In this episode of Scrappy ABM, host Mason Cosby discusses building an effective account-based marketing (ABM) strategy using an account progression model. He outlines the key stages of an account progression model and how to align them with the 4D framework (data, distribution, destination, direction) to create a repeatable ABM program.
02:17 Difference between contact-focused lead scoring models and account-based models
04:37 Stages of the account progression model: awareness, initial engagement, meaningful engagement, reengagement, sales qualification, opportunity
05:03 Defining goals and transitions for each stage
08:30 Tailoring account progression model to your sales cycle
10:50 Following up with accounts after meaningful engagement
12:57 Qualifying accounts/contacts even after initial call is booked
16:50 Building playbooks for each stage of model aligned with 4D framework
17:29 Phasing roll out of account progression model
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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