In the basic sense, scrappy account-based marketing (ABM) is a no-frills version of traditional ABM. "Most b2b tech companies that I know, or b2b companies in general, have a CRM, they've got some form of marketing automation, they have the ability to get a list somehow, some way", Mason says, "so when I think about it, that's what I'm getting to is [that] it's accessible. And it's not it is not cost prohibitive".