Scrappy ABM host Mason Cosby welcomes Alexander Goodwin, Director of Demand Generation at Fingerprint, to unpack the early success of his one-to-one ABM pilot. Within just a few months—and a fast, scrappy launch—Alex was able to generate early wins, create sales alignment, and secure executive buy-in for a scaled version two of the program.

Alexander shares how starting with a small cohort of 20 high-profit, previously engaged accounts made it easier to prove quick value. He also breaks down his simple segmentation model, how he templated landing pages in HubSpot, and how embedding rep-recorded videos made the experience feel personal and relevant. Throughout the episode, Mason and Alex highlight the importance of clarity in account planning, shared measurement models, and practical ways to prioritize accounts that drive real revenue—not just clicks.

👤 Guest Bio

Alexander Goodwin is the Director of Demand Generation at Fingerprint, where he leads the development of one-to-one ABM strategies for enterprise growth. With a background in PLG motion and a sharp focus on profitability and ICP fit, Alex has quickly scaled ABM efforts that bridge the gap between sales and marketing.

📌 What We Cover

• Why Fingerprint shifted from PLG to enterprise-focused one-to-one ABM
• How Alex used historical ICP revenue and retention data to guide account selection
• The first segmentation model: cold vs. warm accounts based on sales engagement and website activity
• Building a four-stage account progression model focused on value drivers, use cases, validation, and multi-threading
• How templated HubSpot pages, lightweight personalization, and rep-recorded videos powered rapid launch
• Metrics that matter: using MQA stage, pipeline conversion rates, and enrolled vs. unenrolled cohort tracking
• Why early sales wins and small pilot cohorts are critical for scaling ABM
• Lessons learned: defining next-stage resource needs and aligning with RevOps on measurement

🔗 Resources Mentioned

• Fingerprint
• HubSpot CMS
• LinkedIn video ads
• Salesforce
• ITSMA ABM benchmarks
• Alexander Goodwin on LinkedIn

Resources:

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