Join Amanda (Florez) Palmarchuk, known as Chuk, the Head of Strategy at Scrappy ABM, as she shares her expertise in navigating Account-Based Marketing (ABM) strategies. Discover the power of segmentation and how to effectively target global markets. Chuk emphasizes the importance of aligning metrics with each stage of engagement, avoiding premature meeting requests, and repurposing content. She offers practical tips on choosing the right distribution channels and nurturing relationships to ensure your ABM initiatives thrive.
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volunteer_activism ADVICE
Pilot Where Content Exists
Launch pilots where you have the most repurposable content to move faster.
Use existing content in a new personalized way instead of building everything from scratch.
volunteer_activism ADVICE
Pick Channels Your Audience Uses
Choose channels based on historical engagement data and persona behaviors.
Research where target accounts spend time and lean into those industry forums, events, or platforms.
volunteer_activism ADVICE
Track Dark Channels Manually
Don’t ignore manual tracking for channels that don’t surface in your CRM like social.
Run standups and share screen updates so team members can surface gritty but valuable engagement signals.
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Scrappy ABM is back with practical playbooks that save teams from heartache and stalled programs. Host Mason Cosby sits down with Amanda (Florez) Palmarchuk, the strategist behind many successful client programs. Together, they share simple tips and proven approaches to building ABM initiatives that actually work.
This conversation unpacks how to narrow focus in global markets, identify the right accounts to pursue, and avoid overengineering your strategy. Amanda reveals how segmentation drives success, why starting with existing content accelerates results, and how aligning metrics to progression stages keeps programs on track. They also discuss common missteps like rushing the process or asking for meetings too early—and how to prevent them.
Listeners will walk away with specific ways to repurpose content, choose channels that matter, and measure what really proves ABM is working.
👤 Guest Bio
Amanda (Florez) Palmarchuk leads client strategy as Head of Strategy at Scrappy ABM. Known as “Chuk” to the team, she has guided successful ABM programs across global brands by focusing on segmentation, content alignment, and clear progression stages. Amanda thrives on helping organizations create meaningful connections with their target accounts.
📌 What We Cover
Why segmentation is the foundation of a successful ABM program
How to focus efforts when global brands want to “go after everyone”
Choosing distribution channels that match audience behavior and engagement data
Aligning content with progression stages to build relationships
The importance of manual tracking and team communication for measuring social impact
How to identify content gaps and prioritize net new creation
Metrics that matter across awareness, engagement, and pipeline stages
Common mistakes teams make, including rushing journeys and asking for meetings too soon
🔗 Resources Mentioned
Hotjar – for tracking engagement and content performance
Scrappy ABM: Visit for more ABM tips and strategies.
Connect with Mason on LinkedIn for a conversation about ABM.
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