🔶🔸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.

Happy 5 Year Wedding Anniversary 🔶🔸Mary Erin Cosby🔸🔶 🧡💚
For all y'all here, I chose this photo because it perfectly captures something that’s been true from day one:

I have always had the world’s most supportive spouse.

Ever.

My original life plan was to become a pastor.

I took a job in print sales for a parenting magazine to make ends meet while saving up for seminary.

The magazine was hosting an event, and Mississippi Public Broadcasting (a sponsor) called to tell me they didn’t have anyone available to be Ed Said, their mascot.

The day before the event.

I called my girlfriend, completely distraught, and said:
 “I need a 5-foot-6-inch person to be a mascot in the next 12 hours. Who do we know?”

She said, “I’m about 5’6.”

And my girlfriend (who was deathly afraid of mascots) showed up, embraced her fear, and brought joy to kids all over Jackson, Mississippi.

This is just 1 of literally 100's of stories I could tell about how supportive my wife is.

From getting laid off 20 days after proposing and buying our future home.
To indulging me by letting me start my first podcast, The Marketing Ladder.
To being fully bought in when we launched Scrappy ABM four weeks before kiddo #1 arrived.
To supporting the decision to cut our household income from $200K to $65K for the first 18 months so I could go all in.
To working 30–40 hours a week with me (unpaid) starting two months postpartum, for six months.
To today, staying home with our two beautiful girls while I get to scale a business that requires a lot of travel.

I mean… just look at her LinkedIn headline.

Y’all.

She is insanely supportive and loving.

And I don’t deserve it.

But I am endlessly thankful for her.

When I look back on the past five years, I honestly think every year has been harder than the one before it.

But every year has also been the happiest year of my life
Because I get to grow through it all with my wife.

So if I have ever been helpful to you in learning Account-Based Marketing
It's because I've had a spouse beside me who has made all of this possible.

Happy anniversary ME 🧡💚

Mason Cosby

We’re Hiring: ABM Strategist at Scrappy ABM!!!!  

80% of ABM programs are failing.
We’re on a mission to fix it.

Scrappy ABM  is growing fast ($0 to $2M in 2ish years and on track for $4M by end of 2026)

And we’re looking for our next ABM Strategist to help us build revenue programs that actually work in the real world (not just in slide decks).

If you love:
	•	Turning complex GTM messes into clear, actionable ABM programs
	•	Running plays that drive actual pipeline (not just “air cover”)
	•	Working directly with revenue leaders & marketing teams to teach them how to run ABM
	•	Solving problems instead of waiting to be told what to do

…you’re going to love working here.





What You’ll Own

You’ll lead ABM strategy across a pod of clients, designing account progression models, mapping ICP tiers, launching activation playbooks, building sequencing strategies, and managing your ops + content + PM team to drive coordinated outcomes.

In short: you architect the strategy and manage a team that helps you bring it to life.





Who Thrives Here

This role is perfect for someone who:
	•	Has real-world B2B marketing or revenue experience (5+ years ideal)
	•	Understands ABM beyond “personalized ads”
	•	Thinks in frameworks but executes scrappily
	•	Loves solving ambiguous problems and creating order
	•	Wants to work inside a high-growth, fast-moving agency
	•	Communicates clearly and proactively (internally and with clients)





Why Scrappy ABM?

Because we’re building something different.

Our clients aren’t hiring us for fluffy brand work or vanity plays.

They hire us to build real ABM programs that generate opportunities and accelerate pipeline fast.

You’ll get:
	•	Crystal-clear frameworks
	•	A supportive pod structure (ops + content + AM)
	•	Direct access to some of the fastest growing brands in B2B (check our website)
	•	The ability to shape the future of ABM with us
	•	Growth potential as we scale from 12 people → 60+





Want to join us?

If this feels like your kind of challenge, comment “INTERESTED” or DM me, and we’ll send the job description your way.

Scrappy ABM  is where strategists come to level up.

If you want to build the future of ABM, let’s talk.





P.S. Let’s talk real details.
	•	Comp: $110K–$140K + $20K bonus potential
	•	Benefits: Full health, dental, eye
	•	401K: 4% match
	•	PTO: Unlimited + the last 2 weeks of the year off

And one more thing:
I’m a very Christian-forward founder.

I openly talk about my faith and thank God for how He has blessed this business.

You don’t have to share those beliefs but if you work here, you’ll be prayed for a lot and hear about Jesus.

There are a lot of reasons I like building a business and working from home.
But my favorite is my very weird schedule.

Most days look like this:

6:00am — start the day, get organized
7:00am — breakfast with my oldest + family devotional
8:00am — deep work on one big thing for 3–5 hours
12:00–4:00pm — back-to-back meetings
4:00–5:00pm — solve anything that’s popped up from meetings and delegate
5:00pm (ish) — try to shut it down and be present
5:00–8:00pm — Family time (though I need to be better about fully protecting this time)
8:00–10:00pm — a short second shift in this season of heavy hiring

On paper, it probably sounds exhausting and miserable.

But because I work from home, I see my family throughout the day.

I can work roughly 12 hours a day when the business requires it and still be present for my family.

I’ve heard lots of people talk about work-life integration over work-life balance.

And for me, this feels like an integrated life.

Some seasons require more work.
Others require less.

Like when our second kiddo was born in September, I dropped down to 0-3 hours a day for 7 weeks.

This season looks different. And that’s okay.

The goal isn’t forcing every season to look the same.

It’s about building a life and a business that can flex together.

And I can say with absolute confidence that I love my life. 

So I’m grateful for this rhythm — weird as it is 🧡💚

No alternative text description for this image

ABM doesn’t have a tech problem.
It doesn’t have a data problem.
It has a trust problem.

For years, “intent” has basically meant:
“Someone at your target account might be researching you.”

Cool.
That’s like saying:
“Someone in your neighborhood might be hungry.”
…Not exactly something your sales team can take action on.

But ABM is about to get the reset button it has needed for YEARS.

Because on Dec 4, UserGems 💎 is launching something I genuinely think changes the ABM landscape:
Gem-E by UserGems 💎 for ABM — AI for ABM that your reps actually love.
(Yes… actually love.)

Here’s why it matters:

💎 Contact-level intent — not vague account heat.
Know exactly who’s researching your solution.

💎 Unified signal orchestration — 1st + 3rd party signals in ONE place.
No more flipping between tabs or tools.

💎 Transparent, editable account scoring — no black box, no data science retainer.

💎 70–95% LinkedIn match rates — stop wasting ad dollars on audiences built on hope.

💎 Real Sales + Marketing activation in one workflow — true alignment, finally.

This is the ABM engine teams have been trying to duct tape together for years… but now it’s one AI agent inside the UserGems 💎 Command Center.

If ABM has felt noisy, vague, or unreliable… this is the moment you pay attention.

I’ll be joining the Insider Event on Dec 4, and UserGems 💎 is giving away 12 bougie gifts if you:
 ✔️ Attend
 ✔️ Engage
 ✔️ Post before Dec 4
 ✔️ OR share a recap after
👉 Sign up here: https://lnkd.in/gfECsy8v

#UserGemsAI #GemE #ABM #UserGemsPartner

💙 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.

Brand partnership • Founder & CEO @ Scrappy ABM

We use sourcing firms for a lot of our roles.
But the 1 role I’ll never use a sourcing firm for is the ABM strategist role.

The only chance I’m hiring a strategist is if they have engaged with Scrappy ABM content, or are referred in by someone I trust.

We do ABM in a specific way.

So even though there are lots of truly incredible experts that know ABM, they may not know how we do ABM.

And I’ve found that way of thinking is easiest qualified when people have already been engaging with our brand.

So if you’re reading this, you’re looking for a job, and you’ve been following a long for a while, we’re hiring a Strategist.

(Also a project manager, designer, and executive assistant).

Shoot me a DM if you’d like to learn more :)

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!

I used to make fun of trade shows.
“Let’s spend half a million dollars a year on booths and branded stress balls.”
Sounded insane to me.

But events quietly became one of the highest converting channels in a lot of ABM programs we touch at Scrappy ABM.

The teams that win with events stopped treating them like “brand plays” and started treating them like live product experiences:
🔸 They brought demo stations and sandboxes, not just pretty backdrops.
🔸 They put sales in a position to actually show how the platform works in the prospect’s world.
🔸 They used LinkedIn to warm up target accounts months before the event, so the booth was a conversion moment, not a cold intro.

The pattern that works:
🔸 Use LinkedIn to educate your ICP on how you solve problems.
🔸 Show up at the events where that ICP already gathers.
🔸 Treat your booth like a high-intent “show me how this would work for us” station.
🔸 Measure pipeline velocity from those accounts, not just scanned badges.

You can absolutely light money on fire with trade shows.

But if you treat them as a conversion channel for accounts you've been intentionally engaging for MONTHS beforehand... 

They become one of the cleanest ways to move high-fit accounts forward.

👉 Right now, are you treating events as:
 A) Brand plays
 B) Live demo experiences for warmed-up accounts?

______________________________

Howdy 👋  
I’m Mason.
I lead Scrappy ABM
We’ve helped B2B teams generate over $100M in revenue in the past 3 years.
If you want weekly ABM playbooks, frameworks, and real operator breakdowns, I share everything we’re learning in the podcast and newsletter.
👉 ScrappyABM.com/newsletter

Next week, Joseph Lewin and I are hosting a webinar on how to launch a podcast. Between us, we've helped clients generate $17M in revenue from their shows over the past 2 years.

And I promise, this is a strategy I personally fully believe in.

9% of the guests I have interviewed over the past 2.5 years have become customers.

Not pipeline.

Started to work with us.

That alone proves the results of podcasting.

But in addition, podcasting can become:
- PR
- Brand Building
- Strategic Relationship Development
- Content Creation (Video, Blogs, Case Studies, Social, Newsletters)
- Training Materials for your team
- Sales Enablement
- Customer Retention Assets

I have yet to find someone who committed to doing 50 episodes on a podcast in 12 months and regrets the results.

So if you want to learn exactly how we launch shows, grow the audience, and create customers, join us next Tuesday at 2:00 ET. 

See you there?

https://lnkd.in/eeYC5BM3

P.S. I can't believe the Scrappy ABM podcast has people who just straight binge the show for HOURS.

Of everything we do, it just brings me a lot of joy to know that a few people are using this show to learn ABM, nail it at their companies, and grow in their careers.

Thank you for listening.

We've got more great content coming next year 🧡💚

Completely unrelated to the weather in Indy…
Anyone looking for an ABM speaker in 2026?

In all seriousness, we’re mapping out the 2026 calendar this week.

One of the most enjoyable parts of building Scrappy ABM over the last few years has been getting on stage, meeting people in person, and teaching what actually works in Account-Based Marketing.

If you’re organizing an event, conference, leadership offsite, or team workshop and looking for a speaker on:

🔸Building ABM from scratch
🔸Practical ways of identifying your true best customer
🔸Fixing broken or stalled ABM programs
🔸Pipeline velocity, signals, and measurement
🔸Aligning sales and marketing around real execution

I’d genuinely love to connect.

Most of my sessions are tactical, framework-driven, and built for operators, not theory decks.

Happy to tailor sessions for leadership teams, marketing teams, or revenue orgs.

Quick stats:

Spoken 100+ times between virtual + in-person events for organizations like:
B2B Marketing Exchange
CXL
Exit Five
American Marketing Association
GURU Media Hub
Sales Assembly
 
Average session rating of 4.4/5

If this is relevant for something you’re planning, feel free to comment, or go to scrappyabm.com/speaking to connect.

🧡💚

Before I power down for Thanksgiving, sending out a different kind of newsletter.

Founder & CEO @ Scrappy ABM

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

In about 3 hours, Joseph Lewin and I are walking through the exact process we use to launch podcasts that create customers for our clients Scrappy ABM. And in case you're worried it's a veiled sales pitch here's the exact sales pitch I'll make at the end:

We will give you our actual launch checklist
The details on promotional channels
How to think about building your podcast
With clear guidance on what 85% of people should do

So the pitch at the end is this:

Pick your path

1) Do nothing
2) Do it on your own
3) Do it with us


If you want to pick path 1 already, this isn't going to be a great webinar for you.

BUT if you want to pick path 2, come on.

We'd love to see you there.

You'll learn exactly how to launch a show, and then you can do it all yourself. 

All we ask is that you post on LinkedIn in about 2 years when you're massively successful.

So... see you there?

https://lnkd.in/epX-K8nE

Podcasting isn't just a fun, awareness play.
When done right, it can drive serious pipeline. 

Wanna see the exact podcasting playbook we use for clients and ourselves?
Save your seat.

$17M in 2 Years Through Account-Based Podcasting

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.

Yurii Shumak, Mason Cosby and 8 other connections attending

View event: FED Talks: the virtual summit for marketers FED UP with fluff on LinkedIn

FED Talks: the virtual summit for marketers FED UP with fluff on LinkedIn

Three months from launch to revenue with ABM? Highly unlikely.


If you’re starting cold, here’s my minimum viable program:  
• 3 months awareness building  
• 3 months consideration building  
• 3 months sales cycle

That’s 9 months to actually let the pipeline bake.

📌 Rush the timeline and you’re setting unrealistic expectations — for everyone.

______________________________

Howdy 👋 
I’m Mason.
I lead Scrappy ABM.
We’ve helped B2B teams generate over $100M in revenue in the past 3 years.
If you want weekly ABM playbooks, frameworks, and real operator breakdowns, I share everything we’re learning in the podcast and newsletter.
👉 ScrappyABM.com/newsletter

Buy-in isn’t a one-time event. It’s a system.

This year, I saw some welcome shifts in B2B. Marketers stopped chasing campaigns and started thinking in systems. Fewer quick wins. More sustainable g

Open article: What 2025 Proved About ABM by Mason Cosby • 2 min read

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.

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