In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM program submitted by a newsletter subscriber named Melissa, focused on brand tracking services for banks and health insurers. Mason analyzes the current funnel strategy and offers scrappy, actionable tweaks to drive deeper engagement and move stuck accounts forward.

Best Moments:

(00:33) Breaking down Melissa’s ABM program targeting banks and health insurers

(01:00) Ideal customer profile: $1B–$20B financial and healthcare institutions

(01:14) How brand resilience tracking fits into a strategic ABM motion

(01:41) Review of current tactics: LinkedIn, syndication, and email nurtures

(01:56) Why retargeting ads may be a better use of budget

(03:04) The impact of industry-specific landing pages on conversion

(03:38) Ungating demo content to accelerate pipeline progression

(04:34) Introducing a missing “meaningful engagement” stage in the funnel

(06:15) Rethinking messaging: benefits vs. pain points

(08:27) Recap: reengagement, personalization, and messaging refinements