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

🔗 Resources Mentioned

Fingerprint
HubSpot CMS
LinkedIn video ads
Salesforce
ITSMA ABM benchmarks
Alexander Goodwin on LinkedIn

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

9 Inconvenient Truths About The Online Business Market