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