This is a podcast episode titled, The ABM Cheat Code: ICP, Intent, and Iteration (with Christopher Collier from EHS Insight) | Ep. 175. The summary for this episode is: <p>Most ABM teams make one fatal mistake: they treat the strategy like it’s “set it and forget it.” But as <em>Scrappy ABM</em> host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.</p><p><br></p><p>Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and channels to the buyer’s journey. Plus, they’ve built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy.</p><p><br></p><p>If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook.</p><p><br></p><h1>👤 Guest Bio</h1><p><strong>Christopher Collier</strong> is the Vice President of Marketing at <a href="https://www.ehsinsight.com/" rel="noopener noreferrer" target="_blank">EHS Insight</a>, where he leads demand generation, operations, and digital strategy for their SaaS platform. With a strong background in private equity and B2B marketing, Christopher brings a data-driven, cross-functional approach to building revenue teams.</p><p><br></p><p>Connect with him on LinkedIn: <a href="https://www.linkedin.com/in/christopherleecollier/" rel="noopener noreferrer" target="_blank">linkedin.com/in/christopherleecollier</a></p><p><br></p><h1>📌 What We Cover</h1><ul><li>How EHS Insight refines ICP with quarterly reviews and biannual deep dives</li><li>Why aligning marketing, sales, product, and CS is essential for ICP accuracy</li><li>What it looks like to run programs only to accounts showing real intent</li><li>Why they audit channel performance down to closed-won revenue</li><li>How RevOps led the mapping of content to the buyer journey</li><li>The importance of ungated content—and what gets tracked instead</li><li>How video is becoming a key sales enablement priority</li><li>Why culture and leadership alignment make or break your ABM program</li><li>How they measure influence vs. source using Enrich + HubSpot</li><li>Building psychological safety to support risk-taking and learning from failure</li></ul><p><br></p><h1>🔗 Resources Mentioned</h1><ul><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason Cosby</a></li><li><a href="https://www.linkedin.com/in/christopherleecollier/" rel="noopener noreferrer" target="_blank">Connect with Christopher Collier</a></li><li><a href="https://www.ehsinsight.com/" rel="noopener noreferrer" target="_blank">EHS Insight</a></li><li><a href="https://www.enrich.io/" rel="noopener noreferrer" target="_blank">Enrich</a></li><li><em>Radical Candor</em> by Kim Scott</li><li><em>Crucial Conversations</em> by Patterson, Grenny, McMillan, and Switzler</li><li><a href="https://www.upnotch.com/" rel="noopener noreferrer" target="_blank">Upnotch</a> (mentorship platform)</li></ul><p><br></p><p><strong>Resources:</strong></p><p><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.</p><p><a href="https://www.linkedin.com/in/masoncosby" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn</a>: Start a conversation about ABM.</p><p>If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the <em>Scrappy ABM</em> podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!</p>