In this episode of Scrappy ABM, host Mason Cosby discusses why account targeting should not be the primary focus when building your first account-based marketing (ABM) program. Instead, he emphasizes the importance of focusing on the account progression model and activation playbook structure.
00:46 Why you shouldn't focus on accounts when building your first ABM program
00:57 The two main components of an ABM program: account progression model and activation playbook
01:24 Explanation of the 4D framework: data, distribution, destination, and direction
02:03 The importance of focusing on account progression rather than specific accounts
03:29 Identifying gaps in your ABM program through execution
04:14 Why to focus on existing customers and database contacts initially
04:46 Reasons why many people start with target account lists
06:24 The misconception of target account lists as a final deliverable
07:23 The importance of right time, right person, and right message in ABM
08:18 How to submit questions for future episodes
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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