When ABM Works and When It Doesn’t with Mason Cosby, Scrappy ABM

04/21/25 • 30 min

“Don’t ask for the meeting. People aren’t dumb. Your job is to help them do theirs better,” says Mason Cosby, CEO and co-founder of Scrappy ABM

In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Mason Cosby, CEO and co-founder of Scrappy ABM, to break down what account-based marketing really looks like without six-figure software.

Mason shares how his team generated $3M in revenue in 18 months using little more than a podcast and LinkedIn—and why most companies get ABM wrong by focusing on tools instead of strategy. He also outlines the criteria for who should and shouldn’t be running ABM, and how aligning with finance, sales, and customer success is the real game-changer.

In this episode, you’ll learn:

Why tooling isn’t what makes or breaks your ABM program—and what actually does
How to build a content-led ABM engine using what you already have
The critical signals that mean your company is (or isn’t) ready for ABM

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/

Explore Scrappy ABM: https://scrappyabm.com

Timestamps:

(00:00) Intro

(01:20) Marketing insights

(01:49) The essence of Scrappy ABM

(04:01) Building effective ABM programs

(16:28) The role of content in ABM programs

(16:56) Starting with what you have

(19:23) Mapping content to buyer journeys

(26:43) Don’t ask for the meeting

“Don’t ask for the meeting. People aren’t dumb. Your job is to help them do theirs better,” says Mason Cosby, CEO and co-founder of Scrappy ABM

In this episode, you’ll learn:

Why tooling isn’t what makes or breaks your ABM program—and what actually does
How to build a content-led ABM engine using what you already have
The critical signals that mean your company is (or isn’t) ready for ABM

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/

Explore Scrappy ABM: https://scrappyabm.com

Timestamps:

(00:00) Intro

(01:20) Marketing insights

(01:49) The essence of Scrappy ABM

(04:01) Building effective ABM programs

(16:28) The role of content in ABM programs

(16:56) Starting with what you have

(19:23) Mapping content to buyer journeys

(26:43) Don’t ask for the meeting

Previous Episode

Why Businesses Must Prioritize Digital Experience with Christian Burne, Oshyn

“You can’t expect customers to come back if they’re not getting a good experience,” says Christian Burne, CTO of Oshyn

In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Christian Burne, CTO of Oshyn, to explore the world of digital trust and its critical role in creating exceptional website experiences. From performance and accessibility to security, Christian explains how companies can build trust with their users by focusing on these three key pillars.

Christian shares insights from Oshyn’s Digital Trust Index, which measures how well websites perform across these areas, and discusses why companies with the best security scores aren’t always excelling in other areas. He also explores the implications of headless websites, sharing when they make sense and when they might not be the right fit for every business. The conversation touches on how small adjustments can make a big difference in customer experience and why prioritizing digital hygiene is more important than ever.

In this episode, you’ll learn:

Why security alone isn’t enough for a great website experience
How the Digital Trust Index helps brands measure their online performance
When to choose headless websites—and when to reconsider

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://audienceplus.com

Connect with Christian on LinkedIn: https://www.linkedin.com/in/christianburne/

Explore Oshyn: https://www.oshyn.com/

Check out the Oshyn Digital Trust Index: https://lp.oshyn.com/o/oshyn-digital-trust-index-report/

Analyze your site’s performance using Oshyn’s AI-Enabled Reliability Report: https://www.oshyn.com/reliability-report?utm_source=chatgpt.com

Timestamps:

(00:00) Intro

(01:12) Christian’s role at Oshyn and the Digital Trust Index

(03:00) The importance of performance, accessibility, and security

(06:10) When headless websites make sense

(09:30) Key findings from the Digital Trust Index report

(12:20) Measuring what matters in web performance

(15:00) The role of AI in web experiences

(17:00) What companies often overlook in their websites

Next Episode

Redefining Revenue Marketing with Tim Rath, YOYABA

“I think AI is not the future. Human-led content is the future. Authentic stories are the future,” says Tim Rath, co-founder and CEO of YOYABA

In this episode of The Content Cocktail Hour, Tim Rath, co-founder and CEO of YOYABA, joins Jonathan to discuss the rise of revenue marketing—and why it’s much more than a buzzword. From co-founding an agency with his dad to working with powerhouse brands like HubSpot and Personio, Tim shares what it really takes to scale smartly in today’s B2B environment. He also explains why marketing teams need to think beyond MQLs and focus on what actually drives revenue, retention, and growth.

In this episode, you’ll learn: