# Stop Selling Fear 😨 Why Factal's ABM Program Leads with Proof, Not Pain (with Dave Clark from Factal) | Ep. 282

Page: https://stenobird.com/podcast/scrappy-abm-6475637/stop-selling-fear-why-factal-s-abm-program-leads-with-proof-not-pain-with-dave-clark-from-factal-ep-282
Text version: https://stenobird.com/podcast/scrappy-abm-6475637/stop-selling-fear-why-factal-s-abm-program-leads-with-proof-not-pain-with-dave-clark-from-factal-ep-282.md
Podcast: [Scrappy ABM](https://stenobird.com/podcast/scrappy-abm-6475637)
Published: 2026-04-23T07:00:00+00:00
Episode link: https://listen.casted.us/public/210/Scrappy-ABM-623cc20d
Audio file: https://episodes.captivate.fm/episode/05066140-08cb-4198-aa41-8e4aa57502aa.mp3
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Duration seconds: 1594

## Resource

Most security and risk companies sell fear. Factal sells facts - and their ABM program reflects that difference. On this episode of Scrappy ABM , Mason Cosby sits down with Dave Clark , Marketing Strategist at Factal, to break down how a two-person marketing team with no dedicated ABM stack runs targeted, personalized outreach to Fortune 500 security operations centers - without resorting to fear-mongering. ㅤ The conversation covers how Factal uses NGO champions who move into the private sector as a warm targeting signal, why Dave ignores click-through rates (and why that made them go up 40%), and how to measure ABM success when hyper-attribution is no longer realistic. ㅤ 👤 Guest Bio Dave Clark is Marketing Strategist and Producer at Factal, a risk intelligence platform based in Seattle that combines experienced journalists with machine learning to verify and geolocate global incidents in real time. A former sports journalist, Dave has been at Factal since 2022, where he leads content, email, and targeted ABM outreach for a two-person marketing team serving global security and intelligence organizations. ㅤ 📌 What We Cover How Factal identifies target accounts by looking for global security operations centers (GSOCs) and intelligence centers - not just Fortune 500 name recognition The NGO-to-enterprise pipeline: how humanitarian aid contacts who leave for corporate roles become warm ABM champions Matching case studies to individual backgrounds (not just industry verticals) as a targeting signal - including how military backgrounds and Team Rubicon connections inform outreach Running ABM with only HubSpot, Mailchimp, and native social - no dedicated ABM stack The zero-click email philosophy: why Dave stopped chasing click-through rates and started getting 60% open rates…

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## Transcript

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