Scrappy ABM is all about practical playbooks that don’t break the bank. In this special repurposed episode, host Mason Cosby shares his conversation from the Human-First AI Marketing Podcast by Avenue9 with Mike Montague.Together, they explore how account-based marketing is evolving in the age of AI. Mason breaks down his four-part framework—data, distribution, destination, and direction—and shows how artificial intelligence fits into each category. From identifying the best customers through firmographics and profitability reports, to analyzing transcripts with tools like Fathom, to training AI for authentic content creation, Mason highlights where AI helps and where it falls short.This conversation also emphasizes the irreplaceable role of human connection, the need for intentional strategy, and the importance of aligning marketing, sales, and customer success teams around best-fit accounts.📌 What We CoverThe four-part ABM framework: data, distribution, destination, and directionHow tools like ChatGPT and Fathom improve client profiling and objection trackingWhy AI-generated distribution can fail without accurate targetingThe difference between training AI like a tool versus like a team memberThe role of in-person events as a conversion point in ABM programsHow “digital fatigue” and AI at scale impact personalization strategiesThe definition of ABM as a revenue strategy aligned around best customersWhy B2B buying committees involve 8–14 people and what that means for contentThe challenges of long, complex buying cycles and seasonal decision-makingThe balance of AI efficiency with human review to prevent irrelevant outreach🔗 Resources MentionedScrappy ABMMason Cosby on LinkedInMike Montague on LinkedInAvenue9Fathom (AI transcript tool)Superhuman (AI email tool)Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)Connect with Mason on LinkedIn for a conversation about ABM (Mason Cosby)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!

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