About this episode

Mason Cosby and Mahsa Malekyar discuss the nuances of Account-Based Marketing and the importance of distinguishing between accounts that need a product now versus later.

Most ABM target lists start the same way: sales names the accounts they want, marketing runs campaigns at them, and everyone hopes volume closes the gap. On this episode of Scrappy ABM , Mason Cosby sits down with Mahsa Malekyar to pull that approach apart. Her point is blunt: an account that will eventually need your tool is not the same as an account that needs it right now, and if you can't tell the difference, you're buying brand awareness and calling it ABM. ㅤ The conversation covers where free intent data already lives inside the tools you own, why in-person conversations are the trust signal that digital can't manufacture, and how to capture qualitative event conversations without asking a salesperson to open a spreadsheet. Mahsa also names the mistake she'd undo from her first ABM program, and it isn't a channel or a tool. ㅤ 👤 Guest Bio Mahsa Malekyar , PMP, brings over a decade of marketing and project management experience, with prior leadership roles at First Onsite Property Restoration and Charter Communications. She builds ABM and event marketing programs with a marketing operations lens, and she's a self-described HubSpot power user who is very clear that HubSpot…

People in this episode

Host: Mason Cosby

Guest: Mahsa Malekyar

Topics covered

• Account-Based Marketing
• Brand Awareness
• Sales and Marketing Alignment
• Intent Data
• Event Marketing
• Qualitative Conversations

Keywords

• ABM
• target lists
• sales
• marketing campaigns
• intent data
• trust signals
• event conversations
• marketing operations

Mentioned in this episode

Organizations: HubSpot, First Onsite Property Restoration, Charter Communications

More episodes of Scrappy ABM

• Why "Sales, Please Go After Google" Is How ABM Fails (with Ed VanderBush from LiveRamp) Ep. 276 · July 2, 2026 · 32 min
• 7 Hours of ABM in a Day, Distilled to 15 Minutes | Ep. 275 · June 25, 2026 · 12 min
• The Scrappy ABM Moves Worth Stealing | Ep. 274 (Best Of) · June 18, 2026 · 21 min

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