“Start small and test, test, test.” (with Raymon David from LG) | Ep. 240

Episode notes

“There is no one answer. You have to start small and test, test, test.” On Scrappy ABM , Mason Cosby sits down with Raymon David to talk about what it looks like to build ABM inside “very large, primarily B2C manufacturing” brands—running B2B ABM while educating internally on how even to build ABM. ㅤ The conversation keeps coming back to the same mantra: accounts versus people —because “leads don’t convert… companies convert.” Raymon walks through signals from trade shows, form fields, social media, and “in-market” research, alongside “named account lists” driven by a sales perspective (sometimes “more anecdotal… more emotion”). From there: tiering (“tier one, tier two, tier three”), budget realities, long sales cycles, brand and logo awareness, and what success looks like beyond “the number of meetings.” ㅤ Guest Bio Raymon David is the head of web and marketing ops at LG and has worked in very large, primarily B2C manufacturing and hardware companies running B2B ABM, including HP .