Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.

Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practical steps they took to operationalize and scale a high-touch program. If you’ve been waiting for the perfect setup to launch ABM—this is your permission to go now.

👤 Guest Bio

Lorena Garcia is the Senior Vice President of Marketing at FranConnect, a platform powering franchise and multi-location business growth. She leads a metrics-driven marketing team focused on customer experience, sales partnership, and scalable ABM execution.

📌 What We Cover

• Why Lorena starts with a “customer perspective lock-in” before any marketing execution
• How FranConnect uses public growth signals and industry intent data to prioritize accounts
• What makes their Salesforce dashboard a true account experience engine
• The importance of a personalized PathFactory experience for each brand
• Why you should build playbooks with SDRs and sales—not just hand them off
• The one mistake marketers make when targeting C-levels too early
• How her team runs 70% complete rollouts and refines with sales feedback
• Why “fax over feelings” and daily reporting create true accountability
• How she thinks about metrics beyond the inbound/outbound divide
• The underestimated power of beta testing with friendlies and customers

🔗 Resources Mentioned

• FranConnect
• PathFactory
• Lorena Garcia on LinkedIn
• Scrappy ABM Podcast
• 🔗 Scrappy ABM: Visit for more ABM tips and strategies.
• 🔗 Connect with Mason Cosby on LinkedIn for a conversation about ABM.

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