One-to-Many ABM that Doesn’t Burn Cash (with Natalie Marcotullio) | Ep. 205

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.

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Natalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don’t burn cash.

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👤 Guest Bio

Natalie Marcotullio is Head of Growth and Product Marketing at Navattic. She also co-hosts Revenue on the Rocks with her head of sales, a podcast built around sales and marketing alignment — complete with a drink in hand.

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📌 What We Cover

• Why one-to-many ABM fits when ACVs don’t justify one-to-one
• Going beyond G2 categories to find hyper-specific sub-verticals
• Tools like Apollo lookalike features and Oceans IIO for niche targeting
• Mapping distribution channels: LinkedIn ads, in-person events, direct mail, advisor programs
• The role of interactive demos in mid-funnel engagement
• Stacking and consolidating signals through Koala and Slack alerts
• Measuring everything against pipeline, not just demo engagement
• Standardizing processes with sales to avoid wasted spend and list churn

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🔗 Resources Mentioned

• Navattic — Interactive demo platform
• Koala — Signal aggregation platform
• Apollo — Lookalike and targeting tool
• Oceans IIO (mentioned as niche targeting tool)
• Cyber Marketing Con & Cyber Marketing Society (events referenced)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby for a conversation about ABM.

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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!