In this special episode of Scrappy ABM, host Mason Cosby shares a step-by-step guide to creating a winning account-based marketing (ABM) program. Originally featured on What’s Your Process? The Podcast by The Creative Brand, Mason dives into practical strategies for leveraging existing resources and building a scalable ABM approach.Best Moments:(02:05) Introduction to Scrappy ABM and its rapid growth(04:15) Meeting clients where they are and delivering in the short term(06:11) Identifying reasons why ABM might fail in an organization(09:56) The account progression model and its seven stages(22:38) The Four D framework: Data, Distribution, Destination, and Direction(29:50) Breaking down the components of the Four D framework(34:47) Breaking down big problems into smaller, manageable tasks(36:41) Statistics on ABM program success rates and the challenges involvedSpecial Note:This episode is repurposed from Mason’s guest appearance on What’s Your Process? The Podcast by The Creative Brand.

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