Why Personalization Beats Spray-and-Pray Every Time (with Lorena Garcia from FranConnect) | Ep. 181

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Jun 26, 2025

Lorena Garcia, Senior Vice President of Marketing at FranConnect, leads a data-driven team focused on enhancing customer experiences. In this conversation, she emphasizes the importance of starting with a 'customer perspective lock-in' for effective marketing. Lorena shares how her team utilizes public growth signals and intent data to prioritize accounts and create personalized strategies. She discusses optimizing sales development through data segmentation and highlights the benefits of collaboration between marketing and sales teams. Discover practical tips for launching an ABM program without high-tech tools.

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ADVICE

Customer-centric Targeting

Understand your customer's true challenges and what keeps them up at night before marketing execution.
Prioritize accounts showing public growth signals and align your approach thoughtfully, not via spray-and-pray tactics.

ADVICE

Operationalize Targeting with Alignment

Align campaign managers directly to sales reps to foster partnership and create targeted playbooks.
Use intent data dashboards to prioritize accounts truly in-market and supplement with manual research and industry events.

ADVICE

Use Content and Personalization

Develop rich content rooted in deep customer understanding to address their specific challenges.
Use personalized PathFactory experiences to let prospects engage at their own pace without feeling overwhelmed.

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Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.

Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practical steps they took to operationalize and scale a high-touch program. If you’ve been waiting for the perfect setup to launch ABM—this is your permission to go now.

👤 Guest Bio

Lorena Garcia is the Senior Vice President of Marketing at FranConnect, a platform powering franchise and multi-location business growth. She leads a metrics-driven marketing team focused on customer experience, sales partnership, and scalable ABM execution.

📌 What We Cover

Why Lorena starts with a “customer perspective lock-in” before any marketing execution
How FranConnect uses public growth signals and industry intent data to prioritize accounts
What makes their Salesforce dashboard a true account experience engine
The importance of a personalized PathFactory experience for each brand
Why you should build playbooks with SDRs and sales—not just hand them off
The one mistake marketers make when targeting C-levels too early
How her team runs 70% complete rollouts and refines with sales feedback
Why “fax over feelings” and daily reporting create true accountability
How she thinks about metrics beyond the inbound/outbound divide
The underestimated power of beta testing with friendlies and customers

🔗 Resources Mentioned

FranConnect
PathFactory
Lorena Garcia on LinkedIn
Scrappy ABM Podcast
🔗 Scrappy ABM: Visit for more ABM tips and strategies.
🔗 Connect with Mason Cosby on LinkedIn for a conversation about ABM.

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