In this episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.👤 Guest BioDavid Chase is the Chief Marketing Officer at Workboard, where he rose through the ranks from Director of Product Marketing to CMO in just four years. He’s passionate about building effective, scalable demand generation programs grounded in customer insight and strategic execution.Connect with David on LinkedIn📌 What We CoverWhy the demand gen rebuild happened 2.5 years into David's time at WorkboardThe lean org structure: domain experts, a single growth hire, and three BDRsHow they aligned the BDR role with senior enterprise buyersReassessing the ICP with "years in business" as a key maturity signalUsing customer quotes and references as the foundation of all messagingWhy horizontal peer influence matters more than industry in 2025Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builderThe simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold callsBuilding a daily measurement model tied to pipeline goals and BDR activityHow the team generated 3.5x pipeline growth over two quartersCommon challenges in aligning messaging across C-suite, middle managers, and process owners🔗 Resources MentionedWorkboard Website: workboard.comScrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn for a conversation about ABM.If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

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