AI in ABM: Data, Distribution, Destination, and Direction | Ep. 200

Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.

Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where AI helps and where it falls short.

This conversation also emphasizes the irreplaceable role of human connection, the need for intentional strategy, and the importance of aligning marketing, sales, and customer success teams around best-fit accounts.

📌 What We Cover

• The four-part ABM framework: data, distribution, destination, and direction
• How tools like ChatGPT and Fathom improve client profiling and objection tracking
• Why AI-generated distribution can fail without accurate targeting
• The difference between training AI like a tool versus like a team member
• The role of in-person events as a conversion point in ABM programs
• How “digital fatigue” and AI at scale impact personalization strategies
• The definition of ABM as a revenue strategy aligned around best customers
• Why B2B buying committees involve 8–14 people and what that means for content
• The challenges of long, complex buying cycles and seasonal decision-making
• The balance of AI efficiency with human review to prevent irrelevant outreach

🔗 Resources Mentioned

• Scrappy ABM
• Mason Cosby on LinkedIn
• Mike Montague on LinkedIn
• Avenue9
• Fathom (AI transcript tool)
• Superhuman (AI email tool)
• Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)
• Connect with Mason on LinkedIn for a conversation about ABM (Mason Cosby)

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