Best Sarfati Podcasts (2025)

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From Shit Deals to a Strong ICP and Small Events That Win (with Yann Sarfati from Userled) | Ep. 234 26:15

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14d ago26:15

26:15

Scrappy ABM brings together host Mason Cosby and Yann Sarfati, CEO and Co-founder of Userled, to talk about ABM, AI, field marketing, and events that actually bring the bank. The conversation starts with the problem statement: ABM is a strong buzzword, but finding the accounts you really want to go after is actually the hardest thing. Many teams sa…

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Events as a Primary Conversion Channel for Enterprise Retailers (with Payton Christopher from Delivery Solutions) | Ep. 237 30:43

7d ago30:43

30:43

On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social. ㅤ Payton starts with a simple problem: if you ask different departments for the ICP, you get different answers. …

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Can We Still Tell It’s Your Brand Without the Logo (with Jeni Bishop) | Ep. 236 17:24

8d ago17:24

17:24

Account-based marketing teams want every interaction to build trust, not erode it. On Scrappy ABM, host Mason Cosby sits down with Jeni Bishop to focus on brand and design within ABM programs, rather than just talking about awareness. Jeni shares why every interaction is a touchpoint that either builds trust over time or breaks it when you show up …

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LIST-based advertising 👉 100% match rates | Ep. 235 8:03

10d ago8:03

8:03

Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry …

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Event Focused ABM Program With Pre-Event Outreach and After Hours Meetings (with Erika White Crutchlow from Resolver) | Ep. 233 19:59

19d ago19:59

19:59

Scrappy ABM brings together host Mason Cosby and Erika White Crutchlow from Resolver to walk through an event-focused ABM program that runs on tight alignment with customer success and sales, bold booth visuals, and simple giveaways like branded socks. Mason and Erika revisit a conversation that started at B2BMX in October and trace how a heavy eve…

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What's wrong with your B2B Marketing | Ep. 232 8:00

17d ago8:00

8:00

B2B marketing that makes you want to ram your head through a wall usually has the same pattern: the wrong people in the funnel, a light calendar, and an empty pipeline. On Scrappy ABM, host Mason Cosby calls out six specific reasons most B2B marketing programs are failing and walks through exactly how to fix them. ㅤ Instead of chasing hundreds of t…

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How to Get Buy-In from Subject Matter Experts Who Don’t Live on Camera (with Phil Pilalas) | Ep. 231 25:18

23d ago25:18

25:18

Subject matter experts are often scientists, coders, founders, or salespeople who never planned to live on camera or spend their days writing, yet the revenue team still needs their stories. On Scrappy ABM, host Mason Cosby and Phil Pilalas, content strategist at Scrappy ABM, get practical about how to create content with people who don’t think of …

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Don’t Get Blacklisted by the C-Suite: Start Small and Come with Value (with Yadin Porter de León from Heroku) | Ep. 230 25:02

22d ago25:02

25:02

Scrappy ABM brings together host Mason Cosby and Yadin Porter de León, Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce, to talk about going straight to the top of your target accounts without getting blacklisted. ㅤ Instead of getting stuck in email blasts and third-party events that promise “rubbing…

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Start Small: ABM Programs That Reach the Right Accounts (with Tyler Lessard from Technology Advice) | Ep. 229 29:43

25d ago29:43

29:43

Scrappy targeting, small segments, and extreme empathy for the audience sit at the center of this conversation on Scrappy ABM. Host Mason Cosby sits down with Tyler Lessard, CMO at Technology Advice, to move from a broad “B2B marketing leaders or demand gen leaders” ICP to focused clusters of accounts where the team can win day after day. ㅤ Tyler w…

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Is the Juice Worth the Squeeze of 1:1 ABM? (with Briana Manrique from Bench Prep) | Ep. 228 25:43

30d ago25:43

25:43

Scrappy ABM brings practical playbooks that don’t break the bank to B2B teams who want more pipeline and revenue without wasting time and budget. In this conversation, host Mason Cosby sits down with Briana Manrique, head of marketing at Bench Prep, to walk through how a very small marketing team went from casting a wide net to getting more niche a…

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Scrappy Does Not Necessarily Mean Cheap: Less Is More in Early-Stage ABM (with Jess Martin from Metaphor Data) | Ep. 227 29:35

1M ago29:35

29:35

Scrappy ABM brings together host Mason Cosby and Jess Martin, head of demand gen and former head of marketing at Metaphor Data, a new data catalog on the block. At a tiny seed round company trying to punch above its weight, ABM was not a nice-to-have; it was the go-to-market strategy to secure specific logos and move on to the next level. ㅤ Jess wa…

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Mapping Buying Groups, PLG Signals, and Real Channels That Your Target Accounts Actually Use (with Liam MacCormack) | Ep. 225 19:58

1M ago19:58

19:58

Scrappy ABM returns with host Mason Cosby and guest Liam MacCormack, founder and solopreneur at Growth by Liam, breaking down how real account-based marketing gets built when the ACV is high, the deals are complex, and shortcuts fail. Liam starts at the only place that matters: historical closed won accounts, not guesses. He walks through a massive…

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All ICP Industry Plays, Predictive Intent, and Vertical ABM Programs (with Katerina Maerefat) | Ep. 224 29:12

1M ago29:12

29:12

Scrappy ABM keeps the focus on practical playbooks that don’t break the bank, and this conversation stays locked on real-world execution. Host Mason Cosby sits down with Katerina Maerefat, who has repeatedly launched ABM at Quorum Software, OpenSesame, and Resilinc, shifting teams away from fully inbound spray-and-pray toward strategic account base…

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From 60 Podcasts in 60 Days to $3 Million in Pipeline | Ep. 223 26:12

1M ago26:12

26:12

Scrappy ABM hands the mic to another show and lets the numbers speak. Mason Cosby opens this episode of Scrappy ABM by sharing a re-release from Is Anything Real in Paid Advertising?, “the show where we unpack what’s real and what’s just noise” in a chaotic world of marketing and media. Host Adam W. Barney sits down with Mason, who “lives the phras…

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Pick One Account, Prove It, Scale It: Executive ABM Without the Lip Service (with Chris Moody from Demandbase) | Ep. 222 25:54

1M ago25:54

25:54

Scrappy ABM host Mason Cosby sits down with Chris Moody from Demandbase to confront why so many ABM programs have failed inside B2B organizations that “tried ABM” over the last five or six years. The conversation centers on executives who launch impressive strategy decks and shiny new initiatives without changing real behavior, staying close to sal…

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B2G ABM: “Webinars Are Completely Bottom of Funnel” (with Michelle Hanley) | Ep. 221 23:13

1M ago23:13

23:13

Scrappy ABM brings a focused look at business to government—B2G in the context of an ABM program. Host Mason Cosby sits down with Michelle Hanley to map the nuances of payment processing for governments across state and local. With a finite group of agencies, shifting election cycles, and long six to 24-month timelines, buying groups change and ris…

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Measuring Success at Every Stage of Your ABM Program | Ep. 220 10:02

2M ago10:02

10:02

“Where are the freaking meetings?” It’s the question every marketer hears — and the one that defines real accountability in B2B marketing. On this solo episode of Scrappy ABM, host Mason Cosby breaks down how to measure success across every stage of an ABM program so you can focus on the right goals at the right time. ㅤ Rather than chasing meetings…

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ICP First: Email, Geo-Targeted Ads, and Events That Move Deals (with Nick Clark from Basis Technologies) | Ep. 219 22:32

2M ago22:32

22:32

Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accou…

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Build ABM with What You’ve Got Today | Ep. 218 34:36

2M ago34:36

34:36

Scrappy ABM shares a repurposed conversation where Mason Cosby is interviewed by Rohan Karunakaran on Founder Led. Mason started in sales, learned account based marketing by selling to a very specific niche, and built programs using a really good list, a really good value proposition and offer, and a basic CRM and a marketing automation platform. H…

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Guide Buyers Through Their Own Funnel (with Steven Tripp) | Ep. 217 24:23

2M ago24:23

24:23

Scrappy ABM spotlights practical playbooks that don’t break the bank, and Mason Cosby welcomes Steven Tripp to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the right accounts, prioritize first-party engagement data, and be brave enough to let buyers pull themselves through th…

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Do More with Less: Turning Pressure into Performance | Ep. 216 9:25

2M ago9:25

9:25

“Do more with less.” Every marketer has heard it — and probably rolled their eyes. But on Scrappy ABM, Mason Cosby flips that phrase from frustration to fuel. Drawing from his experience generating $25 million in direct revenue — and leading a team responsible for over $100 million — Mason breaks down exactly how to turn limited resources into real…

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Scale things that don’t scale (with Sidney Waterfall from OpenBrand) | Ep. 215 28:13

2M ago28:13

28:13

Scrappy ABM brings practical playbooks without breaking the bank as Mason Cosby digs in with Sidney Waterfall from OpenBrand. The conversation opens on poor targeting—often the reason ABM fails—and moves straight into a vertical-specific motion with ABM, high touch, and a land and expand play. Sidney shares how using product data as a “cheat code” …

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Why Account-Based Beats Persona-Based Every Time | Ep. 214 11:57

2M ago11:57

11:57

The only thing worse than getting no customers is getting the wrong ones. In this solo episode of Scrappy ABM, host Mason Cosby breaks down how misaligned targeting can destroy profit, waste marketing effort, and frustrate every department in the business. He reveals why most B2B programs fail when they focus only on personas, and how to shift towa…

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“Start with One Use Case, Not an ABM Maturity Model” (with Myles Madden from One Password) | Ep. 213 29:31

2M ago29:31

29:31

Leadership hears “ABM” and brings years of baggage. Scrappy ABM flips the script by cutting the re-education and moving straight to results. Host Mason Cosby welcomes Myles Madden to break down how he built ABM from the ground up—again and again—by starting with a sales-led use case, running a quiet pilot with a few reps, and only socializing the w…

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$2M in 2 Years Through Account-Based Podcasting | Ep. 212 56:25

2M ago56:25

56:25

Most agencies are stuck in a cycle of referrals, one-off Google searches, or being carried by a few loyal clients. That reality often leaves growth out of your control, pricing in a race to the bottom, and revenue unpredictable. In this live episode of Scrappy ABM, host Mason Cosby sits down with Joseph Lewin, head of podcast strategy at Scrappy AB…

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Aligning Teams Around Customer Cohorts for Real Revenue Impact (with Ryan George) | Ep. 211 20:31

3M ago20:31

20:31

Scrappy ABM is all about practical playbooks that don’t break the bank. In this conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion. ㅤ Ryan explains how a board-driven request turned into a framework that now guides sales focus, ABM cam…

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Why leadership doesn't take marketing seriously | Ep. 210 11:09

3M ago11:09

11:09

Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a…

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Why your B2B marketing is failing | Ep. 209 10:26

3M ago10:26

10:26

Mason Cosby, host of Scrappy ABM, shares the tale of two marketers: one stuck on the treadmill of being overworked, underappreciated, and afraid of being fired — and another thriving with creativity, freedom, and consistent results. Drawing from real career lessons, Mason lays out the five biggest reasons most B2B marketing programs fail and what i…

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What the HECK Is Rev Ops? People, Process, Tech—Then AI (with Cliff Simon from Polaris) | Ep. 208 18:39

3M ago18:39

18:39

On Scrappy ABM, host Mason Cosby sits down with Cliff Simon, CEO and founder of Polaris, to get clear on “what the heck is rev ops” and where AI is actually useful. Rev Ops sits at the intersection of systems, processes, insights and analytics, enablement, and a maniacal focus on the customer journey. Cliff draws a sharp line between departmental “…

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ICP vs. Target Audience: Stop Pushing the Rock Uphill (with Jeff Hardison) | Ep. 207 32:50

3M ago32:50

32:50

On Scrappy ABM, host Mason Cosby sits down with Jeff Hardison, CRO at CaseMark, to cut through tool-first thinking and get back to the fundamentals: pick the ideal customer profile that buys, retains, and expands—then run ABM to get more of your best. Jeff draws a sharp line between ICP and a target audience (the hunch you’re “pushing up a hill”) a…

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What Is Account Based Marketing | Ep. 206 8:11

3M ago8:11

8:11

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together. ㅤ With…

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One-to-Many ABM that Doesn’t Burn Cash (with Natalie Marcotullio) | Ep. 205 17:40

3M ago17:40

17:40

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline. ㅤ Natalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the …

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The Old Way vs The Right Way | Ep. 204 49:12

3M ago49:12

49:12

A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who’ve been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that…

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Make the Process the Accelerator, Not the Tool (with Josh Gainey) | Ep. 203 25:44

4M ago25:44

25:44

SDR teams that were well fed by inbound are now shifting from qualification to outbound prospecting. On Scrappy ABM, host Mason Cosby sits down with Josh Gainey, the Go Market lead over at Kasm Technologies, to break down a practical outbound playbook: start with the right SDR hire profile, define who not to target, and align on an A / C / F gradin…

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Shockingly honest lessons: contractors, W2s, and turning down six–seven million | Ep. 202 44:31

4M ago44:31

44:31

Scrappy ABM host Mason Cosby sits down with Nick Bennett on 1,000 Routes and tells the story behind a “little teeny tiny side hustle” that became “sold a million bucks” and then “another million” within months. Starting with a $25,000 win in March 2023 and a $150,000 deal that “backed out,” Mason lays out “project revenue,” the activation playbook,…

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Why High-Spend Customers Hold the Key to Growth (with Katie Yagodnik) | Ep. 201 21:29

4M ago21:29

21:29

Scrappy ABM brings practical playbooks that don’t break the bank. In this episode, host Mason Cosby sits down with Katie Yagodnik, founder of SFE Advisors, to focus on one of the most underutilized areas of revenue growth: the post-sales experience. While much of the market obsesses over CAC, Katie and Mason unpack the power of net revenue retentio…

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AI in ABM: Data, Distribution, Destination, and Direction | Ep. 200 33:07

4M ago33:07

33:07

Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague. Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data,…

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The Seven Playbooks for Account-Based RevOps Success | Ep. 199 20:45

4M ago20:45

20:45

On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms. Galen shares the genesis …

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Counterintuitive thinking, the chief context officer and creating space with Eduard de Vries Sands 27:43

4M ago27:43

27:43

Introduction This week I’m joined by Eduard de Vries Sands, the CIO at EVERSANA. We discuss Eduard’s perspective on the changing CIO role and how it includes serving as the chief context officer. Eduard discusses how he leverages a product…… Read More Counterintuitive thinking, the chief context officer and creating space with Eduard de Vries Sands…

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Why Sales Thinks Marketing is Useless | Ep. 198 12:06

4M ago12:06

12:06

If you’ve ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you’re not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won’t buy into marketing programs—and what to do about it. From definitions that don’t match up, to time horizons…

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Why the Biggest Logos Don’t Mean the Best Accounts (with Leslie Venetz) | Ep. 197 26:11

4M ago26:11

26:11

Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers. Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define…

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How life as an inverted tree leads to technology optimism with Gaurav Singal 22:06

4M ago22:06

22:06

Introduction: This week I’m joined by Gaurav Singal, the Chief Technology Officer at Cantaloupe and formerly the EVP and CIO at the Georgia Lottery. In our discussion, Gaurav shares how his upbringing led to viewing life as an inverted tree.…… Read More How life as an inverted tree leads to technology optimism with Gaurav Singal…

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ABM Retrospective: The Good, the Bad, and the Pipeline | Ep. 196 51:55

4M ago51:55

51:55

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020. Together, they revisit a program that started with $0…

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How a Simple Travel Kit Strategy Turned an Event into a Buzz-Worthy Experience (with Yelena Kozlova from Finch) | Ep. 195 18:05

5M ago18:05

18:05

Scrappy ABM delivers practical playbooks that don’t break the bank, and this episode showcases just that. Host Mason Cosby talks with Yelena Kozlova, VP of Marketing at Finch, about an event activation that combined creativity, simplicity, and strong partner engagement to drive results. Yelena shares how Finch, the number one payroll network, built…

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Why Ethical Selling and Niching Down Drive Scalable Growth | Ep. 194 54:26

5M ago54:26

54:26

Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why nichi…

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Scaling Revenue with Agentic AI and ABM (with Wendy White) | Ep. 193 20:16

5M ago20:16

20:16

Scrappy ABM brings practical playbooks that don’t break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies. From AI-powered outbound to long-tail…

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The importance of people and how not to be a mushroom with Cindy Stoddard 25:37

5M ago25:37

25:37

Introduction This week I’m joined by Cindy Stoddard who is the SVP and Chief Information Officer at Adobe. We discuss the changes for CIOs in the era of AI along with how the sins of our past will haunt us…… Read More The importance of people and how not to be a mushroom with Cindy StoddardBy Tim M. Crawford

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Stop Asking for Meetings Too Soon: ABM Lessons That Actually Work | Ep. 192 18:11

5M ago18:11

18:11

Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work. This conversation unpacks how to n…

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Building Trusted Audiences That Drive Pipeline (with Rob Bellenfant) | Ep. 191 21:17

5M ago21:17

21:17

Scrappy ABM, hosted by Mason Cosby, sits down with Rob Bellenfant, CEO of TechnologyAdvice, to uncover why most B2B marketers struggle with content syndication. Rob shares how the right partner and the right audience create real pipeline, not just contact lists. ㅤ This conversation highlights why building trust with first-party audiences changes ev…

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Stop Sending the Same Email: Match Content to Buyer Stage Instead (with Trevor Grimes) | Ep. 190 23:48

5M ago23:48

23:48

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model. From understanding what qualifies as meaningful engage…