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!

Building an ABM engine isn’t about throwing more tools at the problem—it’s about clarity, alignment, and commitment. In this repurposed episode of Scrappy ABM, Mason Cosby joins Jorge Soto on The GTM Pack Podcast to break down the essential systems behind ABM that actually works. Mason, founder of Scrappy ABM, shares why most teams are closer to launch than they realize—and how two frameworks, the Account Progression Model and the Four D Framework, can take you the rest of the way.

You’ll hear how to gauge if ABM is right for your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn’t follow up on your campaigns. Mason also explains why podcasting isn’t the magic bullet marketers think it is—and when it is the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline.

Jorge Soto is the Co-Founder of AssetMule, a platform helping B2B marketing and sales teams create personalized, interactive sales assets. He hosts The GTM Pack Podcast, where he interviews go-to-market leaders on how to build smarter, faster-growing teams.

• The checklist to determine if ABM is even right for your business
• Why average contract value, sales cycle length, and product-market fit matter
• How to align sales and marketing by understanding compensation models
• Why the Account Progression Model turns strategy into measurable motion
• How the Four D Framework (Data, Distribution, Destination, Direction) drives execution
• Why marketers should prioritize pipeline activation before brand building
• How Mason Cosby generated $8M in pipeline using Scrappy ABM’s own playbooks

• When to invest in podcasting—and when to hold off
• Why most marketers are closer to ABM readiness than they think

• Scrappy ABM Podcast
• AssetMule.ai – Episode 130
• Brand Building vs. Sales Activation (The Long and the Short of It)
• Scrappy ABM’s Account Progression Model & Four D Framework
• 🔗 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!

Practical, measurable growth—Brandon Salisbury joins Mason Cosby on Scrappy ABM to share the framework behind a 456% pipeline increase and 255% revenue growth at Tilt. This episode is for marketers and revenue leaders who want actionable steps, not just theory.

Hear how Brandon Salisbury broke down historical data to identify segments with true product-market fit, shifted messaging from generic ROI to sharp, outcome-based content, and partnered closely with sales to make every campaign count. Brandon goes deep on targeting, channel mix, content strategy, and the lessons learned from RFIs, Gong transcripts, and buying committee insights. Whether you’re starting your first ABM program or leveling up an existing one, you’ll find candid advice on aligning teams, overcoming old mindsets, and scaling what works—without chasing vanity metrics.

Brandon Salisbury brings a strong track record of delivering pipeline and revenue growth, including a 456% increase in pipeline and 255% in revenue at Tilt. His approach is shaped by both marketing and sales experience, with a focus on practical data, outcome-driven content, and building teams for long-term success.

• How Brandon Salisbury partnered with sales and leadership at Tilt to align strategy and execution
• Using deep historical data to identify real product-market fit (not just largest deals)
• Segmenting by close rate, sales cycle, and conversion, not just revenue
• Teaching internal champions to sell—content that directly enables the buying committee
• Leveraging RFI feedback and Gong data to shape outcome-driven messaging
• Why content for ABM is built for value and sales enablement, not SEO
• Channel mix: LinkedIn, YouTube, paid media, email, and integrated campaigns
• Measuring consumption metrics over vanity numbers; focusing on pipeline and revenue
• The power of an RFP template as a content and product marketing tool
• Learning from seasonality, buying behavior, and how hiring the right people is everything

• Brandon Salisbury on LinkedIn
• Tilt (if mentioned in the audio—hyperlink if confirmed)
• Gong (referenced for sales call data)
• Jobs to Be Done framework by "OIC" (referenced for messaging)
• RFI & RFP templates (described in content strategy)
• 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!