Why Personalization Beats Spray-and-Pray Every Time (with Lorena Garcia from FranConnect) | Ep. 181

Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.

Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practical steps they took to operationalize and scale a high-touch program. If you’ve been waiting for the perfect setup to launch ABM—this is your permission to go now.

👤 Guest Bio

Lorena Garcia is the Senior Vice President of Marketing at FranConnect, a platform powering franchise and multi-location business growth. She leads a metrics-driven marketing team focused on customer experience, sales partnership, and scalable ABM execution.

📌 What We Cover

• Why Lorena starts with a “customer perspective lock-in” before any marketing execution
• How FranConnect uses public growth signals and industry intent data to prioritize accounts
• What makes their Salesforce dashboard a true account experience engine
• The importance of a personalized PathFactory experience for each brand
• Why you should build playbooks with SDRs and sales—not just hand them off
• The one mistake marketers make when targeting C-levels too early
• How her team runs 70% complete rollouts and refines with sales feedback
• Why “fax over feelings” and daily reporting create true accountability
• How she thinks about metrics beyond the inbound/outbound divide
• The underestimated power of beta testing with friendlies and customers

🔗 Resources Mentioned

• FranConnect
• PathFactory
• Lorena Garcia on LinkedIn
• Scrappy ABM Podcast
• 🔗 Scrappy ABM: Visit for more ABM tips and strategies.
• 🔗 Connect with Mason Cosby on LinkedIn for 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!