EP. 67 - Shifting to an Account Progression Model in ABM

In this episode of Scrappy ABM, host Mason Cosby discusses building an effective account-based marketing (ABM) strategy using an account progression model. He outlines the key stages of an account progression model and how to align them with the 4D framework (data, distribution, destination, direction) to create a repeatable ABM program.Best Moments:(02:17) Difference between contact-focused lead scoring models and account-based models(04:37) Stages of the account progression model: awareness, initial engagement, meaningful engagement, reengagement, sales qualification, opportunity(05:03) Defining goals and transitions for each stage(08:30) Tailoring account progression model to your sales cycle(10:50) Following up with accounts after meaningful engagement(12:57) Qualifying accounts/contacts even after initial call is booked(16:50) Building playbooks for each stage of model aligned with 4D framework(17:29) Phasing roll out of account progression model

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Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!