How to Build an ABM Strategy That Actually Works with Mason Cosby
Is your marketing strategy driving revenue, or is it just another expense? Many B2B companies struggle to align their marketing and sales efforts, often operating in silos that limit their growth potential. Account-Based Marketing (ABM) aims to fix this, but with a staggering 80% failure rate, many businesses abandon it before seeing results. So, what does it take to run a successful ABM program that works?
Mason Cosby, founder of Scrappy ABM, has cracked the code. With a track record of generating over $10 million in revenue through ABM, he specializes in helping companies build their first successful ABM programs—without relying on expensive tech stacks. Today, he shares his journey, insights, and a scrappy approach to ABM that ensures success.
Quotes:
“One in five ABM programs succeed, which means four in five don’t. The problem isn’t ABM—it’s how we implement it.”
“Marketing’s job is to educate as much as possible. Sales’ job is to fill in the gaps.”
“Instead of trying to get more customers, what if you focused on getting better customers?”
Key Takeaways:
ABM is a revenue strategy, not a tech stack – Success doesn’t come from buying an ABM platform but from aligning marketing, sales, and customer success around high-value accounts.
Define your best-fit customers – Look beyond revenue; factor in profitability, retention, and advocacy to target accounts that actually grow your business.
Leverage existing resources – Start with the tools and people you already have before investing in new technology.
Focus on the entire customer lifecycle – ABM isn’t just about acquisition; it’s about keeping customers, expanding accounts, and driving advocacy.
Measure success effectively – Engagement metrics aren’t enough. Align your KPIs with actual revenue impact.
Conclusion:
Most ABM programs fail due to poor execution, unrealistic expectations, and misalignment between teams. Scrappy ABM flips the script by focusing on process over platforms, ensuring companies can generate revenue without burning through budgets.
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