In this episode of Scrappy ABM, host Mason Cosby 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.
Best Moments:
(00:46) Why you shouldn't focus on accounts when building your first ABM program
(00:57) The two main components of an ABM program: account progression model and activation playbook
(01:24) Explanation of the 4D framework: data, distribution, destination, and direction
(02:03) The importance of focusing on account progression rather than specific accounts
(03:29) Identifying gaps in your ABM program through execution
(04:14) Why to focus on existing customers and database contacts initially
(04:46) Reasons why many people start with target account lists
(06:24) The misconception of target account lists as a final deliverable
(07:23) The importance of right time, right person, and right message in ABM
(08:18) How to submit questions for future episodes
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
New Heights with Jason & Travis Kelce
Football’s funniest family duo — Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs — team up to provide next-level access to life in the league as it unfolds. The two brothers and Super Bowl champions drop weekly insights about the weekly slate of games and share their INSIDE perspectives on trending NFL news and sports headlines. They also endlessly rag on each other as brothers do, chat the latest in pop culture and welcome some very popular and well-known friends to chat with them. Check out new episodes every Wednesday. Follow New Heights on the Wondery App, YouTube or wherever you get your podcasts. You can listen to new episodes early and ad-free, and get exclusive content on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. And join our new membership for a unique fan experience by going to the New Heights YouTube channel now!
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.