On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.
Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web advertising, programmatic campaigns, and even connected TV—without software fees. Together, Mason and Galen explore the concept of account-based RevOps, the seven playbooks for ABM execution, and how to empower sales teams with direct control of campaigns. The discussion highlights practical strategies for orchestrating omnichannel touches, measuring engagement, and aligning marketing and sales to accelerate pipeline growth.
👤 Guest Bio
Galen Dow is the founder of BrandGen and previously founded New Breed, the first Elite tier HubSpot agency. With deep expertise in account-based marketing and revenue operations, Galen focuses on helping companies implement cost-effective account-based advertising by connecting HubSpot CRM and marketing automation with open web and programmatic advertising.
đź“Ś What We Cover
- The limitations of expensive ABM platforms and the genesis of BrandGen
- Why intent data and contact enrichment often block smaller companies from scaling
- The concept of account-based RevOps and how it aligns marketing, sales, and service
- Seven account-based playbooks, including land and expand and blended account-based approaches
- Using open web and connected TV advertising as cost-effective alternatives to walled gardens
- How BrandGen integrates with HubSpot for campaign activation, workflows, and rep-level control
- Orchestrating omnichannel touches to stand out in a crowded, AI-driven landscape
- The challenge of measuring ABM success and why BrandGen compares to trade show presence
đź”— Resources Mentioned
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