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.

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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.

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📌 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 structure a re-engagement playbook: four quarterly sales touches, mirroring initial engagement, with a 12-month window before you call an account dead
• The four data sources that power a pre-event program, two of which cost nothing, and why most event ROI problems are actually a pre-event planning problem
• Three core event destinations (booth, speaking session, happy hour side event) and why getting the meeting set on-site is the only reliable path to a follow-up meeting
• A live ABM program audit with a workshop attendee targeting school superintendents, including a real-time diagnosis of what's missing: a conversion mechanism at meaningful engagement

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🔗 Resources Mentioned

• Scrappy ABM Workshop: ABM in a Day, runs every four to six weeks

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!