Launching Your First ABM Program | What's Your Process

In this episode of "What's Your Process?", Mason Cosby (founder of Scrappy ABM) shares his process for launching your first successful ABM (account based marketing) program from the ground up. He breaks down his proven 7-step Account Progression Model and shares his 4D Framework, both of which will help you build your ABM program without relying on expensive software.

From identifying potential pitfalls to offering actionable advice on aligning sales and marketing, Mason's approach emphasizes starting with existing resources and gradually scaling up. This process works to the point where as of recording Mason didn't even have bandwidth to take on more clients. If you're ready to get scrappy, check this one out.

The Process

1. Intro + Brisket Talk (0:00)

2. What is one thing you're world class at? (3:25)

3. Identify why ABM might fail in your organization (5:16)

"If we built a comp plan that's aligned to business objectives and we built a marketing program that's aligned to business objectives and they don't align—one or both is broken."

You need to set up a glossary to get past your marketing and sales alignment issues—or at least get them speaking the same language
ABM is a cross-functional discipline that requires resources and executive support. It's not something that gets tacked onto a job description
You need to define how you measure success
You need to define the right target for your business

4. Mason's Account Progression Model (17:00)

"Everything about ABM is an experiment."

The Seven Steps to Mason's Account Progression Model are:
- Awareness
- Initial Engagement
- Meaningful Engagement
- Marketing Qualified Account
- Sales Qualified Account
- Opportunity
- Re-engagement
Focus on progression rather than targeting in the first ABM program. If you can get someone to move forward you're doing the job.
You don't need to launch anything new for ABM, use first-party data and your existing channels to get started

5. Build a strategy against the Account Progression Model (20:29)

Map your current programs to the account progression model. You'll be surprised how much of it is already done and ready to go.
Identify gaps in the current strategy and fill them with the appropriate content.
Create measurable actions for each stage

6. The 4D Framework (27:45)

Every single one of the programs or playbooks from your strategy should have four components:
- Data: Targets (who to reach out to) and triggers (why to reach out)
- Distribution: Channels used to reach the audience
- Destination: Where you're sending people (content, next steps)
- Direction: How to track progress and success

7. Do it! (35:17)

"No one is coming to save you. Not even me. I'll do my best to help you through the process but I can't save you. You still got to do the work."

Implement the strategy based on the account progression model and 4D framework—no one is going to do it for you!
Identify and solve for constraints that you run into that are preventing your program from growing
Focus on fixing specific problems, one at a time that come up. This is a compounding effort

Launching Your First ABM Program with Mason Cosby