Electric Era: Turning One-Off Webinars Into a $12M Pipeline Engine

Client: Electric Era
Industry: EV Charging Infrastructure
ICP Fit: Enterprise retailers, convenience chains, QSRs (Target, Walmart, Dick’s Sporting Goods, Costco)
Challenge: Chaotic, one-off webinars with little sales alignment, no clear attribution, and mounting internal pressure to prove ROI
Solution: Scrappy ABM’s 4D Framework + Account Progression Model to systemize webinars into a repeatable, scalable program
Impact:

• $2M in net-new pipeline generated
• $10M in accelerated opportunities
• Webinars became a core part of Electric Era’s revenue program

The Challenge

“Every Webinar Felt Like a Fire Drill”

Before Scrappy ABM, Electric Era’s marketing team knew webinars could be a powerful channel to influence enterprise retailers. In reality, they had become a source of friction:

• No repeatability: Every webinar was a one-off scramble. Emails, invites, and follow-ups had to be built from scratch.
• Sales misalignment: Sales often ignored pre-built sequences, rewriting their own outreach or skipping steps entirely. This created confusion and made measurement impossible.
• Attribution blind spots: Leadership wanted to know what worked—but without UTMs, dashboards, or consistency, marketing couldn’t tie registrations to pipeline.
• Mounting pressure: With investors pushing for growth, Marina and her team were stuck in a cycle of stress, trying to prove impact without a clear system.

As Marina put it:
“It was overwhelming. We had a checklist, but it felt like every webinar was starting from scratch. The sales team wasn’t aligned, and I couldn’t point to pipeline results.”

These struggles are common for lean teams: lots of effort, little visibility, and no confidence in repeatability.

The Solution

Building a Repeatable Webinar Engine

Scrappy ABM came in with a different approach: don’t just “run webinars”—build a program that runs itself.

Using our 4D Framework (Data, Distribution, Destination, Direction) and Account Progression Model, we built a repeatable system:

1. Data: Segmented lists aligned to ICP accounts and buying stages (Awareness → MQA → Opportunity).
2. Distribution: Parallel marketing workflows and sales sequences, all UTM tracked. (Even when sales skipped sequences, the system still worked.)
3. Destination: Consistent registration hubs + post-event content destinations.
4. Direction: Structured pre-event, live, and post-event plays—clear handoffs between marketing and sales.

We also introduced reporting dashboards so Electric Era could compare performance across webinars, measure marketing vs. sales-driven registrations, and identify which accounts were progressing.

“I’ve had a great experience with Scrappy ABM. The team has a never-ending supply of ideas and playbooks. The technical and implementation team is brilliant, and I fully trust their team to execute, not just ideate. They enabled us with a repeatable webinar program that's become a staple of our revenue generation program.”
 

— Marina Resto-Black, VP of Marketing, Electric Era

The Lasting Impact:

From Fire Drill to Growth Engine

Today, webinars are no longer a gamble for Electric Era—they’re a proven growth engine.

Before Scrappy ABM:

• One-off fire drills
• Sales and marketing disconnected
• No visibility into ROI

After Scrappy ABM:

• Repeatable, playbook-driven workflows
• Pipeline attribution down to the account
• Sales + marketing alignment through shared assets
• Webinars now a staple of their revenue program

Or in Marina’s own words:

“You really helped me think about how to start ABM from scratch. We now have a repeatable program that’s a staple of our revenue generation.”