Why Our ABM in a Day Workshop Leads to Early ABM Wins

Article at a Glance

What is the ABM in a Day workshop?

ABM in a Day is a seven-hour live virtual workshop designed to help marketers and revenue leaders build a practical ABM program in a single day. It's not a lecture, but a structured build session where you leave with concrete ABM examples to pull from, and a 90-day plan your team can execute the very next day.

Who is the workshop designed for?

It's built for marketers who've been handed ABM responsibility and aren't sure where to start, revenue leaders who've tried ABM and haven't seen results, and anyone who needs an account-based marketing approach they can run.

What ABM steps will I walk away with after the workshop?

By the end of the day, you'll have an ideal customer profile and target account list framework, an ABM activation strategy, a messaging and content gap analysis, and a realistic 90-day roadmap with specific ABM steps your team can execute immediately. You'll also get a complimentary one-on-one consult to finalize the plan after the workshop wraps.

What ABM examples and templates are included?

Every session comes with templates you can download and deploy right away. The ABM examples covered throughout the day come from actual programs, results, and lessons learned across 70+ ABM engagements. The goal is to shortcut your time to value so you're not spending weeks figuring out what works.

How does the workshop help with my ideal customer profile and targeting?

The first session is dedicated entirely to targeting. We’ll build your ideal customer profile, define what a right-fit account looks like, and create a target account list grounded in data. It's one of the most valuable ABM steps you can take, and it's the foundation on which everything else in the workshop builds.

How do you measure account-based marketing success after the workshop?

The final session covers how to measure account-based marketing without overcomplicating it. You'll leave knowing which metrics matter at each stage of your program, how to have the measurement conversation with leadership, and what success should look like at 30, 60, and 90 days. This way, you’re never guessing whether the program is working.

There's a specific kind of excitement that comes with being handed ABM.

You've read the articles and nodded along in enough webinars to feel like you get it. Account-based marketing is the right move, and you're ready to build something great with it.

Then…you sit down to build the program and realize that knowing what ABM is and knowing how to run it are two different things. Not in a discouraging way, just in a "where the heck do I start???” kind of way. That moment is common, and it's where a lot of programs stall before they ever get traction.

The ABM in a Day workshop was created for that moment. It’s a seven-hour live build session where you walk in with questions and walk out with an ideal customer profile, a target account list framework, ABM examples to pull from, and steps your team can execute the next day. One focused day of work beats months of figuring it out alone, and that's what this workshop is designed to prove.

Why ABM Programs Stall Before They Scale

Here's something worth knowing before you build anything: 78% of ABM programs fail. Not because the people running them aren't trying hard enough, but because there’s usually some misplaced focus. Teams spend time working on reporting dashboards and program strategy, and still don't see the pipeline results they expected.

The other thing that derails early programs is trying to figure it all out solo. There are plenty of ABM examples online and no shortage of opinions about the right account-based marketing approach. However, without someone who's been through it helping you, it's easy to spend months making decisions an experienced guide could have helped you avoid.

Then there are the objections that stop programs before they even start:

• We’re not ready for ABM
• We don’t have the budget
• We don’t have the time

These are normal concerns, but our workshop is meant to address them all.

What the Workshop Covers

Seven hours sounds like a lot, but we promise it goes fast. Here's what gets covered across the five core sessions.

Targeting

This session is dedicated to building an ideal customer profile and target account list framework grounded in customer data instead of a wishlist of dream logos. You'll leave knowing which accounts deserve your attention, why they made the list, and how to replicate that criteria as the program grows. It's one of the most important ABM steps you can take, and getting it right makes every other session easier.

Leadership Alignment

A successful ABM program without leadership buy-in is just an expensive experiment waiting to be defunded. This session gives you the talk track to get leadership aligned on goals, expectations, and what success looks like before the program launches.

Sales Alignment

This is where a lot of programs live or die. If sales isn't bought in, the best ABM plays in the world won't move pipeline. This session covers how to get sales excited about the program (not just nodding along in a kickoff meeting) and how to build the feedback loop that keeps both teams rowing in the same direction.

Program Roadmap Build

Using everything from the previous sessions, you'll put together a realistic 90-day ABM roadmap with specific ABM steps your team can execute. We’re talking about a proven plan built around your goals, resources, and ideal customer profile.

Measuring Success

The final session covers how to measure account-based marketing without turning it into a full-time job. You'll leave knowing which metrics matter at each stage, how to have the measurement conversation with leadership, and what a win looks like at 30, 60, and 90 days.

What You Walk Away With

The whole point of ABM in a Day is that you leave with something real. Here's what that looks like in practice.

1. A clear ICP and target account list framework. You'll know exactly what a right-fit account looks like and how to find more of them.
2. An ABM activation strategy. This includes which plays to run first, which channels to prioritize, and how to sequence everything so early wins are inevitable.
3. A messaging and content gap analysis. A big picture of what content you have, what's missing, and what needs to be built before the program goes live.
4. A realistic 90-day ABM plan. Developed around your specific goals, team, and resources, so you can get started right after the workshop wraps.
5. Templates to repeat the process. Every session comes with downloadable templates designed to shortcut your time to value.
6. A complimentary one-on-one consult. After the workshop, you'll get a dedicated session to finalize your plan and make sure everything is set up to drive results from day one.

All of that in a single day.

What Past Attendees Are Saying

The best way to know if something is worth your time is to hear from people who've done it. Here's what past attendees had to say about their experience with ABM in a Day.

A complete mindset shift

"Truly, Scrappy is my favorite vendor I've ever worked with. Our team got the training we needed and a complete mindset shift. If you're considering this workshop, just do it."

— Hannah Forson, BambooHR

A solid plan from day one

"I finished off my first month as ABM Manager with this awesome workshop. I was able to come up with a pretty solid plan for our ABM program and ask for advice on specific roadblocks."

— Nicola Wylie, FileStage

Worth every minute

"Yesterday I attended Mason Cosby and Scrappy ABM's ABM in a Day workshop — and I was beyond impressed. The Scrappy ABM team put together some fantastic templates for attendees, and the day was jam-packed with everything you need to jump into ABM. It was inspiring, and I'm excited to add to my marketing strategy. I know that everyone is busy, but this was worth the time investment."

— Sarah Ortega, URL Insurance Group

Real answers to real questions

"ABM is something I'm deeply passionate about. While I already know a lot about ABM, this workshop added significant value. It busted assumptions, answered real-world 'but how do you actually do this?' questions, and went way beyond theory."

— Violette Edwards Sathe

The ABM jam your team needs

"Our team here at ETQ attended Scrappy ABM's ABM in a Day workshop and found it stellar. If your team is looking for a focused session to put ABM strategies into practice, this is your jam."

— Chris Spellman, ETQ

Who This Workshop Is For

ABM in a Day was created for a specific kind of person.

1. You've just been handed ABM responsibility. Maybe it came with a mandate or a vague directive and short timeline. Either way, you need an account-based marketing approach that works, fast.
2. You've tried ABM and haven't seen the results you expected. You need someone to help you diagnose what's off and create a plan to fix it.
3. You're going at it alone. No dedicated ABM team, limited budget, and a long list of competing priorities.
4. You know the theory but need a practical plan. You've done the research, but now you need a structured day to put it all together into something your team can run.
5. You want to move fast without making expensive mistakes. The workshop covers proven ABM examples tested across 70+ programs. That alone tends to make the day worth it.

The Fastest Path to a Program That Works

Building an ABM program from scratch is a lot easier when you're not doing it alone. One structured day can unlock more clarity than months of solo research and trial and error.

By the end of ABM in a Day, you'll have an ideal customer profile, a target account list framework, a realistic 90-day plan, and an account-based marketing approach your team can execute ASAP.

Come ready to build, leave ready to run!