In this engaging discussion, Galen Dow, founder of BrandGen and a pioneer in account-based marketing, shares his insights on effective, budget-friendly advertising strategies. He delves into account-based RevOps and its vital role in aligning marketing and sales efforts. Galen introduces seven practical playbooks for executing account-based strategies, emphasizing the importance of omnichannel engagement and customer expansion. Listeners will learn how to harness CRM tools for targeted outreach and streamline workflows for maximum impact.
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question_answer ANECDOTE
BrandGen Origin Story
Galen built BrandGen after advising companies that couldn't win on brand against big incumbents like GE and Siemens.
He realized removing expensive intent and enrichment layers and plugging into HubSpot made ABM affordable for scrappy companies.
insights INSIGHT
Account-Based RevOps Framing
Account-based RevOps connects open-web ads, TV, CRM and automation to align marketing, sales, and service around revenue motions.
Defining a clear play (e.g., land-and-expand) immediately narrows who to target and how to measure success.
volunteer_activism ADVICE
Start With A Clear Objective
Start every ABM program by naming the objective: get pipeline, accelerate deals, or expand customers.
Build your target account list from that goal and then layer engagement signals from your CRM before activating campaigns.
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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.
📌 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
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