🔶🔸Mason Cosby🔸🔶

Scrappy ABM

If you've tried it all, and you STILL don't have the results to show for it, Scrappy ABM can help. Scrappy ABM is a boutique consulting firm that specializes in strategic execution with limited resources. We firmly believe that before you can scale, you have to be scrappy. So here's how we can help.

1) Podcast- Every week, we release new episodes with Scrappy Marketing Experts sharing their expertise on how they achieved high-impact programs with limit resources

2) Activation Plays- Most ABM Programs fail because the teams aren't on the same page. With an activation play, we can create a quick win between your Marketing & Sales team that also works through the hand of process.

3) ABM Pilot Programs - For organizations that have established cross-functional alignment, a Pilot ABM Program is the best next step.

Scrappy ABM functions as an extension of your team augmenting the specific areas where you need support, from Holistic Strategy, Operations, Content, Customer Marketing, and Partnerships.

This creates a smooth ABM implementation process where we function as a true extension of your team, helping you each step of the way.

4) Account-Based Podcasts- Podcasts are the best way to build relationships at scale. By inviting your target accounts on your show, you develop a 1:1 relationship, raise awareness within their company, and create binge-worthy content for other accounts.

The challenge is, it takes time. Which is why most organizations give up on their podcasts too soon.

With Scrappy ABM, we launch your show, then help you land a sponsor within the first 6 months. From there, your podcast production costs are covered, and you have the runway to see the industry-defining impact come to fruition.

Regardless of your current resources and marketing maturity, Scrappy ABM has something that can help you take your next step toward sustainable growth. Check out scrappyabm.com today to find the support you need!

Founder

GURU Media Hub

Head of Partnerships

Podcast Host of Scrappy ABM

Podcast Producer

GTM Partners

GTM Ambassador & Certified Agency Partner

FYI GTM

Strategic Advisor

ForgeX

Executive Council & Advisor

SalesIntel.io

Verbatim

Limelight

Advisor

Sales Assembly

Head of Demand Generation

The Marketing Ladder

Podcast Host

ABM For Revenue Teams Without A $200K Tech Stack l Founder of Scrappy ABM l ABM Speaker l TCK Husband l 1X Girl Dad l Christian

Most marketers are struggling to keep up. Between a new term daily, new tools, new strategies, and the ever-looming sense of imposter syndrome, marketers are struggling to keep their heads above water.

That's why I create content daily to help you see you aren't alone.
I am very publicly building a podcast focused on Marketing Careers.
I am very publicly trying to learn how to balance work and life.
I very publicly share how to build Scrappy ABM programs.
And I am working through how to live out my faith as a Christian in the B2B Tech world.

None of this is easy.

But it's essential to work through to find personal, spiritual, financial, and professional success.

So if you're looking for your new marketing friend to stumble forward with, welcome.

Please send me a connection request or give me a follow.

Now for a lil bit more about me.

Personal:
Born and raised in the same house my entire life in the poor part of a mid-class part of town
Dad was a small business owner doing landscape architecture
Mom was a top sales rep for companies like Johnson & Johnson
Came to faith in Christ as a freshman in High School
Married a missionary kid that was raised in Turkey
And everything you see is to ensure that wonderful woman is provided for

Professional:
Started working in Sales for flexibility so I could go to seminary
Got laid off 20 days after buying a house and getting engaged
Stumbled into Marketing trying to make ends meet 
And fell in love with building B2B programs (Not a joke. I am a nerd)
Spent 80-100 hours a week for 3.5 years trying to hone this craft
Learned almost everything I know about marketing from my time in an agency
Now I just share very publicly everything I'm learning
Trying to find a better life balance after a season of intense growth
And I'm building the demand & content program at Sales Assembly (having the time of my life)

Financial:
Dave Ramsey ALLLL the way
Love budgeting way too much
And happy to help anyone with financial literacy so you can transition from working to live to working for fun.

Spiritual:
Born-again believer in Christ
Reformed but going to an evangelical free church
Learning to live my faith as a B2B Marketer
Learning how to lead a family and continue to grow in my faith
And the story of David & Goliath is one of the most foundational stories in my faith

Overall, I'm an open book.

If you have a question, let me know.

And thanks for reading all this.

If you send me the message "Kings Kaleidoscope" I'll send you a saxophone solo.

FED Talks: the virtual summit for demand marketers who are FED UP with the fluff on LinkedIn. 


Eric Linssen reached out to me about an *awesome* virtual summit Demand Collective is putting on TODAY. 

I’m so excited to be doing a session distilling how to actually drive results with ABM. 

I’ll be diving into the details of how we helped a Series A startup break into 28 enterprise accounts and drive 89% incremental ARR (with the super secret guest of the client we did it with. He's a Demand Collective member 👀)

The rest of the lineup is pretty sweet too: 
Tyler Calder, CMO @ PartnerStack is sharing how he used modern targeting (AI) to drop cost/$ pipe 35% and increase ACV 58%+

How Mary Keough‘s DG machine is delivering 10:1 pipe:spend using LinkedIn, YouTube, newsletters and 💫 math 💫

How Isaac Ware 💎 is consistently converting 15% of target accounts into opportunities with his *simple* ABM playbook (no $300k+ tools, or complicated graphs)

The ‘Gobbledy Trap’ that Jared Blank (3x CMO & messaging genius) sees way too many startups fall into... and 4 examples of b2b messaging done right

Modern Demand Gen Excellence. How Timo Yi improved Cyberhaven’s pipe:spend 300% while 4.7x’ing DG-sourced pipe

A simple guide to attribution, reporting on marketing’s impact & managing up to marketing skeptics (that’s not buying a shiny tool) from Eric MacColl, ex-Head of DG, Enterprise @ Atlassian

How Liam Dunne helped an anonymous SaaS brand that you’ve definitely heard of drive 3,200+ trials/mo from AI search (+6.4x YoY)

Hope I’ll see you there! You can register for free here:  https://lnkd.in/gf7CX73j

Oh, and it’s 2025. This will be recorded. You just have to register to get it :) 

See you there!

💙 Mason Cosby

Most marketers are struggling to keep up. Between a new term daily, new tools, new strategies, and the ever-looming sense of imposter syndrome, marketers are struggling to keep their heads above water.

That's why I create content daily to help you see you aren't alone.
I am very publicly building a content and demand program for Sales Assembly.
I am very publicly building a podcast focused on Marketing Careers.
I am very publicly trying to learn how to balance work and life.
I very publicly share how to build Scrappy ABM programs.
And I am working through how to live out my faith as a Christian in the B2B Tech world.

None of this is easy.

But it's essential to work through to find personal, spiritual, financial, and professional success.

So if you're looking for your new marketing friend to stumble forward with, welcome.

Please send me a connection request or give me a follow.

Now for a lil bit more about me.

Personal:
Born and raised in the same house my entire life in the poor part of a mid-class part of town
Dad was a small business owner doing landscape architecture
Mom was a top sales rep for companies like Johnson & Johnson
Came to faith in Christ as a freshman in High School
Married a missionary kid that was raised in Turkey
And everything you see is to ensure that wonderful woman is provided for

Professional:
Started working in Sales for flexibility so I could go to seminary
Got laid off 20 days after buying a house and getting engaged
Stumbled into Marketing trying to make ends meet 
And fell in love with building B2B programs (Not a joke. I am a nerd)
Spent 80-100 hours a week for 3.5 years trying to hone this craft
Learned almost everything I know about marketing from my time in an agency
Now I just share very publicly everything I'm learning
Trying to find a better life balance after a season of intense growth
And I'm building the demand & content program at Sales Assembly (having the time of my life)

Financial:
Dave Ramsey ALLLL the way
Love budgeting way too much
And happy to help anyone with financial literacy so you can transition from working to live to working for fun.

Spiritual:
Born-again believer in Christ
Reformed but going to an evangelical free church
Learning to live my faith as a B2B Marketer
Learning how to lead a family and continue to grow in my faith
And the story of David & Goliath is one of the most foundational stories in my faith

Overall, I'm an open book.

If you have a question, let me know.

And thanks for reading all this.

If you send me the message "Kings Kaleidoscope" I'll send you a saxophone solo.

Founder & CEO @ Scrappy ABM

Every time someone says, “that's too expensive,” I ask one question:

Compared to what?

Take LinkedIn Ads, for example. If you’re measuring by CPC or CPM, it may look a little costly.

But if you’re measuring by cost per company influenced, LinkedIn can be a slam dunk.

That’s what stood out to me in Dreamdata's new 2025 LinkedIn Ads Benchmarks Report:

LinkedIn = highest cost per contact
But the lowest cost per company influenced

And if you’re running ABM, that’s a metric that matters.

So while LinkedIn might feel expensive. When you measure it through the right lens, it is actually the best value.

Full report here → https://lnkd.in/ggbStT9G

Big shoutout to Laura Erdem and the Dreamdata team for helping B2B marketers stop tracking the wrong scoreboard.

Brand partnership • Sharing everything I know about ABM on 11/13.

"Is ABM dead?"
I was at an Acquisition.com workshop on Wednesday with 10 businesses.
5 of them were told to build an ABM motion.

If you're not building an ABM program, you're already falling behind.

Don't just take my word for it.

Trust Alex Hormozi (and Ned Arick & Preston Howard).

P.S. The other 5 were B2C businesses.

If you're in B2B, you need ABM.

Sharing everything I know about ABM on 11/13.

We just launched a new website on Friday.
One of my favorite additions is putting our ICP on the home page.
And we've added a video on the booking page to tell you why you shouldn't book.

You shouldn't have to guess who we work with best.

If you're looking for help building your first ABM program as a tech company between $20M-$100M with 3-8 marketers internally + a sales team already doing some form of outbound, we're probably the best fit.

If you're not that, we can still be friends, and I hope our content is helpful.

It should always be this simple. 🤷‍♂️

P.S. If you like seeing fresh new sites (that also nearly double as a rebrand) check out scrappyabm.com and let me know what you think.

Feedback is genuinely appreciated 🧡💚

One of the biggest mistakes I see in ABM?

Treating the ICP like it has to be “right” the first time.

It doesn’t.

Your Ideal Customer Profile isn’t a one-and-done exercise. 
It’s a working draft.

The best teams I’ve seen do this well:
➡️ Test their ICP assumptions in the real world.
➡️ Refine based on what closes.
➡️ Keep adjusting as the market shifts.

That’s how you move faster and avoid the perfection trap.

I get asked a lot "Can you show a real customer example?"
So tomorrow at 4:00 ET, for the Demand Collective FEDTalks, I'm lucky enough to have a client walk through exactly what we did together, by literally sharing their screen and walking through it all.

Every. 
Detail.

So if you want to see everything from:
- Targeting
- Channels
- Content ideas
- Measurement
- Strategy
- The pivots
- The buy-in process
- The results

Even better than me showing you.

The client is.

So if you want to steal everything that Scrappy ABM does, here's your chance.

For free btw :)

See you there? https://lnkd.in/gnAskXqc

P.S. We are a fun last-minute addition.

I also know we're supposed to have 20 minutes.

But we're the last ones of the day.

So come with questions.

We're going long!

(Sorry Eric Linssen 😅)

Introducing FEDTalks, the free virtual summit for demand marketers who are FED UP with the fluff on LinkedIn. Nov 20. 7, 20-min talks from real practitioners. 100% free. 

No vague frameworks on the future of marketing, no proofless AI hype, no vendor pitches disguised as education.

Just 7 remarkable operators who are too busy doing real work to be posting on here all the time, sharing their earned secrets in no-fluff 20m talks.

👻 ABM, but make it spooky.

From haunted pipelines to ghosted opportunities, no one wants the horror version of ABM.

The good news? It doesn’t have to be scary. Just strategic.

🚨 Recognition comes from repetition. 

Think about your own buying habits.

How many times did you see the same ad, hear the same pitch, or notice the same message before it finally clicked?

Now flip it.

If you change your message every 30 days, your buyers don’t see “creativity.” 

They see inconsistency. They forget who you are.

Repetition might feel stale to you. But to your audience, it’s the only way to remember you exist.

Want recognition? Say the same thing more often than feels comfortable.

Every call. Every ad impression. Every custom piece of content.

They’re all an investment.

And if your target list is misaligned?

You’re pouring time and money into accounts that will never convert.

The key is targeting. 

When you get it right, every effort compounds.
When you get it wrong, every effort feels like wasted energy.

Great strategy + bad targeting = failure.
Simple strategy + great targeting = results.

If you’re going to invest anywhere first, invest in building the right target list.

You can build all the beautiful dashboards in the world
But if Sales can’t do anything with them, they’re just pretty charts.

8.

That's how many signups until we hit our stretch goal of 450 people registered for tomorrow's ABM in a Day Workshop. 

That's bananas.

If you're not registered, you should totally come. 

It's a full day of me giving away everything I know about ABM so you can get your game plan in order and crush your goals.

It's the last time I'll ever do this workshop for free. 
Will I see you there?

https://lnkd.in/gMcbHJkn

Every marketer deals with data blind spots. 

And if you’re trying to build a case for your next idea, campaign, or even your 2026 budget, you need attribution clarity.

This problem ^ is exactly why my friends at Dreamdata worked to integrate LinkedIn company-level intelligence into all their dashboards.

In short, it adds a new layer to their analytics. So you have a more accurate picture of how LinkedIn actually drives revenue. 

Because in budgeting season, we’re all striving to prove the full impact of our spend. 

Things like:
Seeing the full journey by mapping every LinkedIn touchpoint (paid and organic) to show how LinkedIn influenced a deal.
 
Determining if your ICP accounts are interacting with you on LinkedIn 
Building even more precise audiences using all your GTM data and syncing them directly to LinkedIn Ads.

Notifying your SDR and sales teams when a target account shows buying intent on LinkedIn.

We’re all out here trying to optimize and prove the impact of our work. 

Big shoutout to Laura Erdem and the Dreamdata team for shining a light on our data blind spots during a crucial time of year for every marketing and sales leader. 

Full report here → https://lnkd.in/ggbStT9G

Brand partnership • Founder & CEO @ Scrappy ABM

Forget fortune-telling. Forecast your funnel instead.

Executives don’t live in the world of impressions, engagement, or MQLs.
They think in growth, efficiency, and margin.

If your ABM story doesn’t connect directly to those levers, it won’t land, no matter how slick your deck looks.

Executives don’t buy programs. They buy outcomes.

Your ABM pitch needs to sound less like a campaign plan and more like an investor deck.

Here’s how to flip it.

My whiteboard is covered in frameworks, notes, and ideas.

Because when we run the ABM in a Day Workshop, I’m not just teaching theory. I'm mapping every section to a proven framework or past client engagement where I know it worked. 

The first time we did this in August, I walked away just as energized as the attendees.

So on November 13, we’re doing it again.

If you’ve been wanting to stop spinning your wheels on ABM and actually get a program off the ground, this is your chance.

Sign up here: https://lnkd.in/gMcbHJkn

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