#186: Strategy | How to Simplify ABM with Mason Cosby, Founder of Scrappy ABM

In this episode, Dave Gerhardt sits down with Mason Cosby, a leader in account-based marketing (ABM) strategy and founder of Scrappy ABM. Dave and Mason unpack how to simplify ABM, create meaningful engagement, and build personalized campaigns that drive real business results.Dave and Mason cover:Why companies should crawl before they walk or run” with ABM by starting with re-engagement programs instead of complex tech stacks.Why you need to track key signals of engagement and align marketing efforts to warm up prospects before sales outreach.Why you should be treating sales as an integrated marketing channel.Timestamps(00:00) - - Intro to Mason (04:11) - - Should you be using ABM? (07:07) - - Breaking down the process — awareness to acquisition (10:25) - - Why you should be treating sales as a marketing channel (15:10) - - Insights and data you need for effective ABM (18:30) - - Distribution strategies (22:33) - - When to adjust your outreach strategy (24:15) - - Awareness, engagement, and high-intent follow-up strategies (28:32) - - Re-engagement vs awareness for ABM (31:33) - - Why your story and positioning drive marketing success (32:48) - - Mason’s framework for ABM programming (36:30) - - Learn before scaling ideas (crawl, walk, run) Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more