Guide Buyers Through Their Own Funnel (with Steven Tripp) | Ep. 217

Episode notes

Scrappy ABM spotlights practical playbooks that don’t break the bank, and Mason Cosby welcomes Steven Tripp to focus on what actually moves revenue when sales and marketing aren’t on the same page. Steven’s stance is simple: pick the right accounts , prioritize first-party engagement data , and be brave enough to let buyers pull themselves through their own funnel . He lays out how a 100% inbound motion can evolve without jumping back on the expensive ad hamster wheel , why de-anonymizing late works when HubSpot lights up, and how ungating content led to a 5x traffic jump. You’ll hear the SAP “sunset” story— one search a month, one perfect lead —and how a matrixed buyer’s-journey approach ensures the right content shows up on Google and YouTube at every point. The punchline: marketing’s “product” isn’t leads—it’s SQAs —and alignment gets real when teams listen, act on behavioral signals , and measure what sales actually values. ㅤ Guest Bio Steven Tripp is the marketing director at Wynne Systems. A full-funnel marketer who “went back to sales roots,” Steven prioritizes first-party engagement , behavioral signals , and building a content flywheel over ads.