Alexander Goodwin, Director of Demand Generation at Fingerprint, shares his journey in rolling out a one-to-one ABM pilot with remarkable speed and efficiency. He discusses selecting a small group of 20 high-value accounts to demonstrate quick success. Alexander dives into his effective segmentation model, leveraging past sales data to identify the best prospects. Personalization through rep-recorded videos adds a unique touch. The conversation highlights the critical aspects of clarity in account planning and collaborative measurement for driving real revenue.
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insights INSIGHT
Value of One-to-One ABM
One-to-one ABM is vital for targeting enterprise accounts with nuanced, personalized marketing.
It helps address diverse challenges by speaking directly to individual accounts and stakeholders.
volunteer_activism ADVICE
Segment Accounts by Engagement
Segment accounts by engagement as cold or warm for easier management and targeted messaging.
Prioritize warm accounts with prior engagement for quicker pipeline progress.
volunteer_activism ADVICE
Adopt Four-Stage Account Model
Use a four-stage account progression model: value drivers, use cases, validation, and multi-threading.
Tailor messaging and tactics for accounts at different journey stages to improve relevance and impact.
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Scrappy ABM host Mason Cosby welcomes Alexander Goodwin, Director of Demand Generation at Fingerprint, to unpack the early success of his one-to-one ABM pilot. Within just a few months—and a fast, scrappy launch—Alex was able to generate early wins, create sales alignment, and secure executive buy-in for a scaled version two of the program.
Alexander shares how starting with a small cohort of 20 high-profit, previously engaged accounts made it easier to prove quick value. He also breaks down his simple segmentation model, how he templated landing pages in HubSpot, and how embedding rep-recorded videos made the experience feel personal and relevant. Throughout the episode, Mason and Alex highlight the importance of clarity in account planning, shared measurement models, and practical ways to prioritize accounts that drive real revenue—not just clicks.
👤 Guest Bio
Alexander Goodwin is the Director of Demand Generation at Fingerprint, where he leads the development of one-to-one ABM strategies for enterprise growth. With a background in PLG motion and a sharp focus on profitability and ICP fit, Alex has quickly scaled ABM efforts that bridge the gap between sales and marketing.
📌 What We Cover
Why Fingerprint shifted from PLG to enterprise-focused one-to-one ABM
How Alex used historical ICP revenue and retention data to guide account selection
The first segmentation model: cold vs. warm accounts based on sales engagement and website activity
Building a four-stage account progression model focused on value drivers, use cases, validation, and multi-threading
How templated HubSpot pages, lightweight personalization, and rep-recorded videos powered rapid launch
Metrics that matter: using MQA stage, pipeline conversion rates, and enrolled vs. unenrolled cohort tracking
Why early sales wins and small pilot cohorts are critical for scaling ABM
Lessons learned: defining next-stage resource needs and aligning with RevOps on measurement
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