From Shit Deals to a Strong ICP and Small Events That Win (with Yann Sarfati from Userled) | Ep. 234

Episode notes

Scrappy ABM brings together host Mason Cosby and Yann Sarfati , CEO and Co-founder of Userled , to talk about ABM, AI, field marketing, and events that actually bring the bank. The conversation starts with the problem statement: ABM is a strong buzzword, but finding the accounts you really want to go after is actually the hardest thing. Many teams say they have a narrow ICP and still end up with a list of 10,000 accounts. ㅤ Yann shares how Userled spent almost six months building a list of 1,000 accounts with clear commonality, strong conviction, and ethical belief that life will be better for those accounts. Mason highlights the mental headache and wasted 10 to 20 hours per bad deal when the ICP is wrong. Together they walk through NRR in MarTech, repeatable GTM motion, small events where the persona actually shows up, personalized event invites, and doing things that do not scale to win enterprise deals and keep customers for the long term. ㅤ Guest Bio Yann Sarfati is the CEO and Co-founder of Userled . He started from the ABM problem statement and built a product that generates content with AI for every stage of the funnel, per industry, and per account.