Events as a Primary Conversion Channel for Enterprise Retailers (with Payton Christopher from Delivery Solutions) | Ep. 237

On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social.

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Payton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward.

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From there, Mason and Payton unpack how events shifted into a primary conversion channel, how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives.

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👤 Guest Bio

Payton Christopher serves as head of demand generation and growth marketing at Delivery Solutions. He focuses on enterprise accounts, large-scale retailers, and an account-based marketing strategy that combines events, paid social, cold outbound, partner referrals, and a close relationship with the UPS parent company. In this conversation, Payton shares how he works with sales, customer service, and product, builds a content distribution strategy with a director of content, and measures programs through inbound demo requests, inbound pipeline, and pipeline velocity while navigating a long enterprise sales cycle and C-suite expectations.

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📌 What We Cover

• Defining the ICP by combining CRM data with input from sales, customer service, and product to focus on enterprise retailers.
• Identifying decision makers and frontline influencers, then engaging end users who drive real influence inside large accounts.
• Turning events into a primary conversion channel with digital backdrops, demo stations, and live product walkthroughs.
• Running an ABM-focused LinkedIn program that uses always-on paid social and product education for target accounts.
• Using interview-style case studies and a “waterfall” content approach to fuel social, website, and YouTube.
• Coordinating social events, website, cold outbound, partner referrals, and UPS relationships as core revenue drivers.
• Measuring success through direct and organic lift, inbound demo requests, inbound pipeline, and pipeline velocity as the North Star.
• Handling static ads that did not work, C-suite pushback, long enterprise sales cycles, and the need for ongoing relationships and office hours with sales.

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🔗 Resources Mentioned

• Delivery Solutions: Mentioned as the enterprise-focused product that integrates with custom solutions for large-scale retailers and delivers a return on investment, especially when accounts have many storefront locations and complex setups.
• LinkedIn: Used as a primary paid social and organic social channel where account lists and job titles are uploaded, videos are always on, and the team focuses on brand awareness and product education for the target audience.
• Toal (self-guided demo tool): Referenced as a tool for self-guided demos that inspired Delivery Solutions to record product demos, turn short segments into GIFs, and run those 15-second clips on LinkedIn to highlight specific features and benefits.
• HubSpot: The CRM where reps view leads, accounts, and assignments. Payton uses HubSpot in office hours to help sales understand how to move leads along and see the accounts assigned to them.
• UPS: Called out as the parent company and a key channel. Payton and the team maintain strong relationships with UPS sales reps, run webinars to explain the product, and help reps identify opportunities to bring Delivery Solutions into their own accounts.
• Shop Talk, Grocery Shop, and Retail Dive events: Named as important industry conferences and events where Delivery Solutions needs to show up with a strong booth, digital backdrops, and live demos so brands see the product and do not compare them poorly to competitors.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

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