Scrappy ABM brings practical playbooks without breaking the bank as Mason Cosby digs in with Sidney Waterfall from Open Brand. The conversation opens on poor targeting—often the reason ABM fails—and moves straight into a vertical specific motion with ABM, high touch, and a land and expand play. Sidney shares how using product data as a “cheat code” helped build and tier a thousand-account list—Premier ~38 and Tier 1 ~100—guided by category, product and data coverage, revenue potential, white space, and churn and retention signals.

ㅤ

The team audits the list, checks in every six months, and adapts to the economy, overseas production, and renewals. On engagement, they start simple and clean with LinkedIn and outbound, validate that the audience is there, and test problem content, helpful how-to, and industry data and insights. Measurement focuses on hand raisers, target account website engagement, and a single meeting goal across the org—brand vs. demand connected in one ecosystem.

ㅤ

👤 Guest Bio

Sidney Waterfall is the VP of Marketing over at Open Brand. She’s pumped up, focused on a high touch ABM motion with land and expand, and actively connects with the target account list on LinkedIn. She also mentions a substack (“gone to the wayside… maybe I’ll resurrect it”). Find her on LinkedIn and shoot her a DM.

ㅤ

📌 What We Cover

• Why poor targeting breaks ABM and how to identify the specific best customer
• Building a thousand-account list with product data you “can’t really argue with”
• Tiering by category, product and data coverage, white space, and retention/churn
• Six to eight weeks to nail the list; Premier ~38, Tier 1 ~100; investing by tiers
• Quarterly/6-month check-ins: adjusting for economy, overseas production, renewals
• Starting simple and clean on channels: LinkedIn + outbound; validating audience reach
• Three content pillars: problem (product awareness), helpful how-to, industry data and insights
• Messaging focus: one core thing, in their terms, and simplify
• Measuring brand vs. demand: hand raisers, target account website engagement, one meeting goal
• Outbound deliverability surprises, video outreach, phone heavy touches, and multi-touch sequences
• Doing things that don’t scale, then exploring AI and workflows to scale (with real training)

ㅤ

🔗 Resources Mentioned

• Vector — “I need to know what’s going on our website for every target account at the contact level.”
• HubSpot lead object — used for sales triggers, sequenced, scored leads, and hand raisers
• LinkedIn — audience validation, CEO activity, and DM Sidney
• Open Brand
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn 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!