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  • Start Small: ABM Programs That Reach the Right Accounts (with Tyler Lessard from Technology Advice) | Ep. 229

    Start Small: ABM Programs That Reach the Right Accounts (with Tyler Lessard from Technology Advice) | Ep. 229
    2025/12/01
    Scrappy targeting, small segments, and extreme empathy for the audience sit at the center of this conversation on Scrappy ABM. Host Mason Cosby sits down with Tyler Lessard, CMO at Technology Advice, to move from a broad “B2B marketing leaders or demand gen leaders” ICP to focused clusters of accounts where the team can win day after day.ㅤTyler walks through breaking a market into specific industry subsegments like cybersecurity software vendors and HR tech vendors, backing those choices with win rates, average deal size, and field-level sales feedback. The discussion follows how in-person activations at industry conferences, niche newsletters, and original buyer insights research become “reasons to reach out” for sales and SDR teams. Along the way, Mason and Tyler highlight small, specific ABM programs with one rep and a handful of target accounts, measuring success by whether the right people at the right accounts show up, engage, ask questions, and move into real conversations.ㅤ👤 Guest BioTyler Lessard is the CMO at Technology Advice, a marketing leader who has built ABM in a couple of different organizations and worked with clients that have ABM use cases. In his role as CMO at Technology Advice, he focuses on B2B software, working with segments like cybersecurity software vendors and HR tech vendors. Tyler has spent a lot of time as a head of marketing running different ABM programs, partnering with sales reps, CROs, and CEOs, and helping companies across the board activate their ABM programs by reaching audience members across an ecosystem.ㅤ📌 What We CoverMoving from a broad target market of “B2B marketing leaders or demand gen leaders” to specific industry subsegments inside B2B software.Using data on where you win—like cybersecurity software vendors and HR tech vendors—to pick two or three segments and identify the top accounts to start with.Bringing a focused ICP story to the CRO and CEO with clear context, tactics, and programs instead of just saying, “We want to focus here.”Getting buy-in from field-level sales reps by asking them to poke holes in the strategy, combining their anecdotal feedback with quantitative data.Building an efficiency story using win rates, average deal sizes, ACV, and the idea that “if we spend a dollar here, the ROI will be higher.”Finding channels that actually get in front of the right people when attention is harder than ever, including in-person activations and local events.Treating original thought leadership and primary research as genuine value, not “lipstick on a pig,” and using it as an anchor for ABM programs.Creating a micro program of “reasons to reach out” so marketing intentionally gives sales and SDRs multiple touchpoints tied to research, webinars, and events.Using an in-person happy hour at RSA as a scrappy way to meet marketing leaders from cybersecurity vendors without buying a big conference sponsorship.Thinking in terms of watering holes, niche influencers, and newsletters like The Hustle instead of only chasing massive reach.Building an annual buyer insights report from first-party data and survey-based data to become a trusted source of market and buyer trends.Slicing research by segments like SMB to run smaller, niche activations where even 5–20 of the right people is a clear win.Repurposing research into webinars, blog posts, social posts with infographic-style images, on-demand content, and PR-style outreach to other media and podcasts.Measuring ABM programs by asking, “Did we reach the right people?” and looking at who opened emails, engaged with content, attended webinars, and asked questions.Using a qualitative lens alongside downloads, registrants, and pipeline to diagnose issues in targeting, messaging, value, or brand awareness.Applying a simple framework around data, distribution, destination, and direction to understand when an activation works or breaks down.Starting ABM small and specific by partnering with a single sales rep like “Sarah” and two or three accounts with a clear commonality, such as financial services accounts.Embracing constraints so a small ABM program becomes a creative process instead of trying to “do it all” on day one.Keeping the number of accounts small so it is easier to stay close to the data and see when 10 people from one target account register for a webinar.ㅤ🔗 Resources MentionedTechnology Advice: Mentioned as the company where Tyler is CMO and as a partner that helps companies across the board activate their ABM programs by reaching audience members across an ecosystem.solutions.technologyadvice.com: The place Tyler points listeners to learn more about how Technology Advice helps companies activate their ABM programs.RSA Conference: The cybersecurity conference where Technology Advice hosted a marketers’ happy hour as an ancillary in-person activation to meet target accounts and build one-to-one relationships.The Hustle newsletter: A large...
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    30 分
  • Is the Juice Worth the Squeeze of 1:1 ABM? (with Briana Manrique from Bench Prep) | Ep. 228

    Is the Juice Worth the Squeeze of 1:1 ABM? (with Briana Manrique from Bench Prep) | Ep. 228
    2025/11/27
    Scrappy ABM brings practical playbooks that don’t break the bank to B2B teams who want more pipeline and revenue without wasting time and budget. In this conversation, host Mason Cosby sits down with Briana Manrique, head of marketing at Bench Prep, to walk through how a very small marketing team went from casting a wide net to getting more niche and seeing more impact.ㅤBriana shares how seven years at Bench Prep created space to take a hard, long look at who they serve and where they find success. The team moved away from trying to work with training companies and enterprise software companies and chose to go all in on nonprofit associations and credentialing organizations that serve professional learners with high-stakes learning and exam preparation.ㅤFrom doing completely away with paid ads to doubling down on webinars and conferences, Briana explains how channel mix, content, ABM, and brand awareness all had to shift. She talks about the mindset shift from quantity to quality, the slow burn of long sales cycles, the time it really takes to run one-to-one ABM, and why every piece of content now needs a defined objective, audience, and CTA.ㅤ👤 Guest BioBriana Manrique is the head of marketing at Bench Prep, where she has stayed for almost seven years and seen the evolution of casting a wide net and then getting a little bit more niche year over year. Leading a very small marketing team, she focuses on nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and exam preparation.ㅤA former demand gen marketer, Briana leans into one-to-one ABM, brand, and content that is created with intention and tied to clear objectives, pipeline, and revenue. She is always happy to talk about marketing strategy or ABM and loves learning from others. Connect with Briana on LinkedIn: https://www.linkedin.com/in/brianamanrique/ㅤ📌 What We CoverHow Briana’s seven years at Bench Prep led from casting a wide net to getting more niche with nonprofit associations and credentialing organizations that serve professional learners with high stakes learning.The mindset shift required to niche down, intentionally work with fewer kinds of people, and focus on quality over quantity so the juice is worth the squeeze.Why Bench Prep decided to do completely away with paid search and paid social, then double down on webinars and an evolving conferences channel as one of their best performing channels.How an inflection point with new and exciting features and use cases outside of just exam prep is pushing the team to reconsider brand awareness channels and re-explore programs that didn’t work in the past.The importance of setting expectations that ABM and brand are a slow burn, especially with six- to eighteen-month sales cycles, seasonality, and buyers who may not even know you exist yet.How Briana measures success beyond pipeline and revenue, tracking engagement, responses, LinkedIn activity, and any type of win week over week to show traction.What it really takes to run one-to-one ABM: the surprising time commitment for account and contact research, ongoing content creation, daily engagement, and why weeks with less time invested lead to slower results.Lessons from the first pilot ABM campaign, including why 100 accounts was way too many for a one-to-one approach, how they filtered down to about 50 accounts, and how ABM tactics are now influencing more account based selling on the outbound side.ㅤ🔗 Resources MentionedBench Prep – Exam preparation software for nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and licenses.Connect with Briana on LinkedIn – Briana welcomes connection requests and is always happy to talk about marketing strategy or ABM.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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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    26 分
  • Why 80% of B2B Marketing Programs Fail before They Even Launch | Ep. 226

    Why 80% of B2B Marketing Programs Fail before They Even Launch | Ep. 226
    2025/11/24
    10 分
  • Scrappy Does Not Necessarily Mean Cheap: Less Is More in Early-Stage ABM (with Jess Martin from Metaphor Data) | Ep. 227

    Scrappy Does Not Necessarily Mean Cheap: Less Is More in Early-Stage ABM (with Jess Martin from Metaphor Data) | Ep. 227
    2025/11/26
    Scrappy ABM brings together host Mason Cosby and Jess Martin, head of demand gen and former head of marketing at Metaphor Data, a new data catalog on the block. At a tiny seed round company trying to punch above its weight, ABM was not a nice-to-have; it was the go-to-market strategy to secure specific logos and move on to the next level.ㅤJess walks through how she built a really lean but scrappy program focused on hyper-targeted accounts from a reverse-engineered ICP, account prioritization, and a tightly validated target account list. The conversation covers personalized outreach, founder-led thought-leadership ads, tiny virtual events, cold calling, surveys, and a buying-committee-first approach. Mason and Jess highlight account penetration, alternative lists, and the idea that less is more, especially at an early stage. They close with “scrappy does not necessarily mean cheap,” testing, and using founder branding as a powerful part of ABM.ㅤ👤 Guest BioJess Martin is the head of demand gen who stepped in as head of marketing for Metaphor Data, a new data catalog on the block. She built a really lean but scrappy ABM program for a tiny seed round company trying to punch above its weight, where ABM was the go-to-market strategy to lock down more customers and get the right logos on the site. Jess focuses on hyper-targeted accounts from the ICP, personalized outreach, tiny virtual events, surveys, cold calling, and thought leadership ads. She loves early stage, demand gen, and ABM, and invites people, especially in early stage, to hit her up on LinkedIn to talk demand gen and ABM.ㅤ📌 What We CoverHow a tiny seed round company made ABM the go-to-market strategy to get specific logos on the site and secure a Series A round.Reverse engineering the ICP by looking at who they win with, who they lose to, and who they never want to waste time on again.Using Keyplay, Apollo, Sales Nav, and BuiltWith to build and enrich a two-tier target account list of about 170 accounts, plus internal validation with initials from sales and product.Setting tier one at 20 “white glove” accounts and tier two from 21 through roughly 150, and aligning this with limited headcount and bandwidth.Minimum viable list size thinking for LinkedIn and Meta audiences, and aiming for three to five contacts per account on the buying committee.Running thought leadership ads on LinkedIn with founders, focusing on impression share, awareness, branding, and targeted air cover rather than driving clicks.Tiny virtual events and round tables for specific verticals, using timely issues like compliance and new laws to pull three highly valuable attendees from the target account list.Filling the outbound gap by having marketing do cold calling with a simple Google Form survey, branding the company, complimenting senior data leaders, and proving the need for an SDR.Creating a custom ChatGPT “BDR” prompt to scan 10-K reports, press releases, and news for each account and generate study guides and personalized messaging for every member of the buying committee.Measuring success with account penetration, website visits, engagement with thought leadership ads, and swapping in an alternate list when accounts stay dark or become customers.Lessons learned: scrappy does not necessarily mean cheap, budget and time are both crucial, less is more on accounts and AEs, and founder branding can be more valuable than company branding for a long time.ㅤ🔗 Resources MentionedKeyplay – Used to get a little bit of intent-driven insight and account prioritization when building the target account list.Apollo – Main tool for getting actual contact information for the buying committee, building outbound lists, and cold calling from the survey.LinkedIn Sales Navigator (“Sales Nav”) – Used alongside Apollo to identify the right roles and understand how job titles differ across org sizes.BuiltWith – Helpful to figure out whether target accounts had the right tech stack before spending time on them.LinkedIn Thought Leadership Ads – Founder-led, face-first ads to warm up the buying committee, drive awareness, and deliver targeted air cover before company ads and CTAs.Meta / Facebook Audiences – Referenced list minimums to guide the number of matched contacts needed for paid campaigns.Google Forms / Survey – Simple Google form survey used for cold calling outreach to senior data leaders, gathering input on X, Y, and Z in the industry.ChatGPT / Custom GPT BDR – A GPT of a BDR that reads 10-K reports, press releases, and company news, then explains why the product is a perfect fit and generates two-paragraph breakdowns for each role in the buying committee.Metaphor Data – Described as a new data catalog on the block and the company context for this first ABM program.LinkedIn (for Jess) – Jess Martin invites people, especially in the early stages, to hit her up on LinkedIn to talk demand gen and ABM.Scrappy ABM: Visit for more ABM ...
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    30 分
  • From 60 Podcasts in 60 Days to $3 Million in Pipeline | Ep. 223

    From 60 Podcasts in 60 Days to $3 Million in Pipeline | Ep. 223
    2025/11/17
    Scrappy ABM hands the mic to another show and lets the numbers speak. Mason Cosby opens this episode of Scrappy ABM by sharing a re-release from Is Anything Real in Paid Advertising?, “the show where we unpack what’s real and what’s just noise” in a chaotic world of marketing and media. Host Adam W. Barney sits down with Mason, who “lives the phrase market like you mean it” and runs a content first growth engine built on daily LinkedIn posts, weekly podcasts, cold ads, and speaking gigs at manufacturing conferences.ㅤTogether they break down how a two-year-old business scaled through podcasts, 2,000+ target accounts with a five year conversion runway, and a four-show guest system that turns one great conversation into long-term relationships. They walk through thought leadership ads on LinkedIn focused on awareness, website de-anonymization and direct outreach, barter deals for PR and speaking, and a very real look at seasonality, CPL, CAC, and knowing your numbers when you’re an agency founder staring at your pipeline and wondering if this is even worth building anymore.ㅤ📌 What We CoverHow Mason scaled a two-year-old, content first growth engine by hiring a team that’s “better at doing the work,” creating time and margin for training, education, team leadership, and running the business.Why podcasting is outperforming expectations, including a 70–80% podcast booking rate and how roughly 40% of guests turn into opportunities or referrals within 90 days.The 2,000+ account target list with a five year conversion runway, and how a four-show guest “swap” system keeps ideal buyers creating content with Scrappy ABM 4–6 times over a year to year and a half.How Mason thinks about LinkedIn thought leadership ads as pure awareness for 2025, focusing on followers, newsletter subscribers, and engaged fans instead of forcing “book a meeting” conversions.Why the team didn’t rush into retargeting, how website de-anonymization plus direct outreach became a lower cost starting point, and why upcoming case studies, ROI calculators, and marketing-specific landing pages will change the retargeting play.The disconnect Mason sees between content creators and ad buyers: running similar ads to all audiences, letting algorithms decide, and missing programs mapped to where the buyer is in their journey and their past engagement.How barter arrangements came together, including implementing HubSpot and training a sales team in exchange for PR and introductions to conferences and events that expanded speaking opportunities beyond the LinkedIn bubble.A practical playbook for building a speaking portfolio: podcast circuits as “reps,” becoming the backup speaker for local events, traveling cheap, and “build your own stage” so you can capture footage and prove you can hold a room.Fractional CRO lessons on seasonality, offering annual commitments with delayed payments instead of discounts, and selling based on reasonable CAC and CPL—like a virtual conference that drives 24,000 engaged leads at about $2.08 per lead.Real talk for agency founders burned out on cold ads and not seeing ROI from content yet: know your numbers, know your actual close rate, break down why you’re sad or anxious, go from “I need 10,000 people” to “I need four customers,” and move from anxiety to conviction so you can act.ㅤ🔗 Resources MentionedLinkedIn – Mason’s primary channel for connecting and sharing content.Scrappy ABM – “If you Google scrappy a BM, there’s a newsletter, there’s a podcast, there’s a website” with an “ungodly number of webinars.”HubSpot – Used in a barter arrangement for a HubSpot implementation and sales process training in exchange for PR and conference introductions.Website de-anonymization tools – Used to identify who is on the Scrappy ABM site so Mason can screenshot activity and directly ask, “Hey, something on our website that’s gonna be helpful?”BW MX – A conference where Mason has spoken for multiple years, including keynotes and three hour breakouts, and where he’s now considered a standing speaker.So guru conferences – The virtual conference business where Mason serves as a fractional CRO and sells sponsorships based on CPL and engaged leads.Scrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf 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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    26 分
  • Mapping Buying Groups, PLG Signals, and Real Channels That Your Target Accounts Actually Use (with Liam MacCormack) | Ep. 225

    Mapping Buying Groups, PLG Signals, and Real Channels That Your Target Accounts Actually Use (with Liam MacCormack) | Ep. 225
    2025/11/20
    Scrappy ABM returns with host Mason Cosby and guest Liam MacCormack, founder and solopreneur at Growth by Liam, breaking down how real account-based marketing gets built when the ACV is high, the deals are complex, and shortcuts fail. Liam starts at the only place that matters: historical closed won accounts, not guesses. He walks through a massive breakdown of who books demos, who joins calls, who gets added into the product in PLG motions, and how that activity builds a clear picture of the buying group.ㅤThe conversation moves into where those personas actually spend time, why LinkedIn audience assumptions fall apart, how Reddit and niche communities come into play, and why talking directly to happy customers beats any ad platform pitch. Mason and Liam press into problem content versus solution content, high-intent measurement signals beyond revenue alone, and the scrappy, manual, “pain in the ass” direct mail and gifting-style plays that stand out in a world of ignored cold emails and identical ads.ㅤ👤 Guest BioLiam MacCormack is the founder and solopreneur at Growth by Liam, partnering with early and growth-stage companies on growth programs across channels. In this conversation, he shares firsthand experience building account-based motions for enterprise and high-ACV deals, grounded in closed won data, buying group behavior, and real-world engagement signals from digital and offline channels.ㅤ📌 What We CoverHow Liam starts ABM and targeting with a massive breakdown of closed won accounts, demo bookers, call participants, and product users.Why PLG signals—like who opens free trials, who gets added to the account, and when executives show up—reveal real buying committees and conversion windows.The ACV reality check: when a $10K deal should not trigger a heavy ABM program and why enterprise and high-ACV motions justify one-to-one or one-to-few plays.Using Sales Navigator, posting activity, and real behavior to confirm if target personas are actually active on LinkedIn instead of trusting audience estimates.Talking directly to customers and target personas to learn where they discover solutions, including subreddits and niche communities that never show up in generic targeting.Balancing problem content and solution content so target accounts recognize their pain, see new ways to solve it, and understand specific use cases by industry and persona.Early indicators that ABM is working: target accounts visiting the site, consuming content, booking demos, and moving into real sales conversations long before deals close.The challenge of digital ad fatigue, ignored cold outreach, and how thoughtful direct mail-style plays and personalized touches create excitement, word-of-mouth, and executive-level association.The biggest miss Liam sees: teams skipping deep upfront research, failing to map each member of the buying group, and only speaking to the initial contact instead of every decision-maker.ㅤ🔗 Resources MentionedMason Cosby on LinkedInLiam MacCormack on LinkedInGrowth by Liam website: mentioned as Liam’s site for learning more about his workLinkedIn & Sales Navigator: for building and validating target account lists and activityReddit & subreddits: as real communities where specific personas learn and shareDirect mail-style campaigns and custom postcards: tactile plays to stand out with target accountsScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf 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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    20 分
  • Pick One Account, Prove It, Scale It: Executive ABM Without the Lip Service (with Chris Moody from Demandbase) | Ep. 222

    Pick One Account, Prove It, Scale It: Executive ABM Without the Lip Service (with Chris Moody from Demandbase) | Ep. 222
    2025/11/13

    Scrappy ABM host Mason Cosby sits down with Chris Moody from Demandbase to confront why so many ABM programs have failed inside B2B organizations that “tried ABM” over the last five or six years. The conversation centers on executives who launch impressive strategy decks and shiny new initiatives without changing real behavior, staying close to sales, or aligning on who does what when the rubber hits the road. Chris calls out the pattern of marketing introducing “ABM” as a new object to sellers who have always focused on high-value accounts, and why that tension stalls programs before they start.

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    Together, Mason and Chris walk through starting with one account, proving a different, more coordinated way of working, and then scaling what actually works. They dig into buying groups, resource allocation, dedicated ABM leadership, and why celebration of wins matters. Most importantly, they offer a human test for alignment: whether sales would actually choose to spend time with marketing outside the conference room.

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    👤 Guest Bio

    Chris Moody is the chief evangelist at Demandbase and has spent years around the ABM space, including time at TOPO and Gartner. In this conversation, he brings a practical, sales-first lens to account-based programs, leadership alignment, and coordinated go-to-market execution.

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    📌 What We Cover

    • Why many well-intentioned executive-led ABM initiatives fail when marketing doesn’t truly talk to sales or align on metrics, ownership, and execution.
    • How “new shiny object” ABM pitches can feel like a slap in the face to sellers who have always focused on high-value accounts.
    • The two paths after the leadership meeting: lip service and Slack messages vs. real behavior change, clear roles, and shared work.
    • Starting scrappy: picking one account, one seller, and one cross-functional group to prove a new, more personal, more relevant, more strategic approach.
    • The role of a dedicated account-based leader and cross-functional pods that pull in sales, marketing, customer success, events, and social as needed.
    • How CMOs can walk in “hat in hand,” join calls, understand buying groups, and reallocate people, time, and budget toward the highest-value accounts.
    • Why celebrating wins, sharing stories, and weekly communication (like Moody’s “M5”) reinforce trust and momentum across teams.
    • The “dinner test” and direct Slack messages as simple signals that sales and marketing are genuinely aligned, not just aligned on paper.

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    🔗 Resources Mentioned

    • Demandbase – Account-based GTM and pipeline AI platform
    • Connect with Chris Moody on LinkedIn
    • Scrappy ABM: Visit for more ABM tips and strategies
    • Connect with Mason on LinkedIn for a conversation about ABM

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    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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    26 分
  • All ICP Industry Plays, Predictive Intent, and Vertical ABM Programs (with Katerina Maerefat) | Ep. 224

    All ICP Industry Plays, Predictive Intent, and Vertical ABM Programs (with Katerina Maerefat) | Ep. 224
    2025/11/19

    Scrappy ABM keeps the focus on practical playbooks that don’t break the bank, and this conversation stays locked on real-world execution. Host Mason Cosby sits down with Katerina Maerefat, who has repeatedly launched ABM at Quorum, Open Sesame, and Relink, shifting teams away from fully inbound spray-and-pray toward strategic account based marketing.

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    Across this breakdown of roughly sixteen industry-focused programs, Mason and Katerina walk through building an all ICP vertical play, centering on one unified account list, reliable targeting, predictive intent dials, and consistent execution across channels. They highlight how campaign infrastructure, a shared list across platforms, and full-funnel content tied to buying stages prevent random acts of marketing. Katerina shares specific examples of competitive displacement, partner marketing, all ICP programs, special reports, and field reports, then ties it all to pragmatic measurement, sales alignment, and account-based everything that actually reflects how revenue teams work.

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    👤 Guest Bio

    Katerina has led ABM launches at her last three companies, including Quorum, Open Sesame, and Relink, where she shifted teams from spray-and-pray inbound to strategic account based marketing. She has built one-to-one, one-to-few, and one-to-many programs, along with closed-lost, competitive displacement, partner marketing, and all ICP industry plays. Katerina consistently centers her approach on predictive intent, named account lists, scalable campaigns across channels, and tight collaboration with sales.

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    📌 What We Cover
    • How Katerina launched ABM at three companies by moving from fully inbound spray-and-pray to strategic account based marketing.
    • Building an all ICP, industry-focused program using one unified account list across platforms for list consistency and scalability.
    • Using Six Sense or similar ABM platforms to create account-based lists, layer predictive intent, and sync audiences into LinkedIn, Meta, Google, and other channels.
    • Why vertical targeting starts with named accounts instead of broken native filters, and how constant list growth and buying stage changes shape campaign design.
    • Structuring campaign infrastructure so maps, CRM, landing pages, and ads tie together for performance tracking and meaningful “tweak the dials” adjustments.
    • Running integrated, multi-channel programs: organic social, paid social, paid search, communities, and testing channels like Microsoft/Bing based on how specific audiences behave.
    • Full-funnel content for ICP plays: blogs, videos, case studies, podcasts, infographics, special reports, field reports, webinars, and clear bottom-of-funnel CTAs that match buying stages.
    • Measurement using stages from anonymous web visits through MQL, opportunities, sourced vs. influenced pipeline, and revenue — plus the shift toward account-based everything and pre-created opportunities.
    • The critical role of sales alignment: agreeing on account lists, handoff processes, regular communication, sales enablement, talking points, and follow-up that matches ABM plays.

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    🔗 Resources Mentioned
    • Six Sense
    • Demandbase
    • LinkedIn
    • Meta
    • Google
    • Microsoft / Bing
    • Hotjar
    • Microsoft Clarity
    • Quorum
    • Open Sesame
    • Relink
    • Salesforce
    • JMI roundtable
    • Special reports based on supply chain disruption data
    • Field reports comparing equipment performance on rigs
    • Scrappy ABM: Visit for more ABM tips and strategies
    • Connect with Mason on LinkedIn for a conversation about ABM

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    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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    29 分