Building an effective account-based program brings up a lot of specific questions. On this episode of Scrappy ABM, host Mason Cosby answers the most frequent questions pulled directly from previous ABM in a Day workshops. Mason addresses exactly what re-engagement means and when accounts should cycle out of your program.

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Mason details the minimum viable tools required to run a successful strategy. He warns against buying new software before establishing a clear plan. Instead, he explains how your strategy should inform the tools you use. You only really need a CRM, a marketing automation platform, and a sales outreach tool.

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The conversation also addresses the common conflict between outbound sales outreach and marketing automation sequences. Mason explains how to turn sales into a distribution channel. This ensures target accounts get the same message across multiple channels, making your overall outreach more intentional.

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📌 What We Cover

• How the re-engagement stage targets accounts that received an offer but decided not to purchase right now.
• Why accounts that refuse to engage should cycle off your program to make room for higher propensity accounts.
• The importance of naming marketing plays clearly so salespeople understand them without needing to do research.
• The three minimum viable tools needed for success: a CRM, a marketing automation platform, and a sales outreach system.
• How to use exclusion lists to ensure target accounts receive specific, curated experiences instead of generalized marketing.
• Why identifying the exact problem your customers experience before they need your solution generates meaningful engagement.
• How small total addressable markets make account-based marketing the most logical solution for vertical SaaS companies.
• Why sending the same messaging through marketing automation and BDR outreach is highly effective for engagement.

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🔗 Resources Mentioned

• ABM in a Day Workshop: scrappyabm.com/workshop
• Tools mentioned: Factors, RB2B, Marketo
• People mentioned: Dr. Brené Brown
• 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!

Account-based marketing does not strictly require massive budgets or gated landing pages. Sometimes, all it takes is showing up where your target accounts already spend their time online. On this episode of Scrappy ABM, host Mason Cosby speaks with Greg Rokisky about a highly specific, low-cost marketing play.

Greg details the process of building an organic social account program during his time at Sprout Social. He explains how his team partnered closely with sales to identify target accounts and monitor their activity. When a target brand had a viral moment, Greg's team engaged directly on platforms like Twitter and LinkedIn.

This strategy created a "bouncy trampoline" effect. Social engagement became a jumping-off point that account executives could use for warmer outreach. Greg and Mason also discuss how to make one-to-one video content that still works for a broader audience, and how to measure the revenue return of simple online interactions.

Greg Rokisky serves as the Senior Social Media Marketing Manager at Calendly, a scheduling automation platform designed to eliminate the back-and-forth of booking meetings. Prior to Calendly, Greg worked as a Senior Social Media Strategist at Sprout Social, where he led campaigns and built out the organic programs discussed in this episode.

Greg is a strong advocate for a social-first customer journey and the creator economy. He focuses on inclusive, human-centered storytelling. You can connect with Greg Rokisky on LinkedIn to see more of his content.

• How Greg transitioned from standard social media management to pioneering a target account program.
• The process of creating a "bouncy trampoline" for sales by engaging with quick-service restaurant brands on social channels.
• Using organic comments as a direct handoff to account executives for warmer outbound messaging.
• Building one-to-one content that remains valuable for a one-to-many public audience.
• Tracking success through a pilot program and moving toward a custom W-model attribution strategy.
• Connecting online interactions to in-person events like Dreamforce and South by Southwest.
• The missed opportunity of not tying the B2B creator economy into the account strategy from day one.

• Sprout Social
• Sales Assembly
• Dreamforce
• South by Southwest
• Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)
• Connect with Mason on LinkedIn for a conversation about ABM (Link Mason's LinkedIn)

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!

Roughly 80% of ABM programs fail. The main reason is that companies start by targeting accounts that have never heard of them. It takes three to six months for your brand to even be remembered. By that time, the program has usually been killed. Welcome to Scrappy ABM. Host Mason Cosby breaks down exactly where you should build your target account list to nearly guarantee a win.

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If you focus on a completely net new audience, you are setting yourself up for a long wait. It can take anywhere from 3 to 24 months for those accounts to enter the pipeline. Mason explains why starting with people who already know you exist gives you the best potential for success. You already have a sheer amount of data on these accounts, making it easier to measure success.

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We explore the four core places to look for these target accounts: website traffic, closed lost opportunities, your active sales pipeline, and your current customer base. By focusing on these engaged audiences, you can shorten sales cycles and directly address past objections. This approach builds trust and helps you secure buy-in before you go after cold prospects.

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📌 What We Cover

1. Why targeting completely cold accounts causes most ABM programs to fail early.
2. Using website traffic to identify highly engaged people who visit your pricing page or view your webinars.
3. Building specific programming to overcome past objections in your closed lost opportunities.
4. Starting a small pilot program with one to three sales reps to shorten a 6 to 18-month sales cycle.
5. Mapping out a customer journey to find expansion dollars within your current customer base.
6. Defining a real ABM program as a B2B revenue strategy that aligns marketing, sales, and customer success.
7. Measuring success on a data set of best-fit customers rather than guessing with unknown accounts.

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🔗 Resources Mentioned

1. Scrappy ABM Newsletter: Subscribe to get playbooks every single week at scrappyabm.com/newsletter.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. 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!