About this episode

Mason Cosby condenses key insights from a year-long workshop on ABM into a concise episode, focusing on effective frameworks and exercises for marketers.

For almost a year, the Scrappy ABM team has run a full-day workshop called ABM in a Day, with over 900 marketers coming through it. In this solo episode, host Mason Cosby pulls the best of the best from that workshop's survey feedback and condenses roughly seven hours of material into about 15 minutes. ㅤ The thing marketers rated most helpful was a clear structure and system for their ABM program. Mason walks through the two core frameworks behind that structure: the account progression model and the 4D framework. Then he gets into the best customer profile, a look-back method for finding the accounts you actually want more of. ㅤ If you're heading into H2 and trying to figure out where to make an impact in the second half of the year, this one hands you a starting exercise you can run with a sheet of paper today. ㅤ 📌 What We Cover Why a clear structure and system ranked as the most helpful takeaway from ABM in a Day The account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, opportunity, and a re-engagement stage The paper-and-pen exercise: write down every program you run, then map each one to the…

People in this episode

Host: Mason Cosby

Topics covered

• ABM
• marketing frameworks
• customer profiling
• account progression
• workshop insights

Keywords

• ABM in a Day
• account progression model
• 4D framework
• customer profile
• marketing qualified account

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