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Scrappy ABM

Mason Cosby

222 episodes

2 days 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

One-to-Many ABM that Doesn’t Burn Cash (with Natalie Marcotullio) | Ep. 205

Scrappy ABM

17 minutes

1 month ago

One-to-Many ABM that Doesn’t Burn Cash (with Natalie Marcotullio) | Ep. 205

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.

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Natalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.

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👤 Guest Bio

Natalie Marcotullio is Head of Growth and Product Marketing at Navattic. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.

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📌 What We Cover

Why one-to-many ABM fits when ACVs don’t justify one-to-one
Going beyond G2 categories to find hyper-specific sub-verticals
Tools like Apollo lookalike features and Oceans IIO for niche targeting
Mapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programs
The role of interactive demos in mid-funnel engagement
Stacking and consolidating signals through Koala and Slack alerts
Measuring everything against pipeline, not just demo engagement
Standardizing processes with sales to avoid wasted spend and list churn

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🔗 Resources Mentioned

Navattic — Interactive demo platform
Koala — Signal aggregation platform
Apollo — Lookalike and targeting tool
Oceans IIO (mentioned as niche targeting tool)
Cyber Marketing Con & Cyber Marketing Society (events referenced)
Scrappy ABM: Visit for more ABM tips and strategies.
Connect with Mason Cosby for a conversation about ABM.

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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!