This is a podcast episode titled, B2G ABM: “Webinars Are Completely Bottom of Funnel” (with Michelle Hanley) | Ep. 221. The summary for this episode is: <p>Scrappy ABM brings a focused look at business to government—<strong>B2G in the context of an ABM program</strong>. Host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank"><strong>Mason Cosby</strong></a> sits down with <a href="https://www.linkedin.com/in/hanleymichelle/" rel="noopener noreferrer" target="_blank"><strong>Michelle Hanley</strong></a> to map the nuances of <strong>payment processing for governments</strong> across <strong>state and local</strong>. With a <strong>finite group</strong> of agencies, shifting <strong>election cycles</strong>, and long <strong>six to 24-month</strong> timelines, buying groups change and <strong>risk aversion is real</strong>. Michelle lays out a play that flips “normal B2B” on its head: <strong>events</strong> to meet new people and get contacts, <strong>email</strong> as the day-to-day touchpoint, and <strong>webinars that are completely bottom of funnel</strong>—often a <strong>sniff test</strong> for open opportunities. Listen for practical talk on <strong>RFPs</strong>, <strong>contact harvest</strong>, <strong>segmentation by state or city</strong>, <strong>stage one opportunities</strong>, and why “<strong>if it ain’t broke, don’t fix it</strong>” still shapes adoption—while teams have to <strong>get scrappy</strong> with budget.</p><p>ㅤ</p><h1>👤 Guest Bio</h1><p><a href="https://www.linkedin.com/in/hanleymichelle/" rel="noopener noreferrer" target="_blank"><strong>Michelle Hanley</strong></a> is the <strong>Senior Manager of Demand Gen</strong> at <strong>PayIt</strong>, focused on <strong>payment processing for governments</strong> across <strong>state and local</strong>. She leads programs that rely on <strong>events, email, webinars</strong>, <strong>RFPs</strong>, and <strong>segmentation</strong> of buying groups—often by <strong>state</strong> or <strong>city</strong>—with timelines ranging from <strong>six to 24 months</strong>. Michelle highlights <strong>stage one opportunities</strong>, <strong>contact harvest</strong>, and <strong>attribution</strong> to guide spend.</p><p>ㅤ</p><h1>📌 What We Cover</h1><ul><li><strong>B2G ABM focus:</strong> <strong>state and local</strong>, a <strong>finite group</strong> of agencies, and elected roles that change <strong>every 2, 4, 6, 8 years</strong></li><li><strong>Buying signals &amp; timelines:</strong> <strong>RFPs</strong>, <strong>six to 18 months</strong> locally, <strong>18 to 24 months</strong> at the state level</li><li><strong>Channel mix that flips B2B:</strong> <strong>events</strong> to meet people and get contacts, <strong>email</strong> for nurtures and newsletters, <strong>webinars</strong> as <strong>bottom-of-funnel</strong></li><li><strong>“Sniff test” webinars:</strong> smaller registration but tied to <strong>open opportunities</strong> and real evaluation</li><li><strong>Paid as air cover:</strong> <strong>paid media</strong> for awareness; <strong>content syndication</strong> for <strong>contact harvest</strong> into <strong>lead scoring</strong> and nurtures</li><li><strong>Segmentation reality:</strong> agencies like <strong>DMV, finance, IT</strong>; <strong>buying groups differ by state and city</strong></li><li><strong>Success metrics in motion:</strong> <strong>stage one opportunities</strong>, <strong>the right people</strong> in system, <strong>events with the right audiences</strong>, and <strong>relationship expansion</strong> within accounts</li><li><strong>Budget constraints:</strong> fewer campaigns, bigger impact; <strong>get scrappy</strong> and point dollars to <strong>events and webinars</strong> with attribution</li><li><strong>Mindsets in government:</strong> <strong>risk aversion</strong>, <strong>legacy systems</strong>, and “<strong>if it ain’t broke, don’t fix it</strong>”—while newer officials expect <strong>credit card online</strong> and digital</li></ul><p>ㅤ</p><h1>🔗 Resources Mentioned</h1><ul><li><strong>BigMarker</strong> (webinar platform)</li><li><strong>Marketo</strong> (automation platform)</li><li><strong>Salesforce</strong> (CRM)</li><li><strong>Groove</strong> (BDR outreach; “a Clary program”)</li><li><strong>Outreach</strong> — <a href="https://outreach.io/" rel="noopener noreferrer" target="_blank"><strong>outreach.io</strong></a></li><li><strong>SalesLoft</strong></li><li><strong>CaliberMind</strong> (attribution)</li><li><strong>LinkedIn</strong> (contact and community)</li><li><strong>City of Atlanta</strong> — <strong>cityofatlanta.com</strong></li><li><a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank">Scrappy ABM: Visit for more ABM tips and strategies.</a></li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn for a conversation about ABM</a></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 Scrappy ABM podcast for more expert discussions. 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