Navigating Account Qualification and Progression in ABM

In this episode of Scrappy ABM, host Mason Cosby discusses building an effective account-based marketing (ABM) strategy using an account progression model. He outlines the key stages of an account progression model and how to align them with the 4D framework (data, distribution, destination, direction) to create a repeatable ABM program.

Best Moments:

(02:17) Difference between contact-focused lead scoring models and account-based models

(04:37) Stages of the account progression model: awareness, initial engagement, meaningful engagement, reengagement, sales qualification, opportunity

(05:03) Defining goals and transitions for each stage

(08:30) Tailoring account progression model to your sales cycle

(10:50) Following up with accounts after meaningful engagement

(12:57) Qualifying accounts/contacts even after initial call is booked

(16:50) Building playbooks for each stage of model aligned with 4D framework

(17:29) Phasing roll out of account progression model