Scrappy ABM That Scales: Personas, Tech Stacks & Killing Intent Data w/ Muzafar Chaudhry | Ep 76

What happens when a revenue marketer with 16+ years in B2B DemandGen gets real about ABM? 🎯 In this episode of ABM Answered, Sam sits down with Muzafar Chaudhry, Director of DemandGen at HackerRank, to unpack scrappy-but-scalable ABM plays, how to use personas properly, why he’s killing third-party intent data, and what “small business mindsets” big enterprises desperately need to adopt.

From $200 tech stacks built with Google Sheets + ChatGPT to one-to-one campaigns involving Baby Yoda and golf clubs (yep), this convo is packed with tactics you can steal today.

Discussion Breakdown:

Personas Done Right (02:00)
How to go beyond pain points into behaviors, buying signals & orchestration

Clay, Data & Secret Signals (04:39)
Why scrapers + custom models beat cookie-cutter intent data every time

New Logos vs. Expansion (06:32)
How to split your ABM between existing customers and fresh accounts

Unconventional Plays (09:13)
From Star Wars gifting to hyper-personal one-to-one campaigns that land

$200 ABM Tech Stack (11:43)
How to build a “DIY Clay” with Google Sheets, ChatGPT & scrappy scripts

What Tech Really Excites Him (14:59)
Why the future of ABM is homegrown, low-code, and AI-powered

The Sacred Cow That Needs Slaughtering (16:21)
Why third-party intent data is broken (and what to do instead)

Big Org Mindset Shifts (19:39)
How enterprise ABM teams can act like startups and stay innovative

Future Tech Dreams (22:53)
From secure personal AIs to generative game engines 👾

The Question for Our Next Guest (25:08)
What’s the most actionable data you use that directly fuels ABM tactics?

Resources Mentioned:

Clay – Low-code automation tool Muzafar swears by

HackerRank – Technical hiring platform driving developer-first ABM

Important Moments:
00:00 – Introductions & Muzafar’s ABM journey
02:00 – Where personas fit in ABM
04:39 – How HackerRank scrapes & scores accounts
06:32 – Balancing ABM for new vs. existing accounts
09:13 – Creative one-to-one ABM plays that work
11:43 – Building a $200/month ABM stack
14:59 – Low-code + AI: the real ABM future
16:21 – Why intent data is a sacred cow
19:39 – Big orgs, small biz mindsets
22:53 – Muzafar’s dream tech invention
25:08 – The killer ABM data question for next guest