“Start small and test, test, test.” (with Raymon David from LG) | Ep. 240

“There is no one answer. You have to start small and test, test, test.” On Scrappy ABM, Mason Cosby sits down with Raymon David to talk about what it looks like to build ABM inside “very large, primarily B2C manufacturing” brands—running B2B ABM while educating internally on how even to build ABM.

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The conversation keeps coming back to the same mantra: accounts versus people—because “leads don’t convert… companies convert.” Raymon walks through signals from trade shows, form fields, social media, and “in-market” research, alongside “named account lists” driven by a sales perspective (sometimes “more anecdotal… more emotion”). From there: tiering (“tier one, tier two, tier three”), budget realities, long sales cycles, brand and logo awareness, and what success looks like beyond “the number of meetings.”

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👤 Guest Bio

Raymon David is the head of web and marketing ops at LG and has worked in very large, primarily B2C manufacturing and hardware companies running B2B ABM, including HP. He talks about building playbooks, staying sensitive to “both sides of the equation” (in-market signals and sales’ named accounts), and focusing on accounts, relationships, and “opening up the door” for conversations—especially when sales cycles can be long.

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📌 What We Cover

1. “There is no one answer”: start small and test, test, test
2. The shift from lead generation expectations to accounts versus people (“companies convert”)
3. B2B manufacturing reality: contact us forms, spec sheets, product sheets, video, and trade show scans
4. The “interesting dichotomy” of Fortune 500 end users and SMB/mid-market buying groups
5. Two buckets: accounts that are in market vs named account lists (and why both matter)
6. Building a simple pyramid structure: tier one, tier two, tier three—then funding tactics you can’t “do it all”
7. “ABM is just a combination of different marketing channels coming together,” and an integrated approach
8. Measuring beyond immediate conversion: awareness, relationships, engagement, what happens after they land
9. Failures as “lessons learned”: examine channel, activation, messaging—don’t just call it a failure
10. A trade show example: the press the red button / spin the wheel game, scanning tech, and “teachers are so competitive”

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🔗 Resources Mentioned

1. LinkedIn (find Raymon and connect)
2. StoryBrand (mentioned for messaging)
3. B2B MX (where Raymon and Mason met)
4. Excel and PowerPoint (as ways to tell the “visual story”)
5. Scrappy ABM: Visit for more ABM tips and strategies.
6. Connect with Mason on LinkedIn for a conversation about ABM

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