Join Jim and Mason on Thursday, November 13th, for Scrappy ABM's next ABM in a Day Workshop so that you can walk away with a personalized 6-month roadmap for your team’s ABM effort. 

In the past 12 months, 30+ companies finally got ABM right following The Scrappy ABM Process. This free, day-long workshop is specifically designed to hand you that exact same playbook and address the 3 biggest pain points teams are sharing with us: 

• “We’re not even close to ready for ABM…”
• “We don’t have budget…”
• “We don’t have the time to do it all…”

If any of those points resonate, you’re in luck! This workshop address all of them — in a single day. You don't need another generic breakdown. You need a roadmap designed for you. If you'd like to leave with plan for ABM AND a dramatically different outlook on the rest of 2025, visit scrappyabm.com/workshop to save your seat. 

Car washing is a century-old business, but memberships are just a decade in the making. That shift has created new opportunities — and new challenges — for operators.

In this episode of Account-Based Beverages, host Jim Gilkey sits down with Braxton McKee, Senior Content Marketing Manager at Rinsed. Braxton brings a unique perspective: he grew up in the car wash industry, led CRM and incremental revenue for a 150-location operator, and was a Rinsed customer for years before joining the team.

From speaking the operator’s language to connecting white-collar tools with blue-collar realities, Braxton shares how empathy, strategy, and winbacks fuel account-based growth.

Guest Bio

• Braxton McKee is Senior Content Marketing Manager at Rinsed, helping turn 3,500+ car washes into subscription and loyalty machines. With deep roots in the car wash industry, he grew from the pit to leading CRM and incremental revenue for a 150-location operator before joining Rinsed. Today, he helps bridge technology and operations by speaking the operator’s language and enabling customers with empathy. Connect with him on LinkedIn.

What We Cover

• Why speaking the operator’s language beats pushing features
• How empathy drives enablement in tough industries
• Bridging the gap between white-collar tools and blue-collar realities
• The role of strategic accounts and multi-site operators in growth
• Why churned customers are still full of opportunity
• The surprising stat: 54% of churned members still wash at the same wash
• How winbacks restore the original customer story

Resources Mentioned

• Rinsed
• Scrappy ABM free ABM in a day workshop

Ignore the elephant in the room, and you lose control of the story. That’s the point Marichka Onyshchenko drives home in this sharp conversation with host Jim Gilkey. Competition isn’t something to sidestep. It’s a chance to own your narrative, prove expertise, and build trust. Marichka shares why “playing dirty” always backfires, how to focus on your true value proposition, and why buyers care less about flashy comparisons and more about confidence and credibility. She also breaks down how to handle the toughest competitor of all: the status quo. And Jim adds a reminder that your best messaging insights often come straight from customers who’ve switched from rivals. If you’re refining your messaging or facing crowded markets, this one’s packed with clarity you can act on today.

👤 Guest Bio

• Marichka Onyshchenko is a Ukrainian living in Belgium with a diverse professional background. She currently works in product marketing, bringing a sharp focus on honest messaging, competitive positioning, and building buyer trust.

📌 What We Cover

• Why you should never ignore the elephant in the room: competition
• How leading the conversation lets you control the narrative
• The danger of saying “we don’t have competitors”
• Why “playing dirty” in messaging is a losing strategy
• The Rolex vs. crab watch meme — and why comparisons like this miss the mark
• How to approach the toughest competitor: doing nothing
• Using insights from customers who switched from competitors
• Building trust by showing research, identifying gaps, and proving expertise

🔗 Resources Mentioned

• Scrappy ABM – Show sponsor, repeatable account-based plays
• Product Marketing Alliance

AI is everywhere — even powering toothbrush ads. But in a world obsessed with automation, it’s easy to forget what actually drives B2B growth: people. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Joe Pettit, Director at Bora, a cybersecurity marketing agency built on human-to-human connection. Joe shares why people are buying from people, not organizations, and how genuine relationships fuel long-term business growth. From building trust that lasts even after a prospect changes companies, to creating content rooted in real conversations instead of generic AI outputs, Joe shows why listening and communication still matter most.

👤 Guest Bio

• Joe Pettit is Director at Bora, a cybersecurity marketing agency specializing in content creation, sales lead generation, and social media management. Focused on human-to-human connection, Joe emphasizes the power of relationships, listening, and communication to drive growth in the cybersecurity space.

📌 What We Cover

• Why “people buy from people” is more important than ever in B2B
• How AI-driven content often falls short without human critical thinking
• The role of strong account managers, writers, and project managers in scaling an agency
• Why referrals and long-term relationships outperform outbound campaigns
• Listening as a growth strategy: understanding client needs before offering solutions
• How talking to engineers, sales teams, and experts generates unique, valuable content
• The risks of over-relying on tools like ChatGPT without human verification
• Why human connection ensures clients think of you when they’re back in market

🔗 Resources Mentioned

• Bora – Cybersecurity Marketing

What not to do when launching an ABM program? Jim Gilkey sits down with Nakul Shetty, a self-described wannabe motorcycle racer turned accidental marketer, to share hard-won lessons from doing ABM the wrong way.

From chasing alignment across teams to questioning expensive platforms, Nakul reveals the pitfalls that drain time, budget, and focus. He explains why LinkedIn should be treated like a billboard—not a form-fill machine—and why website visits don’t always equal interest.

If you’re running in circles with tools, tactics, and campaigns, Nakul’s advice is clear: slow down, get your ICP right, and build a strategy before pouring money into tech. This episode is a candid look at the ABM missteps you can avoid to save budget and accelerate future success.

👤 Guest Bio

• Nakul Shetty calls himself a wannabe motorcycle racer turned accidental marketer. With experience in growth and product marketing, Nakul has learned ABM through trial, error, and persistence. He shares practical lessons on alignment, ICP focus, and strategic discipline that help teams avoid costly missteps.

📌 What We Cover

• Why alignment across all teams is the first ABM hurdle
• The hidden risks of investing early in platforms like Terminus or Demandbase
• How to think about LinkedIn as a billboard, not a lead-gen form machine
• Why form fills and downloads aren’t delivering value anymore
• Smarter ways to experiment with lower-cost display ads
• The danger of overreacting to anonymous website visits
• Focusing on a clear ICP and niche before scaling campaigns
• Why slowing down at the start saves budget and accelerates later wins

🔗 Resources Mentioned

• Crossing the Chasm (book)
• Scrappy ABM

Your feedback loops—or lack of them—might be holding back your ABM program. Jim Gilkey sits down with Gigi Peccolo, a content and integrated marketing pro who’s helped companies like Autodesk source over $6M in pipeline from content-led campaigns.

Gigi calls out the silos between ABM, demand gen, product marketing, and content—and why content teams can’t just be “the ebook factory.” From outdated campaign assets still running in-market to content disconnected from sales stories, she shows how recurring collaboration with content is critical for ABM success.

Listeners will walk away with one clear action: set up stronger feedback loops so your content speaks the language of your customers and drives real growth.

👤 Guest Bio

• Gigi Peccolo is a content and integrated marketing professional with a track record of building campaigns that generate millions in pipeline for B2B SaaS companies. While at Autodesk, her content-led programs sourced over $6M in pipeline. She’s passionate about connecting content, sales, and ABM teams through stronger collaboration. Learn more at gigipeccolo.com.

📌 What We Cover

• Why ABM and content teams must create stronger feedback loops
• The danger of running outdated content in live ABM campaigns
• How silos between ABM, DG, product marketing, and content limit results
• Why content should be involved in strategy, not just production
• Using customer call recordings and FAQs to shape content that resonates
• The recurring meeting structure that keeps content aligned with sales and ABM

🔗 Resources Mentioned

• gigipeccolo.com

Automation makes things move faster — but only if you know how to use it. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Trisha Chhabra, a marketing manager who sits at the intersection of sales, ABM, and content strategy. Trisha shares why compartmentalizing the ABM pipeline and layering AI across each function is the key to growth. From scrapping manual work in data enrichment, to building AI-powered personalization at scale, to keeping sales and marketing aligned with smarter collaboration tools, she shows how technology can turn complexity into results. If you’ve struggled with segmentation, content, personalization, or reporting — this is your playbook for making ABM work smarter, not harder.

👤 Guest Bio

• Trisha Chhabra is a marketing leader with global experience running programs across multiple countries. She specializes in the crossroads of sales, ABM, and content strategy, and is a strong advocate for using technology to engage customers, bring teams together, and drive real growth.

📌 What We Cover

• Why compartmentalizing the ABM pipeline makes execution easier
• Cutting manual work with data enrichment tools
• Smarter segmentation with firmographics and technographics
• How AI engines learn your brand voice for better content
• AI-powered personalization that feels human
• The cost of poor sales and marketing alignment
• Using collaboration tools to keep teams on the same page
• Reporting insights that turn raw data into ROI

🔗 Resources Mentioned

• Scrappy ABM — show sponsor

Generating sales accepted opportunities doesn’t come from throwing a great party — it comes from turning events into part of a bigger sales story. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Victoria Tabares, a community builder and expert in AI marketing and events, to share her advice on how to run field marketing that actually moves pipeline. From pre-event targeting to airtight follow-up, Victoria breaks down how to personalize outreach, design experiences that deliver value and data, and arm sales with the insights they need to convert faster. If your events feel disconnected from revenue, this is the reset you’ve been waiting for.

👤 Guest Bio

• Victoria Tabares is an Estratega Creativa de Contenidos, Constructora de Comunidades y Experta en Marca y Eventos. With a background in startups and a focus on building meaningful communities, Victoria brings creativity and structure to event-driven ABM strategies. She also shares insights on her marketing TikTok account, PR by yours truly.

📌 What We Cover

• Why events should be treated as chapters in a sales story
• How to build a targeted pre-event list with sales
• Personalized invitations that stand out (video, LinkedIn, more)
• Designing event experiences that create both value and data
• The importance of fast, personalized post-event follow-up
• Giving sales the exact conversation insights they need to convert
• Why personalization is no longer about tokens like “Hi {FirstName}”

🔗 Resources Mentioned

• Scrappy ABM — show sponsor
• TikTok: PR by yours truly (Victoria’s event marketing content)

Jim Gilkey sits down with Jamal Layne, Account-Based Marketing Manager at Snowflake, to reveal the ABM basics that actually move pipeline. Jamal underscores rock-solid essentials: use firmographic and technographic data for laser-focused account selection, build segmentation that mirrors real-world buying groups, and connect with industry leaders on LinkedIn for fresh intent signals.

He explains why content must map directly to each buyer-journey stage—thought leadership to earn trust, case studies to speed deals—and how marketers should quarterback cross-functional teams “like killer whales,” keeping feedback loops open and optimizing on the fly. By sharing wins and engagement metrics with stakeholders, you keep everyone aligned on business outcomes. If you’re hungry to tighten your ABM game, Jamal’s playbook is a must-listen.

👤 Guest Bio

• Jamal Layne is an Account-Based Marketing Manager at Snowflake who blends account insights, intent data, and tight sales alignment to drive revenue. With deep experience in digital and account-based marketing, he specializes in clear segmentation, tailored content, and continuous optimization across the funnel.

📌 What We Cover

• Master the fundamentals: account selection, segmentation, and insights
• Leverage firmographic, technographic, and industry data to target effectively
• Spot intent by connecting with key industry principals on LinkedIn
• Align content to each buyer stage—trust-building thought leadership vs. deal-accelerating case studies
• Quarterback sales, marketing, and ops for a cohesive go-to-market strategy
• Keep an open feedback loop: refine tactics without ditching the whole plan
• Share engagement, revenue, and win data to prove impact and stay aligned
• Jamal’s account-based beverage pick: water—stay hydrated!

🔗 Resources Mentioned

• Scrappy ABM — scrappyabm.com/bev
• Jamal Layne
• Jim Gilkey

Trade shows are still a powerhouse for B2B marketing — but only if you get the strategy right. Jim Gilkey teams up with Aaron Thomas Smith, aka The Trade Show Booth Guy, to crack the code on turning trade shows from costly events into revenue drivers.

Aaron’s top advice? Stop treating trade shows as a “check the box” activity and start marrying physical presence with digital marketing channels like LinkedIn. He breaks down the three biggest mistakes companies make—from focusing on logistics before defining their why, to wasting expensive sales talent on booth setup. Instead, learn how to connect the dots between your goals and execution, so every show fuels qualified pipeline growth.

If you want actionable insights on maximizing your trade show investment and aligning it with your ABM efforts, this episode serves up clear, no-fluff guidance that cuts through the noise.

👤 Guest Bio

• Aaron Thomas Smith, known as The Trade Show Booth Guy, transforms B2B trade show investments from cost centers into revenue drivers by handling strategy and logistics so clients can focus on relationships. He brings nearly two decades of sales experience and a sharp eye for connecting physical events with digital marketing to boost ROI.

📌 What We Cover

• Why treating trade shows as “just another marketing channel” in the AI content age is a big mistake
• The power of integrating digital marketing (LinkedIn, ads) to drive booth traffic and qualified prospects
• Starting with the “why” behind your trade show investment before planning logistics like booth design
• Avoiding the pitfall of showing up to events where you only meet existing customers, not new prospects
• Why your top salespeople should focus on selling, not booth setup — and how to outsource logistics
• Real-world example of turning 50 random visitors into 200+ qualified prospects in a single show
• How to measure ROI through pre- and post-show account-based plays for better meeting outcomes

🔗 Resources Mentioned

• Scrappy ABM: scrappyabm.com/bev (show sponsor helping build repeatable ABM plays)
• Nimlok North: nimloknorth.com (trade show booth strategy and resources)
• Aaron Thomas Smith’s LinkedIn

In a world overflowing with AI hype, Jim Gilkey sits down with Prisni Rath to talk about something rare in B2B marketing: truth. As a data scientist turned product marketer at Docyt, Prisni shares how curiosity fuels her ABM strategy — not just with flashy features, but with real product performance and customer pain points.

She breaks down how skepticism around AI led her team to dig into product architecture, support tickets, and sales transcripts. The result? Messaging that earns trust — like a stat showing manual categorization dropped from 28% to 8% in three weeks. If your ABM messaging is still riding the AI buzzword train, it’s time to get curious, get aligned, and get specific.

👤 Guest Bio

• Prisni Rath is a product marketer at Docyt AI with a background in data science. She’s passionate about storytelling, AI product marketing, and digging into voice-of-customer insights. As an MBA candidate and Perplexity AI Business Fellow, she brings sharp thinking and grounded execution to every GTM motion.

📌 What We Cover

• Why curiosity is the most underrated ABM skill
• How skepticism around AI forced a shift in messaging
• What product marketers should ask their engineering teams
• Real stat: manual categorization dropped from 28% to 8% in 3 weeks
• How to mine support tickets and sales calls for truth
• Replacing buzzwords with trust-focused messaging
• Aligning GTM teams around real customer friction
• Why great messaging should feel like a smooth, energizing matcha

🔗 Resources Mentioned

• Docyt AI (implied)
• Scrappy ABM — episode sponsor

The biggest temptation in ABM? Trying to boil the ocean. Jim Gilkey knows that fast results don’t mean massive programs. That’s why he sat down with Katie Frank, growth marketer at Shortcut, to show you how proof-of-concept starts with targeted, one-to-one campaigns. Katie explains why you need to push back—respectfully—on leaders demanding “big bang” ABM, and how virtual events (think wine tastings or cocktail classes) turn your brand champions into your best salespeople. You’ll walk away knowing exactly how to launch a small ABM pilot, iterate on early wins, and build momentum before scaling to one-to-many.

👤 Guest Bio

• Katie Frank is a growth marketer at Shortcut, where she helps product and engineering teams build better together. She’s all about fresh ideas and bold campaigns—coffee in the morning and champagne whenever.

📌 What We Cover

• Why “don’t boil the ocean” matters more in ABM than anywhere else
• How to push back on leaders and start with one-to-one or one-to-few campaigns
• Turning targeted virtual wine or champagne tastings into networking, not pitches
• Letting your brand champions shine in front of prospects
• Measuring proof-of-concept before scaling to one-to-many

🔗 Resources Mentioned

• Scrappy ABM: Build repeatable account-based plays and bring ABM in-house—book a chat at scrappyabm.com/bev
• Jim Gilkey LinkedIn: https://www.linkedin.com/in/jgilkey/
• Katie Frank LinkedIn: https://www.linkedin.com/in/katiefrank/

Before you drop big dollars on an ABM platform, make sure you can actually make it work. Jim Gilkey (LinkedIn) sits down with Mary Batchelder—revenue marketing lead at CaliberMind—to unpack why “your ABM success starts way before the first campaign goes live.” Mary’s eight years at the intersection of ABM strategy and marketing ops taught her that skimping on ops investment leads to shelfware, lack of adoption, and murky metrics. You’ll learn how to surface action-ready insights for sales, align your teams with a unified account timeline, and enforce account-and-lead rigor so you can report on clean, reliable data. Walk away with a pragmatic roadmap for auditing your systems, tapping free community resources, and deciding whether to lean on an agency or hire in-house—all without buying new tech.

👤 Guest Bio

• Mary Batchelder leads revenue marketing at CaliberMind and has spent eight years at the intersection of ABM strategy and marketing ops, making ABM work in the real world. Previously, she marketed Triblio and now brings deep attribution and ops expertise to every ABM initiative. Connect with Mary on LinkedIn.

📌 What We Cover

• Invest in marketing operations before investing in an ABM platform
• Surface sales insights with an account timeline view for personalized outreach
• Break down data silos to get a complete buyer’s journey—across sales and marketing
• Enforce rigorous lead-and-account structure to avoid duplicate domains and cluttered metrics
• Audit your data scope with a partner to size up cleanup work
• Leverage free HubSpot community resources and LinkedIn experts
• Decide when to hire in-house vs. work with an agency for long-term ops stability

🔗 Resources Mentioned

• ABM in a Day Workshop: Free, one-day ABM fundamentals by Scrappy ABM → scrappyabm.com/workshop
• Mary Batchelder on LinkedIn → linkedin.com/in/marybatchelder/

Too many teams still treat ABM like a campaign—Catie Ivey is here to break that thinking. On this episode of Account-Based Beverages, Jim Gilkey sits down with the former revenue leader at Pardot, Marketo, and Demandbase, now a CRO leading across sales, marketing, and CS. Her message is clear: ABM is not a marketing function—it’s your go-to-market motion. Period. Catie shares a simple, proven structure for aligning go-to-market teams, offers real-world tactics from her time at Demandbase, and breaks down how to build internal momentum—starting with one tiger team. Whether you're in a startup or an enterprise org, this one’s a wake-up call.

👤 Guest Bio

• Catie Ivey is a CRO with deep roots in ABM. She’s led revenue teams at Pardot, Marketo, and Demandbase, and now oversees marketing, sales, and customer experience as a unified go-to-market leader. Catie brings firsthand perspective on what it really takes to run ABM across an entire organization—not just marketing.

📌 What We Cover

• The one mindset shift ABM leaders must make
• How Catie Ivey built cross-functional GTM alignment at Demandbase
• What to do today if your team still sees ABM as a marketing function
• The power of “tiger teams” and bi-weekly working groups
• Why exec-level ownership is crucial—especially in smaller orgs
• How to rally around ICP and target account list clarity

🔗 Resources Mentioned

• ScrappyABM.com/bev — Sponsor: ABM pilot support and drink of your choice

An ABM program with weak content? Dead on arrival. Jim Gilkey brings on Jeff Cypher to deliver a clear warning and a practical solution. Jeff breaks down exactly why content — especially video — is the most important lever in your ABM strategy. He shares how mapping content to awareness stages and buying personas is the key to building trust and creating value across target accounts. Jeff doesn’t stop at theory: he talks through using Google’s 7–11–4 rule, YouTube remarketing, and the most overlooked source of content ideas — your sales team. If you're still writing blogs in isolation and hoping they convert, this episode is your wake-up call.

👤 Guest Bio

• Jeff Cypher is a content-first ABM specialist who’s led marketing at companies like ZenPilot and Scrappy ABM. With a sharp eye for buyer behavior and a belief in video-first strategy, Jeff helps companies build the kind of trust that drives real pipeline.

📌 What We Cover

• The #1 reason most ABM content strategies fall flat
• How to map content by both buying stage and persona
• What Google’s 7–11–4 rule means for your content calendar
• Why video builds trust faster than written content alone
• How to turn sales objections into high-performing content
• The underrated power of YouTube for long-term engagement
• A practical content-mapping workflow to guide your strategy
• What marketers miss by skipping conversations with customers

🔗 Resources Mentioned

• ScrappyABM.com/bev — sponsor link for repeatable ABM plays
• Google’s 7–11–4 Rule (referenced conceptually)

Most ABM teams align with sales — but overlook a crucial partner: product marketing. In this punchy episode, Jim Gilkey sits down with Jordan Cullen, a marketing leader with deep B2B tech experience, to break down where the real alignment opportunities live. Jordan explains how product marketers offer hyper-targeting advantages most ABMers don’t tap — especially across industries or persona-specific offerings. He shares a dead-simple tip: show up on win-loss calls. You’ll learn what content actually helped deals close — or what gaps lost them entirely. And the best part? These insights help you sharpen your ABM plays fast. If your product suite changes by industry or persona, this is the collaboration you can’t afford to skip.

👤 Guest Bio

• Jordan Cullen is a marketing leader with nearly 20 years of experience, including over a decade in B2B tech. He’s launched products with Microsoft, Apple, Meta, and across AI-powered fintech solutions — and knows firsthand how high-performing ABM and product marketing teams win together.

📌 What We Cover

• Why ABM teams should align closely with product marketing
• How to target by persona and match the offering to that persona
• The role of win-loss analysis in improving ABM execution
• What to ask on win calls beyond product feedback
• How loss insights can guide future account engagement
• Why different verticals need different early-stage content
• A practical way to hyper-target ABM based on product suite variation

🔗 Resources Mentioned

• ScrappyABM.com/bev — sponsor link for repeatable ABM plays

The fastest way to fail in ABM? Misalignment with sales. Laura Guido knows this all too well — and in this episode, she shares how she built high-impact ABM campaigns in complex industries without getting buried in busywork. Host Jim Gilkey digs in as Laura breaks down how to keep communication sharp, tactics realistic, and sales relationships strong — even on lean teams. From mapping priorities to pitching custom plays, her strategy is simple: come prepared, ask what’s hot, and don’t be afraid to push. Whether you're just starting ABM or looking to refresh a stale sales partnership, this conversation will give you a replicable, repeatable system that actually gets results.

👤 Guest Bio

• Laura Guido is a B2B marketing leader known for building ABM programs from the ground up and driving campaign results in complex, niche industries. With deep experience partnering closely with sales on lean teams, she delivers strategy and execution that aligns to business impact — not just activity.

📌 What We Cover

• Why ABM success depends on real transparency with sales
• How to come prepared to sales syncs with questions that matter
• The must-have ABM tactic when you’re working with limited bandwidth
• How to categorize accounts into “hot” vs “not” — and what to do with each
• Why your first conversation should include disqualification criteria
• Laura’s simple “menu of plays” framework to pitch ABM internally
• The role of face-to-face meetings (and Slack DMs) in day-to-day sales alignment
• How to use Salesforce notes to start higher-value conversations

🔗 Resources Mentioned

• Scrappy ABM – ABM support for lean teams
• Laura Guido on LinkedIn
• Jim Gilkey on LinkedIn

Your webinar shouldn’t be a product pitch—it should earn trust. Jim Gilkey sits down with revenue-focused marketing strategist Stephanie Hart Harris to break down a refreshingly honest approach to ABM webinars. Stephanie shares how she built a content-driven program that generated over $1M in pipeline in just a few months, all without showcasing the product once. Instead, she made customers the hero, aligned tightly across internal teams, and turned scrappy content into a multi-channel flywheel. If you’re stuck with low-converting webinars or “awareness-only” campaigns, this episode will change your playbook. You’ll learn how to connect activities to revenue, pitch better speakers, and defy convention in the best way possible.

👤 Guest Bio

• Stephanie Hart Harris is a demand gen and content strategist who builds full-funnel marketing programs that move the revenue needle—not just generate MQLs. Her ABM playbook centers around trust, alignment, and actionable buyer insights.
• 🔗 LinkedIn
• 🌐 stephaniehartharris.com

📌 What We Cover

• Why your webinar should never be a product pitch
• How to structure content so your customer is the hero
• Turning internal research into external assets
• Aligning with CS, sales, and product teams to boost credibility
• How honest outreach landed high-profile speakers
• Using webinars as a flywheel across social, email, events, and sales
• Tracking the real impact: from $39 CPL to $1M+ pipeline
• The gut-check question every topic needs: Would I attend this as a buyer?

🔗 Resources Mentioned

• stephaniehartharris.com
• Scrappy ABM

Are your outreach messages landing — or just getting ignored? Jason Rothbart joins host Jim Gilkey to unpack how AI is flipping ABM on its head. With 25 years of experience building sales teams, Jason now leads growth at Aviso AI — where AI isn’t just a buzzword, it’s the engine behind faster deals and smarter forecasts. In this episode, Jason shares how AI can personalize messaging down to individual preferences, from analyzing company 10-Ks to understanding if a contact likes data, stories, or empathy. If your outreach still feels generic, this is your wake-up call. AI is already doing the work that once cost $25K per account — and doing it at scale. But the real power? Turning all that intelligence into action.

👤 Guest Bio

• Jason Rothbart is a seasoned growth leader with 25 years of experience building and scaling sales teams. At Aviso AI, he helps revenue leaders accelerate deals and forecast with precision — using AI to do the heavy lifting. Connect with Jason on LinkedIn.

📌 What We Cover

• Why hyper-personalized outreach is now possible — and expected
• How AI analyzes company data, job roles, and personal traits for better messaging
• What goes wrong when reps “do a little homework” but miss the mark
• Why gathering insights means nothing if you don’t act on them
• The productivity and engagement gains of AI-generated messaging at scale
• A clear call-out: if you’re not using AI in ABM, you’re probably behind
• Jason’s favorite no-sugar, high-caffeine Account-Based Beverage

🔗 Resources Mentioned

• Aviso AI
• Scrappy ABM

It doesn’t matter if you have all the ABM data in the world—if you can’t act on it, it’s useless. Jim Gilkey welcomes Kitty Solbrig, a content and strategy expert who’s been in the game since Facebook required a .edu address. Kitty breaks down how to make ABM data actually mean something—by turning raw numbers into human insights that drive better messaging, better timing, and better results. From behavior flows and scroll depth to emotional triggers and pricing page patterns, Kitty shares how to track the right signals and spot the wrong assumptions. This episode is a must-listen for any marketer stuck between good intent data and a landing page that just won’t convert.

👤 Guest Bio

• Kitty Solbrig has been mentoring and marketing since the days when Facebook required a .edu email to join. She’s a pro at crafting one-to-many messaging that lands like a one-on-one conversation—and helps sales teams move from content confusion to clarity.

📌 What We Cover

• How to spot real human intent in anonymous website data
• What behavior loops reveal about your messaging gaps
• The best way to use Google Analytics and Hotjar for ABM
• Why salespeople already know your most powerful headlines
• How to decide when to trigger human outreach
• Using AB testing to fix high bounce rates and drop-off points
• Why pricing page views often signal next-best action
• How content teams can “delete the warm-up” and start with the insight

🔗 Resources Mentioned

• Hotjar
• Google Analytics
• Scrappy ABM – Sponsor: Build repeatable ABM plays & get your favorite drink on Jim