Your Events Are Expensive Because You Skip This Step | Ep. 273

About this episode

This episode discusses the importance of defining account progression stages and effective re-engagement strategies in ABM programs.

Most ABM programs stall not because the channels are wrong, but because nothing is designed to actually move accounts forward. This episode of Scrappy ABM pulls from the live Q&A section of one of Mason Cosby 's ABM in a Day workshops, and the questions are exactly the ones practitioners get stuck on: how to define account progression stages, how long to run a re-engagement playbook before giving up, and what a real conversion mechanism looks like when you're running lean. ㅤ The episode wraps with a live program teardown with a workshop attendee, walking through her actual ABM stack channel by channel. It's the kind of honest, real-time problem solving that reveals where most scrappy programs break down. ㅤ 📌 What We Cover How to define the intent of each account progression model stage, from awareness through re-engagement, and why that definition has to come before you can track anything What makes Mason's Fix Your Site program still his all-time favorite, and the broader philosophy behind programs built on first-party, willingly-given data Why live engagement formats (workshops, webinars) beat passive content for moving accounts and building relationships at scale How to…

People in this episode

Host: Mason Cosby

Topics covered

• account progression stages
• re-engagement playbook
• event ROI
• live engagement formats
• ABM strategies

Keywords

• ABM
• account progression
• re-engagement
• event planning
• live workshops

Mentioned in this episode

Organizations: Scrappy ABM

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