What Is Account Based Marketing | Ep. 206

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.

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With over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.

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📌 What We Cover

• The tension when marketing hits its goals but sales doesn’t
• Why account-based marketing is exclusive to B2B organizations
• How aligning marketing, sales, and customer success creates better results
• The importance of building a shared list of target accounts
• Why those accounts should reflect your happiest and most profitable customers
• How to involve finance in identifying best-fit accounts
• A simple, toddler-level definition of ABM: only invite the best people to your party

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🔗 Resources Mentioned

• 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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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!