Churn Isn’t the End of the Story (with Braxton McKee)

Special: ABM in a Day Promotion

Join Jim and Mason on Thursday, November 13th, for Scrappy ABM's next ABM in a Day Workshop so that you can walk away with a personalized 6-month roadmap for your team’s ABM effort.  In the past 12 months, 30+ companies finally got ABM right following The Scrappy ABM Process. This free, day-long workshop is specifically designed to hand you that exact same playbook and address the 3 biggest pain points teams are sharing with us:  * “We’re not even close to ready for ABM…” * “We don’t have budget…” * “We don’t have the time to do it all…” If any of those points resonate, you’re in luck! This workshop address all of them — in a single day. You don't need another generic breakdown. You need a roadmap designed for you. If you'd like to leave with plan for ABM AND a dramatically different outlook on the rest of 2025, visit scrappyabm.com/workshop [https://scrappyabm.com/workshop] to save your seat.

Churn Isn’t the End of the Story (with Braxton McKee)

Car washing is a century-old business, but memberships are just a decade in the making. That shift has created new opportunities — and new challenges — for operators. In this episode of Account-Based Beverages, host Jim Gilkey [https://www.linkedin.com/in/jgilkey/] sits down with Braxton McKee, Senior Content Marketing Manager at Rinsed [https://www.rinsed.com]. Braxton brings a unique perspective: he grew up in the car wash industry, led CRM and incremental revenue for a 150-location operator, and was a Rinsed customer for years before joining the team. From speaking the operator’s language to connecting white-collar tools with blue-collar realities, Braxton shares how empathy, strategy, and winbacks fuel account-based growth. Guest Bio * Braxton McKee is Senior Content Marketing Manager at Rinsed [https://www.rinsed.com], helping turn 3,500+ car washes into subscription and loyalty machines. With deep roots in the car wash industry, he grew from the pit to leading CRM and incremental revenue for a 150-location operator before joining Rinsed. Today, he helps bridge technology and operations by speaking the operator’s language and enabling customers with empathy. Connect with him on LinkedIn [https://www.linkedin.com/in/braxton-mckee-mba-b1a4a9228/]. What We Cover * Why speaking the operator’s language beats pushing features * How empathy drives enablement in tough industries * Bridging the gap between white-collar tools and blue-collar realities * The role of strategic accounts and multi-site operators in growth * Why churned customers are still full of opportunity * The surprising stat: 54% of churned members still wash at the same wash * How winbacks restore the original customer story Resources Mentioned * Rinsed [https://www.rinsed.com] * Scrappy ABM free ABM in a day workshop [https://scrappyabm.com/]

Own the Narrative: How to Talk About Competition (with Marichka Onyshchenko)

Ignore the elephant in the room, and you lose control of the story. That’s the point Marichka Onyshchenko [https://www.linkedin.com/in/mariia-onyshchenko/] drives home in this sharp conversation with host Jim Gilkey [https://www.linkedin.com/in/jgilkey/]. Competition isn’t something to sidestep. It’s a chance to own your narrative, prove expertise, and build trust. Marichka shares why “playing dirty” always backfires, how to focus on your true value proposition, and why buyers care less about flashy comparisons and more about confidence and credibility. She also breaks down how to handle the toughest competitor of all: the status quo. And Jim adds a reminder that your best messaging insights often come straight from customers who’ve switched from rivals. If you’re refining your messaging or facing crowded markets, this one’s packed with clarity you can act on today. 👤 Guest Bio * Marichka Onyshchenko [https://www.linkedin.com/in/mariia-onyshchenko/] is a Ukrainian living in Belgium with a diverse professional background. She currently works in product marketing, bringing a sharp focus on honest messaging, competitive positioning, and building buyer trust. 📌 What We Cover * Why you should never ignore the elephant in the room: competition * How leading the conversation lets you control the narrative * The danger of saying “we don’t have competitors” * Why “playing dirty” in messaging is a losing strategy * The Rolex vs. crab watch meme — and why comparisons like this miss the mark * How to approach the toughest competitor: doing nothing * Using insights from customers who switched from competitors * Building trust by showing research, identifying gaps, and proving expertise 🔗 Resources Mentioned * Scrappy ABM – Show sponsor, repeatable account-based plays * Product Marketing Alliance [https://www.productmarketingalliance.com/#/portal/signup/free?utm_source=linkedin&utm_medium=pagecta&utm_campaign=etc-linkedin-pagecta-insider]

People Buy from People (with Joe Pettit)

AI is everywhere — even powering toothbrush ads. But in a world obsessed with automation, it’s easy to forget what actually drives B2B growth: people. In this episode of Account-Based Beverages, host Jim Gilkey [https://www.linkedin.com/in/jgilkey/] sits down with Joe Pettit [https://www.linkedin.com/in/joepettit/?originalSubdomain=es], Director at Bora [https://welcometobora.com/], a cybersecurity marketing agency built on human-to-human connection. Joe shares why people are buying from people, not organizations, and how genuine relationships fuel long-term business growth. From building trust that lasts even after a prospect changes companies, to creating content rooted in real conversations instead of generic AI outputs, Joe shows why listening and communication still matter most. 👤 Guest Bio * Joe Pettit [https://www.linkedin.com/in/joepettit/?originalSubdomain=es] is Director at Bora [https://welcometobora.com/], a cybersecurity marketing agency specializing in content creation, sales lead generation, and social media management. Focused on human-to-human connection, Joe emphasizes the power of relationships, listening, and communication to drive growth in the cybersecurity space. 📌 What We Cover * Why “people buy from people” is more important than ever in B2B * How AI-driven content often falls short without human critical thinking * The role of strong account managers, writers, and project managers in scaling an agency * Why referrals and long-term relationships outperform outbound campaigns * Listening as a growth strategy: understanding client needs before offering solutions * How talking to engineers, sales teams, and experts generates unique, valuable content * The risks of over-relying on tools like ChatGPT without human verification * Why human connection ensures clients think of you when they’re back in market 🔗 Resources Mentioned * Bora – Cybersecurity Marketing [https://welcometobora.com/]

Why ABM Fails Without Alignment (with Nakul Shetty)

What not to do when launching an ABM program? Jim Gilkey [https://www.linkedin.com/in/jgilkey/] sits down with Nakul Shetty [https://www.linkedin.com/in/nakul-shetty/], a self-described wannabe motorcycle racer turned accidental marketer, to share hard-won lessons from doing ABM the wrong way. From chasing alignment across teams to questioning expensive platforms, Nakul reveals the pitfalls that drain time, budget, and focus. He explains why LinkedIn should be treated like a billboard—not a form-fill machine—and why website visits don’t always equal interest. If you’re running in circles with tools, tactics, and campaigns, Nakul’s advice is clear: slow down, get your ICP right, and build a strategy before pouring money into tech. This episode is a candid look at the ABM missteps you can avoid to save budget and accelerate future success. 👤 Guest Bio * Nakul Shetty [https://www.linkedin.com/in/nakul-shetty/] calls himself a wannabe motorcycle racer turned accidental marketer. With experience in growth and product marketing, Nakul has learned ABM through trial, error, and persistence. He shares practical lessons on alignment, ICP focus, and strategic discipline that help teams avoid costly missteps. 📌 What We Cover * Why alignment across all teams is the first ABM hurdle * The hidden risks of investing early in platforms like Terminus or Demandbase * How to think about LinkedIn as a billboard, not a lead-gen form machine * Why form fills and downloads aren’t delivering value anymore * Smarter ways to experiment with lower-cost display ads * The danger of overreacting to anonymous website visits * Focusing on a clear ICP and niche before scaling campaigns * Why slowing down at the start saves budget and accelerates later wins 🔗 Resources Mentioned * Crossing the Chasm (book) * Scrappy ABM [https://scrappyabm.com/]