Stop Selling Fear 😨 Why Factal's ABM Program Leads with Proof, Not Pain (with Dave Clark from Factal) | Ep. 282
About this episode
Mason Cosby interviews Dave Clark from Factal about their unique ABM approach that focuses on facts rather than fear.
Most security and risk companies sell fear. Factal sells facts - and their ABM program reflects that difference. On this episode of Scrappy ABM , Mason Cosby sits down with Dave Clark , Marketing Strategist at Factal, to break down how a two-person marketing team with no dedicated ABM stack runs targeted, personalized outreach to Fortune 500 security operations centers - without resorting to fear-mongering. ㅤ The conversation covers how Factal uses NGO champions who move into the private sector as a warm targeting signal, why Dave ignores click-through rates (and why that made them go up 40%), and how to measure ABM success when hyper-attribution is no longer realistic. ㅤ 👤 Guest Bio Dave Clark is Marketing Strategist and Producer at Factal, a risk intelligence platform based in Seattle that combines experienced journalists with machine learning to verify and geolocate global incidents in real time. A former sports journalist, Dave has been at Factal since 2022, where he leads content, email, and targeted ABM outreach for a two-person marketing team serving global security and intelligence organizations. ㅤ 📌 What We Cover How Factal identifies target accounts by looking for…
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- Building an Organic Social ABM Program from Scratch with Greg Rokisky from Calendly | Ep. 263
- Best place to start with ABM | Ep. 262
- How to build the right budget and investment for ABM | Ep. 261
- Why Most ABM Programs Fail: Executing In The Wrong Sequence | Ep. 260
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