Most ABM teams make one fatal mistake: they treat the strategy like it’s “set it and forget it.” But as Scrappy ABM host Mason Cosby learns from Christopher Collier, Vice President of Marketing at EHS Insight, the reality is far more dynamic. ABM is not just about targeting accounts—it's about constant ICP refinement, aligning teams, iterating channel mix, and measuring what really matters.Christopher shares how his team does quarterly and even monthly reviews of ICP and CAC, why they only run outbound to accounts showing intent, and how they align content and channels to the buyer’s journey. Plus, they’ve built a culture where experimentation is safe, failure is learning, and RevOps is in the room for content strategy.If you want a real-world look at how to stand up and scale an ABM program without relying on guesswork or bloated tech stacks, this episode has the playbook.👤 Guest BioChristopher Collier is the Vice President of Marketing at EHS Insight, where he leads demand generation, operations, and digital strategy for their SaaS platform. With a strong background in private equity and B2B marketing, Christopher brings a data-driven, cross-functional approach to building revenue teams.Connect with him on LinkedIn: linkedin.com/in/christopherleecollier📌 What We CoverHow EHS Insight refines ICP with quarterly reviews and biannual deep divesWhy aligning marketing, sales, product, and CS is essential for ICP accuracyWhat it looks like to run programs only to accounts showing real intentWhy they audit channel performance down to closed-won revenueHow RevOps led the mapping of content to the buyer journeyThe importance of ungated content—and what gets tracked insteadHow video is becoming a key sales enablement priorityWhy culture and leadership alignment make or break your ABM programHow they measure influence vs. source using Enrich + HubSpotBuilding psychological safety to support risk-taking and learning from failure🔗 Resources MentionedScrappy ABMConnect with Mason CosbyConnect with Christopher CollierEHS InsightEnrichRadical Candor by Kim ScottCrucial Conversations by Patterson, Grenny, McMillan, and SwitzlerUpnotch (mentorship platform)Resources:Scrappy ABM: Visit for more ABM tips and strategies.Connect with Mason on LinkedIn: Start 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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