🔶🔸Mason Cosby🔸🔶

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

I fell into ABM before it was a B2B trend. My first real job was as a full-funnel AE. I sourced my own pipeline, worked my deals, and managed the accounts.

I had absolutely no idea what I was doing.

Eventually, I realized that randomly calling people and word-vomiting a pitch at them was not effective.

As you can probably guess, the more I personalized my approach…the longer accounts stayed, the happier they were, and the more they bought. (shocking, right?)

This was the beginning of my love and obsession with customer-centric revenue programs.

Then, I met Account-Based Marketing (ABM).

But back in the day (okay, five years ago…), ABM always came with a hefty price tag, which kept this effective strategy out of reach for too many leaders.

As I reflected on the best results we generated for bootstrapped businesses, it became crystal clear that everything came down to creative thinking, a great product, a clear market focus, and repeatable, scrappy processes. 

And as the Founder of Scrappy ABM, we are now taking these principles and helping our clients learn how to build these programs for themselves. 

So if you’re looking to support getting your first ABM program off the ground so you can prove that ABM works for you, I’d love to talk. 

WHAT I DO
I lead a team of scrappy experts who specialize in building Scrappy ABM playbooks, programs, and podcasts that deliver millions in revenue. 

OUR RESULTS
→ We helped one client launch a podcast that became the #1 marketing podcast in the U.S. and sourced over $1.5M in revenue in year 1.

→ I’ve personally generated over $15M in sourced revenue at a 16X ROI on headcount, technology, and media spend since 2022.

Read about more of our results here: https://scrappyabm.com/case-studies 

A BIT ABOUT ME
I’m a husband, father, and the faith-driven founder of Scrappy ABM. 

Here are a few fun FAQs about me. 
→ Came to faith in Christ in High School
→ Married a missionary kid raised in Turkey
→ Started in Sales to afford Seminary
→ Got laid off right after getting engaged and buying our first home 
→ Stumbled into marketing to make ends meet
→ Fell in love with building B2B marketing programs (#nerd)
→ Honed my marketing chops during my time at a marketing agency
→ Fascinated by budgeting (thanks, Dave Ramsey)
→ Dedicated to learning in public here on LinkedIn
→ Committed to living at the intersection of B2B marketing & my faith
→ My wife, Mary Erin, and daughter, Sara Jean, are “my why”

Email: mason@scrappyabm.com 

Book a Discovery Call: https://scrappyabm.com/contact

Founder

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!

Sometimes I wish I didn't work from home so I could focus more.
Most days though, it's such a joy to have a fully integrated life.


(The only thing staged about this photo was the sign getting turned on.
The rest, my daughter just wanted to wear Dada's clown shoes.)

💙 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.

Teaching you everything I know about ABM on 1/27.

So if you haven't seen the news yet, Constant Contact acquired GURU Conference from GURU Media Hub, SubjectLine.com & GURU Certified. 👀 
First off, massive congrats to Jay Schwedelson & the entire GURU Media Hub.

Second off, this is just a quick thank you post to the GURU team.

GURU Media Hub was client 1 of Scrappy ABM.

So the opportunity to work so closely with an organization that:

1) Has scaled this quickly
2) Has made this level of impact

Well, it's kinda a dream.

So to the GURU team, again, congrats. This is SO well earned and deserved.

And thank you for letting us come along for the journey 🧡💚

Here's to an INCREDIBLE 2026 🎉

Today is our 3rd ABM in a Day workshop AND my birthday.
For those that aren’t currently registered for 7 hour workshop livestream, I’ve got something for you too…


February 24th, we’re hosting our next workshop.

If you register today (and today only) using the code 75OFF, you’ll get a 75% discount on the next one.

Just go to the Scrappy ABM website
Click the banner at the top
And use 75OFF at check out.

This is TODAY only.

Looking forward to seeing y’all in February 🧡💚

P.S. Even if you don’t need help building an ABM program, we’ve seen MANY VPs send their team for this course. So if it’s not for you, send it to someone who may need the support?

P.P.S. Stoked to hang out with over 50 different marketing teams today to build out their programs!! See y’all in 30 minutes!!

Teaching you everything I know about ABM on 2/24.

One of the things I’ve been terrible at over the past 4-5 years is finding ways to relax.
But in the past year, I’ve found a few simple things that help.


1) Working from 7:00-5:00 straight M-F. I get everything done I need to get done so I feel good when I go to unplug. It’s easier for me to relax when there’s less on my plate. 

2) Cooking on the weekends. I cook elaborate meals that take at least an hour. I love taking my time. It’s not optimized for efficiency. I’m just having a good time.

3) Playing with my kids. There’s few things in life that relax me more than hearing my kiddos laugh.

4) Dating my wife. We finally got a regular babysitter. Our date night budget had to double, but the date night budget is getting used. I’m leaving my phone at home when we go and it’s the most present I get to be with my favorite person all week.

5) Meeting with mentors. I’ve got 3 older wise guys I meet with about once a month each. These guys have been married for longer, in business for longer, and fathers for longer. They help me see the stuff I’m stressed about aren’t a huge deal and everything will be fine.


This is what’s really decreased my stress levels and helped me be a more present husband and father. 

What’s 1 thing you’ve done that’s helped reduce your stress and helped you show up better at home?

Last year, the Scrappy ABM team got together once in person.
This was a huge miss on my part.

In December, we had a small Revenue team on-site.

And it turned out to be one of the most productive days we've experienced at Scrappy ABM. 

It changed my perspective on the importance of time in person.

This year, we are shifting our approach. 

Instead of having just one all-hands meeting, we will also have more frequent, smaller, focused in-person sessions. 

Like this past Thursday, I spent the day with Amanda Palmarchuk and Tori Stubbs mapping out the current customer journey, covering:

- Sales handoff
- Onboarding
- Standard milestones
- Quarterly goals for clients
- Monthly Reporting and QBRs
- Upsells
- Partnerships
- Offboarding
- Referrals 

It was arguable the most productive day we’ve ever had for the client delivery team.

Not to mention, it was fun to just hang out with people I’ve worked with for now 5ish years :)

So don’t think that I’ll ever build a business with an office cause I love the work from home life.

But man… moving forward, I’m making it a priority to see our team at least twice a year in person for some focused time to work on the business.

So anyway, if you have a remote team, book the flight to see them.

You won’t regrets it :)

Most companies don’t have an ICP problem.
They have an honesty problem.
Everyone says they know their ideal customer…

But ask five departments and you’ll get five different answers.

And none of them match the deals that actually close.

Here’s the real issue:
Your Ideal Client Profile is usually aspirational.
Your Best Customer Profile is observational.

And the difference matters.
🟢 ICP = who you wish you could sell to
🟢 BCP = who actually buys, stays, grows, and is profitable

That’s why we push teams toward a 📗 Best Customer Profile (BCP) pulled from real data:
📗 Finance → Who is profitable?
📗 CS → Who expands and stays happy?
📗 Sales → Who closes without heroics?
📗 Product → Who gets full value from the platform?
🎯 Then → identify more customers who look like that.

Once you do this, targeting becomes clearer.
Messaging sharpens.
Plays actually work.
And ABM stops feeling like guesswork.

Fix your BCP, and everything else becomes easier.

👉 Be honest... does your current ICP look like your best customers… or the ones you wish you had?

_________________________________

Howdy 👋
I’m Mason Cosby.
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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

I’ve been saying for almost 2.5 years that nearly 80% of ABM programs fail.
Well… there’s new data that suggests I was wrong 👀


Alright, now that you’re here.

From 2020–2023, ~80% of ABM programs were deemed failures (usually by leadership).

In reality, those programs didn’t fail.

They stalled.
And the Forrester data backs this up.

According to a recent Forrester Opportunity Snapshot commissioned by Influ2, 58% of ABM leaders say they only have moderate or worse ability to drive engagement in key accounts.

That’s not because ABM is a bad strategy.

It’s because most teams are still running only account-level ABM, without the ability to see what’s actually happening at the buyer level.

The same report highlights the most common blockers:
🔸 Identifying the right buyers
🔸 Engaging the right buyer at the right time
🔸 Personalizing outreach at scale

In other words:
Teams know which accounts they want.
They just don’t know who INSIDE those accounts is actually paying attention.

So what happens?

Marketing optimizes for impressions.
Sales waits for forms.
Revenue teams argue about attribution.

Meanwhile, buying decisions are quietly influenced by multiple stakeholders, LLOOONNNNGGGG before a “lead” ever exists.

Forrester’s data makes one thing clear.

ABM programs that move from account-level guessing to contact-level visibility perform better across the board, including:
🔸 Stronger retention
🔸 Better sales and marketing alignment
🔸 More efficient use of resources

When I talk with teams, they don’t need more activity.
They need more context.

ABM programs break when teams can’t see:
🔸 Who is engaging
🔸 What resonates
🔸 How interest builds before pipeline exists

Fix that, and ABM becomes defensible again.

Not louder.
Clearer.
🧡💚

P.S. Influ2 didn’t pay me to make this post.
They sent over the report and asked if I’d take a look.
Good data that reminds teams they’re not crazy and not alone is something I’ll always share 🙂

Most teams define their ICP with broad firmographics. 
Think Industry, employee size, revenue band.
That gets you in the right neighborhood, but it doesn’t tell you who your best customers actually are.

We started by looking at something much more telling:
The LTGP:CAC ratio 
(lifetime gross profit compared to customer acquisition cost)

This tells us: 
🔸 Who becomes profitable fastest
🔸 Who stays with us longest
🔸 Who consistently generates real margin

Once we had that list, we dug deeper to understand their years in business, growth stage, where they stall, and what patterns they share.

Out of that came a custom GPT we call Scrappy ICP.

Every time Jim Gilkey gets a meeting, he drops in the details the prospect shared.

The model compares it to our best-customer patterns and comes back with a score.

Not a full judgment. 
Not a disqualification.

Just a clear signal:
Does this look like the type of customer who succeeds with us?

This has made our conversations sharper, our targeting cleaner, and our resource allocation significantly more intentional.

I talked about this (and more) on Agents of Revenue with Spara. 

Full write up on our conversation about smarter GTM execution in the comments.

How do you evaluate whether a new prospect truly fits your ICP?

Yesterday was one of those days that reminds me why I love this work.
ABM in a Day wasn’t just fun.
People actually left with clear next steps to launch their ABM programs.

Average attendee stayed 6.3 hours (yes… hours)
Including Noud van Alem all the way in Italy.
And the energy stayed high for 7 straight hours.

A few things that stood out 👇
🔸 90% of attendees actively engaged in the chat
🔸 NPS landed at 9.8 / 10
🔸 We live built programs & walked through multiple examples to end the day
 🔸 One attendee literally became a power user in real time 
(66 chat messages 👀)

But my favorite part?
Watching people go from
 👉 “I think we want to try ABM”
 to
 👉 “I know exactly what our first playbook is and how to activate it”

The 4-D Framework clicked.
Account Progression Models started to form.
And you could feel the momentum build as the day went on.

It also reinforced something we already believe deeply:
💡 Commitment beats curiosity.

People committed to the day, and are telling us they are better for it.

Huge thank you to everyone who brought the energy, asked smart questions, and made the chat feel like a working session.

We've already got the next one on the calendar for February 24th.
And next time, we’re making it even better.
If you missed it, register this week on the Scrappy ABM website and use code 50OFF for a 50% discount :)

See you on the 24th!

If you were there, what was your biggest takeaway? 👇

Events shouldn’t be cold introductions.
They should be confirmation moments.

If the first time someone learns about you is at your booth,
You’ve already missed the biggest opportunity.

High-performing ABM teams treat events as a conversion point, not an awareness play.

Here’s how they warm up accounts beforehand:

🔸 Identify the exact accounts attending
Not industries. 
Not personas. 
Actual company names.

🔸 Start educating months in advance
LinkedIn content.
Paid social.
Outbound touches.
Same message, different angles.

🔸 Align sales and marketing on pre-event outreach
Who is reaching out.
What the message is.
What “success” looks like before the event even starts.

🔸 Create a reason to engage at the booth
Live demos.
Sandbox access.
Problem-specific walkthroughs.

🟢 When done well, the event is ROI positive...
Before the flights take off
Just from pre-set meetings


🟢 By the time the event happens, the account already knows:
Who you are
What you do
Why it matters
Why they should talk to you now

🎯 The booth is not the start of the conversation.
It’s the acceleration point.

If events feel expensive and underwhelming,
The issue usually isn’t the event.
It’s the lack of pre-work.

👉 Be honest. Are your events set up for cold traffic… or 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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

Most case studies don’t get read.
And the ones that do rarely change buying behavior.
The problem isn’t the customer story.


It’s the format.

PDF case studies are static, sanitized, and written for internal approval.
Not real buyers.

High-performing ABM teams flip this completely.
They start with interviews, not documents.

Here’s why that works better:

🔸 Interviews capture real language, not marketing copy
 Buyers recognize themselves in how other customers actually talk.

🔸 Interviews create multi-channel assets
One conversation becomes video clips, quotes, posts, ads, outbound proof, and sales enablement.

🔸 Interviews build trust faster
Hesitations, tradeoffs, and “before vs. after” moments matter more than polished outcomes.

🔸 Interviews support every stage of the funnel
 Awareness → validation → justification → deal acceleration.

📗 The best case studies answer four questions buyers care about:
What problem were you actually trying to solve?
Why didn’t the old solution work?
What almost stopped you from buying?
What changed after implementation?

🟢 A PDF can summarize success.
🎯 An interview makes success believable.

If you want case studies that move the pipeline,
Start with conversations
And document later.

👉 When was the last time a case study actually helped you close a deal?


________________________________


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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

Tuesday is my birthday :)
We're doing our ABM in a Day workshop on Tuesday.
So... I've got a gift for you.

If you want to spend the day on Tuesday learning exactly how to build an ABM program, go to scrappyabm.com/workshop.

Use the code 50OFF to get a 50% discount on this workshop.

Over 600 marketers have come through this training.

The average rating has been a 9.7/10.

So if you feel stuck, this one day will help you get unstuck.

See you Tuesday?

If you’re using LinkedIn to try to generate demos,
You’re setting the channel up to fail.

LinkedIn’s real job in ABM is not conversion.
It’s education and familiarity.

High-performing teams use LinkedIn to do three things really well:

🔸 Teach the ICP how to think about the problem
Not why your product is great.
Why the problem exists and why it’s harder than it looks.

🔸 Create repeated exposure to your point of view
Buyers don’t convert because they saw you once.
They convert because they recognize you.

🔸 Support other channels
LinkedIn makes outbound warmer.
It makes events convert faster.
It makes demos shorter and easier.

🟢 The early signals that LinkedIn is working are not form fills.

They are:
Direct traffic increases
Organic traffic increases
Better conversations in outbound
Faster movement once sales engages

📈 The lagging indicators show up later:
Inbound demo requests.
Inbound pipeline.
Closed-won revenue.

🎯 LinkedIn doesn’t convert demand on its own.
It prepares accounts to act when the timing is right.

If you expect LinkedIn to behave like paid search,
You’ll always be disappointed.

Use it to educate first.
Conversion will follow.

👉 Are you measuring LinkedIn by the right success criteria today?


_______________________________


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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

Most revenue teams say “We track everything.”
That’s usually not true 
(and they are missing one of the MOST important signals).

Forms? Tracked.
Clicks? Tracked.
Page views? Tracked.

But when the phone rings?

That often gets dumped into:
“Direct”
“Unknown”
Or never even gets logged…

Which is WILD

Because calls are some of the highest-intent signals you’ll ever get.

This is where CallRail comes in.

You can assign unique phone numbers at the campaign level 
(this blew my mind).

So when someone calls, you don’t just see that they called.

You know:
🔸The exact campaign
🔸The exact channel
🔸What actually drove the conversation

At that point, calls stop being a black box.
And start acting like any other measurable signal.

If you’re serious about attribution, pipeline quality, and spend decisions 
Calls have to be part of the picture.

Gut check:
When someone calls your business today… 
Do you actually know what caused it?

PS: This post is sponsored by CallRail. 
If you want to see how campaign-level call tracking works, check it out here 👉 https://lnkd.in/eukuwFbr

When outbound stops working, teams blame the rep.
Most of the time, the system is the real problem.

I see this pattern constantly.
Leadership wants more meetings.
Sales wants better leads.
Marketing wants more activity.

So everyone adds volume.
That’s when outbound breaks.


Here’s what’s usually wrong with the system:

🔸 Too many accounts per rep
When ownership is bloated, research disappears and relevance drops.

🔸 No shared definition of “active” accounts
Reps chase cold accounts the same way they chase warm ones.

🔸 Messaging isn’t tied to signals
Emails go out based on sequences, not buyer behavior.

🔸 Marketing and sales aren’t designing outbound together
Marketing throws templates over the wall.
Sales rewrites them.
No one owns the outcome.


High-performing ABM teams flip this:
🟢 Fewer accounts, deeper focus
🟢 Clear signals that trigger outreach
🟢 Messaging mapped to buying stages
🟢 Joint ownership between sales and marketing

📈 When the system works, outbound feels calm (and predictable).
Conversations are warmer.
Follow-ups make sense.
Pipeline moves faster.


Outbound doesn’t fail because reps are lazy.
It fails because the system makes relevance impossible.

👉 If outbound slowed down tomorrow, what part of the system would you fix first?


______________________________________

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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

Most B2B websites are built to cast a net as WIDE as possible.
Which means they convert no one.
Which means when your target accounts actually show up, they bounce.

ABM doesn’t fail on the website because of design.
It fails because the site has no idea who it’s talking to.

Here’s where most websites break ABM programs:

🔸 Generic messaging for diverse buyers
The homepage tries to speak to every past, current, and future potential persona, industry, and use case at once.

🔸 No clear progression path
Accounts don’t know what to do next based on where they are in the journey. 
If there's no clear next step, they will bounce.

🔸 Proof lives too deep
Case studies, customer stories, and validation are buried three clicks away.

🔸 The site doesn’t support sales conversations
Reps can’t easily send pages that reinforce specific use cases or objections.

High-performing websites that enable ABM do a few things differently:
🟢 Pages mapped to specific audiences and problems
🟢 Proof surfaced early and often
🟢 Assets built to support live deals
🟢 Clear next steps by buying stage


📣 SUPER TACTICAL TIP 📣 
Create list-based exit-intent pop-ups segmented by target accounts and the progression stage of your ABM program.
You literally don't have to change anything else on your website.
But you make sure the last thing a target account sees before leaving your site is exactly curated for them.
That's how you ensure clear next steps by buying stage.


🎯 The website is not a brochure.
It’s a sales enablement and progression tool.

If your site only works when a rep is on the call explaining it,
It isn’t doing its job.

👉 Be honest. Does your website help deals move forward… or just look nice?


___________________________________________


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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

If you’re judging paid social by form fills,
You’re probably measuring the wrong thing.

Paid social in ABM is not designed to convert strangers.
It’s designed to educate and prepare accounts.

Here’s how high-performing teams actually evaluate it:

🔸 Start with early indicators
Before demos ever show up, you should see:
Direct traffic increasing
Organic traffic increasing
More repeat visits from target accounts
Better-informed conversations in outbound

If those aren’t moving, paid social isn’t doing its job yet.


🔸 Then look at lagging indicators
Paid social should eventually influence:
Inbound demo requests
MQA creation
Inbound pipeline

Not instantly. But consistently.


🔸 Tie it back to velocity, not volume
The real question isn’t “Did this generate leads?”
It’s “Do deals from these accounts move faster?”


📈 When paid social works, sales cycles shorten.
📈 Objections get easier to handle.
📈 Deals feel warmer from the first call.


🟢 Paid social is an education channel first.
🎯 Revenue follows when timing and progression are right.


If you expect it to behave like paid search,
You’ll always be disappointed.


👉 Are you measuring paid social by the role it actually plays in your ABM system?


__________________________________________


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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

What’s the point of account-based marketing?

To get marketing, sales, and customer success aligned on WHO we want more of.

That way, when it’s time to reach out or upsell, everyone’s already bought in—and already moving in the same direction.

Alignment on the front end leads to better results for the business AND the customer.

Most ABM teams measure everything.
Which usually means they understand nothing.

Dashboards get packed with numbers,
But no one can answer the one question that matters:


“Is this actually working?”


High-performing ABM teams separate metrics into three levels.

Here’s how it works:

🔸 Early indicators
These tell you if the program is headed in the right direction.

Examples:
Ad engagement
Website Traffic (by source)
Repeat visits from target accounts
Content consumption
Event engagement

These move fast. They help you course-correct.


🔸 Lagging indicators
These show up later and reflect buyer action.

Examples:
Inbound demo requests
MQA creation
SQA creation
Pipeline sourced or influenced

They confirm momentum.


🔸 North Star metrics
This is what the business actually cares about.

Examples:
Closed-won revenue from ABM
Pipeline velocity from target accounts

Everything else exists to support this.


🟢 If you only look at early metrics, you’ll feel good without results.
🎯 If you only look at lagging metrics, you’ll panic too late.

ABM works when you watch all three layers together
And know which questions each one is meant to answer.


👉 Which layer do you over-index on today… and which one do you ignore?


____________________________________

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 in the podcast and newsletter.
 👉 ScrappyABM.com/newsletter

A new year has a way of creating momentum. 

But before you sprint toward net-new accounts, there’s a powerful exercise most teams skip: looking back at last year’s closed-lost deals and asking how to make the most of them.

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