Scrappy ABM

• From Shit Deals to a Strong ICP and Small Events That Win (with Yann Sarfati from Userled) | Ep. 234

  Scrappy ABM brings together host Mason Cosby and Yann Sarfati, CEO and Co-founder of Userled, to talk about ABM, AI, field marketing, and events that actually bring the bank. The conversation starts with the problem statement: ABM is a strong buzzword, but finding the accounts you really want to go after is actually the hardest thing. Many teams say they have a narrow ICP and still end up with a list of 10,000 accounts.ㅤYann shares how Userled spent almost six months building a list of 1,000 accounts with clear commonality, strong conviction, and ethical belief that life will be better for those accounts. Mason highlights the mental headache and wasted 10 to 20 hours per bad deal when the ICP is wrong. Together they walk through NRR in MarTech, repeatable GTM motion, small events where the persona actually shows up, personalized event invites, and doing things that do not scale to win enterprise deals and keep customers for the long term.ㅤ👤 Guest BioYann Sarfati is the CEO and Co-founder of Userled. He started from the ABM problem statement and built a product that generates content with AI for every stage of the funnel, per industry, and per account. Yann is in the trenches with a team of salespeople, cares very little about the growth element compared to NRR in MarTech, and focuses on a strong list of accounts that share similar pain. He spends time at small events where the right persona is present, rolls out the red carpet for key accounts, and does things that do not scale to break into and grow enterprise deals.ㅤ📌 What We CoverStarting from the ABM problem statement and why finding the accounts you really want to go after is actually the hardest thing.How Userled built a list of 1,000 accounts over almost six months with clear commonality like complementary tech, existing ABM team, enterprise focus, ACV above 500K, CMO sponsorship, and sales already involved.Mason’s framing of ethical conviction: looking at each individual account and asking if life will be better because of the work together.The time tradeoff between spending 10 to 20 hours per deal in the sales cycle versus 20 minutes per account to make sure the list is right and avoid wasting time on completely irrelevant opportunities.The mental headache and frustration of sales when 50% of the pipeline is shit deals, how repeated rejection kills confidence, and why slipping for the right reasons feels different from losing deals you never could have won.Why Yann cares very little about the growth element and focuses on NRR in MarTech, renewals, upsell, and building a company that is a no-brainer for clients for the next five years.How Userled uses AI-generated content by industry and funnel stage plus small events where the persona from key accounts is present to get the highest conversion of pipeline.The event playbook: complementary tech events like Six Sense and Demandbase, max 400 attendees, 15 to 17 hyper relevant conferences, personalized event invite for every single attendee, dynamic calendars, short product tests at the booth, and a quota of at least 10 booked calls per day with ICP.Why they do not collect emails, do not rely on badge scans, and instead book calls on the day or lose them, then follow up with recaps and event invites that drive six out of seven attended calls.Using per-industry value props, education around AI in ABM, and case studies, plus tracking who reads and...

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• Event Focused ABM Program With Pre-Event Outreach and After Hours Meetings (with Erika White Crutchlow from Resolver) | Ep. 233

  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...

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• What's wrong with your B2B Marketing | Ep. 232

  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...

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• How to Get Buy-In from Subject Matter Experts Who Don’t Live on Camera (with Phil Pilalas) | Ep. 231

  Subject matter experts are often scientists, coders, founders, or salespeople who never planned to live on camera or spend their days writing, yet the revenue team still needs their stories. On Scrappy ABM, host Mason Cosby and Phil Pilalas, content strategist at Scrappy ABM, get practical about how to create content with people who don’t think of themselves as “content people.”ㅤPhil walks through how to get buy-in by generating passion and giving confidence, starting from an environment that already feels natural to the founder or SME. They talk about simple ways to record real conversations, give SMEs a strong hand in review, and place each piece of content at the right point in the progression model. From faces associated with brands to “something is better than nothing,” this conversation shows how 30 minutes a week or an hour a month can turn SME time into subject matter expert content that actually moves accounts forward.ㅤ👤 Guest BioPhil Pilalas is a content strategist at Scrappy ABM who helps subject matter experts document why they do the thing, why they want to do the thing, and why it matters. He produces podcasts, creates micro content, and supports social media so ideas are presented in an efficient, confident way. Phil focuses on giving founders and SMEs a natural venue to talk, helping them feel comfortable on camera, and building a regular cadence of subject matter expert content. He is pretty regular on LinkedIn and points people there to find him.ㅤ📌 What We CoverWhy getting buy-in from subject matter experts is “a big deal,” and why it starts with generating passion and giving confidence around a specific problem, product, or solution.How to find the natural setting where a founder or SME already opens up—one-on-one, a small room, or a simple back-and-forth—and then figure out how to record it without throwing them onstage before they’re ready.The role of clear expectations: what the content will look like, how it will sound, the purpose of it, and how a strong approval process keeps SMEs from being surprised when someone says, “Hey, I saw you on LinkedIn.”Expectation versus reality in content quality, and why “a couple of people sitting in an office having a conversation” is often good enough compared to heavily produced, studio-style content.How SME content fits in an account progression model: founder energy at the top of the funnel, technical depth and numbers at the lower, more meaningful engagement parts of the progression.Why it matters to have faces associated with brands—because there is no building sitting on a Zoom call, only human beings with eyes, words, and passion about the problem they want to solve.Practical time expectations: 30 minutes a week or an hour a month of recording can fuel a full month of micro content when paired with production, outlines, and a focused theme.Messy but real ways to communicate success: podcast growth, opportunities where people say they heard the show, DMs from peers, and correlations between regular SME content, engagement, and pipeline.ㅤResources:Phil Pilalas on LinkedIn: Phil is pretty regular on LinkedIn; he tells listeners to look for...

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• Don’t Get Blacklisted by the C-Suite: Start Small and Come with Value (with Yadin Porter de León from Heroku) | Ep. 230

  Scrappy ABM brings together host Mason Cosby and Yadin Porter de León, Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce, to talk about going straight to the top of your target accounts without getting blacklisted.ㅤInstead of getting stuck in email blasts and third-party events that promise “rubbing elbows” with executives, Yadin shares a high-level framework that starts small with relationships your own C-suite already has, then builds proof points through web stories, webinars, podcasts, and thought leadership videos. The conversation walks through going top down from your CEO and bottoms up from directors and senior managers, doing the hard “eat your vegetables” work of segmentation, and mapping LinkedIn so you make it easy for leaders to say yes.ㅤThrough stories from Angel Med Flight, JetBlue, GE Healthcare, NASA Jet Propulsion Labs, Wells Fargo, Michael Dell, and a seven-figure deal, Mason and Yadin show how time and trust, podcasts, and truly helping individuals with their own goals can turn a focused ABM program into a powerful path to the C-suite.ㅤ👤 Guest BioYadin Porter de León is the Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce. He has built ABM programs in multiple organizations, including smaller companies and large brands, and has engaged C-suite leaders such as the CIO of GE Healthcare, the CIO of NASA Jet Propulsion Labs, the CIO of Angel Med Flight, the new CIO at JetBlue, and senior leaders at Wells Fargo, along with conversations that include Michael Dell. Through podcasts, virtual events, and thought leadership videos, he focuses on making executives look good, delivering value to them as individuals, and creating proof points that help highly focused teams reach their most important accounts.ㅤ📌 What We CoverWhy so many smaller companies feel frustrated when email blasts and third-party events fail to spark any response from the C-suite—and why “don’t be discouraged” matters.How to “start small” by finding C-suite peers who are already “bosom buddies” with your CEO or CTO, and turn a simple web story or webinar into a powerful proof point.Using your own C-suite’s LinkedIn connections plus account reps’ insights to identify specific executives, line up warm intros, and make it easy for leaders to say yes.Combining top-down and bottoms-up ABM: working with your company’s executives while also delivering value to directors and senior managers inside target accounts.Treating segmentation and ABM list building as the “eat your vegetables” work that makes it possible to attack a CIO, CEO, or CMO from both sides with focus.Real stories of value: a 45-minute podcast with the CIO of Angel Med Flight that led to a virtual event, a news story, an influential innovators list, and a thought leadership video with a Wells Fargo SVP that helped close a seven-figure deal even though it never went live.Why helping individuals switch industries, elevate their brand, or grow an audience often matters more than a gift card—and how that mindset builds long-term trust.Mason’s example of following CROs as they switch jobs, helping them land their next gig, and then being brought in to develop their new sales...

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