EP. 21 - FREE INTENT DATA For ABM Pilot Programs w/ Sumner Vanderhoof from Propensity l Scrappy Playbooks

In this episode of Scrappy ABM, host Mason Cosby interviews Sumner Vanderhoof, CEO of Propensity. They discuss practical approaches for small B2B growth teams to get started with account-based marketing on a limited budget. Sumner outlines Propensity's free tier of intent data and ways to leverage it for scrappy ABM plays. Key topics covered include validating message-market fit, integrating intent data with CRMs, exporting account lists for LinkedIn ads and SDR outreach, and iterating on messaging through ad sets. Listeners will learn actionable strategies to implement ABM in a lean yet impactful way.

Key Discussion Points:

- Propensity offers a free tier of its intent data platform geared towards small growth teams doing "homegrown ABM". This allows teams to streamline data gathering and list building. (00:02:20)

- The free tier provides intent data on your top 100 accounts from 6-10 different sources compiled into one report. You can explore any company's intent history over the past 90 days. (00:03:39)

- Two scrappy plays to validate intent data: LinkedIn ads to a custom audience, and giving the account list to SDRs for outbound calling. This verifies message-market fit before investing more into ABM. (00:07:26)

- For fastest lead gen, use time-based offers in ads to target urgent buyers. For a longer play, use a "guided experience" with valuable content over weeks to build trust. (00:15:24)

- Iterate on ad creative and messaging based on intent signals and conversion rates data. Propensity's "Persona Finder" uses AI to reverse engineer the best segments from customer profiles. (00:23:06)