{"podcast":{"title":"Scrappy ABM","slug":"scrappy-abm-6475637","podcast_index_feed_id":6475637,"rss_url":"https://feeds.captivate.fm/scrappy-abm-pod/","website_url":"https://listen.casted.us/public/210/Scrappy-ABM-623cc20d","image_url":"https://artwork.captivate.fm/6f32aaf2-09b0-4112-90df-a58c6448fa98/Scrappy-ABM-Podcast-Cover.jpg","author":"Mason Cosby","episode_count":279,"summary":"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 scrap…","last_synced_at":"2026-07-30T16:18:39.033748+00:00","page_url":"https://stenobird.com/podcast/scrappy-abm-6475637"},"episode":{"title":"20K in Sends, a Million in Pipeline (with Jess Annadurai from Supermetrics) | Ep. 278","slug":"20k-in-sends-a-million-in-pipeline-with-jess-annadurai-from-supermetrics-ep-278","published_at":"2026-07-23T07:00:00+00:00","page_url":"https://stenobird.com/podcast/scrappy-abm-6475637/20k-in-sends-a-million-in-pipeline-with-jess-annadurai-from-supermetrics-ep-278","show_page_url":"https://stenobird.com/podcast/scrappy-abm-6475637","url":"https://listen.casted.us/public/210/Scrappy-ABM-623cc20d","audio_url":"https://episodes.captivate.fm/episode/77b3a0b4-8e70-40de-93e1-5c9c9bf213da.mp3","summary":"Most product-led companies decide ABM isn't built for them and move on. On Scrappy ABM , Mason Cosby makes the opposite case with Jess Annadurai , Senior Global Marketing Director at Supermetrics, who ran customer expansion as the entry point instead of new business. ㅤ Supermetrics is a PLG company with a land-and-expand motion, and Jess treats its existing customer base as the strongest target account list it owns. She walks through how she, the VP of Sales, and the Director of Customer Success in North America picked accounts, why they started with an advocacy approach, and how a \"meet your manager\" campaign moved booked meeting rates from under 1% to 13-14%. ㅤ The conversation stays specific: product signals for targeting, gifting that feels personal instead of a $25 gift card, $150K to $200K in pipeline per send, and roughly 9X ROI on year-one spend. Jess also shares what didn't travel when she tried to take a US playbook global. ㅤ 👤 Guest Bio Jess Annadurai is Senior Global Marketing Director at Supermetrics, where she's spent just over three and a half years, first as North American head of marketing and then across a global remit covering demand, field, partner, and customer marketing. She was an active 6sense power user around 2018 and has worked both sides of the ABM world, as a practitioner buying the tools and as a marketer at an ABM vendor before moving to the data side of martech. ㅤ 📌 What We Cover Why a PLG customer base is the best target account list you already own, and how much context it hands you for free How Jess, the VP of Sales, and the Director of Customer Success agreed that customer education was the real gap Starting with an advocacy approach: 10 customer case studies, and the new use cases and retention lift they uncovered Segmenting custome…","meta_description":"Most product-led companies decide ABM isn't built for them and move on. On Scrappy ABM , Mason Cosby makes the opposite case with Jess Annadurai , Senior…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1804,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/20k-in-sends-a-million-in-pipeline-with-jess-annadurai-from-supermetrics-ep-278/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/scrappy-abm-6475637/20k-in-sends-a-million-in-pipeline-with-jess-annadurai-from-supermetrics-ep-278.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}