In this episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.

👤 Guest Bio

David Chase is the Chief Marketing Officer at Workboard, where he rose through the ranks from Director of Product Marketing to CMO in just four years. He’s passionate about building effective, scalable demand generation programs grounded in customer insight and strategic execution.

Connect with David on LinkedIn

📌 What We Cover

• Why the demand gen rebuild happened 2.5 years into David's time at Workboard
• The lean org structure: domain experts, a single growth hire, and three BDRs
• How they aligned the BDR role with senior enterprise buyers
• Reassessing the ICP with "years in business" as a key maturity signal
• Using customer quotes and references as the foundation of all messaging
• Why horizontal peer influence matters more than industry in 2025
• Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builder
• The simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold calls
• Building a daily measurement model tied to pipeline goals and BDR activity
• How the team generated 3.5x pipeline growth over two quarters
• Common challenges in aligning messaging across C-suite, middle managers, and process owners

🔗 Resources Mentioned

Workboard Website: workboard.com

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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!

In this episode of Scrappy ABM, Mason Cosby shares a special session pulled from a recent webinar. It’s a hands-on, highly tactical walkthrough of how to launch a closed lost ABM program—with real playbooks, tested frameworks, and a focus on what’s actually changed since the opportunity was marked “closed lost.”

Mason lays out why these lost opportunities are your highest-potential revenue channel: you’ve already spent money to acquire them, you’ve built real relationships, and your sales team wanted to win them. Now it’s time to resurrect that pipeline—fast and scrappy. Using the 4D framework (Data, Distribution, Destination, Direction), this episode gives you everything you need to plan and launch your program next week.

Whether you're dealing with pricing objections, missing personas, or lost champions, this episode gives you structured, no-fluff ways to reignite deals that were nearly closed. Don’t let them stay dead.

• Why 60–80% of closed lost opportunities are still re-engageable
• The four most effective closed lost ABM playbooks: vertical-based, objection-based, persona-based, and champion-tracking
• Why “information without implementation is useless” and how to act within 90 days
• What most teams get wrong when they skip closed lost deals
• The one question Mason always asks: what’s actually changed?
• The exact outreach channels, landing pages, and CTAs to use based on deal history
• Real examples of how pricing changes, product updates, or even industry shifts trigger win-back conversations
• How to partner with sales to pull CRM data and overcome past objections with trust-building content

• ScrappyABM.com/plan – Free campaign planning template
• ScrappyABM.com/newsletter – Weekly ABM playbooks
• UserGems – Referenced in the champion tracking playbook

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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!

In this episode of Scrappy ABM, host Mason Cosby chats with Catie Ivey, CRO of Walnut, about how interactive product demos can supercharge account-based marketing by delivering hyper-personalized, use-case-driven experiences that actually convert.

Best Moments:

(01:31) What interactive demos are—and why they matter in ABM

(03:37) Going beyond generic walkthroughs to build tailored demo flows

(06:01) Case study: boosting PLG conversion with demo customization

(08:26) How to personalize even when you don’t have access to a customer’s product

(11:27) Why AI alone isn’t enough—industry-specific context is key

(13:34) Avoiding common demo mistakes: keep it simple, keep it relevant

(15:15) The 12-click rule for building demos that people actually finish

Guest Bio

Catie Ivey is the Chief Revenue Officer at Walnut, a platform that helps companies build interactive product demos that resonate. A leader in revenue operations and GTM strategy, Catie champions a “product-led everything” mindset—bringing the product experience into every stage of the buyer’s journey to fuel engagement, conversion, and long-term adoption.