Matching Content to Every Stage: Why It’s Not About Spam | Ep. 176

Scrappy ABM

Scrappy ABM and Content Amplified join forces as Mason Cosby, host of Scrappy ABM, takes the guest seat on Benjamin Ard’s show. Mason shares his journey from launching The Marketing Ladder to building Scrappy ABM, a resource now featuring over 140 episodes focused on creating an account-based marketing program.

Listeners get a behind-the-scenes look at why Mason believes great content makes life better for customers, sales, and customer success. He breaks down the reality of account-based marketing—explaining why “just running sales sequences” isn’t ABM, how to recognize buyer stages, and what actually moves accounts forward.

Expect frank discussion about what “qualified” really means, the power of first-party content engagement, and why sales should never waste their time on cold lists. Mason also reveals his team’s approach to organizing content and gives actionable frameworks to align marketing and sales, with a little humor along the way.

👤 Guest Bio: Benjamin Ard

Benjamin Ard is the host of the Content Amplified podcast and co-founder at Masset.ai. In this conversation, he welcomes Mason Cosby to discuss all things content, ABM, and the realities of marketing and sales alignment.

Connect with Benjamin Ard on LinkedIn

📌 What We Cover

• How Mason started in sales with no marketing support and shifted into content marketing
• The story behind sunsetting The Marketing Ladder and launching Scrappy ABM
• What real ABM looks like: “right person, right place, right methods, right time” — and the role of content as “right message”
• Why third-party intent isn’t a shortcut to ABM and what counts as actual buyer engagement
• A step-by-step explanation of the account progression model: from awareness, to engagement, to opportunity, and re-engagement
• How to define your own buyer stages and avoid “nebulous” terms
• Practical examples of measuring awareness, engagement, and meaningful action with content
• The Four Ds framework: data, distribution, destination, direction—how to activate accounts without wasting sales resources
• Creating messaging and content that matches industry pain points with real customer proof
• The value of giving sales teams not just content, but also the reasoning and research behind it

🔗 Resources Mentioned

• Content Amplified Podcast — follow Benjamin’s show for more conversations on marketing and content
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

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