Account Based Beverages

Join Jim and Mason on Thursday, November 13th, for Scrappy ABM's next ABM in a Day Workshop so that you can walk away with a personalized 6-month roadmap for your team’s ABM effort. 

In the past 12 months, 30+ companies finally got ABM right following The Scrappy ABM Process. This free, day-long workshop is specifically designed to hand you that exact same playbook and address the 3 biggest pain points teams are sharing with us: 

• “We’re not even close to ready for ABM…”
• “We don’t have budget…”
• “We don’t have the time to do it all…”

If any of those points resonate, you’re in luck! This workshop address all of them — in a single day. You don't need another generic breakdown. You need a roadmap designed for you. If you'd like to leave with plan for ABM AND a dramatically different outlook on the rest of 2025, visit scrappyabm.com/workshop to save your seat.

Car washing is a century-old business, but memberships are just a decade in the making. That shift has created new opportunities — and new challenges — for operators.

In this episode of Account-Based Beverages, host Jim Gilkey sits down with Braxton McKee, Senior Content Marketing Manager at Rinsed. Braxton brings a unique perspective: he grew up in the car wash industry, led CRM and incremental revenue for a 150-location operator, and was a Rinsed customer for years before joining the team.

From speaking the operator’s language to connecting white-collar tools with blue-collar realities, Braxton shares how empathy, strategy, and winbacks fuel account-based growth.

Guest Bio

• Braxton McKee is Senior Content Marketing Manager at Rinsed, helping turn 3,500+ car washes into subscription and loyalty machines. With deep roots in the car wash industry, he grew from the pit to leading CRM and incremental revenue for a 150-location operator before joining Rinsed. Today, he helps bridge technology and operations by speaking the operator’s language and enabling customers with empathy. Connect with him on LinkedIn.

What We Cover

• Why speaking the operator’s language beats pushing features
• How empathy drives enablement in tough industries
• Bridging the gap between white-collar tools and blue-collar realities
• The role of strategic accounts and multi-site operators in growth
• Why churned customers are still full of opportunity
• The surprising stat: 54% of churned members still wash at the same wash
• How winbacks restore the original customer story

Resources Mentioned

• Rinsed
• Scrappy ABM free ABM in a day workshop

Ignore the elephant in the room, and you lose control of the story. That’s the point Marichka Onyshchenko drives home in this sharp conversation with host Jim Gilkey. Competition isn’t something to sidestep. It’s a chance to own your narrative, prove expertise, and build trust. Marichka shares why “playing dirty” always backfires, how to focus on your true value proposition, and why buyers care less about flashy comparisons and more about confidence and credibility. She also breaks down how to handle the toughest competitor of all: the status quo. And Jim adds a reminder that your best messaging insights often come straight from customers who’ve switched from rivals. If you’re refining your messaging or facing crowded markets, this one’s packed with clarity you can act on today.

👤 Guest Bio

• Marichka Onyshchenko is a Ukrainian living in Belgium with a diverse professional background. She currently works in product marketing, bringing a sharp focus on honest messaging, competitive positioning, and building buyer trust.

📌 What We Cover

• Why you should never ignore the elephant in the room: competition
• How leading the conversation lets you control the narrative
• The danger of saying “we don’t have competitors”
• Why “playing dirty” in messaging is a losing strategy
• The Rolex vs. crab watch meme — and why comparisons like this miss the mark
• How to approach the toughest competitor: doing nothing
• Using insights from customers who switched from competitors
• Building trust by showing research, identifying gaps, and proving expertise

🔗 Resources Mentioned

• Scrappy ABM – Show sponsor, repeatable account-based plays
• Product Marketing Alliance

AI is everywhere — even powering toothbrush ads. But in a world obsessed with automation, it’s easy to forget what actually drives B2B growth: people. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Joe Pettit, Director at Bora, a cybersecurity marketing agency built on human-to-human connection. Joe shares why people are buying from people, not organizations, and how genuine relationships fuel long-term business growth. From building trust that lasts even after a prospect changes companies, to creating content rooted in real conversations instead of generic AI outputs, Joe shows why listening and communication still matter most.

👤 Guest Bio

• Joe Pettit is Director at Bora, a cybersecurity marketing agency specializing in content creation, sales lead generation, and social media management. Focused on human-to-human connection, Joe emphasizes the power of relationships, listening, and communication to drive growth in the cybersecurity space.

📌 What We Cover

• Why “people buy from people” is more important than ever in B2B
• How AI-driven content often falls short without human critical thinking
• The role of strong account managers, writers, and project managers in scaling an agency
• Why referrals and long-term relationships outperform outbound campaigns
• Listening as a growth strategy: understanding client needs before offering solutions
• How talking to engineers, sales teams, and experts generates unique, valuable content
• The risks of over-relying on tools like ChatGPT without human verification
• Why human connection ensures clients think of you when they’re back in market

🔗 Resources Mentioned

• Bora – Cybersecurity Marketing

What not to do when launching an ABM program? Jim Gilkey sits down with Nakul Shetty, a self-described wannabe motorcycle racer turned accidental marketer, to share hard-won lessons from doing ABM the wrong way.

From chasing alignment across teams to questioning expensive platforms, Nakul reveals the pitfalls that drain time, budget, and focus. He explains why LinkedIn should be treated like a billboard—not a form-fill machine—and why website visits don’t always equal interest.

If you’re running in circles with tools, tactics, and campaigns, Nakul’s advice is clear: slow down, get your ICP right, and build a strategy before pouring money into tech. This episode is a candid look at the ABM missteps you can avoid to save budget and accelerate future success.

👤 Guest Bio

• Nakul Shetty calls himself a wannabe motorcycle racer turned accidental marketer. With experience in growth and product marketing, Nakul has learned ABM through trial, error, and persistence. He shares practical lessons on alignment, ICP focus, and strategic discipline that help teams avoid costly missteps.

📌 What We Cover

• Why alignment across all teams is the first ABM hurdle
• The hidden risks of investing early in platforms like Terminus or Demandbase
• How to think about LinkedIn as a billboard, not a lead-gen form machine
• Why form fills and downloads aren’t delivering value anymore
• Smarter ways to experiment with lower-cost display ads
• The danger of overreacting to anonymous website visits
• Focusing on a clear ICP and niche before scaling campaigns
• Why slowing down at the start saves budget and accelerates later wins

🔗 Resources Mentioned

• Crossing the Chasm (book)
• Scrappy ABM

Your feedback loops—or lack of them—might be holding back your ABM program. Jim Gilkey sits down with Gigi Peccolo, a content and integrated marketing pro who’s helped companies like Autodesk source over $6M in pipeline from content-led campaigns.

Gigi calls out the silos between ABM, demand gen, product marketing, and content—and why content teams can’t just be “the ebook factory.” From outdated campaign assets still running in-market to content disconnected from sales stories, she shows how recurring collaboration with content is critical for ABM success.

Listeners will walk away with one clear action: set up stronger feedback loops so your content speaks the language of your customers and drives real growth.

👤 Guest Bio

• Gigi Peccolo is a content and integrated marketing professional with a track record of building campaigns that generate millions in pipeline for B2B SaaS companies. While at Autodesk, her content-led programs sourced over $6M in pipeline. She’s passionate about connecting content, sales, and ABM teams through stronger collaboration. Learn more at gigipeccolo.com.

📌 What We Cover

• Why ABM and content teams must create stronger feedback loops
• The danger of running outdated content in live ABM campaigns
• How silos between ABM, DG, product marketing, and content limit results
• Why content should be involved in strategy, not just production
• Using customer call recordings and FAQs to shape content that resonates
• The recurring meeting structure that keeps content aligned with sales and ABM

🔗 Resources Mentioned

• gigipeccolo.com

Automation makes things move faster — but only if you know how to use it. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Trisha Chhabra, a marketing manager who sits at the intersection of sales, ABM, and content strategy. Trisha shares why compartmentalizing the ABM pipeline and layering AI across each function is the key to growth. From scrapping manual work in data enrichment, to building AI-powered personalization at scale, to keeping sales and marketing aligned with smarter collaboration tools, she shows how technology can turn complexity into results. If you’ve struggled with segmentation, content, personalization, or reporting — this is your playbook for making ABM work smarter, not harder.

👤 Guest Bio

• Trisha Chhabra is a marketing leader with global experience running programs across multiple countries. She specializes in the crossroads of sales, ABM, and content strategy, and is a strong advocate for using technology to engage customers, bring teams together, and drive real growth.

📌 What We Cover

• Why compartmentalizing the ABM pipeline makes execution easier
• Cutting manual work with data enrichment tools
• Smarter segmentation with firmographics and technographics
• How AI engines learn your brand voice for better content
• AI-powered personalization that feels human
• The cost of poor sales and marketing alignment
• Using collaboration tools to keep teams on the same page
• Reporting insights that turn raw data into ROI

🔗 Resources Mentioned

• Scrappy ABM — show sponsor

Generating sales accepted opportunities doesn’t come from throwing a great party — it comes from turning events into part of a bigger sales story. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Victoria Tabares, a community builder and expert in AI marketing and events, to share her advice on how to run field marketing that actually moves pipeline. From pre-event targeting to airtight follow-up, Victoria breaks down how to personalize outreach, design experiences that deliver value and data, and arm sales with the insights they need to convert faster. If your events feel disconnected from revenue, this is the reset you’ve been waiting for.

👤 Guest Bio

• Victoria Tabares is an Estratega Creativa de Contenidos, Constructora de Comunidades y Experta en Marca y Eventos. With a background in startups and a focus on building meaningful communities, Victoria brings creativity and structure to event-driven ABM strategies. She also shares insights on her marketing TikTok account, PR by yours truly.

📌 What We Cover

• Why events should be treated as chapters in a sales story
• How to build a targeted pre-event list with sales
• Personalized invitations that stand out (video, LinkedIn, more)
• Designing event experiences that create both value and data
• The importance of fast, personalized post-event follow-up
• Giving sales the exact conversation insights they need to convert
• Why personalization is no longer about tokens like “Hi {FirstName}”

🔗 Resources Mentioned

• Scrappy ABM — show sponsor
• TikTok: PR by yours truly (Victoria’s event marketing content)

Jim Gilkey sits down with Jamal Layne, Account-Based Marketing Manager at Snowflake, to reveal the ABM basics that actually move pipeline. Jamal underscores rock-solid essentials: use firmographic and technographic data for laser-focused account selection, build segmentation that mirrors real-world buying groups, and connect with industry leaders on LinkedIn for fresh intent signals.

He explains why content must map directly to each buyer-journey stage—thought leadership to earn trust, case studies to speed deals—and how marketers should quarterback cross-functional teams “like killer whales,” keeping feedback loops open and optimizing on the fly. By sharing wins and engagement metrics with stakeholders, you keep everyone aligned on business outcomes. If you’re hungry to tighten your ABM game, Jamal’s playbook is a must-listen.

👤 Guest Bio

• Jamal Layne is an Account-Based Marketing Manager at Snowflake who blends account insights, intent data, and tight sales alignment to drive revenue. With deep experience in digital and account-based marketing, he specializes in clear segmentation, tailored content, and continuous optimization across the funnel.

📌 What We Cover

• Master the fundamentals: account selection, segmentation, and insights
• Leverage firmographic, technographic, and industry data to target effectively
• Spot intent by connecting with key industry principals on LinkedIn
• Align content to each buyer stage—trust-building thought leadership vs. deal-accelerating case studies
• Quarterback sales, marketing, and ops for a cohesive go-to-market strategy
• Keep an open feedback loop: refine tactics without ditching the whole plan
• Share engagement, revenue, and win data to prove impact and stay aligned
• Jamal’s account-based beverage pick: water—stay hydrated!

🔗 Resources Mentioned

• Scrappy ABM — scrappyabm.com/bev
• Jamal Layne
• Jim Gilkey

Trade shows are still a powerhouse for B2B marketing — but only if you get the strategy right. Jim Gilkey teams up with Aaron Thomas Smith, aka The Trade Show Booth Guy, to crack the code on turning trade shows from costly events into revenue drivers.

Aaron’s top advice? Stop treating trade shows as a “check the box” activity and start marrying physical presence with digital marketing channels like LinkedIn. He breaks down the three biggest mistakes companies make—from focusing on logistics before defining their why, to wasting expensive sales talent on booth setup. Instead, learn how to connect the dots between your goals and execution, so every show fuels qualified pipeline growth.

If you want actionable insights on maximizing your trade show investment and aligning it with your ABM efforts, this episode serves up clear, no-fluff guidance that cuts through the noise.

👤 Guest Bio

• Aaron Thomas Smith, known as The Trade Show Booth Guy, transforms B2B trade show investments from cost centers into revenue drivers by handling strategy and logistics so clients can focus on relationships. He brings nearly two decades of sales experience and a sharp eye for connecting physical events with digital marketing to boost ROI.

📌 What We Cover

• Why treating trade shows as “just another marketing channel” in the AI content age is a big mistake
• The power of integrating digital marketing (LinkedIn, ads) to drive booth traffic and qualified prospects
• Starting with the “why” behind your trade show investment before planning logistics like booth design
• Avoiding the pitfall of showing up to events where you only meet existing customers, not new prospects
• Why your top salespeople should focus on selling, not booth setup — and how to outsource logistics
• Real-world example of turning 50 random visitors into 200+ qualified prospects in a single show
• How to measure ROI through pre- and post-show account-based plays for better meeting outcomes

🔗 Resources Mentioned

• Scrappy ABM: scrappyabm.com/bev (show sponsor helping build repeatable ABM plays)
• Nimlok North: nimloknorth.com (trade show booth strategy and resources)
• Aaron Thomas Smith’s LinkedIn