If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.

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If you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you.

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Instead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake.

What We Cover

1. The problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.
2. The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.
3. Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.
4. Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.
5. The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.
6. Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.
7. The swag rule: Why you should offer your branded gear as an option rather than the default gift.
8. Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival.

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Resources

1. Scrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.
2. Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.
3. Visit for more ABM tips and strategies
4. Connect with Mason on LinkedIn

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BambooHR built a massive brand on inbound marketing for small businesses. As the company looks to move upmarket to target larger, growing organizations, its strategy must evolve to cut through the noise. Hannah Forson joins Mason Cosby to explain how she layers account-based strategies on top of an existing inbound engine without bringing the bank.

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The conversation focuses on the practical steps of defining a target audience by analyzing closed-won opportunities rather than guessing. Hannah explains why marketers should rarely start an ABM pilot by creating net-new content and how to repurpose what already works. She also shares the honest reality of managing internal expectations when ABM sales cycles take twice as long as standard inbound deals, and how to partner with channel managers who worry about how targeted campaigns affect their metrics.

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About Hannah Forson

Hannah Forson is the Sr. Manager of Demand Generation at BambooHR, where she leads the programs team focused on mid-to-bottom funnel demand generation. She specializes in building efficient strategies that drive high-quality leads and pipeline. Before joining BambooHR, Hannah worked at Pluralsight and has spent years building marketing programs in both bootstrapped and public organization environments.

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What We Cover

1. Defining the audience through data: How to use historical closed-won opportunities to identify the right company size and industry "sweet spots."
2. The decision committee breakdown: Why finance professionals need a different message than HR leaders and how to prepare sales teams for those conversations.
3. Collaborating with channel managers: Specific ways to run ABM campaigns on paid social without ruining a channel manager's core metrics or CPMs.
4. The "If it's not broken, don't fix it" content strategy: Why you should audit your existing inventory and tweak successful assets rather than building from scratch.
5. Managing timeline expectations: Dealing with executive pressure when targeted deals take twice as long to close as transactional inbound leads.
6. Quality over quantity: Shifting focus from volume of form fills to capturing the right accounts that stick around longer.
7. Storytelling for buy-in: How to use individual deal journeys to prove the value of ABM to leadership and individual contributors.

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Resources

1. BambooHR
2. Scrappy ABM: Visit for more ABM tips and strategies.

"Where are all of my leads?" If you are a B2B marketer, you have likely heard this question at least twice today. Continuing to focus on lead generation might cost you your job. In this episode of Scrappy ABM, Mason Cosby explains why the lead gen model is broken for B2B and offers a better path forward.

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Most people experience marketing in a B2C context, where the goal is to get hundreds of thousands of people to click "buy." But B2B is nuanced and complex. Mason breaks down why applying a volume-based approach to a quality-based game destroys credibility. You will learn why celebrating high download numbers often leads to an empty pipeline and makes marketing look like an "arts and crafts" department rather than a revenue partner.

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What We Cover

1. The disconnect between B2C volume and B2B precision: Why treating business buyers like mass consumers fails.
2. Celebrating the wrong metrics: How high webinar attendance and download numbers can hide a complete lack of sales pipeline.
3. The trust gap: Why sales teams stop believing marketing when leads do not even remember downloading a resource.
4. Efficiency of spend: Understanding why a sub-10% lead-to-opportunity conversion rate means you are wasting 90% of your budget.
5. Damaging the brand: How aggressive lead gen tactics annoy potential buyers who are not ready to purchase.
6. Building a target list: Practical steps to move from a generic Ideal Customer Profile (ICP) to a specific list of accounts.
7. The ABM alternative: How to get buy-in from leadership, sales, and customer success to market only to companies you actually want to work with.

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Resources

1. Scrappy ABM: Visit for more ABM tips and strategies.
2. Connect with Mason on LinkedIn for a conversation about ABM.

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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!