Why your B2B marketing is failing | Ep. 209

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 it takes to escape the cycle of frustration.

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From leadership alignment to sales buy-in, from consistent targeting to reporting on the right metrics, Mason highlights the shift from task management to system building. These lessons aren’t hypothetical — they’ve led to promotions, freedom, and even a tenfold income increase. For marketers who feel like they’re running in circles, this episode offers a practical playbook for building repeatable systems that create engagement, pipeline, and revenue.

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📌 What We Cover

• The tale of two marketers: burnout vs. creativity and fulfillment
• Why leadership alignment sets the foundation for everything else
• How pipeline health determines whether sales buys in
• The danger of changing target audiences every campaign
• Building systems that generate scalable, repeatable returns
• Why under-resourced seasons can build your career
• The importance of reporting on the right metrics for leadership
• Mason’s personal story: from overwhelmed solo marketer to repeatable system builder

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🔗 Resources Mentioned

• Scrappy ABM: Visit for more ABM tips and strategies → scrappyabm.com
• Connect with Mason on LinkedIn → Mason Cosby

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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!