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...

“There is no one answer. You have to start small and test, test, test.” On Scrappy ABM, Mason Cosby sits down with Raymon David to talk about what it looks like to build ABM inside “very large, primarily B2C manufacturing” brands—running B2B ABM while educating internally on how even to build ABM.

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The conversation keeps coming back to the same mantra: accounts versus people—because “leads don’t convert… companies convert.” Raymon walks through signals from trade shows, form fields, social media, and “in-market” research, alongside “named account lists” driven by a sales perspective (sometimes “more anecdotal… more emotion”). From there: tiering (“tier one, tier two, tier three”), budget realities, long sales cycles, brand and logo awareness, and what success looks like beyond “the number of meetings.”

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Raymon David is the head of web and marketing ops at LG and has worked in very large, primarily B2C manufacturing and hardware companies running B2B ABM, including HP. He talks about building playbooks, staying sensitive to “both sides of the equation” (in-market signals and sales’ named accounts), and focusing on accounts, relationships, and “opening up the door” for conversations—especially when sales cycles can be long.

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1. “There is no one answer”: start small and test, test, test
2. The shift from lead generation expectations to accounts versus people (“companies convert”)
3. B2B manufacturing reality: contact us forms, spec sheets, product sheets, video, and trade show scans
4. The “interesting dichotomy” of Fortune 500 end users and SMB/mid-market buying groups
5. Two buckets: accounts that are in market vs named account lists (and why both matter)
6. Building a simple pyramid structure: tier one, tier two, tier three—then funding tactics you can’t “do it all”
7. “ABM is just a combination of different marketing channels coming together,” and an integrated approach
8. Measuring beyond immediate conversion: awareness, relationships, engagement, what happens after they land
9. Failures as “lessons learned”: examine channel, activation, messaging—don’t just call it a failure
10. A trade show example: the press the red button / spin the wheel game, scanning tech, and “teachers are so competitive”

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On Scrappy ABM, Mason Cosby shares a “so simple and it seems so impactful” playbook with Jeni Bishop from Cordial: literally celebrating your customers by submitting customers and prospects for awards. It started with customers and “innovation awards,” then moved to prospects through an event award program—because “it’s an incredible touch point.” The nomination email creates a joyous moment: “Congratulations, you’ve been nominated,” followed by a chance to reach out, congratulate them, and “send them a gift… a direct mail… a bottle of champagne… or a card.” The results show up as touchpoints, “brand affinity,” “brand advocates,” and “brand exposure”—while the advice remains clear: start small, keep a calendar, and prioritize “quality over quantity.”

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Jeni Bishop is the VP of Marketing and head of brand at Cordial. She shares a simple playbook: “We submitted our prospects for awards,” starting with customers and expanding to prospects through an event award program. She recommends starting with “free, simple event-based” awards and says the nomination email is “an incredible touch point.” Jeni points people to LinkedIn: “It’s just Jeni Bishop… Jeni said, “I like the ice cream.”

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• “Literally celebrating your customers” by submitting customers and prospects for awards
• How it started with customers, “innovation awards,” and “fascinating use cases.”
• Choosing prospects: “What story did we have to tell?” and sales/team relationship input
• The nomination process: a “paragraph or two,” and a “wide range” of commitment levels
• The nomination email is “another touch point,” plus gifts, direct mail, and messages
• Results: “touchpoint is number one,” “brand affinity,” and “brand advocates.”
• Scaling: start with a calendar, but “quality over quantity” and avoid “robotic or scaled.”
• Advice: “Don’t start with paid awards… start with the free ones.”

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• Cordial
• CommerceNext
• CommerceNext Days
• LinkedIn (find Jeni Bishop on LinkedIn)
• cordial@cordial.com
• 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!

“No surprises” is the way teams need to operate—because alignment is tough when teams have different incentives, objectives, and motivations. On Scrappy ABM, Mason Cosby is joined by Rebecca (Bogler) Grimes, the CRO of SheerID, to talk through tips, tricks, and pieces of advice for creating the same experience from inbound to the selling cycle, implementation handoff, and into retention and growth strategies that straddle teams.

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The conversation keeps coming back to being intentional: documenting conversations, preparing well before meetings, doing research, and making conversations forward-looking and specific to an individual account. Rebecca also shares how tools, AI features, and synced systems support a “catalog” of what’s been discussed—so nobody has to say “catch me up.” From OKRs and scorecards to collaboration and compensation, the thread is simple: revenue is owned by everybody.

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Rebecca (Bogler) Grimes is the CRO of SheerID and describes her role as “full cycle,” owning marketing, sales, and customer success. She talks about shared responsibility across the organization, performance management culture, and using tools and documented next steps so teams can show up fully briefed and avoid surprises. When asked where to find her, Rebecca points people to LinkedIn.

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1. Creating a seamless handoff process from inbound lead → selling cycle → implementation handoff → retention and growth strategies
2. Being more intentional about documenting conversations, preparing before meetings, and keeping conversations forward-looking
3. Using Gong and AI features to catch up on what’s been discussed and identify “yellow lights”
4. Setting the expectation that you can visibly see where things are—so there’s no “catch me up on where things are” moment
5. Building a playbook with a clear delineation of ownership, plus warm introductions with onboarding and CSMs
6. Operating with no surprises, using inspection by leadership and exception reports (meeting notes, next steps, timeline shifts)
7. Embracing a performance management culture with objectives and key results, an OKR framework, and an org-wide scorecard
8. Having a hypothesis for ABM success criteria beyond a singular metric—and being agile with check-ins, signals, and pivots

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1. Gong (AI features to help catch you up on conversations; “yellow lights”)