Research Process: Become a Use Case Expert

Leadership hears “ABM” and brings years of baggage. Scrappy ABM flips the script by cutting the re-education and moving straight to results. Host Mason Cosby welcomes Myles Madden to break down how he built ABM from the ground up—again and again—by starting with a sales-led use case, running a quiet pilot with a few reps, and only socializing the wins after pipeline appears.

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Myles lays out the pattern: meet with a tenured sales leader, ask for the one use case that’s driving revenue right now, pull five to ten real accounts, review the opportunities, and become an expert through Gong calls and external reading. From there, distribute across many channels for coverage, go deep on one or two “big bat” channels, and map one really good piece of content per stage—then validate with data. Simplicity wins: show pipeline amount and count, plus efficiency like cost to acquire $1 of pipeline, and keep teams aligned so messaging doesn’t drift.

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👤 Guest Bio

Myles Madden has built ABM from the ground up across multiple organizations—most often in Series B and Series C environments. He focuses on enterprise programs, specializes in cybersecurity, and emphasizes becoming an expert in the buyer’s use case through Gong calls, external content, and close partnership with sales and product marketing. At One Password, he collaborates with leaders and practitioners to launch focused, repeatable programs that create pipeline and prove efficiency.

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📌 What We Cover

• Why over-educating with an ABM maturity model creates confusion and stalls momentum
• The stealth pilot: run with a few reps on a single sales-led use case, then share results later
• How to source the first list: ask sales for five+ accounts, pull reports, and find patterns in real opportunities
• Problem-specific vs. vertical-specific targeting across industries (cybersecurity vs. call centers)
• Becoming a use case expert: review Gong calls, read external content, and integrate into buyer channels
• Distribution strategy: broad coverage across channels, then go deep on one or two “big bat” levers
• Content mapping: align on TOFU/MOFU/BOFU definitions, mirror sales stages, and ship one really good piece per stage
• Measurement made simple: pipeline amount + count, efficiency (cost to acquire $1 of pipeline), and conversion as a signal of problem priority
• Keeping teams aligned: prevent use case drift with clear communication, examples, and field enablement
• Equipping AEs: ICP card, personas, discovery questions, outbound strategy, sequences, templates—put it all on a platter

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🔗 Resources Mentioned

• Gong calls (call reviews for use case understanding)
• Substack (for following industry voices)
• Cybersecurity headlines (staying current on breaches and incidents)
• MED… “med pick” (sales stage framework reference)
• Seismic (sales enablement page example)
• One Password website solutions pages (story-led middle-funnel example)
• Acquisition.com (clear funnel/CTA example)
• Dave Ramsey (personal reference)
• Disney World (personal reference)

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Resources:

• Scrappy ABM: Visit for more ABM tips and strategies. (Link: ScrappyABM.com)
• Connect with Mason on LinkedIn for a conversation about ABM (Link: Mason Cosby)

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