Focus on building real relationships before selling—use content, like podcasts, to drive both trust and traction. Use clear frameworks to align marketing efforts with outcomes. And strike a balance between short-term sales and long-term brand building—adapt based on your pipeline, but never neglect the power of brand.
In this episode of #TheGTMPack podcast, we sit down with Mason Cosby, CEO & Founder at Scrappy ABM, based in Whitestown, Indiana.We loved unpacking what it really takes to build pipeline as a B2B brand—covering content, ABM, and the systems behind sustainable growth.
A few key takeaways:
💡 Build relationships before selling — and let content do the heavy lifting.
The most powerful growth often starts with genuine conversations, not pitches. Reaching out for feedback can turn into unexpected opportunities, as real relationships foster trust and early traction. Podcasting, in particular, acts as a double engine—creating content while deepening your network.
💡 Use frameworks to turn marketing chaos into clarity.
Two frameworks—the Account Progression Model and the Four D Framework—help map your marketing activities to specific outcomes. Whether you’re trying to drive awareness, engagement, or conversion, these tools ensure each tactic serves a clear purpose and fits into a repeatable process for business growth.
💡 Balance long-term brand building with short-term revenue needs.
Mason recommends a 60/40 split between brand and sales activation, but stresses adaptability. If your pipeline is dry, activation becomes a priority. Still, a strong brand is what sustains growth over time.
The lesson: don’t just chase leads—invest in a content engine that builds trust and compounding interest.
#ABM #AccountbasedMarketing #ProductMarketing #SalesEnablement #PMM #GTM #Sales #B2B
