This is a podcast episode titled, Guide Buyers Through Their Own Funnel (with Steven Tripp) | Ep. 217. The summary for this episode is: <p>Scrappy ABM spotlights practical playbooks that don’t break the bank, and <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> welcomes <a href="https://www.linkedin.com/in/steventripp/" rel="noopener noreferrer" target="_blank">Steven Tripp</a> to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the <strong>right accounts</strong>, prioritize <strong>first-party engagement data</strong>, and <strong>be brave</strong> enough to let buyers <strong>pull themselves through their own funnel</strong>. He lays out how a <strong>100% inbound</strong> motion can evolve without jumping back on the <strong>expensive ad hamster wheel</strong>, why de-anonymizing late works when <strong>HubSpot</strong> lights up, and how <strong>ungating</strong> content led to a <strong>5x traffic</strong> jump. You’ll hear the SAP “sunset” story—<strong>one search a month, one perfect lead</strong>—and how a matrixed buyer’s-journey approach ensures the right content shows up on <strong>Google</strong> and <strong>YouTube</strong> at every point. The punchline: marketing’s “product” isn’t leads—it’s <strong>SQAs</strong>—and alignment gets real when teams listen, act on <strong>behavioral signals</strong>, and measure what sales actually values.</p><p>ㅤ</p><h1>👤 Guest Bio</h1><p><a href="https://www.linkedin.com/in/steventripp/" rel="noopener noreferrer" target="_blank">Steven Tripp</a> is the marketing director at Wynne Systems. A full-funnel marketer who “went back to sales roots,” Steven prioritizes <strong>first-party engagement</strong>, <strong>behavioral signals</strong>, and building a <strong>content flywheel</strong> over ads. He champions <strong>ungated</strong> content, content mapped to every step of the <strong>buyer’s journey</strong>, and measuring marketing on <strong>SQAs</strong> with high intent and close rates. Connect with <a href="https://www.linkedin.com/in/steventripp/" rel="noopener noreferrer" target="_blank">Steven Tripp</a> on LinkedIn.</p><p>ㅤ</p><h1>📌 What We Cover</h1><ul><li>Building the account list with <strong>Apollo</strong>, custom scoring, and piping it back into <strong>Salesforce</strong> so “we know what the world looks like.”</li><li>Prioritizing by <strong>first-party engagement data</strong> (not third-party “intent”) and actioning behavior on your own content.</li><li>Operating as <strong>100% inbound</strong> today—and why a transition to support <strong>outbound</strong> helps AEs progress deals.</li><li>The <strong>SAP</strong> “sunset” example: write the article nobody else has; <strong>one search a month → one right lead</strong> in enterprise.</li><li>Creating a culture of <strong>listening</strong> to prospects, customers, and your own team to surface <strong>unique data</strong> competitors don’t have.</li><li>Treating <strong>Google</strong> as #1 and <strong>YouTube</strong> as #2 search engines; publishing content for <strong>every point</strong> in the buyer’s journey.</li><li><strong>Ungating</strong> content and letting buyers move through <strong>their</strong> funnel; the immediate <strong>5x traffic</strong> lift.</li><li>Seeing months of anonymous research, then <strong>de-anonymizing in HubSpot</strong> when someone finally raises their hand.</li><li>Defining marketing’s “product” as <strong>SQAs</strong>, not leads; measuring like an outsourced provider that must prove value.</li><li>Moving from the <strong>ad hamster wheel</strong> to the <strong>content flywheel</strong>; “be brave—and be right” to win leadership buy-in.</li></ul><p>ㅤ</p><h1>🔗 Resources Mentioned</h1><ul><li>Apollo</li><li>Salesforce</li><li>SAP</li><li>HubSpot</li><li><em>Courageous Marketing</em> (“UDI wrote a book, called Courageous Marketing”)</li><li><strong>Scrappy ABM:</strong> Visit for more ABM tips and strategies. (ScrappyABM.com)</li><li><strong>Connect with </strong><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank"><strong>Mason Cosby</strong></a> for a conversation about ABM</li></ul><p>ㅤ</p><p>If you enjoyed today’s episode and found valuable insights for your business, be sure to subscribe to the <strong>Scrappy ABM</strong> podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!</p>