Most ABM programs stall on the list. Cindy Dubon has a fixed budget and a rule about it: don't spend a dollar on an account you aren't desperate to win. On this episode of Scrappy ABM, Mason Cosby talks with Cindy Dubon about how she built a tiered target account list at Goldcast, and why tier A comes down to whether a company already gets what she's selling.
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Cindy walks through the firmographic and technographic signals she uses, how she separates preferences from requirements when tiering, and why she can hand sales five hundred accounts instead of six thousand.
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She also breaks down the quarterly virtual event her team works like a trade show booth, where they're the only booth on the floor. Gifting boxes go only to target accounts. Reps ask attendees what questions they want put to the speakers. SDRs walk out with meetings booked before follow-up even starts.
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👤 Guest Bio
Cindy Dubon is Director of Demand Generation at Goldcast, the AI-first B2B video and events platform acquired by Cvent in December 2025. She joined Goldcast in late 2024 after demand gen roles at DroneDeploy, Perceptyx, and Greenfly, and she managed the SDR team directly out of marketing. She co-presents Goldcast's annual Webinar Benchmark Report and markets to an ICP she belongs to herself, having been a customer before she was an employee.
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📌 What We Cover
Why the target account list starts with customer lookalikes instead of dream logos
The firmographic and technographic filters that qualify an account: employee count, an actual marketing team, and investment in tools like Marketo, HubSpot, or Salesforce
How tiers A through F work, and why geography lowers a tier rather than removing an account
Preferences versus requirements as a tiering framework
Mapping webinar topics to funnel stage, and why "vibe coding" became "vibe coding for webinars"
Running a quarterly virtual event like a trade show where you're the only booth on the floor
The AI summer camp gifting box that only target accounts received, and the social posts it generated
Why Cindy tells her SDRs exactly which messages she would never respond to
The insider intel you get from relationships that no third-party intent provider will ever surface
Why she believed she needed 6sense to do ABM, and where that belief came from
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!
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