# Your ABM List Is Just Brand Awareness With Extra Steps (with Mahsa Malekyar) | Ep. 277

Page: https://stenobird.com/podcast/scrappy-abm-6475637/your-abm-list-is-just-brand-awareness-with-extra-steps-with-mahsa-malekyar-ep-277
Text version: https://stenobird.com/podcast/scrappy-abm-6475637/your-abm-list-is-just-brand-awareness-with-extra-steps-with-mahsa-malekyar-ep-277.md
Podcast: [Scrappy ABM](https://stenobird.com/podcast/scrappy-abm-6475637)
Published: 2026-07-16T07:00:00+00:00
Episode link: https://listen.casted.us/public/210/Scrappy-ABM-623cc20d
Audio file: https://episodes.captivate.fm/episode/c3fece1f-93d3-404b-a089-8f98ef51c5ef.mp3
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/your-abm-list-is-just-brand-awareness-with-extra-steps-with-mahsa-malekyar-ep-277
Duration seconds: 1563

## Resource

Most ABM target lists start the same way: sales names the accounts they want, marketing runs campaigns at them, and everyone hopes volume closes the gap. On this episode of Scrappy ABM , Mason Cosby sits down with Mahsa Malekyar to pull that approach apart. Her point is blunt: an account that will eventually need your tool is not the same as an account that needs it right now, and if you can't tell the difference, you're buying brand awareness and calling it ABM. ㅤ The conversation covers where free intent data already lives inside the tools you own, why in-person conversations are the trust signal that digital can't manufacture, and how to capture qualitative event conversations without asking a salesperson to open a spreadsheet. Mahsa also names the mistake she'd undo from her first ABM program, and it isn't a channel or a tool. ㅤ 👤 Guest Bio Mahsa Malekyar , PMP, brings over a decade of marketing and project management experience, with prior leadership roles at First Onsite Property Restoration and Charter Communications. She builds ABM and event marketing programs with a marketing operations lens, and she's a self-described HubSpot power user who is very clear that HubSpot is not paying her to say so. ㅤ 📌 What We Cover 🔸 Why "who sales is targeting" is a fine starting point for ABM and a bad finishing point 🔸 The three questions that separate a real target from good brand awareness: do they need it now, will they need it in three months, are they looking at contract signing 🔸 Free and low-cost intent data sources: HubSpot's intent tracking, the Apollo.io website pixel, Microsoft Clarity, and Google tracking 🔸 Why ABM campaigns have to establish or expand trust, not just educate, and where in-person events come in 🔸 The event follow-up sequence: take the photo, ask…

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/your-abm-list-is-just-brand-awareness-with-extra-steps-with-mahsa-malekyar-ep-277/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/scrappy-abm-6475637/your-abm-list-is-just-brand-awareness-with-extra-steps-with-mahsa-malekyar-ep-277.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.