This is a podcast episode titled, Scale things that don’t scale (with Sidney Waterfall from Open Brand) | Ep. 215. The summary for this episode is: <p>Scrappy ABM brings <strong>practical playbooks</strong> without breaking the bank as <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank"><strong>Mason Cosby</strong></a> digs in with <a href="https://www.linkedin.com/in/sidneywaterfall/" rel="noopener noreferrer" target="_blank"><strong>Sidney Waterfall</strong></a> from <a href="http://www.openbrand.com/" rel="noopener noreferrer" target="_blank"><strong>Open Brand</strong></a>. The conversation opens on <strong>poor targeting</strong>—often the reason ABM fails—and moves straight into a <strong>vertical specific</strong> motion with <strong>ABM</strong>, <strong>high touch</strong>, and a <strong>land and expand</strong> play. Sidney shares how using <strong>product data</strong> as a “<strong>cheat code</strong>” helped build and <strong>tier</strong> a thousand-account list—<strong>Premier ~38</strong> and <strong>Tier 1 ~100</strong>—guided by <strong>category</strong>, <strong>product and data coverage</strong>, <strong>revenue potential</strong>, <strong>white space</strong>, and <strong>churn and retention</strong> signals.</p><p>ㅤ</p><p>The team <strong>audits</strong> the list, <strong>checks in</strong> every <strong>six months</strong>, and adapts to <strong>the economy</strong>, <strong>overseas production</strong>, and <strong>renewals</strong>. On engagement, they start <strong>simple and clean</strong> with <strong>LinkedIn</strong> and <strong>outbound</strong>, validate that the audience is there, and test <strong>problem</strong> content, <strong>helpful how-to</strong>, and <strong>industry data and insights</strong>. Measurement focuses on <strong>hand raisers</strong>, <strong>target account website engagement</strong>, and a single <strong>meeting goal</strong> across the org—<strong>brand vs. demand</strong> connected in one ecosystem.</p><p>ㅤ</p><h1>👤 Guest Bio</h1><p><a href="https://www.linkedin.com/in/sidneywaterfall/" rel="noopener noreferrer" target="_blank"><strong>Sidney Waterfall</strong></a> is the <strong>VP of Marketing</strong> over at <strong>Open Brand</strong>. She’s <strong>pumped up</strong>, focused on a <strong>high touch</strong> ABM motion with <strong>land and expand</strong>, and actively connects with the <strong>target account list</strong> on <strong>LinkedIn</strong>. She also mentions a <strong>substack</strong> (“gone to the wayside… maybe I’ll resurrect it”). <a href="https://www.linkedin.com/in/sidneywaterfall/" rel="noopener noreferrer" target="_blank">Find her on LinkedIn and <strong>shoot her a DM</strong>.</a></p><p>ㅤ</p><h1>📌 What We Cover</h1><ul><li>Why <strong>poor targeting</strong> breaks ABM and how to <strong>identify the specific best customer</strong></li><li>Building a <strong>thousand-account</strong> list with <strong>product data</strong> you “can’t really argue with”</li><li><strong>Tiering</strong> by <strong>category</strong>, <strong>product and data coverage</strong>, <strong>white space</strong>, and <strong>retention/churn</strong></li><li><strong>Six to eight weeks</strong> to nail the list; <strong>Premier ~38</strong>, <strong>Tier 1 ~100</strong>; investing by <strong>tiers</strong></li><li><strong>Quarterly/6-month check-ins</strong>: adjusting for <strong>economy</strong>, <strong>overseas production</strong>, <strong>renewals</strong></li><li>Starting <strong>simple and clean</strong> on channels: <strong>LinkedIn</strong> + <strong>outbound</strong>; validating audience reach</li><li>Three content pillars: <strong>problem</strong> (product awareness), <strong>helpful how-to</strong>, <strong>industry data and insights</strong></li><li>Messaging focus: <strong>one core thing</strong>, in <strong>their terms</strong>, and <strong>simplify</strong></li><li>Measuring <strong>brand vs. demand</strong>: <strong>hand raisers</strong>, <strong>target account website engagement</strong>, <strong>one meeting goal</strong></li><li><strong>Outbound deliverability</strong> surprises, <strong>video outreach</strong>, <strong>phone heavy</strong> touches, and <strong>multi-touch sequences</strong></li><li>Doing <strong>things that don’t scale</strong>, then exploring <strong>AI</strong> and <strong>workflows</strong> to scale (with real training)</li></ul><p>ㅤ</p><h1>🔗 Resources Mentioned</h1><ul><li><strong>Vector</strong> — “I need to know what’s going on our website for every target account at the contact level.”</li><li><strong>HubSpot lead object</strong> — used for <strong>sales triggers</strong>, <strong>sequenced</strong>, <strong>scored leads</strong>, and <strong>hand raisers</strong></li><li><strong>LinkedIn</strong> — audience validation, <strong>CEO</strong> activity, and <strong>DM</strong> Sidney</li><li><a href="http://www.openbrand.com/" rel="noopener noreferrer" target="_blank"><strong>Open Brand</strong></a></li><li><a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank"><strong>Scrappy ABM:</strong></a> Visit for more ABM tips and strategies.</li><li><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank"><strong>Connect with Mason on LinkedIn</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 Scrappy ABM podcast for more expert discussions. 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