Why Most ABM Fails (And What to Do Instead) | Ep. 174

Can you really run an effective ABM program without a six-figure budget? In this special re-release on Scrappy ABM, host Mason Cosby joins The Content Cocktail Hour to debunk the most common myths about account-based marketing—and share how Scrappy ABM generated $3 million in revenue using little more than a podcast, LinkedIn, and clear strategy.

In conversation with Jonathan Gandolf, Mason breaks down what separates “good marketing” from true ABM, the real reasons most programs fail, and why success has less to do with tooling and more to do with internal alignment. They also explore why marketing should start with finance when defining best-fit accounts, how to use content to support outbound, and what it means to sell ethically in B2B.

If your company is over-indexing on tools and underestimating alignment, this is the episode to reset your approach.

👤 Guest Bio

Jonathan Gandolf is the host of The Content Cocktail Hour. This conversation features his interview with Mason Cosby, founder of Scrappy ABM and creator of ABM strategies that work without the overhead. You can connect with Jonathan at linkedin.com/in/jonathan-gandolf.

📌 What We Cover

• The reason gifting isn’t a full ABM strategy (and what is)
• How Scrappy ABM generated $3M in 18 months with a $70/month tech stack
• Five factors that determine if your company is ready for ABM
• Why marketers should partner with finance first, not last
• How to identify best-fit customers using profitability and product usage
• What a “content-led outbound” ABM motion actually looks like
• The role of helpful, problem-focused content in modern B2B
• Why “don’t ask for the meeting” is Mason’s most unpopular opinion

🔗 Resources Mentioned

• Scrappy ABM
• Connect with Mason Cosby
• Connect with Jonathan Gandolf
• AudiencePlus

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn: Start a conversation about ABM.

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