverside, Descript, Zencastr, Captivate, Canva, LinkedIn newsletters, ChatGPT, and Gemini 3 Pro.Promotion that doesn’t burn you out: episode graphics, trailer, basic launch, repurposed clips, grassroots promotion at industry events like Inbound, and paid support via LinkedIn thought leadership ads and Mal Pod.Exactly how Mason Cosby turns guests...

“There is no one answer. You have to start small and test, test, test.” On Scrappy ABM, Mason Cosby sits down with Raymon David to talk about what it looks like to build ABM inside “very large, primarily B2C manufacturing” brands—running B2B ABM while educating internally on how even to build ABM. ㅤ The conversation keeps coming back to the same mantra: accounts versus people—because “leads don’t convert… companies convert.” Raymon walks through signals from trade shows, form fields, social media, and “in-market” research, alongside “named account lists” driven by a sales perspective (sometimes “more anecdotal… more emotion”). From there: tiering (“tier one, tier two, tier three”), budget realities, long sales cycles, brand and logo awareness, and what success looks like beyond “the number of meetings.” ㅤ 👤 Guest BioRaymon David is the head of web and marketing ops at LG and has worked in very large, primarily B2C manufacturing and hardware companies running B2B ABM, including HP. He talks about building playbooks, staying sensitive to “both sides of the equation” (in-market signals and sales’ named accounts), and focusing on accounts, relationships, and “opening up the door” for conversations—especially when sales cycles can be long. ㅤ 📌 What We Cover“There is no one answer”: start small and test, test, testThe shift from lead generation expectations to accounts versus people (“companies convert”)B2B manufacturing reality: contact us forms, spec sheets, product sheets, video, and trade show scansThe “interesting dichotomy” of Fortune 500 end users and SMB/mid-market buying groupsTwo buckets: accounts that are in market vs named account lists (and why both matter)Building a simple pyramid structure: tier one, tier two, tier three—then funding tactics you can’t “do it all”“ABM is just a combination of different marketing channels coming together,” and an integrated approachMeasuring beyond immediate conversion: awareness, relationships, engagement, what happens after they landFailures as “lessons learned”: examine channel, activation, messaging—don’t just call it a failureA trade show example: the press the red button / spin the wheel game, scanning tech, and “teachers are so competitive” ㅤ 🔗 Resources Mentioneda...

On Scrappy ABM, Mason Cosby shares a “so simple and it seems so impactful” playbook with Jeni Bishop from Cordial: literally celebrating your customers by submitting customers and prospects for awards. It started with customers and “innovation awards,” then moved to prospects through an event award program—because “it’s an incredible touch point.” The nomination email creates a joyous moment: “Congratulations, you’ve been nominated,” followed by a chance to reach out, congratulate them, and “send them a gift… a direct mail… a bottle of champagne… or a card.” The results show up as touchpoints, “brand affinity,” “brand advocates,” and “brand exposure”—while the advice remains clear: start small, keep a calendar, and prioritize “quality over quantity.” ㅤ 👤 Guest BioJeni Bishop is the VP of Marketing and head of brand at Cordial. She shares a simple playbook: “We submitted our prospects for awards,” starting with customers and expanding to prospects through an event award program. She recommends starting with “free, simple event-based” awards and says the nomination email is “an incredible touch point.” Jeni points people to LinkedIn: “It’s just Jeni Bishop… Jeni said, “I like the ice cream.” ㅤ 📌 What We Cover“Literally celebrating your customers” by submitting customers and prospects for awardsHow it started with customers, “innovation awards,” and “fascinating use cases.”Choosing prospects: “What story did we have to tell?” and sales/team relationship inputThe nomination process: a “paragraph or two,” and a “wide range” of commitment levelsThe nomination email is “another touch point,” plus gifts, direct mail, and messagesResults: “touchpoint is number one,” “brand affinity,” and “brand advocates.”Scaling: start with a calendar, but “quality over quantity” and avoid “robotic or scaled.”Advice: “Don’t start with paid awards… start with the free ones.” ㅤ 🔗 Resources MentionedCordialCommerceNextCommerceNext DaysLinkedIn (find Jeni Bishop on LinkedIn)[email protected] ABM: Visit for more ABM tips and strategiesConnect 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!

“No surprises” is the way teams need to operate—because alignment is tough when teams have different incentives, objectives, and motivations. On Scrappy ABM, Mason Cosby is joined by Rebecca (Bogler) Grimes, the CRO of SheerID, to talk through tips, tricks, and pieces of advice for creating the same experience from inbound to the selling cycle, implementation handoff, and into retention and growth strategies that straddle teams. ㅤ The conversation keeps coming back to being intentional: documenting conversations, preparing well before meetings, doing research, and making conversations forward-looking and specific to an individual account. Rebecca also shares how tools, AI features, and synced systems support a “catalog” of what’s been discussed—so nobody has to say “catch me up.” From OKRs and scorecards to collaboration and compensation, the thread is simple: revenue is owned by everybody. ㅤ 👤 Guest BioRebecca (Bogler) Grimes is the CRO of SheerID and describes her role as “full cycle,” owning marketing, sales, and customer success. She talks about shared responsibility across the organization, performance management culture, and using tools and documented next steps so teams can show up fully briefed and avoid surprises. When asked where to find her, Rebecca points people to LinkedIn. ㅤ 📌 What We CoverCreating a seamless handoff process from inbound lead → selling cycle → implementation handoff → retention and growth strategiesBeing more intentional about documenting conversations, preparing before meetings, and keeping conversations forward-lookingUsing Gong and AI features to catch up on what’s been discussed and identify “yellow lights”Setting the expectation that you can visibly see where things are—so there’s no “catch me up on where things are” momentBuilding a playbook with a clear delineation of ownership, plus warm introductions with onboarding and CSMsOperating with no surprises, using inspection by leadership and exception reports (meeting notes, next steps, timeline shifts)Embracing a performance management culture with objectives and key results, an OKR framework, and an org-wide scorecardHaving a hypothesis for ABM success criteria beyond a singular metric—and being agile with check-ins, signals, and pivots ㅤ 🔗 Resources MentionedGong (AI features to help catch you up on conversations; “yellow lights”)span

On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social. ㅤ Payton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward. ㅤ From there, Mason and Payton unpack how events shifted into a primary conversion channel, how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives. ㅤ 👤 Guest Bio Payton Christopher serves as head of demand generation and growth marketing at Delivery Solutions. He focuses on enterprise accounts, large-scale retailers, and an account-based marketing strategy that combines events, paid social, cold outbound, partner referrals, and a close relationship with the UPS parent company. In this conversation, Payton shares how he works with sales, customer service, and product, builds a content distribution strategy with a director of content, and measures programs through inbound demo requests, inbound pipeline, and pipeline velocity while navigating a long enterprise sales cycle and C-suite expectations. ㅤ 📌 What We Cover Defining the ICP by combining CRM data with input from sales, customer service, and product to focus on enterprise retailers.Identifying decision makers and frontline influencers, then engaging end users who drive real influence inside large accounts.Turning events into a primary conversion channel with digital backdrops, demo stations, and live product walkthroughs.Running an ABM-focused LinkedIn program that uses always-on paid social and product education for target accounts.Using interview-style case studies and a “waterfall” content approach to fuel social, website, and YouTube.Coordinating social events, website, cold outbound, partner referrals, and UPS relationships as core revenue drivers.Measuring success through direct and organic lift, inbound demo requests, inbound pipeline, and pipeline velocity as the North Star.Handling static ads that did not work, C-suite pushback, long enterprise sales cycles, and the need for ongoing relationships and office hours with sales. ㅤ 🔗 Resources Mentioned Delivery Solutions: Mentioned as the enterprise-focused product that integrates with custom solutions for large-scale retailers and delivers a return on investment, especially when accounts have many storefront locations and...

Account-based marketing teams want every interaction to build trust, not erode it. On Scrappy ABM, host Mason Cosby sits down with Jeni Bishop to focus on brand and design within ABM programs, rather than just talking about awareness. Jeni shares why every interaction is a touchpoint that either builds trust over time or breaks it when you show up differently each time. ㅤ Together, they walk through how to keep ads, content, emails, SDR outreach, and sales outreach consistent so a prospect doesn’t feel like they landed in the wrong place. Jeni explains her “take the logo off” test, why your company has to be the wrapper, and how overusing a target account’s colors, fonts, and logo can confuse people and erode brand trust. They also get into one-to-one versus one-to-few versus one-to-many ABM, how language from ICP research shapes messaging, and why branded solution terms come after problem language in the journey on Scrappy ABM. ㅤ 👤 Guest Bio Jeni Bishop is VP of marketing and head of brand at Cordial. She works at a MarTech company focused on orchestrations and customer journeys, and she brings a brand and design perspective to account-based marketing programs. Jeni thinks about every interaction as a touch point that builds trust over time, from one-to-many campaigns to one-to-one content deeper in the funnel. This is her first podcast ever, and she is excited to be here. You can find her on LinkedIn and at cordial.com. ㅤ 📌 What We Cover Why every interaction in an ABM program is a touch point that builds trust over timeHow showing up differently every time erodes trust with prospects and accountsThe role of buttoned-up brand guidelines in keeping touch points consistent across ads, content, emails, SDR outreach, sales outreach, and marketing contentThe “take your logo off the asset” test to see if people can still tell it’s your brandHow over-customizing with a target account’s color palette, fonts, lifestyle imagery, language, and logo can work against your brandLogo hierarchy in one-to-one programs: making sure your logo is more prominent so people know where the ad or content came fromWhy your brand should be the wrapper through brand colors, fonts, and imagery so the ad and the website feel like the same experienceBrand is others’ perception of your company, and how messaging shapes that perceptionUsing ICP research, keyword research, and surveys to understand the language prospects use for their problems and challengesExamples like “orchestrations” versus “journey” and “account progression model” versus “funnel” or “customer journey map”Balancing problem language prospects use with branded terms that position your solution as unique, distinguished, and differentiatedBudget challenges, doing more with less, and why one-to-few ABM can be more cost-effective than one-to-one while still feeling personalGrouping accounts that share very similar characteristics and challenges so campaigns can address their problems and still feel specificMoving from one-to-many to one-to-few at the top of the journey and focusing on one-to-one personalization on active pipeline and deal cyclesUsing one-to-one content lower in the funnel when you know their needs and challenges, and there is less guessworkHow...

Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn’t nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after. ㅤ Title-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you. ㅤ The alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes. ㅤ 📌 What We CoverTargeting is the number one thing that is killing your ad programFor the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansionTwo ways people are setting money on fire: industry-based targeting and title-based targetingLinkedIn industry targeting is super confusing and isn’t nearly specific enoughTitle-based targeting on LinkedIn is lumping together multiple titles that are kinda closeList-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedInMatch rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exportsQuarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spend ㅤ 🔗 Resources MentionedLinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)GoogleChatGPTSales IntelZoomInfoAmplemarket: AI Sales Copilot for sales teamsScrappy ABM: Visit for more ABM tips and strategiesConnect 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 have a review and share this episode with your team or fellow marketers!