Mapping Buying Groups, PLG Signals, and Real Channels That Your Target Accounts Actually Use (with Liam MacCormack) | Ep. 225

Episode notes

Scrappy ABM returns with host Mason Cosby and guest Liam MacCormack , founder and solopreneur at Growth by Liam, breaking down how real account-based marketing gets built when the ACV is high, the deals are complex, and shortcuts fail. Liam starts at the only place that matters: historical closed won accounts, not guesses. He walks through a massive breakdown of who books demos, who joins calls, who gets added into the product in PLG motions, and how that activity builds a clear picture of the buying group. ㅤ The conversation moves into where those personas actually spend time, why LinkedIn audience assumptions fall apart, how Reddit and niche communities come into play, and why talking directly to happy customers beats any ad platform pitch. Mason and Liam press into problem content versus solution content, high-intent measurement signals beyond revenue alone, and the scrappy, manual, “pain in the ass” direct mail and gifting-style plays that stand out in a world of ignored cold emails and identical ads. ㅤ Guest Bio Liam MacCormack is the founder and solopreneur at Growth by Liam, partnering with early and growth-stage companies on growth programs across channels.