Scrappy ABM All ICP Industry Plays, Predictive Intent, and Vertical ABM Programs (with Katerina Maerefat) | Ep. 224
Scrappy ABM keeps the focus on practical playbooks that don’t break the bank, and this conversation stays locked on real-world execution. Host Mason Cosby sits down with Katerina Maerefat, who has repeatedly launched ABM at Quorum Software, OpenSesame, and Resilinc, shifting teams away from fully inbound spray-and-pray toward strategic account based marketing.
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Across this breakdown of roughly sixteen industry-focused programs, Mason and Katerina walk through building an all ICP vertical play, centering on one unified account list, reliable targeting, predictive intent dials, and consistent execution across channels. They highlight how campaign infrastructure, a shared list across platforms, and full-funnel content tied to buying stages prevent random acts of marketing. Katerina shares specific examples of competitive displacement, partner marketing, all ICP programs, special reports, and field reports, then ties it all to pragmatic measurement, sales alignment, and account-based everything that actually reflects how revenue teams work.
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👤 Guest Bio
Katerina has led ABM launches at her last three companies, including Quorum Software, OpenSesame, and Resilinc, where she shifted teams from spray-and-pray inbound to strategic account based marketing. She has built one-to-one, one-to-few, and one-to-many programs, along with closed-lost, competitive displacement, partner marketing, and all ICP industry plays. Katerina consistently centers her approach on predictive intent, named account lists, scalable campaigns across channels, and tight collaboration with sales.
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📌 What We Cover
- How Katerina launched ABM at three companies by moving from fully inbound spray-and-pray to strategic account based marketing.
- Building an all ICP, industry-focused program using one unified account list across platforms for list consistency and scalability.
- Using 6sense or similar ABM platforms to create account-based lists, layer predictive intent, and sync audiences into LinkedIn, Meta, Google, and other channels.
- Why vertical targeting starts with named accounts instead of broken native filters, and how constant list growth and buying stage changes shape campaign design.
- Structuring campaign infrastructure so maps, CRM, landing pages, and ads tie together for performance tracking and meaningful “tweak the dials” adjustments.
- Running integrated, multi-channel programs: organic social, paid social, paid search, communities, and testing channels like Microsoft/Bing based on how specific audiences behave.
- Full-funnel content for ICP plays: blogs, videos, case studies, podcasts, infographics, special reports, field reports, webinars, and clear bottom-of-funnel CTAs that match buying stages.
- Measurement using stages from anonymous web visits through MQL, opportunities, sourced vs. influenced pipeline, and revenue — plus the shift toward account-based everything and pre-created opportunities.
- The critical role of sales alignment: agreeing on account lists, handoff processes, regular communication, sales enablement, talking points, and follow-up that matches ABM plays.
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🔗 Resources Mentioned
- 6sense
- Demandbase
- Meta
- Microsoft / Bing
- Hotjar
- Microsoft Clarity
- Quorum Software
- OpenSesame
- Resilinc
- Salesforce
- JMI roundtable
- Special reports based on supply chain disruption data
- Field reports comparing equipment performance on rigs
- Scrappy ABM: Visit for more ABM tips and strategies
- Connect with Mason on LinkedIn for a conversation about ABM
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