ABM in a Day Workshop October 27th, 2026: Use code "25" to save your seat (and some money). ×
#

BACK TO PODCASTS

Dark green podcast cover with text: Episode 274. The Scrappy ABM Moves Worth Stealing. Scrappy ABM with Mason Cosby. An illustrated microphone appears in the bottom right corner.

A best-of pulls the moments worth keeping, and this one runs from getting internal buy-in all the way to proving the ads nobody clicks. On Scrappy ABM, Mason Cosby revisits four conversations that each solve a different part of running an account-based program without an enterprise budget.

Hannah Forson explains how to bring channel managers along without wrecking their metrics. Payton Christopher builds a target list from CRM data and customer-service influence. Greg Rokisky turns organic social into an account channel. Adam Holmgren connects LinkedIn ad data to the CRM so brand awareness stops being invisible.

ㅤ

👤 Guests

  • Hannah Forson, Senior Manager of Demand Generation at BambooHR, layers account-based motions on top of a primarily inbound engine.ㅤ
  • Payton Christopher, Head of Demand Generation and Growth Marketing at Delivery Solutions, runs an enterprise-focused program built on CRM data, events, and paid social.
  • Greg Rokisky, Senior Social Media Marketing Manager at Calendly, built the organic social ABM program discussed here during his time at Sprout Social.ㅤ
  • Adam Holmgren, Co-Founder and CEO of Fibbler, created a tool to measure LinkedIn ad influence after struggling to prove the channel to his own board.

ㅤ

📌 What We Cover

  • Isolating an ABM campaign so a channel manager's CPMs and form fills stay clean in reporting.
  • Why a separate executive campaign over the holidays captures decision makers when the market is quiet.
  • Defining the ICP from CRM data instead of asking each department for an opinion.
  • Engaging frontline influencers who have no buying power but real internal influence.
  • Building a target account list with sales and engaging brands during their viral social moments.
  • Making content that is one-to-one for the account and one-to-many for the audience.
  • Connecting LinkedIn ad data to the CRM to surface influenced companies and deals.
  • Avoiding LinkedIn super titles so you target specific roles you can actually follow up with.

ㅤ

Resources:

ㅤ

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!

Listen on Apple