Most product-led companies decide ABM isn't built for them and move on. On Scrappy ABM, Mason Cosby makes the opposite case with Jess Annadurai, Senior Global Marketing Director at Supermetrics, who ran customer expansion as the entry point instead of new business.

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Supermetrics is a PLG company with a land-and-expand motion, and Jess treats its existing customer base as the strongest target account list it owns. She walks through how she, the VP of Sales, and the Director of Customer Success in North America picked accounts, why they started with an advocacy approach, and how a "meet your manager" campaign moved booked meeting rates from under 1% to 13-14%.

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The conversation stays specific: product signals for targeting, gifting that feels personal instead of a $25 gift card, $150K to $200K in pipeline per send, and roughly 9X ROI on year-one spend. Jess also shares what didn't travel when she tried to take a US playbook global.

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👤 Guest Bio

Jess Annadurai is Senior Global Marketing Director at Supermetrics, where she's spent just over three and a half years, first as North American head of marketing and then across a global remit covering demand, field, partner, and customer marketing. She was an active 6sense power user around 2018 and has worked both sides of the ABM world, as a practitioner buying the tools and as a marketer at an ABM vendor before moving to the data side of martech.

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📌 What We Cover

Why a PLG customer base is the best target account list you already own, and how much context it hands you for free
How Jess, the VP of Sales, and the Director of Customer Success agreed that customer education was the real gap
Starting with an advocacy approach: 10 customer case studies, and the new use cases and retention lift they uncovered
Segmenting customers by whether they had an account manager, then running two different motions
The "meet your manager" campaign, with personalized gifting instead of gift cards
Booked meeting rates going from under 1% to 13-14%
$150K to $200K in pipeline per send, ~$35K total gifting spend for the year, and roughly 9X ROI
A small agency at ~$10K that expanded to $140K within six months
Why gifting norms differ by region, and what Jess would scale differently next time

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🔗 Resources Mentioned

Supermetrics
6sense
Postal (now Sendoso)
Looker Studio
Google Sheets
Connect with Jess on LinkedIn

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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