In this episode of Scrappy ABM, host Mason Cosby discusses the fundamentals of account-based marketing (ABM) and provides practical advice for implementing successful ABM programs. He explores common pitfalls, the key roles involved, and strategies to get your ABM efforts off the ground—no fancy tech required.

Best Moments:

(01:38) Mason’s background in building ABM programs without specialized technology

(03:10) Statistics on the effectiveness of successful ABM implementations

(05:15) Definition of ABM as a B2B revenue strategy

(08:53) Explanation of ideal client profile (ICP) and best-fit customers

(11:48) Common reasons why ABM programs fail

(29:58) Core components of an ABM strategy: account progression model and activation playbook

(34:01) Stages of the account progression model

(36:47) Quick win strategy: implementing a closed-loss program

(40:55) The 4D framework for ABM: data, distribution, destination, and direction

Repurposed Episode Reference:

This episode is repurposed from a webinar hosted by CXL, titled “From ABM to ROI – Getting Started and Seeing Results.” In the session, Mason Cosby appeared as a guest to share insights on running successful ABM programs without a massive tech stack. Explore more free content, webinars, and resources on CXL Lite.