What if a few LinkedIn headshots and some paint sticks could generate more qualified meetings than a six-figure ABM platform? On this episode of Scrappy ABM, host Mason Cosby welcomes Brandon Redlinger, a seasoned ABM leader and co-founder of The Forge, to break down a low-cost, high-yield play executed during Forrester’s Summit.
The campaign—built around a simple idea called Find Your Face—used printed cutouts of buyers’ faces to turn booth traffic into booked meetings. And it worked so well, the team ran out of faces on Day One.
Brandon shares the full breakdown: sourcing the target list from LinkedIn hashtags and past sponsors, how reps organically promoted the play, and why the Bose headphones weren’t the real incentive. He also explores what worked, what he’d change, and how even fractional marketing teams can align with sales—without becoming order-takers.
👤 Guest Bio
Brandon Redlinger is a fractional VP of Marketing and co-founder of The Forge, where he helps ambitious marketing leaders accelerate their careers. He’s also led ABM and demand programs at brands like Noble and Sidebar. Brandon’s known for building smart, scrappy programs that drive pipeline—even without massive budgets.
📌 What We Cover
- The “Find Your Face” event play that turned heads (and booked meetings)
- How they sourced buyer headshots using LinkedIn hashtags and last year’s attendee list
- Why reps started slacking photos of cutouts to execs who didn’t attend
- The moment sales realized the play worked—and jumped in to help
- How adding influencers’ faces boosted social amplification
- Why a $25 Amazon gift card wasn’t the real driver for C-suite engagement
- The shift from geo-based to industry-based territories in ABM
- Brandon’s view on alignment: why marketing success shouldn’t rely on sales buy-in
- Advice for ABM starters: test small, avoid shiny tools, and go narrow on account lists
🔗 Resources Mentioned
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