Events as a Primary Conversion Channel for Enterprise Retailers (with Payton Christopher from Delivery Solutions) | Ep. 237

Episode notes

On Scrappy ABM , host Mason Cosby sits down with Payton Christopher , head of demand generation and growth marketing at Delivery Solutions , to walk through a practical ABM program built around enterprise retailers , events , and paid social . ㅤ Payton starts with a simple problem: if you ask different departments for the ICP, you get different answers. He explains how the team pulled CRM data, account trends, and real conversations from sales, customer service, and product to define the right enterprise accounts, locations, and revenue bands — plus the decision makers and frontline influencers who actually move deals forward. ㅤ From there, Mason and Payton unpack how events shifted into a primary conversion channel , how LinkedIn paid social and case-study content provide consistent product education, and why pipeline velocity and close-won revenue from inbound demo requests sit at the center of their measurement. They close by talking about C-suite pushback, static ads that did not work, self-guided demo GIFs that helped, and why relationships across teams decide whether an ABM program survives.