The Seven Playbooks for Account-Based RevOps Success

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Scrappy ABM

Mason Cosby

222 episodes

2 days ago

Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.

Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.

This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.

So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.

Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!

All content for Scrappy ABM is the property of Mason Cosby and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Marketing

Business,

Entrepreneurship

The Seven Playbooks for Account-Based RevOps Success | Ep. 199

Scrappy ABM

20 minutes

2 months ago

The Seven Playbooks for Account-Based RevOps Success | Ep. 199

On this episode of Scrappy ABM, host Mason Cosby welcomes Galen Dow, founder of BrandGen and the first Elite tier HubSpot agency, New Breed. The conversation tackles one of the most common challenges for revenue leaders: how to run effective account-based advertising without draining budget on massive, expensive platforms.

Galen shares the genesis of BrandGen and how it enables organizations to connect HubSpot with open web advertising, programmatic campaigns, and even connected TV—without software fees. Together, Mason and Galen explore the concept of account-based RevOps, the seven playbooks for ABM execution, and how to empower sales teams with direct control of campaigns. The discussion highlights practical strategies for orchestrating omnichannel touches, measuring engagement, and aligning marketing and sales to accelerate pipeline growth.

👤 Guest Bio

Galen Dow is the founder of BrandGen and previously founded New Breed, the first Elite tier HubSpot agency. With deep expertise in account-based marketing and revenue operations, Galen focuses on helping companies implement cost-effective account-based advertising by connecting HubSpot CRM and marketing automation with open web and programmatic advertising.

📌 What We Cover

The limitations of expensive ABM platforms and the genesis of BrandGen
Why intent data and contact enrichment often block smaller companies from scaling
The concept of account-based RevOps and how it aligns marketing, sales, and service
Seven account-based playbooks, including land and expand and blended account-based approaches
Using open web and connected TV advertising as cost-effective alternatives to walled gardens
How BrandGen integrates with HubSpot for campaign activation, workflows, and rep-level control
Orchestrating omnichannel touches to stand out in a crowded, AI-driven landscape
The challenge of measuring ABM success and why BrandGen compares to trade show presence

🔗 Resources Mentioned

BrandGen.io
Galen Dow on LinkedIn
Scrappy ABM: Visit for more ABM tips and strategies
Connect with Mason Cosby 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!