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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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe...

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!

Mason Cosby sits down with Adam Holmgren, CEO and co-founder of Fibbler, to talk about a gap in the market around LinkedIn advertising: what happens when “people don’t click on ads,” and “we continue to… measure them for clicks.”

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Adam Holmgren explains a “very simple” approach: connect LinkedIn ads data with CRM data so you can “showcase what happens even if people don’t click on a freaking ad,” and surface “the actual companies and the deals that you are influencing.” The conversation stays “super tactical” on how teams use impressions, engagements, and clicks to build reporting in HubSpot or Salesforce, support account scoring, and trigger workflows for BDRs: “These companies have engaged with us a lot in the last week… maybe we should give a task for BDRs.”

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👤 Guest Bio

Adam Holmgren is the CEO and co-founder of Fibbler. He built the tool from “my own frustration and issues, trying to prove myself to my execs, to my board,” especially in a channel like LinkedIn ads that “could be argued… to be more of a brand awareness channel.” He also shares that he runs “a bootstrap startup on the side of your full-time… job,” and he tries to “post five times a week” on LinkedIn.

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1. Why LinkedIn ads can be “more of a brand awareness channel,” and why “measure them for clicks… just doesn’t make sense.”
2. “Connect LinkedIn ads data with your CRM data” to show influence, even if people don’t click on a freaking ad.”
3. “Influence pipeline” and “influence revenue”: giving exec teams “indications” and “tangible things” like “these are the deals.”
4. Sending impressions, engagements, and clicks into HubSpot or Salesforce weekly so marketers can build reporting “on their own.”
5. Account prioritization and account scoring: combining ad engagement with “website data” and other inputs to trigger sales tasks
6. Signals for sales and outbound: “These companies have engaged with us a lot in the last week… give a task for BDRs.”
7. Clay as a destination for account-level ads data when you “want to have context” and figure out who to reach out to
8. Title targeting, function targeting, and “super titles” that make the audience “shoot up… tens of thousands”
9. Where teams get stuck: without “technical capability” or a “marketing ops resource,” they “will not see value.”

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If you tried to demo every marketing tool available today for one hour each, it would take you 7.7 years to get through them all. Yet when companies decide to launch an Account-Based Marketing (ABM) program, the first step is almost always to buy a new platform.

In this episode, Mason Cosby shares a repurposed session from a recent webinar with the Wish Group. He argues that most organizations already have 75% of what they need to launch a successful ABM program without spending a dime on new tech. Instead of chasing the perfect tool stack, Mason breaks down how to audit your current marketing activities and align them into a cohesive strategy using the Account Progression Model.

He explains why the "alphabet soup" of acronyms (ABM, ABX, ABS) distracts from the core goal: driving revenue from your best-fit customers. Mason also walks through his signature 4D Framework—Data, Distribution, Destination, and Direction—to turn random marketing efforts into a repeatable, measurable system.

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1. The "Alphabet Soup" doesn't matter: whether you call it ABM, ABX, or AB-GTM, the goal is the same: align the revenue team around a shared set of target accounts that mirror your best, most profitable customers.
2. Tools don't fix strategy: With over 15,900 tools on the market, it is easy to get lost in technology. Successful programs start with a strategy, not a software purchase.
3. The 75% rule: Most companies already have the components for ABM (content, email, events, CRM). The failure lies in orchestration, not a lack of resources.
4. Define "Best" correctly: Your target accounts shouldn't be limited to "big companies." They should be profitable, happy, sticky (high retention), and likely to refer others.
5. The "Ninja Move" for orchestration: The success metric (Direction) of one stage should serve as the Trigger (Data) for the next stage. This bridges the gap between simple awareness and meaningful engagement.

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1. Adopt the Account Progression Model (APM)

Stop thinking in binary terms (Lead vs. Customer). Map your accounts through these specific stages:

1. Awareness: Do they know we exist?
2. Initial Engagement: Are they interacting with problem-aware content?
3. Meaningful Engagement: Are they spending significant time with solution-aware content (e.g., a 7-hour workshop or deep-dive webinar)?
4. MQA (Converting Touch): Have they visited high-intent pages (pricing, demo)?
5. SQA to Opportunity: Sales qualification based on timing and budget.

2. Audit with the 4D Framework

Take every marketing tactic you currently run and define these four elements for it:

1. Data: Who are we targeting, and what is the trigger? (e.g., "Target accounts" + "Visited

The challenge: selling to a "tight-knit" and "insular" group of ad operations leaders who already have solutions and rarely talk to vendors. Kathleen Booth explains how she broke through this "fortress" audience at clean.io by launching a podcast focused entirely on the buyer's career journey.

She shares why she didn't need to be an expert to build trust, how she used a simple referral loop to fill her guest list without cold outreach, and the "scrappy" tactics - like branded baseball jerseys and intimate dinners - that turned listeners into pipeline. Kathleen proves that consistency and curiosity matter more than a massive budget or a complex tech stack.

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👤 Guest Bio

Kathleen Booth is the Senior Vice President of Marketing & Growth at Pavilion, a global community for high-growth commercial executives. A veteran marketer with experience at Sequel.io and clean.io, Kathleen is a long-time podcaster and vocal advocate for Community-Led Growth. She specializes in helping brands build owned media assets to navigate the changing digital world.

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📌 What We Cover

1. Facing a "difficult go-to-market scenario" where the audience was niche and "everyone knew everyone."
2. Creating Ad Ops All Stars as "persona research in the form of a podcast" to spotlight the buyer's career
3. Overcoming the "expertise myth": being curious and asking good questions instead of trying to be the subject matter expert
4. The "thread" for finding guests: starting with community leaders and asking "who else" should be interviewed at the end of every call
5. Turning interviews into relationships with a "thank you" package containing a branded baseball jersey and a handwritten note
6. The dinner strategy: splitting the guest list 50/50 between happy customers and podcast guests so customers do the selling
7. Focusing on the "habit" of consistency rather than high production value - using tools like Upwork and Canva to keep it scrappy

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🔗 Resources Mentioned

1. Scrappy ABM
2. Mason Cosby on LinkedIn
3. Kathleen Booth on LinkedIn
4. Pavilion
5. clean.io (Kathleen's previous company)
6. Ad Ops All Stars (Kathleen's podcast)

Hello and welcome to Scrappy ABM—this is your host, Mason Cosby—and today Mason is joined by Trina Schaetz from Project Insight. Brand reach, brand recognition, and “getting something that differentiated us from other software tools” show up fast, along with a show name that makes it hard to say no: Wear Your Cape to Work.

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Trina shares why project and program managers are “the superheroes of their organizations,” how real-life conversations at a large organizational conference turned into podcast invitations, and how a prep call helps guests feel comfortable—without giving away the best answers. The conversation also hits “thought leadership and brand awareness,” a “long play,” and the shift where “cold calling now becomes warm calling,” plus a clear warning: “episode one needs to be pretty fantastic.”

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Trina Schaetz is the Director of Marketing and UX at Project Insight. She hosts Wear Your Cape to Work, built around the idea that project and program managers are “the superheroes of their organizations.” Trina talks about brand reach, brand recognition, and making something that feels tangible—“there’s real people behind this software and we care about the real people that are using it”—plus how guests who “haven’t been highlighted” become very accessible to invite.

1. “Why build a podcast?”: brand reach, brand recognition, and “something that differentiated us from other software tools”
2. The story behind “Wear Your Cape to Work” and project managers as “the superheroes of their organizations”
3. Sending guests a “Wear your Cape to Work mug” with a “superhero avatar of themselves”
4. Getting guests from “genuine conversations” at a large organizational conference—customers, prospects, and people you “maybe would never sell our product to”
5. Using LinkedIn when someone “liked something we were doing” or is “connected to someone who we know”
6. Structuring episodes with a “wish list,” boundaries, and a “five or 15” minute prep call so guests don’t “overthink the answers”
7. Internal buy-in: co-hosting with the CEO and business development director, plus “thought leadership role”
8. Revenue and pipeline: “thought leadership and brand awareness,” a “long play,” and when “cold calling now becomes warm calling”

1. Trina Schaetz on LinkedIn
2. Project...

Host Mason Cosby from Scrappy ABM walks through how account-based podcasting can drive real revenue instead of chasing downloads or trying to become the next Joe Rogan. Alongside Joseph Lewin, head of podcast strategy at Scrappy ABM, they share how a focused, guest-first show generated millions in sourced pipeline, closed revenue, speaking engagements, and long-term relationships.

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They break down why most agencies are stuck as commoditized vendors, why “information without implementation is useless,” and how an account-based podcast becomes branding, content creation, market research, and pipeline generation all at once. You’ll hear the 30-day launch approach, the three podcast types (content engine, account-based podcast, public figure podcast), and the exact guest follow-up process that helped close deals, including a $170,000 opportunity in 30 days, and consistently generate opportunities from 9% of podcast guests.

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1. Why are so many agencies commoditized and stuck in a race to the bottom on pricing, referrals without a system, and outbound efforts that are largely ignored?
2. How account-based podcasting helps move from “commodity vendor” to strategic partner by having deep, meaningful conversations with best-fit customers, partners, and industry influencers.
3. The real numbers behind the strategy: 300+ episodes recorded, tens of thousands of followers, 50 speaking engagements, 8 million in sourced pipeline from podcast guests, 3.5 million in closed revenue, and 2 million closed in the last two years for Scrappy ABM.
4. The three podcast types—content engine, account-based podcast, and public figure podcast—and how goals shift from content and reach to meetings, pipeline, and raving fans.
5. Why unclear goals, inconsistent publishing, and poor promotional strategy cause most podcasts to fail—and how simple structure and consistency beat “secret hidden magic.”
6. The 30-day launch framework: setting goals and ICP; naming the show; live-first episodes on pain points, unique value, and sales FAQs; and building a guest and topic shortlist.
7. Practical outreach and booking tactics using short LinkedIn or email messages, LinkedIn Sales Navigator, and email tools to book guests in “legacy” industries like B2B distribution and local government.
8. A simple tech stack for recording, editing, and hosting using tools like Streamyard, Riverside, Descript, Zencastr, Captivate, Canva, LinkedIn newsletters, ChatGPT, and Gemini 3 Pro.
9. Promotion that doesn’t burn you out: episode graphics, trailer, basic launch, repurposed clips, grassroots promotion at industry events like Inbound, and paid support via LinkedIn thought leadership ads and Mal Pod.
10. Exactly how Mason Cosby turns guests...