B2G ABM: “Webinars Are Completely Bottom of Funnel” (with Michelle Hanley) | Ep. 221

Episode notes

Scrappy ABM brings a focused look at business to government— B2G in the context of an ABM program . Host Mason Cosby sits down with Michelle Hanley to map the nuances of payment processing for governments across state and local . With a finite group of agencies, shifting election cycles , and long six to 24-month timelines, buying groups change and risk aversion is real . Michelle lays out a play that flips “normal B2B” on its head: events to meet new people and get contacts, email as the day-to-day touchpoint, and webinars that are completely bottom of funnel —often a sniff test for open opportunities. Listen for practical talk on RFPs , contact harvest , segmentation by state or city , stage one opportunities , and why “ if it ain’t broke, don’t fix it ” still shapes adoption—while teams have to get scrappy with budget. ㅤ Guest Bio Michelle Hanley is the Senior Manager of Demand Gen at PayIt , focused on payment processing for governments across state and local . She leads programs that rely on events, email, webinars , RFPs , and segmentation of buying groups—often by state or city —with timelines ranging from six to 24 months .