The One-Page Blueprint for Building a Scrappy ABM Program | Ep. 180

This is a podcast episode titled, The One-Page Blueprint for Building a Scrappy ABM Program | Ep. 180. The summary for this episode is: <p>Building an ABM engine isn’t about throwing more tools at the problem—it’s about clarity, alignment, and commitment. In this repurposed episode of <em>Scrappy ABM</em>, <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> joins <a href="https://www.linkedin.com/in/jorgesoto/" rel="noopener noreferrer" target="_blank">Jorge Soto</a> on <a href="https://www.assetmule.ai/podcasts/episode-130-how-to-launch-a-scrappy-abm-campaign" rel="noopener noreferrer" target="_blank"><em>The GTM Pack Podcast</em></a> to break down the essential systems behind ABM that actually works. Mason, founder of <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>, shares why most teams are closer to launch than they realize—and how two frameworks, the <strong>Account Progression Model</strong> and the <strong>Four D Framework</strong>, can take you the rest of the way.</p><p><br></p><p>You’ll hear how to gauge if ABM is right for your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn’t follow up on your campaigns. Mason also explains why podcasting isn’t the magic bullet marketers think it is—and when it <em>is</em> the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline.</p><p><br></p><h2>👤 Guest Bio</h2><p><a href="https://www.linkedin.com/in/jorgesoto/" rel="noopener noreferrer" target="_blank">Jorge Soto</a> is the Co-Founder of <a href="https://www.assetmule.ai/" rel="noopener noreferrer" target="_blank">AssetMule</a>, a platform helping B2B marketing and sales teams create personalized, interactive sales assets. He hosts <a href="https://www.assetmule.ai/podcasts/episode-130-how-to-launch-a-scrappy-abm-campaign" rel="noopener noreferrer" target="_blank"><em>The GTM Pack Podcast</em></a>, where he interviews go-to-market leaders on how to build smarter, faster-growing teams.</p><p><br></p><h2>📌 What We Cover</h2><ul><li>The <em>checklist</em> to determine if ABM is even right for your business</li><li>Why average contract value, sales cycle length, and product-market fit matter</li><li>How to align sales and marketing by understanding compensation models</li><li>Why the <strong>Account Progression Model</strong> turns strategy into measurable motion</li><li>How the <strong>Four D Framework</strong> (Data, Distribution, Destination, Direction) drives execution</li><li>Why marketers should prioritize pipeline activation <em>before</em> brand building</li><li>How <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> generated $8M in pipeline using <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>’s own playbooks</li></ul><p><br></p><ul><li>When to invest in podcasting—and when to hold off</li><li>Why most marketers are closer to ABM readiness than they think</li></ul><p><br></p><h2>🔗 Resources Mentioned</h2><ul><li><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM Podcast</a></li><li><a href="https://www.assetmule.ai/podcasts/episode-130-how-to-launch-a-scrappy-abm-campaign" rel="noopener noreferrer" target="_blank">AssetMule.ai – Episode 130</a></li><li>Brand Building vs. Sales Activation (The Long and the Short of It)</li><li>Scrappy ABM’s <strong>Account Progression Model</strong> &amp; <strong>Four D Framework</strong></li><li>🔗 <a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.</li><li>🔗 <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason Cosby on LinkedIn</a> for a conversation about ABM.</li></ul><p><br></p><p>If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the <em>Scrappy ABM</em> podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!</p>