{"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":"How to Spot Churn Before a Customer Leaves (with Putney Cloos from Bombora) | Ep. 255","slug":"how-to-spot-churn-before-a-customer-leaves-with-putney-cloos-from-bombora-ep-255","published_at":"2026-02-26T07:00:00+00:00","page_url":"https://stenobird.com/podcast/scrappy-abm-6475637/how-to-spot-churn-before-a-customer-leaves-with-putney-cloos-from-bombora-ep-255","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/98db512d-0fd8-4a61-80ca-b1e79c8017f2.mp3","summary":"Mason Cosby connects with Putney Cloos , the Chief Marketing Officer at Bombora , to clarify exactly what intent data is and how revenue teams should use it. While many marketers view intent data strictly as a tool for sales prioritization, Putney argues that the use cases go much deeper. She explains the difference between first-party data collected from owned properties and third-party data gathered from across the web. ㅤ A major focus of the conversation is data provenance. Putney highlights a critical but often overlooked question: Does your data provider actually have the right to use the data they sell? She details how Bombora uses a proprietary tag within a data co-op to ensure consent is explicitly granted for intent tracking. ㅤ Mason and Putney also explore how to operationalize this data without buying a massive, all-in-one platform. They discuss the \"unbundled\" ABM stack, where data is ported directly into the tools teams already use, such as CRMs, CDPs, or advertising platforms like The Trade Desk and LinkedIn. ㅤ Guest Bio Putney Cloos is the Chief Marketing Officer at Bombora , where she leads marketing and communications to expand the company's \"Data Co-op\" and intent data solutions. She previously served as CMO at Cision, where she built the company's first account-level data strategy. Putney also spent nearly a decade at American Express, rising to Vice President of Commercial Demand Generation and creating Amex's first commercial demand-generation and ABM capabilities. She holds an AB from Harvard College and an MBA from the Kellogg School of Management. ㅤ What We Cover Defining intent data: Putney clarifies that intent is behavioral data showing when a company is actively researching a solution, distinct from static firmographic data. First-party vs.…","meta_description":"Mason Cosby connects with Putney Cloos , the Chief Marketing Officer at Bombora , to clarify exactly what intent data is and how revenue teams should use…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1260,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/how-to-spot-churn-before-a-customer-leaves-with-putney-cloos-from-bombora-ep-255/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/how-to-spot-churn-before-a-customer-leaves-with-putney-cloos-from-bombora-ep-255.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}