Stop Sending the Same Email: Match Content to Buyer Stage Instead (with Trevor Grimes) | Ep. 190

ABM content that “kind of fits everywhere” often performs nowhere. In this tactical episode of Scrappy ABM, host Mason Cosby sits down with Trevor Grimes, Lead Content Strategist at Scrappy ABM, to lay out exactly how to create the right content for each stage of your account progression model.

From understanding what qualifies as meaningful engagement to identifying content gaps through a simple audit, Trevor and Mason break down the nuances of building targeted assets that serve a clear purpose. Whether you're sending emails, building product pages, or prepping for your next webinar, this episode gives you the framework to stop guessing and start aligning content with what your prospects actually need.

👤 Guest Bio

Trevor Grimes is the Lead Content Strategist at Scrappy ABM. He focuses on building stage-specific content strategies that connect account-based programs with real buyer behavior. He also previously joined Scrappy ABM to discuss content repurposing and returns this time to walk through net-new content creation across the ABM funnel.

📌 What We Cover

• The five core stages of an account progression model: awareness, initial engagement, meaningful engagement, conversion, and re-engagement
• A simple afternoon exercise to categorize your existing content across the funnel
• How to handle “multi-purpose” content by asking: what do you want them to do next?
• Why short-form social, listicle blogs, and educational posts power awareness
• What content qualifies as initial engagement (hint: it starts to frame the solution)
• Examples of meaningful engagement assets like demos, walkthroughs, and comparison guides
• Why conversion-stage content should be personalized, product-focused, and shareable
• The underestimated power of response-based email CTAs vs. “book a call” asks
• How to use pre- and post-webinar outreach to spark real conversations

🔗 Resources Mentioned

• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn: For a conversation about ABM.

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!