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

This is a podcast episode titled, EP. 133 - ABM STRATEGY DEMYSTIFIED! 🚀 Why Account Lists Aren't the Answer 🎯 Mason Cosby Shares the 4D Framework. The summary for this episode is: <p>In this episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank" style="background-color: rgb(255, 255, 255);">Mason Cosby</a> 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.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(00:46) Why you shouldn't focus on accounts when building your first ABM program</p><p>(00:57) The two main components of an ABM program: account progression model and activation playbook</p><p>(01:24) Explanation of the 4D framework: data, distribution, destination, and direction</p><p>(02:03) The importance of focusing on account progression rather than specific accounts</p><p>(03:29) Identifying gaps in your ABM program through execution</p><p>(04:14) Why to focus on existing customers and database contacts initially</p><p>(04:46) Reasons why many people start with target account lists</p><p>(06:24) The misconception of target account lists as a final deliverable</p><p>(07:23) The importance of right time, right person, and right message in ABM</p><p>(08:18) How to submit questions for future episodes</p>