For the first time ever, the team at Scrappy ABM is giving away their entire account-based marketing strategy development process — step by step — in a free six-and-a-half-hour workshop on August 7. In this mini-episode, host Mason Cosby shares why this is the clearest, most structured way to walk away with a fully mapped-out ABM strategy that you can start executing the very next day.

If you've been stuck for months, unsure how to get sales fully bought in or how to work within your current tech stack and budget, this session is designed to solve exactly those issues. You’ll come with targeting ideas, objectives, and sales context — and leave with clarity, confidence, and a plan.

• Register for the Free Workshop (August 7): scrappyabm.com/workshop
• Email Mason: Mason@scrappyabm.com

• Why Scrappy ABM is hosting a free, full-length strategy development workshop
• What participants will walk away with: a fully built ABM strategy in detail
• How the format helps solve common blockers like sales buy-in and tooling limitations
• What you’ll need to bring to get the most value from the session
• How to register and book prep time with the Scrappy ABM team
• The clarity marketers get when they finally see the ABM puzzle pieces fit together
• How to contact Mason with questions or support needs

Resources:

🔗 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!

What happens when you're a solo marketer in a red ocean—no budget, crowded market, and limited differentiation? If you're Adam O’Brien, you go scrappy and win. On this episode of Scrappy ABM, host Mason Cosby sits down with Adam to unpack how he prioritized accounts, activated a lean channel mix, and built a brand in real time—all while leading marketing solo at a nonprofit-focused SaaS company.

From hijacking trade show audiences to building GPT-powered microsites, Adam shares how marketing created 80% of pipeline despite not sponsoring events, skipping ads, and selling in a highly relational, low-tech vertical. This isn’t theory—it’s the actual playbook, including failures, workarounds, and honest lessons from the field. If you're thinking about ABM but light on resources, this is your blueprint.

Adam O’Brien is the Founding Marketer at Stackpack and co-host of The Don't Be a SaaS Podcast. A product marketer at his core, Adam previously ran solo ABM programs targeting nonprofit organizations, leveraging deep persona research, manual sourcing, and creative content to build marketing-sourced pipeline from 0% to 80%.

• Why the first step in ABM is always reviewing closed-won and closed-lost deals
• How Adam narrowed targeting to 250 accounts per rep using public nonprofit data
• The role of “mission sub-verticals” in fine-tuning outbound messaging
• Why trade shows were targeted—but never sponsored
• The “hijack the audience” strategy that replaced traditional event marketing
• Building community with donation page “glow ups” instead of webinars
• How a long ebook became a GPT tool—and why it drove 4–5x more traffic than the blog
• Creating a branded microsite to unify all assets and track buyer intent
• Why knowing your product market fit and messaging is non-negotiable for ABM
• How product limitations and crowded competition created unexpected challenges
• The critical importance of customer quotes, referrals, and reviews
• Advice for marketers launching ABM without resources: start with product marketing

• Stackpack
• The Don't Be a SaaS Podcast
• Adam O’Brien on LinkedIn

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!

When revenue goals get missed, teams scramble to assign blame — usually across departmental lines. That’s why this episode of Scrappy ABM hosted by Mason Cosby was titled “It’s All Your Fault.” But instead of finger-pointing, this panel unpacks why taking ownership — not blame — is the key to alignment and performance.

In this expert panel, Laura Erdem of Dreamdata, Sarah Sehgal of OpenSesame, and Kacyn Goranson of BetterUp share firsthand challenges of marketing attribution, compensation models, and what alignment really looks like in high-growth B2B companies. The episode explores how misaligned incentives, unclear definitions, and siloed data are blocking collaboration — and how these leaders are actively solving it.

If you're navigating friction between sales, marketing, and ops, this episode offers practical frameworks, tactical tips, and a refreshing dose of honesty.

Laura Erdem is the Director of Sales (US) at Dreamdata, where she brings a seller’s lens to B2B attribution and sales-marketing alignment. She's known for building strong cross-functional partnerships and speaking with marketers daily to fix broken revenue collaboration.

Sarah Sehgal is Director of Growth Marketing at OpenSesame, a leading e-learning platform focused on corporate skills and career development. With a background in sales and over a decade in marketing, Sarah brings a cross-functional perspective to ABM, ops, and revenue programs.

Kacyn Goranson is Vice President of Marketing and Demand Generation at BetterUp. With over 16 years of experience in B2B SaaS, she’s held roles across demand gen, ops, and SDR management — giving her a wide-angle view on the systems and strategies that drive sustainable growth.

• Why “it’s all your fault” is actually a mindset shift — and a leadership advantage
• Org charts and team dynamics: how each guest’s marketing and sales teams are structured
• How company size impacts alignment, attribution, and communication workflows
• Why outbound is now an operational project — not just a sales motion
• The tension between comp plans and collaboration — and what to avoid
• How to measure the “unmeasurable” work like podcasts, LinkedIn, and events
• Why “gut feeling backed by data” is the new north star
• How to use call recordings, Gong triggers, and Slack channels to track anecdotal wins
• The surprising power of visual strategy maps, glossary docs, and restating decisions live
• Why good ABM requires sales at the table — and why good marketing starts with trust

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!