Most ABM programs start with a plan and die with a calendar. Moréa Pollet spent three years watching that happen at InfluxData - and then figured out why. On this episode of Scrappy ABM, Mason Cosby sits down with Moréa to walk through exactly how her team rebuilt their ABM motion from the ground up, using Clay-powered enrichment, AI-generated personalization, and a LinkedIn funnel built for technical buyers.

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The conversation covers what killed version one (sales bandwidth, no real operationalization), what made version two stick (automating everything except the phone call), and the honest truth about measuring ABM success before pipeline is even on the table. InfluxData is an open-source company targeting software engineers - which means they're running ABM in one of the hardest targeting environments possible. The playbook Moréa shares is specific, scrappy, and repeatable.

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👤 Guest Bio

Moréa Pollet is the Director of Demand Generation at InfluxData, the creator of InfluxDB - the world's leading open-source time series database. She has been with InfluxData for over five years, building and evolving the demand gen function across PLG, enterprise, and hybrid sales motions. Her background spans international business, hospitality, legal, and technology marketing, and she holds degrees from San Francisco State University and SKEMA Business School (France).

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📌 What We Cover

Why InfluxData's open-source roots made traditional ABM a poor early fit - and what forced a rethink
How the team used Clay to enrich target accounts in the energy sector and surface specific tooling data that wouldn't exist in any standard database
The decision to start with SDRs only (no AEs) to simplify the first version of the program
How AI-generated personalization is driving higher open and reply rates - not lower ones
The LinkedIn funnel structure Moréa built: layered content from brand awareness to pain-point-specific ads, with InMail finally working after two months of testing
How content is segmented by role - technical webinars for practitioners, executive briefs and ROI calculators for decision makers
Why early ABM success metrics were meetings booked, not pipeline - and how that changed in version two
The one piece of advice Moréa wished she had from day one: go get executive buy-in before you go get sales buy-in

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🔗 Resources Mentioned

InfluxData - open-source time series database platform
Clay - data enrichment and automation platform used for account targeting and personalization
Outreach - sales engagement platform used for SDR sequences
Salesforce - CRM referenced in the context of integration challenges
6sense - mentioned as a tool not in budget during the original ABM build
Demandbase - mentioned alongside 6sense as an enterprise ABM tool considered but not used early on
LinkedIn - paid media channel; thought leader ads and InMail specifically discussed

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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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