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
