EP. 115 - Stop Scaling ABM: Start Stacking Signals for Success

This is a podcast episode titled, EP. 115 - Stop Scaling ABM: Start Stacking Signals for Success. 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">Mason Cosby</a> 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.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p><strong>(00:32)</strong> Introduction to the workshop on stopping scaling ABM and starting to stack signals</p><p><br></p><p><strong>(01:25)</strong> Gaining clarity on structuring an ABM program</p><p><br></p><p><strong>(04:04)</strong> Discussion on various ABM-related terms and their similarities</p><p><br></p><p><strong>(08:35)</strong> Three core reasons why ABM programs fail</p><p><br></p><p><strong>(12:56)</strong> Importance of focusing on people and processes before investing in technology</p><p><br></p><p><strong>(15:22)</strong> Introduction to the account progression model framework</p><p><br></p><p><strong>(16:31)</strong> Explanation of the 4D framework for building activation playbooks</p><p><br></p><p><strong>(19:37)</strong> Identifying current marketing activities and how they fit into the account progression model</p><p><br></p><p><strong>(24:09)</strong> Examples of how to track and measure various marketing activities</p><p><br></p><p><strong>(27:23)</strong> Detailed breakdown of the 4D framework applied to different stages of the account progression model</p>