In this episode of Scrappy ABM, host Mason Cosby analyzes an ABM program request from Brianna, who is targeting manufacturing companies with an industrial sports medicine solution. The episode provides practical guidance on refining ICP targeting and using trigger events to create empathetic outreach that converts to sales meetings.

Best Moments:

(00:10) Introduction to the Scrappy ABM podcast format and purpose

(00:49) Brianna's ABM challenge overview - targeting manufacturing companies with injury prevention solutions

(01:16) Why niche vertical-specific products excel with ABM programs

(01:43) Suggestions for narrowing and refining the ICP beyond "$100M+ companies"

(02:23) Using news about workplace incidents as potential triggers for outreach

(02:33) Tool recommendation: Boost Ideal for monitoring news/signals specific to target accounts

(03:31) How to approach trigger-based outreach with empathy rather than opportunism

(04:23) Building trust through providing helpful resources before pitching solutions

(05:16) Strategy for navigating empathy vs. authority in sales outreach

(05:52) Conversion math: targeting 200 accounts to achieve 15 sales meetings (7.5% conversion)

(06:58) Information about the Scrappy ABM newsletter for more weekly playbooks

Ep. 159 - ABM Audit: Helping First, Selling Second: ABM for Manufacturing Safety Solutions