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Scrappy ABM

Mason Cosby

227 episodes

1 day ago

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.

Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.

This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.

So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.

Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!

All content for Scrappy ABM is the property of Mason Cosby and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Marketing

Business,

Entrepreneurship

ICP First: Email, Geo-Targeted Ads, and Events That Move Deals (with Nick Clark from Basis Technologies) | Ep. 219

Scrappy ABM

22 minutes

2 weeks ago

ICP First: Email, Geo-Targeted Ads, and Events That Move Deals (with Nick Clark from Basis Technologies) | Ep. 219

Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accounts shape targeting, how a documented workflow in Asana creates a white-glove ABM ecosystem with unique landing pages, forms, completion actions, targeted display ads, and curated email drips, and why starting simple proved out the path to a 24-email segmentation. The discussion gets specific on channel mix, geo-targeted ads around events, QR codes and vanity URLs in Ubers and Lyfts, alignment with sales, and measurement across Account Engagement (Pardot), Salesforce, and performance reports in Six Sense to see ICP accounts move through deeper stages faster.

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👤 Guest Bio

Nick Clark is the Marketing Automations Director at Basis Technologies. In 2025, he’s focused on ICP accounts, email-intensive automation, and event-driven go-to-market with sellers “boots on the ground.” Find the team at basis.com.

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📌 What We Cover

Program orchestration: who reaches out at what time with what thing and why
Targeting and account segmentation as Basis shifts to ICP accounts
A documented workflow in Asana to stand up an ABM “ecosystem environment” (unique page, form, completion actions, ads, curated emails)
Starting simple (agency vs. brand) and iterating to role-based personalization (VP and above vs. director and below) across 24 unique emails
Using Six Sense performance reports to see ICP accounts move into deeper stages faster—just by sending emails that complement sellers
Channel mix by persona and device: geo-targeted ads, unique webpages, value propositions, and event-driven tactics
Events in 2025: Ubers/Lyfts, QR codes, and vanity URLs around Adweek and similar gatherings
Measurement across Account Engagement (Pardot) and Salesforce campaign objects, attribution gaps, and “anec data” from sales
Alignment with sales to keep one tone and one voice—even with cookie uncertainty
Lessons learned: exclude current clients where needed, avoid paralysis by over analysis, perfect is the enemy of good

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🔗 Resources Mentioned

Basis Technologies — basis.com
Asana (project management tool)
Six Sense (ABM platform)
Account Engagement (Pardot)
Salesforce (campaign object and reporting)
Adweek (New York)
Ubers, Lyfts, QR codes, vanity URL
Scrappy ABM: Visit for more ABM tips and strategies.
Connect with Mason on LinkedIn for a conversation about ABM

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