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Scrappy ABM

Scrappy ABM

De : Mason Cosby
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 Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place. Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity. This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins. So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you. Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!Scrappy ABM, LLC Economie Marketing et ventes
Épisodes
  • Three Years of Failing at ABM, Then Automating Everything Except the Phone Call (with Moréa Pollet from InfluxData) | Ep. 267

    Three Years of Failing at ABM, Then Automating Everything Except the Phone Call (with Moréa Pollet from InfluxData) | Ep. 267
    Apr 30 2026

    Most ABM programs start with a plan and die with a calendar. Moréa Pollet spent three years watching that happen at InfluxData - and then figured out why. On this episode of Scrappy ABM, Mason Cosby sits down with Moréa to walk through exactly how her team rebuilt their ABM motion from the ground up, using Clay-powered enrichment, AI-generated personalization, and a LinkedIn funnel built for technical buyers.

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    The conversation covers what killed version one (sales bandwidth, no real operationalization), what made version two stick (automating everything except the phone call), and the honest truth about measuring ABM success before pipeline is even on the table. InfluxData is an open-source company targeting software engineers - which means they're running ABM in one of the hardest targeting environments possible. The playbook Moréa shares is specific, scrappy, and repeatable.

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    👤 Guest Bio

    Moréa Pollet is the Director of Demand Generation at InfluxData, the creator of InfluxDB - the world's leading open-source time series database. She has been with InfluxData for over five years, building and evolving the demand gen function across PLG, enterprise, and hybrid sales motions. Her background spans international business, hospitality, legal, and technology marketing, and she holds degrees from San Francisco State University and SKEMA Business School (France).

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    📌 What We Cover

    • Why InfluxData's open-source roots made traditional ABM a poor early fit - and what forced a rethink
    • How the team used Clay to enrich target accounts in the energy sector and surface specific tooling data that wouldn't exist in any standard database
    • The decision to start with SDRs only (no AEs) to simplify the first version of the program
    • How AI-generated personalization is driving higher open and reply rates - not lower ones
    • The LinkedIn funnel structure Moréa built: layered content from brand awareness to pain-point-specific ads, with InMail finally working after two months of testing
    • How content is segmented by role - technical webinars for practitioners, executive briefs and ROI calculators for decision makers
    • Why early ABM success metrics were meetings booked, not pipeline - and how that changed in version two
    • The one piece of advice Moréa wished she had from day one: go get executive buy-in before you go get sales buy-in

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    🔗 Resources Mentioned

    • InfluxData - open-source time series database platform
    • Clay - data enrichment and automation platform used for account targeting and personalization
    • Outreach - sales engagement platform used for SDR sequences
    • Salesforce - CRM referenced in the context of integration challenges
    • 6sense - mentioned as a tool not in budget during the original ABM build
    • Demandbase - mentioned alongside 6sense as an enterprise ABM tool considered but not used early on
    • LinkedIn - paid media channel; thought leader ads and InMail specifically discussed

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    Resources:

    Scrappy ABM: Visit for more ABM tips and strategies.

    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!
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    26 min
  • Stop Selling Fear 😨 Why Factal's ABM Program Leads with Proof, Not Pain (with Dave Clark from Factal) | Ep. 282

    Stop Selling Fear 😨 Why Factal's ABM Program Leads with Proof, Not Pain (with Dave Clark from Factal) | Ep. 282
    Apr 23 2026
    Most security and risk companies sell fear. Factal sells facts - and their ABM program reflects that difference. On this episode of Scrappy ABM, Mason Cosby sits down with Dave Clark, Marketing Strategist at Factal, to break down how a two-person marketing team with no dedicated ABM stack runs targeted, personalized outreach to Fortune 500 security operations centers - without resorting to fear-mongering.ㅤThe conversation covers how Factal uses NGO champions who move into the private sector as a warm targeting signal, why Dave ignores click-through rates (and why that made them go up 40%), and how to measure ABM success when hyper-attribution is no longer realistic.ㅤ👤 Guest BioDave Clark is Marketing Strategist and Producer at Factal, a risk intelligence platform based in Seattle that combines experienced journalists with machine learning to verify and geolocate global incidents in real time. A former sports journalist, Dave has been at Factal since 2022, where he leads content, email, and targeted ABM outreach for a two-person marketing team serving global security and intelligence organizations.ㅤ📌 What We CoverHow Factal identifies target accounts by looking for global security operations centers (GSOCs) and intelligence centers - not just Fortune 500 name recognitionThe NGO-to-enterprise pipeline: how humanitarian aid contacts who leave for corporate roles become warm ABM championsMatching case studies to individual backgrounds (not just industry verticals) as a targeting signal - including how military backgrounds and Team Rubicon connections inform outreachRunning ABM with only HubSpot, Mailchimp, and native social - no dedicated ABM stackThe zero-click email philosophy: why Dave stopped chasing click-through rates and started getting 60% open ratesUsing event proximity as a trigger for personalized, non-product-heavy outreachAvoiding fear-mongering in a security industry that over-indexes on pain - and leaning into proof and product insteadWhy lack of sales and marketing alignment is the single biggest ABM failure Dave has seenMeasurement without hyper-attribution: tracking lifecycle stage, conference attendance, briefing attendance, and revenue directionWhy laying content fundamentals (case studies, logos, quotes) before launching ABM is non-negotiableㅤ🔗 Resources MentionedFactal - risk intelligence and collaboration platformHubSpot - CRM and marketing automation used by FactalMailchimp - email tool in Factal's stackTeam Rubicon - veteran-led disaster relief NGO; Factal case study partnerAmnesty International - human rights organization; Factal NGO case study partnerUniversity of Washington (UDub) - Seattle institution used as conference proximity triggerScrappy ABM - referenced by Dave as an influence on his messaging approachㅤResources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!
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    27 min
  • Your ABM Program Is Failing Because Nobody Owns It (with Aakash Sinha from Clazar) | Ep. 265

    Your ABM Program Is Failing Because Nobody Owns It (with Aakash Sinha from Clazar) | Ep. 265
    Apr 16 2026

    This is an interview of Mason on the GTM & AI Operators Show.

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    What happens when you strip away the enterprise budget, the fancy ABM platform, and the eight-person marketing team - and still have to hit a revenue number? That's the premise behind Scrappy ABM, and in this episode, Mason Cosby sits down with Aakash Sinha on the GTM & AI Operators Show to break down what ABM actually is, when it works, and why most programs fail before they ever get going. Mason walks through the four core reasons ABM programs break down, how to tell if your ICP is real or just aspirational, and what it actually takes to build a program that generates pipeline without a bloated budget.

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    👤 Guest Bio

    Aakash Sinha is Founding Member - Marketing at Clazar, a cloud GTM platform that helps software companies list, manage, and co-sell on AWS, Azure, and Google Cloud marketplaces. Prior to Clazar, he served as Director of Marketing at SpotDraft and held marketing roles at Belong, Cashfree, and Entrepreneur First. He runs the GTM & AI Operators Show, where he interviews operators building and shipping in an AI-shaped world.

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    📌 What We Cover

    • The origin of Scrappy ABM and why Mason fell in love with account-based marketing at a vertical FinTech company
    • The three prerequisites for ABM readiness: product-market fit, higher ACV, and a favorable CAC-to-lifetime-value ratio
    • The Core Four reasons ABM programs fail: sales-marketing misalignment, poor fit, inadequate internal resourcing, and measurement gaps
    • Why the "Susie problem" kills most ABM programs before they start - and the eight distinct roles every ABM program actually requires
    • The difference between a real ICP and an inspirational one, and how to test yours using nothing but your CRM
    • Mason's graduate-and-leave agency model and why outcome-based pricing produces happier clients and more referrals
    • How Mason built a seven-figure business using LinkedIn content alone, and the "learning in public" strategy that drove the first four years
    • Why podcasting works as a pipeline channel - especially for operators with fewer than 2,000 followers
    • How Mason's view on conferences completely reversed as AI made digital trust harder to establish
    • The three-layer buying committee strategy: bottom-up, top-down, and account-level presence
    • Why early-stage companies should not run ABM, and what they should do instead

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    🔗 Resources Mentioned

    • Scrappy ABM - Mason's ABM consultancy and education brand
    • GTM & AI Operators Show - Aakash Sinha's podcast
    • Salesforce (accounts object configuration for ABM measurement)
    • Claude (Anthropic's AI, used by Mason's team for content repurposing)
    • HubSpot
    • ClickUp
    • B2BMX - B2B Marketing Exchange conference
    • Fathom (call recording tool referenced in Mason's case study automation story)

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    Resources:

    Scrappy ABM: Visit for more ABM tips and strategies.

    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!
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    49 min
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