Buyers are not searching Google keywords in the dark funnel anymore. They are asking questions in private channels, large-language-model communities, Perplexity, and Slack communities. In episode 259 of Scrappy ABM, host Mason Cosby sits down with Lisa Sharapata to discuss this exact shift in buyer behavior.

ㅤ

Lisa shares how she is rewriting marketing playbooks by getting closer to the customer through first and second-party intent signals, in-person events, and Answer Engine Optimization (AEO). She explains how to use artificial intelligence to find content gaps, draft resources with human-in-the-loop oversight, and build highly specific dashboards using Claude code.

ㅤ

Mason Cosby and Lisa also discuss why turning off your brand advertising is a mistake and how a strong partnership with sales is strictly required for any account-based marketing program to survive.

ㅤ

👤 Guest Bio

Lisa Sharapata is the VP of AI and GTM Strategy at Metadata and the Founder of 4Profit GTM. With over 20 years of experience turning marketing into a revenue engine, Lisa specializes in building and aligning go-to-market systems. She previously built the marketing function from scratch at The Arbinger Institute and led GTM transformations at BoostUp.ai and Mindtickle.

ㅤ

Today, she focuses on Answer Engine Optimization and agentic workflows to help B2B leaders scale. Connect with Lisa Sharapata on LinkedIn to join her free weekly AI Exchange on Fridays.

ㅤ

📌 What We Cover

How buyer behavior has shifted from traditional search to private channels and large language models.
Ways to prioritize go-to-market signals without boiling the ocean.
Using Meta Match technology to reach B2B buyers on personal platforms like Instagram.
Building an Answer Engine Optimization strategy to rank higher in LLMs against competitors.
Creating an agentic workflow to automatically identify content gaps, generate drafts, and stage posts.
Re-imagining attribution and reporting by pulling CRM and advertising data into custom Claude dashboards.
Why in-person dinners and events remain the ultimate relationship accelerators.
The dangers of turning off brand spending and how it immediately drops demo request volume.

ㅤ

🔗 Resources Mentioned

Metadata
Air Ops
Claude
HubSpot
Perplexity
Gong
Lisa Sharapata's LinkedIn
Scrappy ABM: Visit for more ABM tips and strategies
Connect with Mason on LinkedIn for a conversation about ABM

ㅤ

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!