Ep. 170 - Lost on Where to Start with ABM?

In this episode of Scrappy ABM, Mason Cosby shares a special session pulled from a recent webinar. It’s a hands-on, highly tactical walkthrough of how to launch a closed lost ABM program—with real playbooks, tested frameworks, and a focus on what’s actually changed since the opportunity was marked “closed lost.”

Mason lays out why these lost opportunities are your highest-potential revenue channel: you’ve already spent money to acquire them, you’ve built real relationships, and your sales team wanted to win them. Now it’s time to resurrect that pipeline—fast and scrappy. Using the 4D framework (Data, Distribution, Destination, Direction), this episode gives you everything you need to plan and launch your program next week.

Whether you're dealing with pricing objections, missing personas, or lost champions, this episode gives you structured, no-fluff ways to reignite deals that were nearly closed. Don’t let them stay dead.

📌 What We Cover

• Why 60–80% of closed lost opportunities are still re-engageable
• The four most effective closed lost ABM playbooks: vertical-based, objection-based, persona-based, and champion-tracking
• Why “information without implementation is useless” and how to act within 90 days
• What most teams get wrong when they skip closed lost deals
• The one question Mason always asks: what’s actually changed?
• The exact outreach channels, landing pages, and CTAs to use based on deal history
• Real examples of how pricing changes, product updates, or even industry shifts trigger win-back conversations
• How to partner with sales to pull CRM data and overcome past objections with trust-building content

🔗 Resources Mentioned

• ScrappyABM.com/plan – Free campaign planning template
• ScrappyABM.com/newsletter – Weekly ABM playbooks
• UserGems – Referenced in the champion tracking playbook

Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

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