The ABM Cheat Code: ICP, Intent, and Iteration (with Christopher Collier from EHS Insight) | Ep. 175

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 Bio

Christopher 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 Cover

• How EHS Insight refines ICP with quarterly reviews and biannual deep dives
• Why aligning marketing, sales, product, and CS is essential for ICP accuracy
• What it looks like to run programs only to accounts showing real intent
• Why they audit channel performance down to closed-won revenue
• How RevOps led the mapping of content to the buyer journey
• The importance of ungated content—and what gets tracked instead
• How video is becoming a key sales enablement priority
• Why culture and leadership alignment make or break your ABM program
• How they measure influence vs. source using Enrich + HubSpot
• Building psychological safety to support risk-taking and learning from failure

🔗 Resources Mentioned

• Scrappy ABM
• Connect with Mason Cosby
• Connect with Christopher Collier
• EHS Insight
• Enrich
• Radical Candor by Kim Scott
• Crucial Conversations by Patterson, Grenny, McMillan, and Switzler
• Upnotch (mentorship platform)

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn: Start a conversation about ABM.

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