Scrappy ABM

12/10/2025

We use sourcing firms for a lot of our roles.
But the 1 role we’ll never use a sourcing firm for is the ABM strategist role.

The only chance we're hiring a strategist is if they have engaged with Scrappy ABM content, or are referred in by someone we trust.

We do ABM in a specific way.

So even though there are lots of truly incredible experts that know ABM, they may not know how we do ABM.

And we’ve found that way of thinking is easiest qualified when people have already been engaging with our brand.

So if you’re reading this, you’re looking for a job, and you’ve been following a long for a while, we’re hiring a Strategist.

(Also a project manager, designer, and executive assistant).

Shoot us a DM if you’d like to learn more :)

11/26/2025

Every marketer deals with data blind spots.

And if you’re trying to build a case for your next idea, campaign, or even your 2026 budget, you need attribution clarity.

This problem ^ is exactly why my friends at Dreamdata worked to integrate LinkedIn company-level intelligence into all their dashboards.

In short, it adds a new layer to their analytics. So you have a more accurate picture of how LinkedIn actually drives revenue.

Because in budgeting season, we’re all striving to prove the full impact of our spend.

Things like:
Seeing the full journey by mapping every LinkedIn touchpoint (paid and organic) to show how LinkedIn influenced a deal.

Determining if your ICP accounts are interacting with you on LinkedIn

Building even more precise audiences using all your GTM data and syncing them directly to LinkedIn Ads.

Notifying your SDR and sales teams when a target account shows buying intent on LinkedIn.

We’re all out here trying to optimize and prove the impact of our work.

Big shoutout to Laura Erdem and the Dreamdata team for shining a light on our data blind spots during a crucial time of year for every marketing and sales leader.

Full report here →

This link will take you to a page that’s not on LinkedIn

11/12/2025

Every call.�Every ad impression.�Every custom piece of content.

They’re all an investment.

And if your target list is misaligned?

You’re pouring time and money into accounts that will never convert.

The key is targeting.

When you get it right, every effort compounds.
When you get it wrong, every effort feels like wasted energy.

Great strategy + bad targeting = failure.
Simple strategy + great targeting = results.

If you’re going to invest anywhere first, invest in building the right target list.

10/29/2025

🚨 Recognition comes from repetition.

Think about your own buying habits.

How many times did you see the same ad, hear the same pitch, or notice the same message before it finally clicked?

Now flip it.

If you change your message every 30 days, your buyers don’t see “creativity.”

They see inconsistency. They forget who you are.

Repetition might feel stale to you. But to your audience, it’s the only way to remember you exist.

Want recognition? Say the same thing more often than feels comfortable.

10/15/2025

Too many ICPs are built on guesses.

Here’s a better way 👇

Pull your top 20 closed-won deals from the last 6–12 months and look for common threads:

🔸 Industry / Vertical → Where do you see repeat wins?
🔸 Company Size → Headcount, revenue, or region?
🔸 Buying Triggers → What was happening when they engaged? (funding round, leadership change, new tech adoption, etc.)
🔸 Deal Dynamics → How fast did the deal move? How many stakeholders were involved?

Write these down. Highlight the overlaps.

That overlap is the real backbone of your ICP. Not what you think should work. What’s already proven to work.

ABM starts with clarity. And clarity starts with your best wins.

10/01/2025

Marketers love creativity.

But here’s the catch: if your campaign only runs once, you’ll never know what really worked.

One-off campaigns can’t be optimized. There’s no baseline or way to separate the signal from the noise.

A consistent motion is where the real learning happens.

➡️ You see which channels pull weight.
➡️ You spot which messages actually resonate.
➡️ You gather data you can act on.

Creativity matters. But consistency compounds.

09/17/2025

The best ABM content teaches.
It sparks conversations.
It arms Sales with a resource they want to use, not one they feel obligated to forward.

And when you create this kind of content, something amazing happens: content stops being “marketing collateral” and starts becoming a bridge of trust.

08/20/2025

For anyone that’s wondering how the Alex Hormozi book launch was, here’s what I’ve done since Saturday based solely on this presentation:

1) Identified where to add proof, value stacking and a promise in our sales pitch.

2) Overhauled the discount levers in contract negotiations.

3) Identified the places we can add upsells at every stage of our engagement in a way that truly adds value to the customer.

4) Started mapping out an education focused downsell offer.

5) Mapped out our new money model.

I’m getting buy in and input from our team before we roll it out but in short, I couldn’t be more excited for the ways we’re going to be able to mutually align incentives with our customers success.

Thanks Alex for showing me just how much higher my expectations should be for how we serve our customers.

P.S. I MAY have 200 books to give away. Drop in the comments your biggest question on how ABM and money models intersect, and I’ll send you a copy of the book :)

07/23/2025

Influencer marketing is a balancing act—especially when you’re the influencer.

Mason had a conversation with Brianna Doe this week, and he shared how he's still learning to serve both the brand and the audience well. One-off posts don’t give you that space to figure it out.

Bri had a few key tips:
- Set up a content review process from the start
- Keep the creator’s voice intact while ensuring brand alignment
- Use long-term partnerships to iterate, not just evaluate

Great influencer content isn’t perfect on the first try. It’s coached, tweaked, and refined. See more of that conversation over on LinkedIn.

07/09/2025

Most teams are closer to launching ABM than they think.

I broke down the two frameworks we use at Scrappy ABM:

- Account Progression Model: strategy stages (awareness, engagement, MQA, SQL, opportunity, re-engagement)
- Four D Framework: data, distribution, destination, direction—these drive your tactics

Here’s how to get practical:
- List every stage on one side of the page; list the Four Ds across the top
- On a second sheet, write down everything you’re doing in marketing (events, content, ads, etc.)
- Map each tactic to a stage and D—see where it fits

Most realize they’re already doing 60–70% of the work. It’s not a reset—it’s a reframing.

06/25/2025

Here’s what I think is the #1 leadership failure I’ve had since starting Scrappy ABM.

I’ve tried to solve every problem FOR my team instead of enabling my team to solve problems.

I thought I was ensuring they were safe.

Only letting them focus on maintaining what’s already working.

Here’s the biggest problem with my old approach.

It relies too much of me having all the answers.

And I was never setting myself up to be successful.

So instead, we shifted to the 1:3:1 (thanks Dan Martell).

1: Clearly define the problem to be solved.
3: Bring 3 viable solutions.
1: Present the recommended approach.

Now instead of just bringing me problems to solve, we’ve better enabled the team to present solutions.

And from what I’ve found so far, the solutions are better than I would have come up with on my own.

Because the team has more context on their problems than I ever will.

So if you’re like me and you’ve hired well, enable your team to become problem solvers.

Otherwise you’ll find yourself like me 6 months ago frustrated by all the problems you’re trying to solve alone.

How are you effectively enabling your team to solve the problems they are facing?

06/11/2025

Today I'm doing some of the most inspiring and impactful work a founder of an agency can do 👀

Making a list of the SOPs I need to create 😂

If I want to scale our team, it requires many simple, tedious, repetitive tasks to transfer as much knowledge as possible so people can learn how to execute quickly.

It's mind-numbing work.

But it's the hard, boring work that no one wants to do that enables a business to grow.