All ICP Industry Plays, Predictive Intent, and Vertical ABM Programs (with Katerina Maerefat) | Ep. 224

Episode notes

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. ㅤ 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.