Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work.

This conversation unpacks how to narrow focus in global markets, identify the right accounts to pursue, and avoid overengineering your strategy. Amanda reveals how segmentation drives success, why starting with existing content accelerates results, and how aligning metrics to progression stages keeps programs on track. They also discuss common missteps like rushing the process or asking for meetings too early—and how to prevent them.

Listeners will walk away with specific ways to repurpose content, choose channels that matter, and measure what really proves ABM is working.

👤 Guest Bio

Amanda (Florez) Palmarchuk leads client strategy as Head of Strategy at Scrappy ABM. Known as “Chuk” to the team, she has guided successful ABM programs across global brands by focusing on segmentation, content alignment, and clear progression stages. Amanda thrives on helping organizations create meaningful connections with their target accounts.

📌 What We Cover

• Why segmentation is the foundation of a successful ABM program
• How to focus efforts when global brands want to “go after everyone”
• Choosing distribution channels that match audience behavior and engagement data
• Aligning content with progression stages to build relationships
• The importance of manual tracking and team communication for measuring social impact
• How to identify content gaps and prioritize net new creation
• Metrics that matter across awareness, engagement, and pipeline stages
• Common mistakes teams make, including rushing journeys and asking for meetings too soon

🔗 Resources Mentioned

• Hotjar – for tracking engagement and content performance
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

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!