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!

ABM isn’t about guessing—it’s about doubling down on the best customers you already know. In this episode of Scrappy ABM, host Mason Cosby sits down with Brad Parker, founder and CEO of FormPiper, to explore how solving one specific pain in his own retail business led to dominating an entire vertical.

Brad shares how “being a yes company” reshaped his approach to consumer financing, why his ICP was “literally me,” and how that hyper-focus enabled FormPiper to scale across furniture, jewelry, auto, and medical. From 90-day sprint cycles to hard lessons in vertical adaptation, Brad unpacks how strategic partnerships—not cold calls—became his #1 growth channel. If you’ve ever tried to force-fit a product into a new market, this conversation will hit home.

Brad Parker is the founder and CEO of FormPiper, a platform built to automate the consumer financing process by aggregating multiple lenders into a single application experience. Drawing on 20 years of retail ownership, Brad built FormPiper to solve his own operational pain—then scaled it nationally through strategic vertical expansion.

• Why Brad’s ICP was “me and my friends”—and how that led to fast traction
• The real pain of consumer financing: saying “no” multiple times
• How FormPiper helps businesses become “yes companies”
• What went wrong in early market expansion—and how they fixed it
• How strategic partners unlocked access to new verticals
• Why 90-day sprints keep the team aligned and agile
• The mistake of assuming one product fits every market
• How FormPiper defines when it’s time to expand into a new vertical
• Why cold outreach failed—and warm partnerships thrived
• The power of open-minded product development through customer listening

• FormPiper
• GetAccept – used to deliver custom digital sales rooms

Resources:

👉 Scrappy ABM: Visit for more ABM tips and strategies.

👉 Connect with Mason Cosby 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!

On this episode of Scrappy ABM, you’ll hear Mason Cosby on Scale Your Sales with Janice B. Gordon, where he shares a brutally honest take on what causes most ABM programs to fail—and why that failure is the right place to start. From sales comp misalignment to over-engineered target lists, Mason breaks down why focusing on fewer, better-fit customers creates more momentum and less churn.

Mason also offers specific, repeatable plays: how to track champions who leave your client companies, how to earn 15+ referrals per quarter with a single list, and why getting “access” in sales is a marketing problem in disguise. If you’re in marketing, sales, or anywhere in a revenue team, this episode’s full of real strategies and red flags—straight from the front lines of ABM.

👤 Guest Bio

Janice B. Gordon is the host of the Scale Your Sales podcast, where she helps CEOs, CROs, and sales leaders grow revenue through key account expansion and customer-centric strategies.

• Why Mason starts every pitch with “here are all the ways ABM programs fail”
• The counterintuitive power of trying to talk buyers out of working with you
• How to identify and remove small customer roadblocks before selling big ideas
• Why most “account-based marketing” is just high-volume sales with a new name
• The difference between reflective accounts and unexplored opportunities
• Two overlooked ABM plays: champion tracking and referral mapping
• The dangers of mismatched compensation between sales and marketing
• How Mason handles misaligned teams during the sales process (or walks away)

Resources:

🔗 Scrappy ABM: Visit for more ABM tips and strategies

🔗 Scale Your Sales Podcast

🔗 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!

Scrappy ABM host Mason Cosby welcomes Alexander Goodwin, Director of Demand Generation at Fingerprint, to unpack the early success of his one-to-one ABM pilot. Within just a few months—and a fast, scrappy launch—Alex was able to generate early wins, create sales alignment, and secure executive buy-in for a scaled version two of the program.

Alexander shares how starting with a small cohort of 20 high-profit, previously engaged accounts made it easier to prove quick value. He also breaks down his simple segmentation model, how he templated landing pages in HubSpot, and how embedding rep-recorded videos made the experience feel personal and relevant. Throughout the episode, Mason and Alex highlight the importance of clarity in account planning, shared measurement models, and practical ways to prioritize accounts that drive real revenue—not just clicks.

Alexander Goodwin is the Director of Demand Generation at Fingerprint, where he leads the development of one-to-one ABM strategies for enterprise growth. With a background in PLG motion and a sharp focus on profitability and ICP fit, Alex has quickly scaled ABM efforts that bridge the gap between sales and marketing.

• Why Fingerprint shifted from PLG to enterprise-focused one-to-one ABM
• How Alex used historical ICP revenue and retention data to guide account selection
• The first segmentation model: cold vs. warm accounts based on sales engagement and website activity
• Building a four-stage account progression model focused on value drivers, use cases, validation, and multi-threading
• How templated HubSpot pages, lightweight personalization, and rep-recorded videos powered rapid launch
• Metrics that matter: using MQA stage, pipeline conversion rates, and enrolled vs. unenrolled cohort tracking
• Why early sales wins and small pilot cohorts are critical for scaling ABM
• Lessons learned: defining next-stage resource needs and aligning with RevOps on measurement

• Fingerprint
• HubSpot CMS
• LinkedIn video ads
• Salesforce
• ITSMA ABM benchmarks
• Alexander Goodwin on LinkedIn

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!

Scrappy ABM host Mason Cosby sits down with Joseph Lewin, Head of Podcast Strategy at Scrappy ABM, for a tactical breakdown of launching a revenue-generating show in just 30 days. If you’ve ever stalled on getting a podcast off the ground—or struggled to prove its value—this episode delivers an exact playbook.

Joseph Lewin shares why podcasting is the most effective networking and sales tool that’s hiding in plain sight. By focusing on speed-to-launch, identifying high-value guests, and using cold outreach that actually converts, Joseph has completely reshaped how Scrappy ABM gets client shows into market. You’ll learn how a 30-day soft-to-hard launch framework accelerates time-to-value—and why skipping the overthinking phase matters more than your gear or perfect positioning.

Mason and Joseph walk through who to invite first, why live shows create momentum, and how post-recording green room chats turn ghosted leads into six-figure deals. If you want to build real relationships with the right people—and do it in a scrappy, scalable way—this episode shows you how.

Joseph Lewin is the Head of Podcast Strategy at Scrappy ABM. Since joining the team in mid-February, he has overhauled the entire show onboarding process—cutting timelines down to as little as seven days for soft launches and 30 days for full show deployment. He’s worked on over 30 podcast launches and brings a tested, tactical lens to turning podcasts into revenue engines.

• Why most shows fail before episode 3—and how to break into the top 1% by reaching episode 21
• The compounding effect of booking good meetings with great people—without trying to sell
• Why thinking of your show as a networking tool, not a sales pitch, leads to more closed revenue
• How to use podcast invites to revive ghosted pipeline and closed-lost opportunities
• The importance of "friendlies" and the texting test to land your first batch of guests
• How live shows create accountability, better content, and faster feedback
• The psychology behind cold outreach that gets real decision-makers to say yes
• Joseph Lewin's exact four-week launch roadmap—from kickoff to trailer publish
• A story of how one podcast appearance turned into a $500K deal in under three weeks

• Podcast Hosting: Captivate
• Recording Tools: StreamYard, Riverside, Zoom
• Design: Canva

Resources:

🔗 Scrappy ABM: Visit for more ABM tips and strategies

🔗 Connect with Mason Cosby on LinkedIn: For more conversations on ABM

Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.

Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practical steps they took to operationalize and scale a high-touch program. If you’ve been waiting for the perfect setup to launch ABM—this is your permission to go now.

Lorena Garcia is the Senior Vice President of Marketing at FranConnect, a platform powering franchise and multi-location business growth. She leads a metrics-driven marketing team focused on customer experience, sales partnership, and scalable ABM execution.

• Why Lorena starts with a “customer perspective lock-in” before any marketing execution
• How FranConnect uses public growth signals and industry intent data to prioritize accounts
• What makes their Salesforce dashboard a true account experience engine
• The importance of a personalized PathFactory experience for each brand
• Why you should build playbooks with SDRs and sales—not just hand them off
• The one mistake marketers make when targeting C-levels too early
• How her team runs 70% complete rollouts and refines with sales feedback
• Why “fax over feelings” and daily reporting create true accountability
• How she thinks about metrics beyond the inbound/outbound divide
• The underestimated power of beta testing with friendlies and customers

• FranConnect
• PathFactory
• Lorena Garcia on LinkedIn
• Scrappy ABM Podcast
• 🔗 Scrappy ABM: Visit for more ABM tips and strategies.
• 🔗 Connect with Mason Cosby 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!