In this episode of Scrappy ABM, host Mason Cosby speaks with T.C. Jennings about how to run account-based advertising without needing an expensive ABM platform. They discuss strategies for building an ABM playbook using LinkedIn ads, creating the right content, tracking results, and aligning sales and marketing.

Key Discussion Points:
- Using LinkedIn ads, a target account list, and analytics platforms as the core components for DIY ABM
- Leveraging document ads on LinkedIn as they are a new format with less competition
- The importance of having a wide variety of ad creative to keep target accounts engaged
- Setting a view-through conversion in LinkedIn ads to approximate account-level engagement
- Getting sales team buy-in and feedback to improve performance