In this episode of Scrappy ABM, host Mason Cosby discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies.

Best Moments:

(00:32) Introduction to the workshop on stopping scaling ABM and starting to stack signals

(01:25) Gaining clarity on structuring an ABM program

(04:04) Discussion on various ABM-related terms and their similarities

(08:35) Three core reasons why ABM programs fail

(12:56) Importance of focusing on people and processes before investing in technology

(15:22) Introduction to the account progression model framework

(16:31) Explanation of the 4D framework for building activation playbooks

(19:37) Identifying current marketing activities and how they fit into the account progression model

(24:09) Examples of how to track and measure various marketing activities

(27:23) Detailed breakdown of the 4D framework applied to different stages of the account progression model