In this episode of Scrappy ABM, host Mason Cosby discusses how to stop scaling Account-Based Marketing (ABM) and start stacking signals to create a successful ABM program. He provides practical frameworks and strategies for building an effective ABM program using existing resources and technologies.
00:32 Introduction to the workshop on stopping scaling ABM and starting to stack signals
01:25 Gaining clarity on structuring an ABM program
04:04 Discussion on various ABM-related terms and their similarities
08:35 Three core reasons why ABM programs fail
12:56 Importance of focusing on people and processes before investing in technology
15:22 Introduction to the account progression model framework
16:31 Explanation of the 4D framework for building activation playbooks
19:37 Identifying current marketing activities and how they fit into the account progression model
24:09 Examples of how to track and measure various marketing activities
27:23 Detailed breakdown of the 4D framework applied to different stages of the 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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