Most ABM programs stall not because the channels are wrong, but because nothing is designed to actually move accounts forward. This episode of Scrappy ABM pulls from the live Q&A section of one of Mason Cosby's ABM in a Day workshops, and the questions are exactly the ones practitioners get stuck on: how to define account progression stages, how long to run a re-engagement playbook before giving up, and what a real conversion mechanism looks like when you're running lean.

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The episode wraps with a live program teardown with a workshop attendee, walking through her actual ABM stack channel by channel. It's the kind of honest, real-time problem solving that reveals where most scrappy programs break down.

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📌 What We Cover

• How to define the intent of each account progression model stage, from awareness through re-engagement, and why that definition has to come before you can track anything
• What makes Mason's Fix Your Site program still his all-time favorite, and the broader philosophy behind programs built on first-party, willingly-given data
• Why live engagement formats (workshops, webinars) beat passive content for moving accounts and building relationships at scale
• How to structure a re-engagement playbook: four quarterly sales touches, mirroring initial engagement, with a 12-month window before you call an account dead
• The four data sources that power a pre-event program, two of which cost nothing, and why most event ROI problems are actually a pre-event planning problem
• Three core event destinations (booth, speaking session, happy hour side event) and why getting the meeting set on-site is the only reliable path to a follow-up meeting
• A live ABM program audit with a workshop attendee targeting school superintendents, including a real-time diagnosis of what's missing: a conversion mechanism at meaningful engagement

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🔗 Resources Mentioned

• Scrappy ABM Workshop: ABM in a Day, runs every four to six weeks

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn 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!

Most ABM teams are drowning in signals and stressing about gaps in their programs. This episode of Scrappy ABM cuts through that with raw Q&A from the ABM in a Day workshop, where Mason Cosby answers the questions that keep coming up again and again. Measurement cadences. Signal prioritization. Partner plays for locked-down verticals. What to do when someone visits your book-a-meeting page and doesn't book.

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This is part three of the ABM in a Day FAQ series, pulled straight from live workshop Q&A. No fluff, no setups. Just Mason working through real practitioner questions in real time.

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📌 What We Cover

• Why brand recall takes three to six months and why that should change how you set measurement windows at the awareness stage versus later stages
• How a $3 billion company uses the account progression model not to run more programs but to cut the signals they track down to what actually matters
• A partner-based framework for breaking into relationship-locked verticals like oil and gas, including how to structure data, distribution, destination, and direction
• How to classify content syndication leads within the account progression model and why they live closer to second-party data than most teams assume
• What to do when accounts reach your book-a-meeting page and still don't convert, including why Mason uses a video telling people not to book as the primary CTA
• Why curated target account landing pages outperform standard booking pages and how to build them without new tooling
• The case for doing free work for high-priority accounts as a straight CAC calculation, and why every one-to-one play still needs to be systematic and repeatable
• The "more and better before new" framework for prioritizing ABM investment without spinning up net-new programs

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🔗 Resources Mentioned

• Scrappy ABM Workshop: ABM in a Day, running every four to six weeks
• scrappyabm.com/contact: Mason's book-a-meeting page with the "don't book" video example
• HubSpot CMS: referenced as the tool used for cloning and customizing one-to-one landing pages

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn 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!

Engaged accounts that won't advance. SDRs burned too early. Twenty email opens with zero replies. This episode of Scrappy ABM pulls real Q&A from the ABM in a Day workshop and works through the questions every ABM operator hits when the playbook starts to crack.

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Mason Cosby walks through why engaged accounts stall (usually because the wrong people are engaged, or nobody has quantified the cost of inaction), what signals to use when website visitor data isn't an option, and where SDRs actually fit in an account progression model. He also breaks down the minimum viable team for an ABM program, the case for content-led outbound, and how to read multiple email opens that never turn into replies.

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If you've ever wondered whether your engaged accounts are actually engaged, or whether your outbound is asking for too much too early, this is the conversation.

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📌 What We Cover

• Why engaged accounts don't advance and the role of cost of inaction
• How to spot when only influencers are engaged but no budget holders are involved
• List-based versus signal-based triggers for B2B targeting without website visitor data
• Where SDRs actually belong in an account progression model (and where they don't)
• Why events and webinars carry weight in mid-market B2B AI software and cybersecurity
• The content-led outbound approach with no meeting ask
• The core roles every ABM program needs: strategist, content, creative, ops, execution owner, sales and CS
• How to read twenty to thirty email opens with no reply, and what to do next with audience expansion

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🔗 Resources Mentioned

• ABM in a Day workshop
• PLG motions for re-engaging enterprise accounts
• G2 review signals and third-party intent data
• The 4D framework: data, distribution, destination, direction

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

Connect with Mason on LinkedIn for a conversation about ABM.

ㅤ

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!