Scrappy ABM Vibe Coding Custom Dashboards To Reimagine Marketing Attribution (with Lisa Sharapata from Metadata) | Ep. 259
Buyers are not searching Google keywords in the dark funnel anymore. They are asking questions in private channels, large-language-model communities, Perplexity, and Slack communities. In episode 259 of Scrappy ABM, host Mason Cosby sits down with Lisa Sharapata to discuss this exact shift in buyer behavior.
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Lisa shares how she is rewriting marketing playbooks by getting closer to the customer through first and second-party intent signals, in-person events, and Answer Engine Optimization (AEO). She explains how to use artificial intelligence to find content gaps, draft resources with human-in-the-loop oversight, and build highly specific dashboards using Claude code.
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Mason Cosby and Lisa also discuss why turning off your brand advertising is a mistake and how a strong partnership with sales is strictly required for any account-based marketing program to survive.
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👤 Guest Bio
Lisa Sharapata is the VP of AI and GTM Strategy at Metadata and the Founder of 4Profit GTM. With over 20 years of experience turning marketing into a revenue engine, Lisa specializes in building and aligning go-to-market systems. She previously built the marketing function from scratch at The Arbinger Institute and led GTM transformations at BoostUp.ai and Mindtickle.
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Today, she focuses on Answer Engine Optimization and agentic workflows to help B2B leaders scale. Connect with Lisa Sharapata on LinkedIn to join her free weekly AI Exchange on Fridays.
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📌 What We Cover
- How buyer behavior has shifted from traditional search to private channels and large language models.
- Ways to prioritize go-to-market signals without boiling the ocean.
- Using Meta Match technology to reach B2B buyers on personal platforms like Instagram.
- Building an Answer Engine Optimization strategy to rank higher in LLMs against competitors.
- Creating an agentic workflow to automatically identify content gaps, generate drafts, and stage posts.
- Re-imagining attribution and reporting by pulling CRM and advertising data into custom Claude dashboards.
- Why in-person dinners and events remain the ultimate relationship accelerators.
- The dangers of turning off brand spending and how it immediately drops demo request volume.
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🔗 Resources Mentioned
- Metadata
- Air Ops
- Claude
- HubSpot
- Perplexity
- Gong
- Lisa Sharapata's LinkedIn
- Scrappy ABM: Visit for more ABM tips and strategies
- Connect with Mason on LinkedIn for a conversation about ABM
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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!