Mastering ABM Strategy with Signals

Mason Cosby's presentation focuses on building a successful ABM strategy by focusing on signal-based engagement instead of scaling. He shares key frameworks, challenges, and examples for success.

"There is no secret sauce. There is no silver bullet. No one is coming to save you. It is entirely on you...There's nothing that's going to be mind-blowing today. It's just going to be some really great structure and it's step-by-step guidance."

Key Insights:

  • While tools are necessary for scaling, it’s important to focus on building a functional program before worrying about scaling. A significant percentage of ABM programs fail due to a lack of understanding of launching them successfully.
  • The 4D framework provides a tactical roadmap for building effective ABM programs and playbooks. The four components of the 4D framework are Data, Distribution, Destination, and Direction.
  • Tips to build a successful ABM program:  
    • Developing a clear and shared definition of ABM within your organization
    • Fostering strong alignment between sales and marketing teams
    • Establishing robust measurement and tracking mechanisms
    • Securing executive buy-in and dedicated resources
    • Implementing a structured approach like the Account Progression Model and 4D Framework
Mason Cosby
Founder
Scrappy.ABM

Mason Cosby is the Founder of Scrappy ABM, where he helps businesses launch effective, customer-centric ABM programs without the high price tag. With a background in sales and marketing, Mason specializes in building creative, scrappy playbooks that drive millions in revenue. Passionate about aligning marketing with real business impact, he’s dedicated to helping companies achieve success through innovative, results-driven ABM strategies.

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