Scrappy ABM Measuring Success at Every Stage of Your ABM Program | Ep. 220
“Where are the freaking meetings?” It’s the question every marketer hears — and the one that defines real accountability in B2B marketing. On this solo episode of Scrappy ABM, host Mason Cosby breaks down how to measure success across every stage of an ABM program so you can focus on the right goals at the right time.
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Rather than chasing meetings too early, Mason introduces the account progression model, a six-stage framework — from awareness through opportunity — that helps marketers understand where buyers really are in their journey. He shows how to align metrics with intent, track engagement meaningfully, and report results that earn credibility with both sales and executives.
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If you’ve ever struggled to connect marketing activity with pipeline, this walkthrough gives a clear, practical map for knowing what to measure, when to report it, and how to prove your impact at every stage.
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📌 What We Cover
- Why “Where are the meetings?” is the wrong first question for ABM success
- The six stages of the account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, and opportunity
- How to measure awareness through simple engagement metrics like impressions, clicks, and visits
- Tracking engagement that validates problem recognition and solution exploration
- Identifying high-intent signals that move accounts into meaningful engagement and MQA status
- What to measure once sales takes over: budget, authority, need, and timing
- How marketing continues to play a role in opportunity acceleration and deal closure
- Reporting engagement early, then shifting to meetings, pipeline, and revenue for executive visibility
- Building dashboards that connect marketing activity to real business outcomes
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🔗 Resources
- Scrappy ABM: Visit for more ABM tips and strategies.
- Connect with Mason Cosby for a conversation about ABM.
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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!