Scrappy ABM

On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social.ㅤPayton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward.ㅤFrom there, Mason and Payton unpack how events shifted into a primary conversion channel, how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives.ㅤ👤 Guest BioPayton Christopher serves as head of demand generation and growth marketing at Delivery Solutions. He focuses on enterprise accounts, large-scale retailers, and an account-based marketing strategy that combines events, paid social, cold outbound, partner referrals, and a close relationship with the UPS parent company. In this conversation, Payton shares how he works with sales, customer service, and product, builds a content distribution strategy with a director of content, and measures programs through inbound demo requests, inbound pipeline, and pipeline velocity while navigating a long enterprise sales cycle and C-suite expectations.ㅤ📌 What We CoverDefining the ICP by combining CRM data with input from sales, customer service, and product to focus on enterprise retailers.Identifying decision makers and frontline influencers, then engaging end users who drive real influence inside large accounts.Turning events into a primary conversion channel with digital backdrops, demo stations, and live product walkthroughs.Running an ABM-focused LinkedIn program that uses always-on paid social and product education for target accounts.Using interview-style case studies and a “waterfall” content approach to fuel social, website, and YouTube.Coordinating social events, website, cold outbound, partner referrals, and UPS relationships as core revenue drivers.Measuring success through direct and organic lift, inbound demo requests, inbound pipeline, and pipeline velocity as the North Star.Handling static ads that did not work, C-suite pushback, long enterprise sales cycles, and the need for ongoing relationships and office hours with sales.ㅤ🔗 Resources MentionedDelivery Solutions: Mentioned as the enterprise-focused product that integrates with custom solutions for large-scale retailers and delivers a return on investment, especially when accounts have many storefront locations and complex setups.LinkedIn: Used as a primary paid social and organic social channel where account lists and job titles are uploaded, videos are always on, and the team focuses on brand awareness and product education for the target audience.Toal (self-guided demo tool): Referenced as a tool for self-guided demos that inspired Delivery Solutions to record product demos, turn short segments into GIFs, and run those 15-second clips on LinkedIn to highlight specific features and benefits.HubSpot: The CRM where reps view leads, accounts, and assignments. Payton uses HubSpot in office hours to help sales understand how to move leads along and see the accounts assigned to them.UPS: Called out as the parent company and a key channel. Payton and the team maintain strong relationships with UPS sales reps, run webinars to explain the product, and help reps identify opportunities to bring Delivery Solutions into their own accounts.Shop Talk, Grocery Shop, and Retail Dive events: Named as important industry conferences and events where Delivery Solutions needs to show up with a strong booth, digital backdrops, and live demos so brands see the product and do not compare them poorly to competitors.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!

In this engaging discussion, Jeni Bishop, VP of Marketing at Cordial and a branding expert, emphasizes the importance of consistent brand touchpoints in account-based marketing. She highlights the risks of over-customizing creative and explains her 'take the logo off' test to maintain brand integrity. Jeni also delves into effective messaging strategies, advising on the balance between using prospect language and branded terms. With insights on one-to-many versus one-to-one ABM strategies, she provides actionable tips for building trust through every customer interaction.

Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn’t nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after.ㅤTitle-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you.ㅤThe alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes.ㅤ📌 What We CoverTargeting is the number one thing that is killing your ad programFor the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansionTwo ways people are setting money on fire: industry-based targeting and title-based targetingLinkedIn industry targeting is super confusing and isn’t nearly specific enoughTitle-based targeting on LinkedIn is lumping together multiple titles that are kinda closeList-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedInMatch rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exportsQuarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spendㅤ🔗 Resources MentionedLinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)GoogleChatGPTSales IntelZoomInfoAmplemarket: AI Sales Copilot for sales teamsScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf 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 have a review and share this episode with your team or fellow marketers!

Yann Sarfati, CEO and co-founder of Userled, dives into the complexities of account-based marketing (ABM). He reveals how his team spent months crafting a focused list of 1,000 ideal customers, emphasizing that true ICP definition is crucial for sales success. Discussions include using AI-generated content and small, targeted events to drive conversions effectively. Yann advocates for personalized outreach and doing non-scalable activities to win over key accounts and enhance customer renewals. He highlights the importance of selecting the right events and tracking engagement as critical sales signals.

Scrappy ABM brings together host Mason Cosby and Erika White Crutchlow from Resolver to walk through an event-focused ABM program that runs on tight alignment with customer success and sales, bold booth visuals, and simple giveaways like branded socks. Mason and Erika revisit a conversation that started at B2BMX in October and trace how a heavy event season turned into a structured approach to account selection, pre-event outreach, and on-site execution.ㅤErika explains how Resolver builds event-based target account lists, crawls LinkedIn, and uses historical lists to reach high-value customers and prospects before anyone steps on the trade show floor. She shares how tailored email, LinkedIn, and phone outreach, SDR calls two weeks before the show, and “after-hours” breakfasts, activities, and dinners with customers and prospects create real relationships, qualified accounts, and long-term brand awareness that show up in Salesforce long after the event ends.ㅤ👤 Guest BioErika White Crutchlow from Resolver builds and runs event-focused ABM programs across multiple divisions. She works very closely with customer success and sales to identify high-value customer accounts and prospect accounts, map them to the right events, and align on pre-event outreach, booth strategy, meetings, and after-hours activities. Erika tracks results through Salesforce, leans on historical event lists, and partners with local vendors for “cheap and cheerful” giveaways like popcorn, branded cookies, and socks that keep people coming back to the booth and to Resolver’s team year after year.ㅤ📌 What We CoverBuilding an event-focused ABM program that starts with high-value customer accounts and prospect accounts from customer success and sales.Deciding whether to go to events for specific accounts or use events to reach an existing target account list, and leaving room for “moments of serendipity.”Using LinkedIn crawling, hashtags, session topics, and historical lists to see which accounts will be attending and to fuel pre-event outreach.Running tailored, personalized outreach through email, LinkedIn, and phone calls that invite people to on-site meetings and custom demos tied to new features or products.Offering simple incentives like branded socks instead of expensive headphones, and using cost per opportunity and meetings per opportunity to guide budget and meeting targets.Training the booth team to ask qualifying questions, filter out swag-only visitors, and focus on people who are ready for a real conversation and demo.Comparing sponsored speaking sessions and thought leadership abstracts with booth investments, and why Resolver often prefers the booth over expensive sponsored slots.Designing after-hours breakfasts, activities, and dinners that pair target accounts with customers so they can talk about shared problems, risk, and tools without pressure.Tracking meetings, follow-up meetings, new leads, qualified accounts, and pipeline in Salesforce, while recognizing that many event touches pay off one or two years later.Testing two-week pre-event SDR calls to confirm meetings, ask pre-qualifying questions, and improve show rates with a simple “are we still good” follow-up.Partnering with local vendors for popcorn, branded cookies, and city-specific giveaways that reduce shipping costs and create a local connection.The ongoing importance of alignment between sales and marketing, rowing in the same direction, and not underestimating the ROI of those off-site, after-hours events.ㅤ🔗 Resources MentionedResolverB2BMXSalesforceScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason Cosby on LinkedIn for a conversation about ABM.ㅤIf 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!

B2B marketing that makes you want to ram your head through a wall usually has the same pattern: the wrong people in the funnel, a light calendar, and an empty pipeline. On Scrappy ABM, host Mason Cosby calls out six specific reasons most B2B marketing programs are failing and walks through exactly how to fix them.ㅤInstead of chasing hundreds of thousands of leads and celebrating opt-ins, Mason pushes marketers to focus on targeting a very specific list of best fit customers—people who are super happy, highly profitable, send more friends, and stay for a long time. He shows how to speak the language of leadership by tying every program to named company objectives and real pipeline, and how to get sales to buy in by actually delivering the companies everyone agreed to go after.ㅤFrom lack of resources and unclear measurement to broken execution after the company all hands and strategy meeting, Mason lays out a simple way forward: eliminate what is not working, stick to a plan for three to six months, and use account-based marketing to go get the customers you really want.ㅤ📌 What We CoverWhy a lead generation approach that celebrates opt-ins instead of pipeline keeps you from going after the right people.How to define best fit customers (super happy, highly profitable, send more friends, stay for a long time) and use your marketing dollars to get more of them.How to stop leadership eyes from glazing over by dropping secret acronym language and tying programs to company initiatives, pipeline, and customers that close and stay.Why sales won’t buy in when the calendar is light and the pipeline is empty, and how agreeing on a list of companies and actually delivering those accounts changes everything.The lack of resources problem: being bombarded with ideas (email newsletter, event program, podcast, webinar program) and doing all of it poorly instead of a few things well.The three options for fixing the resource gap: automate, delegate (or hire), and especially eliminate the things that are not doing anything for the business.How to handle programs that are super hard to measure by deciding what success looks like, showcasing impact, and tying everything downstream to pipeline and revenue.Why execution falls apart right after the onsite or company all hands, and how eliminating old work, measuring success, and sticking to a new plan for three to six months changes your B2B marketing program.The simple fix that pulls everything together: stop trying to get everyone, build a very specific list of companies, and use account-based marketing to get those accounts to engage, enter the pipeline, show up on your website, engage in your email, and book meetings.ㅤ🔗 Resources MentionedAccount-based marketing (ABM) – Focusing on a very specific list of companies and best customers instead of general people.Channel dedicated to how to build out your ABM program – Content that shows how to build an ABM program that goes after the right people and gets them into your pipeline.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABMㅤIf 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!

Phil Pilalas, a content strategist specializing in empowering subject matter experts, discusses the challenges of getting buy-in from those who aren't used to being on camera. He emphasizes the importance of generating passion and confidence in SMEs, and suggests recording in comfortable settings to capture genuine conversations. Phil highlights the effectiveness of simple content over heavily produced pieces and shares strategies for aligning SME personalities with appropriate marketing stages. He also notes that even minimal time investment can yield impactful content.

Yadin Porter de León, Director of Customer Stories at Heroku, dives into effective strategies for engaging C-suite leaders. He emphasizes starting small by leveraging existing executive relationships and creating impactful proof points through web stories and webinars. Yadin highlights the importance of tailoring outreach via LinkedIn for warm introductions and discusses how podcasts can foster initial conversations. He also warns against mistakes that can lead to getting blacklisted, stressing the value of personalized engagement in building lasting trust.

Join Tyler Lessard, CMO at Technology Advice and a seasoned B2B marketing innovator, as he discusses the power of targeted ABM. He dives deep into segmenting broad audiences into specific groups, like cybersecurity vendors, backed by insightful data. Tyler shares strategies for in-person activations and creating compelling outreach reasons, transforming scrappy methods into effective tactics. He emphasizes empathy for audiences, the importance of original research, and starting small with one sales rep to test the waters. Engage, ask questions, and drive meaningful conversations!

Scrappy ABM brings practical playbooks that don’t break the bank to B2B teams who want more pipeline and revenue without wasting time and budget. In this conversation, host Mason Cosby sits down with Briana Manrique, head of marketing at Bench Prep, to walk through how a very small marketing team went from casting a wide net to getting more niche and seeing more impact.ㅤBriana shares how seven years at Bench Prep created space to take a hard, long look at who they serve and where they find success. The team moved away from trying to work with training companies and enterprise software companies and chose to go all in on nonprofit associations and credentialing organizations that serve professional learners with high-stakes learning and exam preparation.ㅤFrom doing completely away with paid ads to doubling down on webinars and conferences, Briana explains how channel mix, content, ABM, and brand awareness all had to shift. She talks about the mindset shift from quantity to quality, the slow burn of long sales cycles, the time it really takes to run one-to-one ABM, and why every piece of content now needs a defined objective, audience, and CTA.ㅤ👤 Guest BioBriana Manrique is the head of marketing at Bench Prep, where she has stayed for almost seven years and seen the evolution of casting a wide net and then getting a little bit more niche year over year. Leading a very small marketing team, she focuses on nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and exam preparation.ㅤA former demand gen marketer, Briana leans into one-to-one ABM, brand, and content that is created with intention and tied to clear objectives, pipeline, and revenue. She is always happy to talk about marketing strategy or ABM and loves learning from others. Connect with Briana on LinkedIn: https://www.linkedin.com/in/brianamanrique/ㅤ📌 What We CoverHow Briana’s seven years at Bench Prep led from casting a wide net to getting more niche with nonprofit associations and credentialing organizations that serve professional learners with high stakes learning.The mindset shift required to niche down, intentionally work with fewer kinds of people, and focus on quality over quantity so the juice is worth the squeeze.Why Bench Prep decided to do completely away with paid search and paid social, then double down on webinars and an evolving conferences channel as one of their best performing channels.How an inflection point with new and exciting features and use cases outside of just exam prep is pushing the team to reconsider brand awareness channels and re-explore programs that didn’t work in the past.The importance of setting expectations that ABM and brand are a slow burn, especially with six- to eighteen-month sales cycles, seasonality, and buyers who may not even know you exist yet.How Briana measures success beyond pipeline and revenue, tracking engagement, responses, LinkedIn activity, and any type of win week over week to show traction.What it really takes to run one-to-one ABM: the surprising time commitment for account and contact research, ongoing content creation, daily engagement, and why weeks with less time invested lead to slower results.Lessons from the first pilot ABM campaign, including why 100 accounts was way too many for a one-to-one approach, how they filtered down to about 50 accounts, and how ABM tactics are now influencing more account based selling on the outbound side.ㅤ🔗 Resources MentionedBench Prep – Exam preparation software for nonprofit associations and credentialing organizations that serve professional learners with high-stakes certification and licenses.Connect with Briana on LinkedIn – Briana welcomes connection requests and is always happy to talk about marketing strategy or ABM.Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.ㅤIf 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!