On Scrappy ABM, host Mason Cosby sits down with Payton Christopher, head of demand generation and growth marketing at Delivery Solutions, to walk through a practical ABM program built around enterprise retailers, events, and paid social.

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Payton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward.

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From there, Mason and Payton unpack how events shifted into a primary conversion channel, how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives.

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👤 Guest Bio

Payton Christopher serves as head of demand generation and growth marketing at Delivery Solutions. He focuses on enterprise accounts, large-scale retailers, and an account-based marketing strategy that combines events, paid social, cold outbound, partner referrals, and a close relationship with the UPS parent company. In this conversation, Payton shares how he works with sales, customer service, and product, builds a content distribution strategy with a director of content, and measures programs through inbound demo requests, inbound pipeline, and pipeline velocity while navigating a long enterprise sales cycle and C-suite expectations.

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📌 What We Cover

• Defining the ICP by combining CRM data with input from sales, customer service, and product to focus on enterprise retailers.
• Identifying decision makers and frontline influencers, then engaging end users who drive real influence inside large accounts.
• Turning events into a primary conversion channel with digital backdrops, demo stations, and live product walkthroughs.
• Running an ABM-focused LinkedIn program that uses always-on paid social and product education for target accounts.
• Using interview-style case studies and a “waterfall” content approach to fuel social, website, and YouTube.
• Coordinating social events, website, cold outbound, partner referrals, and UPS relationships as core revenue drivers.
• Measuring success through direct and organic lift, inbound demo requests, inbound pipeline, and pipeline velocity as the North Star.
• Handling static ads that did not work, C-suite pushback, long enterprise sales cycles, and the need for ongoing relationships and office hours with sales.

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🔗 Resources Mentioned

• Delivery Solutions: Mentioned as the enterprise-focused product that integrates with custom solutions for large-scale retailers and delivers a return on investment, especially when accounts have many storefront locations and...

Account-based marketing teams want every interaction to build trust, not erode it. On Scrappy ABM, host Mason Cosby sits down with Jeni Bishop to focus on brand and design within ABM programs, rather than just talking about awareness. Jeni shares why every interaction is a touchpoint that either builds trust over time or breaks it when you show up differently each time.

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Together, they walk through how to keep ads, content, emails, SDR outreach, and sales outreach consistent so a prospect doesn’t feel like they landed in the wrong place. Jeni explains her “take the logo off” test, why your company has to be the wrapper, and how overusing a target account’s colors, fonts, and logo can confuse people and erode brand trust. They also get into one-to-one versus one-to-few versus one-to-many ABM, how language from ICP research shapes messaging, and why branded solution terms come after problem language in the journey on Scrappy ABM.

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👤 Guest Bio

Jeni Bishop is VP of marketing and head of brand at Cordial. She works at a MarTech company focused on orchestrations and customer journeys, and she brings a brand and design perspective to account-based marketing programs. Jeni thinks about every interaction as a touch point that builds trust over time, from one-to-many campaigns to one-to-one content deeper in the funnel. This is her first podcast ever, and she is excited to be here. You can find her on LinkedIn and at cordial.com.

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📌 What We Cover

• Why every interaction in an ABM program is a touch point that builds trust over time
• How showing up differently every time erodes trust with prospects and accounts
• The role of buttoned-up brand guidelines in keeping touch points consistent across ads, content, emails, SDR outreach, sales outreach, and marketing content
• The “take your logo off the asset” test to see if people can still tell it’s your brand
• How over-customizing with a target account’s color palette, fonts, lifestyle imagery, language, and logo can work against your brand
• Logo hierarchy in one-to-one programs: making sure your logo is more prominent so people know where the ad or content came from
• Why your brand should be the wrapper through brand colors, fonts, and imagery so the ad and the website feel like the same experience
• Brand is others’ perception of your company, and how messaging shapes that perception
• Using ICP research, keyword research, and surveys to understand the language prospects use for their problems and challenges
• Examples like “orchestrations” versus “journey” and “account progression model” versus “funnel” or “customer journey map”
• Balancing problem language prospects use with branded terms that position your solution as unique, distinguished, and differentiated
• Budget challenges, doing more with less, and why one-to-few ABM can be more cost-effective than one-to-one while still feeling personal
• Grouping accounts that share very similar characteristics and challenges so campaigns can address their problems and still feel specific
• Moving from one-to-many to one-to-few at the top of the journey and focusing on one-to-one personalization on active pipeline and deal cycles
• Using one-to-one content lower in the funnel when you know their needs and challenges, and there is less guesswork
• How...

Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn’t nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after.

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Title-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you.

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The alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes.

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• Targeting is the number one thing that is killing your ad program
• For the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansion
• Two ways people are setting money on fire: industry-based targeting and title-based targeting
• LinkedIn industry targeting is super confusing and isn’t nearly specific enough
• Title-based targeting on LinkedIn is lumping together multiple titles that are kinda close
• List-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedIn
• Match rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exports
• Quarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spend

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• LinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)
• Google
• ChatGPT
• Sales Intel
• ZoomInfo
• Amplemarket: AI Sales Copilot for sales teams
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

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