In this episode of Scrappy ABM, host Mason Cosby chats with Jenna Bayler, Director of Marketing Operations at Kinective, about implementing account-based marketing (ABM) programs without overspending. Jenna shares actionable insights on identifying ideal customers, crafting engaging content, and aligning metrics with sales objectives for effective ABM campaigns.

Best Moments:

(01:41) Identifying the ideal customer profile for ABM

(04:53) Building a target account list

(07:25) Creating engaging content for ABM campaigns

(13:43) Aligning content with the buyer's journey

(17:21) Measuring success in ABM programs

(20:54) Unexpected challenges in ABM implementation

(22:33) Final advice for launching ABM programs

Key Insights:

• The importance of involving multiple departments to define the ideal customer profile.
• How to utilize progressive form strategies and align marketing metrics with sales objectives.
• Leveraging existing successful strategies creatively to scale ABM programs.

Guest Bio:

Jenna Bayler is the Director of Marketing Operations at Kinective, a company connecting various banking software systems. With expertise in HubSpot and data-driven marketing, Jenna specializes in aligning marketing efforts with sales goals and implementing scalable ABM strategies tailored to the financial technology sector.

In this episode of Scrappy ABM, host Mason Cosby sits down with Mike Allton, Chief Storyteller at Agorapulse, to explore how podcasting can be a powerful tool for account-based marketing (ABM). They discuss targeting, tech stacks, and measuring podcast success beyond vanity metrics.

Best Moments:

(01:48) Targeting the right audience on LinkedIn for B2B SaaS

(06:29) Strategies to make guests comfortable joining the podcast

(10:49) Tech stack for podcast production and distribution

(15:46) Measuring success beyond vanity metrics like downloads

(21:34) Overcoming roadblocks and being patient with guests

Guest Bio:

Mike Allton is the Chief Storyteller at Agorapulse, a leading social media management tool. An experienced podcaster and content creator, Mike runs multiple shows for Agorapulse and his own AI-focused podcast. He is passionate about leveraging podcasting as a key ABM strategy and using AI to streamline the production process.

In this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach.

Best Moments:

(02:05) Introduction to Scrappy ABM and its rapid growth

(04:15) Meeting clients where they are and delivering in the short term

(06:11) Identifying reasons why ABM might fail in an organization

(09:56) The account progression model and its seven stages

(22:38) The Four D framework: Data, Distribution, Destination, and Direction

(29:50) Breaking down the components of the Four D framework

(34:47) Breaking down big problems into smaller, manageable tasks

(36:41) Statistics on ABM program success rates and the challenges involved

Special Note:

This episode is repurposed from Mason’s guest appearance on What’s Your Process? The Podcast by The Creative Brand.

In this special episode of Scrappy ABM, host Mason Cosby shares a rerelease of his guest appearance on The B2B Growth Blueprint podcast, hosted by Mark Osborne. Mason dives into his "scrappy" approach to account-based marketing (ABM) and explains why it’s more effective than traditional methods.

Best Moments:

(00:32) Introduction to the episode as a rerelease from another podcast

(01:39) Overview of Mason Cosby's background and expertise

(02:11) Definition of account-based marketing (ABM) and related terms

(06:28) Importance of identifying the best-fit customers for ABM

(11:49) Strategies for defining target accounts in ABM

(21:49) What makes "scrappy" ABM different from other approaches

(26:02) The importance of focusing on people, process, and then technology

(29:14) Future plans for Scrappy ABM, including free educational content

Check out The B2B Growth Blueprint: Listen on Apple Podcasts

In this episode of Scrappy ABM, host Mason Cosby discusses the top trends in Account-Based Marketing (ABM) for 2025 and beyond with marketing director Evan Cox. They explore emerging strategies and key shifts shaping the ABM landscape.

Best Moments:

(01:12) Influencer marketing in B2B is on the rise

(02:58) The increasing use of AI in ABM programs

(04:23) ABM as a buzzword is decreasing, being replaced by GTM (Go-to-Market)

(05:19) ABM programs are becoming more focused and less flashy

(05:51) The future of ABM involves coordinated efforts between marketing and sales

In this episode of Scrappy ABM, host Mason Cosby dives into podcast strategies for Account-Based Marketing (ABM). He explores three podcast types—content engine, public figure, and account-based—and shares actionable insights on how to measure podcast success while creating an impactful strategy tailored to your niche.

Best Moments:

(02:05) Introduction to Account-Based Marketing (ABM)

(07:24) Top reasons why podcast programs fail

(10:14) Three types of podcasts: content engine, public figure, and account-based

(16:47) Measuring success for content engine podcasts

(22:41) Public figure podcasts and their benefits

(25:55) Account-based podcasts and their strategy

(36:49) Adapting the account-based podcast approach for different niches

(43:26) How to measure the success of an account-based podcast

In this episode of Scrappy ABM, host Mason Cosby sits down with Evan Cox, marketing director, to discuss the crucial role of messaging in Account-Based Marketing (ABM). They explore how tailored messaging can significantly impact the success of ABM campaigns and share insights on creating effective, targeted content for specific accounts.

Best Moments:

(01:09) The importance of messaging in ABM strategy

(02:45) Differentiating messaging for concurrent campaigns

(03:24) The significance of clear brand messaging

(04:02) Adapting global messaging for specific ABM markets

(04:19) Example of tailored messaging for SAP customers

(05:32) Leveraging customer logos and testimonials

(06:15) Highlighting success and failure points in messaging

(07:16) The importance of iterative messaging refinement

(08:25) Using ABM programs to test and improve global messaging

In this Scrappy ABM holiday special, host Mason Cosby welcomes guest Brianna Doe to explore the intersection of account-based marketing (ABM) and influencer marketing. They discuss aligning influencer partnerships with ABM goals and share insights on crafting impactful campaigns—just in time to bring some holiday cheer to your marketing efforts!

Best Moments:

(00:55) Introduction to the topic of aligning ABM programs with influencer marketing

(02:17) How to align influencers with brand goals from an audience perspective

(05:51) Transitioning from transactional to long-term influencer relationships

(09:39) Finding influencers that address your target audience

(15:44) The importance of authenticity in influencer partnerships

(19:15) Where influencers fit into an overall ABM program

(22:59) Integrating paid advertising with influencer marketing

Guest Bio:

Brianna Doe is an expert in influencer marketing, particularly in the B2B space. She hosts the Stop the Scroll podcast and provides insights on creating effective influencer marketing strategies. Brianna emphasizes the importance of aligning influencer partnerships with brand goals and maintaining authenticity in content creation. Learn more at weareverbalim.com.