Scrappy ABM brings a practical playbook that doesn’t break the bank as host Mason Cosby sits down with Nick Clark to focus on the workflow side of operationalizing an ABM program. The conversation centers on program orchestration—who reaches out at what time with what thing and why—and the underestimated scope of the work. You’ll hear how ICP accounts shape targeting, how a documented workflow in Asana creates a white-glove ABM ecosystem with unique landing pages, forms, completion actions, targeted display ads, and curated email drips, and why starting simple proved out the path to a 24-email segmentation. The discussion gets specific on channel mix, geo-targeted ads around events, QR codes and vanity URLs in Ubers and Lyfts, alignment with sales, and measurement across Account Engagement (Pardot), Salesforce, and performance reports in Six Sense to see ICP accounts move through deeper stages faster.

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👤 Guest Bio

Nick Clark is the Marketing Automations Director at Basis Technologies. In 2025, he’s focused on ICP accounts, email-intensive automation, and event-driven go-to-market with sellers “boots on the ground.” Find the team at basis.com.

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📌 What We Cover

• Program orchestration: who reaches out at what time with what thing and why
• Targeting and account segmentation as Basis shifts to ICP accounts
• A documented workflow in Asana to stand up an ABM “ecosystem environment” (unique page, form, completion actions, ads, curated emails)
• Starting simple (agency vs. brand) and iterating to role-based personalization (VP and above vs. director and below) across 24 unique emails
• Using Six Sense performance reports to see ICP accounts move into deeper stages faster—just by sending emails that complement sellers
• Channel mix by persona and device: geo-targeted ads, unique webpages, value propositions, and event-driven tactics
• Events in 2025: Ubers/Lyfts, QR codes, and vanity URLs around Adweek and similar gatherings
• Measurement across Account Engagement (Pardot) and Salesforce campaign objects, attribution gaps, and “anec data” from sales
• Alignment with sales to keep one tone and one voice—even with cookie uncertainty
• Lessons learned: exclude current clients where needed, avoid paralysis by over analysis, perfect is the enemy of good

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🔗 Resources Mentioned

• Basis Technologies — basis.com
• Asana (project management tool)
• Six Sense (ABM platform)
• Account Engagement (Pardot)
• Salesforce (campaign object and reporting)
• Adweek (New York)
• Ubers, Lyfts, QR codes, vanity URL
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM

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