EP. 106 - Scaling Signals, Not Effort: Mason Cosby's ABM Strategies

In this episode of Scrappy ABM, Mason Cosby is interviewed about the evolution of Account-Based Marketing (ABM) and strategies for successful implementation.Best Moments:(01:31) Mason introduces himself and his experience with ABM(02:33) The evolution of ABM since its buzzword days(04:11) Common challenges and pain points in modern ABM(08:25) How successful ABM programs contend with AI and self-service buying journeys(11:17) The concept of "stacking signals" instead of scaling ABM(16:32) What keeps Mason coming back to B2B MX events(18:39) Preview of Mason's upcoming keynote at B2B MX East(20:30) The future of ABM and what successful programs will look like