Start Small: ABM Programs That Reach the Right Accounts (with Tyler Lessard from Technology Advice) | Ep. 229

Episode notes

Scrappy targeting, small segments, and extreme empathy for the audience sit at the center of this conversation on Scrappy ABM . Host Mason Cosby sits down with Tyler Lessard , CMO at Technology Advice , to move from a broad “B2B marketing leaders or demand gen leaders” ICP to focused clusters of accounts where the team can win day after day. ㅤ Tyler walks through breaking a market into specific industry subsegments like cybersecurity software vendors and HR tech vendors, backing those choices with win rates, average deal size, and field-level sales feedback. The discussion follows how in-person activations at industry conferences, niche newsletters, and original buyer insights research become “reasons to reach out” for sales and SDR teams. Along the way, Mason and Tyler highlight small, specific ABM programs with one rep and a handful of target accounts, measuring success by whether the right people at the right accounts show up, engage, ask questions, and move into real conversations. ㅤ Guest Bio Tyler Lessard is the CMO at Technology Advice , a marketing leader who has built ABM in a couple of different organizations and worked with clients that have ABM use cases.