Building an Organic Social ABM Program from Scratch with Greg Rokisky from Calendly | Ep. 263

Account-based marketing does not strictly require massive budgets or gated landing pages. Sometimes, all it takes is showing up where your target accounts already spend their time online. On this episode of Scrappy ABM, host Mason Cosby speaks with Greg Rokisky about a highly specific, low-cost marketing play.

Greg details the process of building an organic social account program during his time at Sprout Social. He explains how his team partnered closely with sales to identify target accounts and monitor their activity. When a target brand had a viral moment, Greg's team engaged directly on platforms like Twitter and LinkedIn.

This strategy created a "bouncy trampoline" effect. Social engagement became a jumping-off point that account executives could use for warmer outreach. Greg and Mason also discuss how to make one-to-one video content that still works for a broader audience, and how to measure the revenue return of simple online interactions.

Guest Bio

Greg Rokisky serves as the Senior Social Media Marketing Manager at Calendly, a scheduling automation platform designed to eliminate the back-and-forth of booking meetings. Prior to Calendly, Greg worked as a Senior Social Media Strategist at Sprout Social, where he led campaigns and built out the organic programs discussed in this episode.

Greg is a strong advocate for a social-first customer journey and the creator economy. He focuses on inclusive, human-centered storytelling. You can connect with Greg Rokisky on LinkedIn to see more of his content.

What We Cover

• How Greg transitioned from standard social media management to pioneering a target account program.
• The process of creating a "bouncy trampoline" for sales by engaging with quick-service restaurant brands on social channels.
• Using organic comments as a direct handoff to account executives for warmer outbound messaging.
• Building one-to-one content that remains valuable for a one-to-many public audience.
• Tracking success through a pilot program and moving toward a custom W-model attribution strategy.
• Connecting online interactions to in-person events like Dreamforce and South by Southwest.
• The missed opportunity of not tying the B2B creator economy into the account strategy from day one.

Resources Mentioned

• Sprout Social
• Sales Assembly
• Dreamforce
• South by Southwest
• Scrappy ABM: Visit for more ABM tips and strategies. (Link ScrappyABM.com)
• Connect with Mason on LinkedIn for a conversation about ABM (Link Mason's LinkedIn)

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