#286 Mason Cosby - Unpacking ABM: Scrappy Strategies and Sales-Marketing Alignment

In this weeks' Scale Your Sales Podcast episode, my guest is Mason Cosby.

Serving as the marketing leader at numerous boutique and bootstrapped businesses, Mason saw firsthand the power of trading a shiny ABM program with all the fancy tech tools for a scrappy account-based program that instead sourced over $15M in the past 3 years, driving a 20x ROI. Now, he leads a team of fellow Scrappy ABM experts who specialize in low-budget plays and programs that drive high impact.

In today's episode of Scale Your Sales podcast, we explore what truly drives success in Account-Based Marketing (ABM). Mason Cosby shares why identifying potential points of failure is the smartest way to set your ABM program up for success. We discuss the importance of sales and marketing alignment, examine common sources of tension, and highlight where real breakthroughs happen. Mason also offers practical, proven ABM tactics you can implement immediately—no big budgets or complex tech stacks required.

Welcome to Scale Your Sales Podcast, Mason Cosby.

Timestamps:

00:00 Successful ABM Strategies with Mason Cosby

06:00 Balancing Strategy and Inclusivity

07:04 Optimizing ABM for High-Value Clients

11:11 Refining Dynamic Target Account Lists

14:48 Sales vs Marketing Communication Channels

19:18 Misaligned Incentives Fuel Sales-Marketing Conflict

20:42 Aligning Marketing with Revenue Goals

26:24 Leveraging Email Bounces for Reengagement

28:08 Relationship Mapping Insights

https://www.linkedin.com/in/masoncosby/

Janice B Gordon is the award-winning Customer Growth Expert and Scale Your Sales Framework founder. She is by LinkedIn Sales 15 Innovating Sales Influencers to Follow 2021, the Top 50 Global Thought Leaders and Influencers on Customer Experience Nov 2020 and 150 Women B2B Thought Leaders You Should Follow in 2021. Janice helps companies worldwide to reimagine revenue growth thought customer experience and sales.

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