Scrappy ABM brings a focused look at business to government—B2G in the context of an ABM program. Host Mason Cosby sits down with Michelle Hanley to map the nuances of payment processing for governments across state and local. With a finite group of agencies, shifting election cycles, and long six to 24-month timelines, buying groups change and risk aversion is real. Michelle lays out a play that flips “normal B2B” on its head: events to meet new people and get contacts, email as the day-to-day touchpoint, and webinars that are completely bottom of funnel—often a sniff test for open opportunities. Listen for practical talk on RFPs, contact harvest, segmentation by state or city, stage one opportunities, and why “if it ain’t broke, don’t fix it” still shapes adoption—while teams have to get scrappy with budget.
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Michelle Hanley is the Senior Manager of Demand Gen at PayIt, focused on payment processing for governments across state and local. She leads programs that rely on events, email, webinars, RFPs, and segmentation of buying groups—often by state or city—with timelines ranging from six to 24 months. Michelle highlights stage one opportunities, contact harvest, and attribution to guide spend.
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