The Old Way vs The Right Way | Ep. 204

This is a podcast episode titled, The Old Way vs The Right Way | Ep. 204. The summary for this episode is: <p>A slightly provocative title sets the tone: <strong>the old way versus the right way</strong>. On <a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank"><strong>Scrappy ABM</strong></a>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank"><strong>Mason Cosby</strong></a> brings together leaders who’ve <strong>been in the belly of the beast</strong>—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: <strong>a B2B revenue strategy</strong> that <strong>aligns marketing, sales, customer success, and rev ops</strong> around <strong>a shared target account list</strong> that reflects <strong>best customers</strong>, with <strong>data-driven decision making</strong>.</p><p><br></p><p>From <strong>pre-COVID tool stacks</strong> (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads) to <strong>unbundled, signal-driven programs</strong>, the group contrasts <strong>platform-led</strong> decisions with <strong>strategy-first</strong> programs. Costs spiraled—<strong>$200k+ in tools</strong> and <strong>team lift</strong> pushing some stacks to <strong>$910k</strong>—while teams chased <strong>account-level intent</strong> that often <strong>came from one contact</strong> or <strong>disappeared inside the ICP filter</strong>. Today’s shift centers on <strong>signals, precision, and orchestration</strong>: pick the <strong>right accounts</strong>, design <strong>plays around triggers</strong>, <strong>personalize experiences</strong>, and <strong>measure contribution</strong>, not just <strong>source</strong>. The takeaway: <strong>get the foundations right</strong>, then add tech that <strong>plays nicely together</strong>.</p><p><br></p><p>👤 <strong>Guest Bios</strong></p><ul><li><a href="https://www.linkedin.com/in/amber-bogie/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank"><strong>Amber Bogie</strong></a> — <strong>Director of Global UCC Marketing at GoTo Technologies</strong>. Long-time ABM practitioner who has <strong>seen changes, trends, and disasters</strong>, built programs with <strong>Terminus</strong> and <strong>Uberflip/PathFactory</strong>, and calls for <strong>data-driven decision making</strong> and <strong>realistic goals</strong> with leadership.</li><li><a href="https://www.linkedin.com/in/jesscook-contentmarketing/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank"><strong>Jess Cook</strong></a> — <strong>Head of Marketing at Vector</strong>, a <strong>contact-based marketing platform</strong>. Background in <strong>copywriting, creative direction, and content</strong>; highlights <strong>signals</strong> and the <strong>contact-level</strong> reality behind account intent, plus <strong>ads audiences</strong> built from <strong>website and competitive research signals</strong>. Also hosts <strong>“This Meeting Could Have Been a Podcast”</strong> with CEO Josh.</li><li><a href="https://www.linkedin.com/in/peter-lorenco/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank"><strong>Pete Lorenco</strong></a> — <strong>Leads Growth Marketing at Flexera</strong> (field, partner, and ABM campaigns). Has worked in <strong>enterprise and startup</strong>, made <strong>“every mistake…5,000 times,”</strong> and now pushes <strong>strategy first</strong>, <strong>signals and plays</strong>, <strong>personalization</strong>, and <strong>measurement</strong> beyond <strong>sourced attribution</strong>.</li></ul><p><br></p><p>📌 <strong>What We Cover</strong></p><ul><li>A <strong>working definition of ABM</strong>: <strong>B2B revenue strategy</strong> aligning <strong>marketing, sales, customer success, and rev ops</strong> on <strong>shared best-customer accounts</strong> with <strong>data-driven decision making</strong>.</li><li><strong>Pre-COVID stacks</strong> that shaped early programs: <strong>Engagio→Demandbase</strong>, <strong>Terminus</strong> display, <strong>Uberflip/PathFactory</strong> for content, <strong>Marketo/Salesforce</strong>, <strong>LinkedIn Campaign Manager</strong>, <strong>Google Ads</strong>, <strong>direct mail</strong> (manual to sending platforms).</li><li>Why it got <strong>so expensive</strong>: platform <strong>black boxes</strong>, <strong>novel data</strong>, <strong>“full-suite” promises</strong>, and the conflation of <strong>tool = strategy</strong>, plus <strong>team cost</strong> on top of licenses (examples up to <strong>$910k</strong>).</li><li>The <strong>signal reality</strong>: <strong>half</strong> of account intent from <strong>one contact</strong>; <strong>~90%</strong> of account intent <strong>drops</strong> when filtered to <strong>ICP</strong>—so <strong>who</strong> is the contact and <strong>what</strong> is the next play?</li><li>Moving from <strong>mass outreach</strong> to <strong>precision demand</strong>: <strong>triggers</strong>, <strong>plays</strong>, <strong>personalized experiences</strong>, and <strong>orchestration</strong> across channels.</li><li><strong>Measurement that leadership buys</strong>: beyond <strong>marketing-sourced</strong> to <strong>contribution to all pipeline</strong>, showing <strong>touchpoints</strong>, <strong>buyer journeys</strong>, and <strong>education</strong> for long cycles.</li><li><strong>Unbundled ABM</strong> in practice: add tools that <strong>do a few things exceptionally well</strong>, <strong>integrate</strong>, and <strong>support the strategy</strong>, not the other way around.</li><li><strong>Foundations and fit</strong>: <strong>who to invite to the party</strong>, <strong>how to identify them</strong>, and <strong>when ABM isn’t a fit</strong> (see episode 149).</li></ul><p><br></p><p>🔗 <strong>Resources Mentioned</strong></p><ul><li><strong>Platforms/Tools</strong>: Engagio (now part of Demandbase), Demandbase, Terminus, Uberflip, PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads, Outreach, Salesloft, Six Sense, User Gems, Vector, Clay, ZoomInfo, Bombora, HD Insights, Full Circle, Writer, Alice, Sendoso, Reachdesk, CMO Coffee Talk (Slack community), Netflix (content analogy).</li><li><strong>Shows/Episodes</strong>: <strong>Scrappy ABM</strong> episode <strong>149</strong> (who’s <strong>not</strong> a fit for ABM).</li><li><strong>People</strong>: <a href="https://www.linkedin.com/in/amber-bogie/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Amber Bogie</a>, <a href="https://www.linkedin.com/in/jesscook-contentmarketing/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Jess Cook</a>, <a href="https://www.linkedin.com/in/peter-lorenco/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank">Pete Lorenco</a>, <strong>Josh</strong> (Vector CEO on the podcast with Jess), <strong>Sangram</strong> (introduction mentioned), <strong>Sam Ney</strong> (community reference).</li><li><a href="https://scrappyabm.com/" rel="noopener noreferrer" target="_blank"><strong>Scrappy ABM</strong></a><strong>:</strong> Visit for more ABM tips and strategies. (Link <strong>ScrappyABM.com</strong>)</li><li><a href="https://www.linkedin.com/in/masoncosby/?utm_source=chatgpt.com" rel="noopener noreferrer" target="_blank"><strong>Connect with Mason on LinkedIn</strong></a> for a conversation about ABM</li></ul><p><br></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. Don’t forget to leave a review and share this episode with your team or fellow marketers!</p>