About this episode

Mason Cosby interviews Ed VanderBush about the evolution and strategies of account-based marketing.

Most people are three to five years into account-based marketing. Ed VanderBush has been doing it for over a decade, and he's watched the whole thing move from a concept Bev Burgess was talking about in the early 2010s into an integrated mindset across a marketing team. On this episode of Scrappy ABM , Mason Cosby sits down with Ed, Senior Manager of Account-Based Marketing at LiveRamp, to get into what actually moves ABM forward when you don't have an unlimited budget. ㅤ They cover the three inputs Ed uses to build a target account list, why "sales, please go after Google" is how programs fail, and how framing existing content beats building bespoke assets for every account. Ed also walks through going from "the ABM guy off in the corner" to an integrated ABM motion, plus the accidental CIO deal acceleration he hammered out with a seller over Slack in under 20 minutes. ㅤ 👤 Guest Bio Ed VanderBush is Senior Manager of Account-Based Marketing at LiveRamp, the data collaboration and identity platform. He happened into ABM by accident at LexisNexis in the early 2010s, picking up a project a colleague had to hand off, and it turned into the last decade-plus of his career. At…

People in this episode

Host: Mason Cosby

Guest: Ed VanderBush

Topics covered

• account-based marketing
• target account list
• sales and marketing integration
• budget constraints
• content strategy
• deal acceleration

Keywords

• ABM
• target account list
• sales priorities
• content strategy
• deal acceleration
• marketing integration
• budget

Mentioned in this episode

Organizations: LiveRamp, LexisNexis

Places: southwest Ohio

More episodes of Scrappy ABM

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• The Scrappy ABM Moves Worth Stealing | Ep. 274 (Best Of) · June 18, 2026 · 21 min

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