Scale things that don’t scale (with Sidney Waterfall from OpenBrand) | Ep. 215

Episode notes

Scrappy ABM brings practical playbooks without breaking the bank as Mason Cosby digs in with Sidney Waterfall from OpenBrand . The conversation opens on poor targeting —often the reason ABM fails—and moves straight into a vertical-specific motion with ABM , high touch , and a land and expand play. Sidney shares how using product data as a “ cheat code ” helped build and tier a thousand-account list— Premier ~38 and Tier 1 ~100 —guided by category , product and data coverage , revenue potential , white space , and churn and retention signals. ㅤ The team audits the list, checks in every six months , and adapts to the economy , overseas production , and renewals . On engagement, they start simple and clean with LinkedIn and outbound , validate that the audience is there, and test problem content, helpful how-to , and industry data and insights . Measurement focuses on hand raisers , target account website engagement , and a single meeting goal across the org— brand vs. demand connected in one ecosystem. ㅤ Guest Bio Sidney Waterfall is the VP of Marketing over at OpenBrand .