In this episode of Scrappy ABM, host Mason Cosby discusses why account targeting should not be the primary focus when building your first account-based marketing (ABM) program. Instead, he emphasizes the importance of focusing on the account progression model and activation playbook structure.

Best Moments:

(00:46) Why you shouldn't focus on accounts when building your first ABM program

(00:57) The two main components of an ABM program: account progression model and activation playbook

(01:24) Explanation of the 4D framework: data, distribution, destination, and direction

(02:03) The importance of focusing on account progression rather than specific accounts

(03:29) Identifying gaps in your ABM program through execution

(04:14) Why to focus on existing customers and database contacts initially

(04:46) Reasons why many people start with target account lists

(06:24) The misconception of target account lists as a final deliverable

(07:23) The importance of right time, right person, and right message in ABM

(08:18) How to submit questions for future episodes