Episodes

  • How to Fix Your Target Account List (with Amanda Palmarchuk)

    How to Fix Your Target Account List (with Amanda Palmarchuk)
    Jun 20 2025
    Your account segmentation might look solid on paper — but according to Amanda Palmarchuk, it’s probably costing you revenue. In this episode of Account-Based Beverages, Jim Gilkey welcomes Amanda Palmarchuk, an ABM strategist whose programs have driven over $20 million in revenue. Amanda shares why most companies confuse “ideal” with “actual,” and how starting with your current customer profile — not aspirational targets — leads to better segmentation and less team fatigue. If your team’s still chasing Google and Amazon, this episode is your wake-up call.

    👤 Guest Bio
    • Amanda Palmarchuk is Head of Strategy at Scrappy ABM and a veteran ABM strategist with 8+ years of experience. Her step-by-step programs have helped clients generate over $20 million in revenue by focusing on what actually works — not just what looks good in theory.


    📌 What We Cover
    • Why the wrong segmentation is draining your team
    • The difference between an ideal customer profile and your current customer profile
    • The eye-opening data points hiding in your CRM
    • A real client example that changed their entire vertical strategy
    • Jim Gilkey explains “eliminating hopium” from sales wishlists
    • How Scrappy ABM can help match your ICP to reality
    • The account-based beverage of choice: Coke Zero
    🔗 Resources Mentioned
    • ScrappyABM.com/bev — Book time with Jim Gilkey and get your drink of choice
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    4 mins
  • Make Friends, Make Revenue (with Joseph Lewin)

    Make Friends, Make Revenue (with Joseph Lewin)
    Jun 18 2025
    The secret to winning in ABM? It’s not pipeline. Not content. Not even attention. According to Joseph Lewin, it’s something you learned back in kindergarten: make friends. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Joseph Lewin, the podcast pro behind over 30 successful show launches and millions in closed revenue. Together, they unpack how starting a show can do what cold outbound never will — build authentic relationships that lead to faster deals and long-term influence. If you’re looking for a refreshingly effective ABM strategy that puts connection over conversion, this one’s for you.

    👤 Guest Bio
    • Joseph Lewin has launched over 30 shows in the past few years, helping clients generate millions in revenue and pipeline. He now leads podcast strategy at Scrappy ABM, using shows as a relationship engine to drive business outcomes.


    📌 What We Cover
    • Why making friends beats chasing pipeline
    • The #1 method Joseph Lewin recommends to build influence
    • Why starting a show is more effective than cold outbound or masterminds
    • How podcasting creates warm intros, faster deals, and inbound attention
    • Why your guest’s audience is just as valuable as the guest
    • Jim Gilkey shares his 70–80% show acceptance rate
    • How Scrappy ABM helps launch your show in 30 days
    • The account-based beverage of choice: a homemade vanilla latte
    🔗 Resources Mentioned
    • ScrappyABM.com/bev — Book time with Jim Gilkey and get your drink of choice
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    5 mins
  • Are You Wearing the Wrong Hat in ABM Meetings? (with Evan Cox)

    Are You Wearing the Wrong Hat in ABM Meetings? (with Evan Cox)
    Jun 16 2025
    Most marketers wear multiple hats — and there's a good chance you're showing up to internal meetings wearing the wrong one. Jim Gilkey (LinkedIn) brings on his Scrappy ABM counterpart, Evan Cox, to break down how putting on your learner hat (instead of always leading) is the overlooked skill that can make or break your ABM. From the iced coffee to the need for empathy between sales and marketing, this episode is a caffeine shot of practical advice: Swap hats intentionally, ask about your counterpart’s world, and avoid defaulting to the wrong role in meetings or Slack. If you want more pipeline, better alignment, and actionable ABM, this is the quick listen you need.

    👤 Guest Bio
    • Evan Cox is the marketing counterpart at Scrappy ABM, joining the team after over five years learning the foundations of ABM alongside founder Mason Cosby. Evan's advice comes from real internal and external experience, helping teams avoid the “wrong hat” trap and win with alignment. Connect with Evan on LinkedIn.


    📌 What We Cover
    • Why marketers accidentally show up to meetings in the wrong role
    • The “leader hat” vs. “learner hat” and when to swap them
    • How asking about your counterpart’s actual week can unlock new ways to help
    • The learned skill of intentionally switching hats (and not defaulting in meetings or Slack)
    • Why understanding other team roles creates empathy — and better results
    • Iced coffee vs. cortado: the drinks of choice at Scrappy ABM
    • How Scrappy ABM helps you build repeatable account-based plays you can own in-house
    🔗 Resources Mentioned
    • Scrappy ABM
    • Evan Cox on LinkedIn
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    5 mins
  • Stop Treating ABM as a Monolith (with Matt Steffen)

    Stop Treating ABM as a Monolith (with Matt Steffen)
    Jun 13 2025
    What’s the right approach to ABM? Former Forrester analyst and ForgeX research advisor Matt Steffen joins host Jim Gilkey to share the pitfalls he sees in most ABM teams today. The big issue: treating ABM as a one-size-fits-all strategy. Matt reveals survey insights from 118 B2B marketers—including the top three challenges ABM teams face right now. He explains why not understanding your ABM deployment model is holding your program back, how this confusion impacts budget, and why the debate over the definition of ABM misses the point. Get clear, actionable advice on defining, differentiating, and operationalizing one-to-one, one-to-few, and one-to-many ABM. If you want to avoid the most common mistakes in account-based marketing, this episode is your wake-up call.

    👤 Guest Bio
    Matt Steffen is a senior research advisor at ForgeX, an analyst firm and community dedicated to account-based go-to-market strategies. A former Forrester analyst, Matt specializes in account-based marketing research and best practices, including sales and marketing alignment and vendor selection for ABM programs. Connect with Matt on LinkedIn.

    📌 What We Cover
    • The #1 mistake: treating ABM as a monolith
    • Why not understanding ABM deployment models causes breakdowns
    • The three top challenges facing ABM teams (from the 2025 State of ABM report)
    • How a lack of internal clarity impacts both budget and strategy
    • The real debate: deployment model definitions vs. the definition of ABM itself
    • The importance of operationalizing each deployment model separately
    • What mature ABM programs do differently with one-to-one, one-to-few, and one-to-many approaches
    • How to access ForgeX resources and connect with leading ABM practitioners
    🔗 Resources Mentioned
    • ForgeX Community and Resources
    • Scrappy ABM
    • Matt Steffen on LinkedIn
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    8 mins
  • Pipeline Velocity: The ABM Metric That Matters Most (with Payton Christopher)

    Pipeline Velocity: The ABM Metric That Matters Most (with Payton Christopher)
    Jun 11 2025
    Can you play the game if you don’t know the score? Jim Gilkey sits down with growth marketing leader Payton Christopher for a straight shot of ABM reality: pipeline velocity isn’t optional—it’s the path to scaling revenue, securing funding, and not wasting another dollar on the wrong channel. Payton breaks down the real equation that drives B2B SaaS pipeline, why sales teams go hungry without it, and how measuring pipeline velocity lets you spot which tactics actually move deals to “closed won.” From choosing between inbound, events, or cold calling to sidestepping org build-outs that flop, you’ll get a blueprint for keeping your ABM spend tight and results visible.

    👤 Guest Bio
    • Payton Christopher is a growth marketing leader specializing in helping B2B SaaS startups scale pipeline and revenue through full-funnel demand gen, ABM strategy, and data-influenced go-to-market execution. Connect with him on LinkedIn.


    📌 What We Cover
    • The pipeline velocity equation: average deal size × win rate × active opportunities ÷ sales cycle
    • How measuring early pipeline velocity leads to long-term ABM success
    • Why tracking “what channel actually works” keeps sales and marketing aligned to revenue
    • Avoiding wasted spend on BDR teams or sales orgs that don’t get enough leads
    • Funding milestones: using pipeline metrics to hit ARR goals and secure the next round
    • Payton’s account-based beverage of choice: Alani Nu Pink Slush
    • Where to connect with Payton for more real-world ABM advice
    🔗 Resources Mentioned
    • Scrappy ABM
    • Payton Christopher on LinkedIn
    • Alani Nu (Pink Slush)
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    5 mins
  • Make Your Brand Team Cry: ABM Voice Rules (with Phil Pilalas)

    Make Your Brand Team Cry: ABM Voice Rules (with Phil Pilalas)
    Jun 9 2025
    If you aren’t making your brand team cry, you’re probably playing it too safe. Jim Gilkey is back with Phil Pilalas, content bro at Scrappy ABM, who’s spent 13 years shaking up every industry except the kitchen sink. Phil calls out the marketing teams sticking too rigidly to their brand voice and tone guides, warning that “dry” and “safe” won’t win new customers—or keep anyone’s attention. You’ll learn why being afraid to jump outside the lines is a huge mistake, what “comedy” has to do with ABM, and how to cut through the noise (and maybe get your brand team a little uncomfortable in the process). Ready for a punch of real talk? Keep reading.

    👤 Guest Bio
    • Phil Pilalas is a content leader at Scrappy ABM with 13 years’ experience across B2B and D2C—“every single industry except for the kitchen sink.” If you want more of his no-nonsense takes on brand voice, you’ll find him on LinkedIn (he’s probably the only one, unless you find his dad).


    📌 What We Cover
    • Why rigid brand voice guides are a disservice to your customers
    • The fear that keeps marketing leaders from “jumping outside” safe messaging
    • How a little comedy—and rule-breaking—can cut through ABM noise
    • The surprising ABM lesson behind “making your brand team cry”
    • Phil’s account-based beverage of choice: the dirty Dr. Pepper
    • Where to find Phil online for more ABM real talk
    🔗 Resources Mentioned
    • Scrappy ABM
    • Phil Pilalas on LinkedIn
    • Dirty Dr. Pepper (coconut and cream Dr. Pepper—a southern favorite)
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    3 mins
  • Stop Guessing—Start Targeting: Intent Data Tips from TrustRadius (with Riley Rogers)

    Stop Guessing—Start Targeting: Intent Data Tips from TrustRadius (with Riley Rogers)
    Jun 6 2025
    Ever wonder where review platforms actually fit in ABM? Host Jim Gilkey (LinkedIn) brings on Riley Rogers, Customer Success Manager at TrustRadius, to break it down. Riley explains how review platform intent data stands apart—because buyers on TrustRadius aren’t wasting time, they’re actively searching for solutions. Learn how to find your best prospects, layer in industry targeting, and arm your sales team with exactly what’s in play. If your ABM campaigns are stuck in the dark with random intent scores, Riley’s advice will bring clarity and better results.

    👤 Guest Bio
    • Riley Rogers is a Customer Success Manager at TrustRadius, with ABM experience dating back to 2016. He specializes in helping B2B teams get value from long-form reviews and intent data. Connect with Riley on LinkedIn.


    📌 What We Cover
    • Where review platforms like TrustRadius fit in the ABM workflow
    • Why intent data from review platforms is more actionable than generic third-party intent
    • How to use TrustRadius integrations with 6sense, Demandbase, and LinkedIn for tailored campaigns
    • Operationalizing around real buyer behaviors instead of just intent scores
    • Using industry layering to get ultra-specific with ABM plays
    • How review platform intent data boosts ABM campaign metrics and sales enablement
    • The difference between long-form reviews and what you get on G2 or Gartner
    • Local favorites: Sweetwater Hazy IPA as the beverage of choice
    🔗 Resources Mentioned
    • TrustRadius
    • Scrappy ABM
    • Riley Rogers on LinkedIn
    • Jim Gilkey on LinkedIn
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    4 mins
  • Stop the Canned Follow-Up! Make Every Email Count (with Trevor Grimes)

    Stop the Canned Follow-Up! Make Every Email Count (with Trevor Grimes)
    Jun 4 2025
    Struggling to turn post-event connections into real conversations? Jim Gilkey (LinkedIn) is joined by Trevor Grimes, who helps B2B companies find the right words at the right time. Trevor reveals why most post-event emails fail—not because of lack of interest, but because they forget the person on the other side. Forget the generic, “let’s schedule a demo” messages. Trevor shows how adding small, human touches—like a quick note about your conversation or even a photo from the event—can get your emails opened and answered. If your follow-ups are falling flat, it’s time to switch it up.

    👤 Guest Bio
    • Trevor Grimes works with B2B companies to help them create content for the right person at the right time. He’s passionate about writing emails that feel genuinely personal, even at scale. Find him sharing valuable tips on LinkedIn (Trevor Grimes).


    📌 What We Cover
    • The real reason post-event emails get ignored
    • How to add humanity back into your ABM email sequences
    • Simple tweaks that make follow-ups feel personal—even in bulk
    • Why “Hey, we met at this event—let’s schedule a demo” rarely works
    • Using notes and photos to spark real conversations after events
    • When to give prospects space (and not rush the demo ask)
    • How to templatize personalized emails for efficiency and results
    • A candid take on the worst and best post-event emails received
    🔗 Resources Mentioned
    • Scrappy ABM
    • Trevor Grimes on LinkedIn
    • Jim Gilkey on LinkedIn
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    10 mins
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