Episode
Your Events Are Expensive Because You Skip This Step | Ep. 273
- Podcast
- Scrappy ABM
- Published
- Jun 11, 2026
- Duration seconds
- 1479
- Processing state
not_requested- Canonical source
- https://listen.casted.us/public/210/Scrappy-ABM-623cc20d
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Summary
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. ㅤ 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. ㅤ 📌 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 mis…