Building an ABM Program Live | Ep. 283

Most ABM advice assumes a team of ten and a six-figure tech stack. This episode of Scrappy ABM goes the other way. Mason Cosby takes a real company with a three-person marketing team and builds their ABM program live on a webinar, with the audience following along and writing their own answers down.

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Hanna Liszniansky leads marketing at Roundtable Learning, which creates custom VR and AR training programs for Fortune 500 companies. Big expensive product, complex sale, long cycle. Mason works through how people currently find out Roundtable exists, how the team builds pain, how they prove they can solve it, and where the whole thing stalls.

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The stall is the conversion stage. Roundtable ungates almost everything, puts demo videos on YouTube, and has booking links across the site, and still can't reliably move someone from watching a demo to booking a call. Mason maps their current programs against the account progression model, names the missing stage, and builds a one-to-one conversion play out of public quarterly earnings reports.

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👤 Guest Bio

Hanna Liszniansky is Head of Marketing at Roundtable Learning, a Chagrin Falls company that has been building custom learning content since 1997 and now creates VR, AR, and eLearning training programs for Fortune 500 buyers. She runs a three-person marketing team covering content, organic search, social, and events. Before Roundtable she was Director of Marketing at Rust Belt Recruiting, where she worked on hiring pathways and workforce development for the trades.

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📌 What We Cover

Why Mason went into the build intentionally a little blind, and what that shows you about thinking through the problems liveThe four ways Roundtable generates awareness today: outbound sales, referrals, SEO and AEO, and walking the floor at L&D and XR eventsHow Hanna builds pain without violating NDAs, using aggregated industry data and invented scenarios based on real client patternsWhy ungated demo videos on YouTube are the right call and still not a conversion playPrimary intent: why events can generate awareness, book meetings, and accelerate pipeline, and still only have one jobThe 4D framework broken down: data, distribution, destination, directionThe notification game, and why the goal of a LinkedIn connection request is to open the channel rather than book the meetingChampion tracking on no budget, using bounced newsletter emails to spot customers who changed jobsBuilding the conversion stage from Fortune 500 quarterly earnings reports, at 20 to 30 accounts a quarterCustomer expansion through the If You Give a Mouse a Cookie lens: every problem you solve creates the next one

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