EP. 133 - ABM STRATEGY DEMYSTIFIED! 🚀 Why Account Lists Aren't the Answer 🎯 Mason Cosby Shares the 4D Framework

Scrappy ABM

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.

Best Moments:

(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