This is a podcast episode titled, One-to-Many ABM that Doesn’t Burn Cash (with Natalie Marcotullio) | Ep. 205. The summary for this episode is: <p>Scrappy ABM brings together <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> and <a href="https://www.linkedin.com/in/natalie-marcotullio/" rel="noopener noreferrer" target="_blank">Natalie Marcotullio</a> for a conversation that keeps ABM grounded in practice: build <strong>hyper-specific verticals</strong>, show buyers their future state with <strong>interactive demos</strong>, and measure success on <strong>pipeline</strong>.</p><p>ㅤ</p><p>Natalie, Head of Growth and Product Marketing at <a href="https://www.navattic.com/" rel="noopener noreferrer" target="_blank">Navattic</a>, explains why one-to-many ABM works best when the product is visual and prospects can say, <em>“suddenly it clicks.”</em> From narrowing beyond G2 categories to stacking signals across <strong>LinkedIn ads</strong>, <strong>Slack alerts</strong>, and <strong>PLG activity</strong>, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.</p><p>ㅤ</p><h1>👤 Guest Bio</h1><p><a href="https://www.linkedin.com/in/natalie-marcotullio/" rel="noopener noreferrer" target="_blank">Natalie Marcotullio</a> is Head of Growth and Product Marketing at <a href="https://www.navattic.com/" rel="noopener noreferrer" target="_blank">Navattic</a>. She also co-hosts <em>Revenue on the Rocks</em> with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.</p><p>ㅤ</p><h1>📌 What We Cover</h1><ul><li>Why <strong>one-to-many ABM</strong> fits when ACVs don’t justify one-to-one</li><li>Going beyond <strong>G2 categories</strong> to find hyper-specific sub-verticals</li><li>Tools like <strong>Apollo lookalike features</strong> and <strong>Oceans IIO</strong> for niche targeting</li><li>Mapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programs</li><li>The role of <strong>interactive demos</strong> in mid-funnel engagement</li><li>Stacking and consolidating <strong>signals</strong> through Koala and Slack alerts</li><li>Measuring everything against <strong>pipeline</strong>, not just demo engagement</li><li>Standardizing processes with sales to avoid wasted spend and list churn</li></ul><p>ㅤ</p><h1>🔗 Resources Mentioned</h1><ul><li><a href="https://www.navattic.com/" rel="noopener noreferrer" target="_blank">Navattic</a> — Interactive demo platform</li><li>Koala — Signal aggregation platform</li><li>Apollo — Lookalike and targeting tool</li><li>Oceans IIO (mentioned as niche targeting tool)</li><li>Cyber Marketing Con &amp; Cyber Marketing Society (events referenced)</li><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.</li><li>Connect with <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</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>