Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate. The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value.

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Mason breaks down the process, starting with targeting based on profitability and retention rather than just revenue. He explains how to map the buying committee by analyzing deal records and introduces the Account Progression Model. You will hear how to build awareness, validate existence, and move accounts through meaningful engagement using existing tools and content.

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What We Cover

1. Targeting based on profit: Why you must verify product-market fit and profitability before launching ABM to ensure you get more of your best customers.
2. The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity.
3. Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months.
4. ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing.
5. AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution.
6. Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts.

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Resources

1. Scrappy ABM Templates: Download the program planning templates mentioned in the episode.
2. Scrappy ABM Newsletter: Sign up for unique content sent directly to your inbox.
3. Scrappy ABM: Visit for more ABM tips and strategies.
4. Connect with Mason on LinkedIn: Start 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!

Most marketers follow a strict rule: never send paid traffic to a homepage. Tony Bradberry and the team at Grey Matter break that rule every day. Tony joins Mason Cosby to explain how a "problem-centric" homepage can actually outperform specific landing pages when the messaging is right. He argues that if your core message resonates with the buyer's problem, the homepage should be the best place to start.

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They also discuss Grey Matter's evolution into a tech-enabled ABM approach. Tony breaks down their internal "Intelligent Dossier" tool, which automates research and generates custom landing pages for individual buyers. The conversation covers how to run broad high-intent search campaigns alongside surgical, data-driven ABM programs to drive sustainable growth.

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Guest Bio

Tony Bradberry is the Managing Director at Grey Matter, a customer acquisition agency based in Cincinnati, Ohio. With a background starting in inside sales and sales engineering, Tony applies an "engineering" mindset to B2B marketing. He helps technical and industrial companies modernize their go-to-market strategies by focusing on problem-solving rather than merely selling services. Under his leadership, Grey Matter has been recognized on the Inc. 5000 list for three consecutive years.

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What We Cover

1. Why Grey Matter sends paid ad traffic directly to their homepage instead of niche landing pages.
2. The difference between transactional messaging and problem-centric messaging in B2B.
3. How to use an "Intelligent Dossier" to automate account research and create buyer battle cards.
4. Creating dynamic landing pages that automatically adapt content based on the viewer's persona (e.g., CEO vs. CFO).
5. Integrating AI tools like HeyGen to scale personalized video outreach without losing authenticity.
6. The importance of running high-intent search and ABM programs in parallel rather than choosing one over the other.
7. Why data quality is the single most important factor when using AI to generate content.

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Resources Mentioned

1. Grey Matter
2. Grey Matter Messaging Audit Tool
3. Scrappy ABM
4. Connect with Mason Cosby on LinkedIn

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If you enjoyed today's...

Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, and the program gets cut.

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Mason Cosby joins Andrea Coloma, Product Marketer at Dreamdata, for a live session on the Attributed podcast to discuss building repeatable account-based marketing plays. Mason explains why companies should prove ABM works using their current tooling before investing in expensive software. They discuss how to navigate the shift from lead generation to ABM over a 12-to-24-month timeframe without starting over completely. The discussion outlines specific frameworks for tracking account progression and activating playbooks that move best-fit customers through the pipeline.

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What We Cover

1. Why buying technology first creates a false sense of progress and wastes the initial grace window given by leadership.
2. The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement.
3. Moving from the overwhelming idea of "I don't have an ABM program" to identifying specific problems to solve.
4. The Account Progression Model: A framework for moving accounts from awareness to opportunity using intentional programming at every stage.
5. The 4D Framework for activation playbooks: Data, Distribution, Destination, and Direction.
6. A practical event playbook: Using data to target attendees and local accounts before, during, and after an event.
7. Using a referral program as an ABM tactic: Offering a 2% discount in exchange for introductions to specific prospects on a target list.
8. How to start sales and marketing alignment with just one to three sellers: specifically those who are engaged, on a PIP, or top performers.

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Resources

1. Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com
2. Connect with Mason: Mason Cosby on LinkedIn
3. Dreamdata: Dreamdata.io
4. Attributed Podcast: Attributed - A podcast by Dreamdata