Scrappy ABM spotlights practical playbooks that don’t break the bank, and Mason Cosby welcomes Steven Tripp to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the right accounts, prioritize first-party engagement data, and be brave enough to let buyers pull themselves through their own funnel. He lays out how a 100% inbound motion can evolve without jumping back on the expensive ad hamster wheel, why de-anonymizing late works when HubSpot lights up, and how ungating content led to a 5x traffic jump. You’ll hear the SAP “sunset” story—one search a month, one perfect lead—and how a matrixed buyer’s-journey approach ensures the right content shows up on Google and YouTube at every point. The punchline: marketing’s “product” isn’t leads—it’s SQAs—and alignment gets real when teams listen, act on behavioral signals, and measure what sales actually values.

ㅤ

👤 Guest Bio

Steven Tripp is the marketing director at Wynne Systems. A full-funnel marketer who “went back to sales roots,” Steven prioritizes first-party engagement, behavioral signals, and building a content flywheel over ads. He champions ungated content, content mapped to every step of the buyer’s journey, and measuring marketing on SQAs with high intent and close rates. Connect with Steven Tripp on LinkedIn.

ㅤ

📌 What We Cover

• Building the account list with Apollo, custom scoring, and piping it back into Salesforce so “we know what the world looks like.”
• Prioritizing by first-party engagement data (not third-party “intent”) and actioning behavior on your own content.
• Operating as 100% inbound today—and why a transition to support outbound helps AEs progress deals.
• The SAP “sunset” example: write the article nobody else has; one search a month → one right lead in enterprise.
• Creating a culture of listening to prospects, customers, and your own team to surface unique data competitors don’t have.
• Treating Google as #1 and YouTube as #2 search engines; publishing content for every point in the buyer’s journey.
• Ungating content and letting buyers move through their funnel; the immediate 5x traffic lift.
• Seeing months of anonymous research, then de-anonymizing in HubSpot when someone finally raises their hand.
• Defining marketing’s “product” as SQAs, not leads; measuring like an outsourced provider that must prove value.
• Moving from the ad hamster wheel to the content flywheel; “be brave—and be right” to win leadership buy-in.

ㅤ

🔗 Resources Mentioned

• Apollo
• Salesforce
• SAP
• HubSpot
• Courageous Marketing (“UDI wrote a book, called Courageous Marketing”)
• Scrappy ABM: Visit for more ABM tips and strategies. (ScrappyABM.com)
• Connect with Mason Cosby for a conversation about ABM

ㅤ

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!