Episode Details

In this episode, Dave Gerhardt sits down with Mason Cosby, a leader in account-based marketing (ABM) strategy and founder of Scrappy ABM. Dave and Mason unpack how to simplify ABM, create meaningful engagement, and build personalized campaigns that drive real business results.

Dave and Mason cover:

• Why companies should crawl before they walk or run” with ABM by starting with re-engagement programs instead of complex tech stacks.
• Why you need to track key signals of engagement and align marketing efforts to warm up prospects before sales outreach.
• Why you should be treating sales as an integrated marketing channel.

Timestamps

• (00:00) - - Intro to Mason
• (04:11) - - Should you be using ABM?
• (07:07) - - Breaking down the process — awareness to acquisition
• (10:25) - - Why you should be treating sales as a marketing channel
• (15:10) - - Insights and data you need for effective ABM
• (18:30) - - Distribution strategies
• (22:33) - - When to adjust your outreach strategy
• (24:15) - - Awareness, engagement, and high-intent follow-up strategies
• (28:32) - - Re-engagement vs awareness for ABM
• (31:33) - - Why your story and positioning drive marketing success
• (32:48) - - Mason’s framework for ABM programming
• (36:30) - - Learn before scaling ideas (crawl, walk, run)

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Join the next cohort of Opal U, a live 5-day course designed for senior marketing leaders who are ready to ship more with AI, at optimizely.com/exitfive. 

Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn more at vector.co, and get their new MCP server by clicking here. 

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• 
  They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.

Visit hatch.fm to learn more