# Your Events Are Expensive Because You Skip This Step | Ep. 273 Page: https://stenobird.com/podcast/scrappy-abm-6475637/your-events-are-expensive-because-you-skip-this-step-ep-273 Text version: https://stenobird.com/podcast/scrappy-abm-6475637/your-events-are-expensive-because-you-skip-this-step-ep-273.md Podcast: [Scrappy ABM](https://stenobird.com/podcast/scrappy-abm-6475637) Published: 2026-06-11T07:00:00+00:00 Episode link: https://listen.casted.us/public/210/Scrappy-ABM-623cc20d Audio file: https://episodes.captivate.fm/episode/4d1119b8-a266-4137-98e5-f51727e070fe.mp3 Processing state: not_requested JSON: https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/your-events-are-expensive-because-you-skip-this-step-ep-273 Duration seconds: 1479 ## Resource 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. γ…€ 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. γ…€ πŸ“Œ 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… ## Actions - request_transcript: `POST https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/your-events-are-expensive-because-you-skip-this-step-ep-273/transcription-requests` β€” Idempotently request low-priority transcript generation for this episode. - read_markdown: `GET https://stenobird.com/podcast/scrappy-abm-6475637/your-events-are-expensive-because-you-skip-this-step-ep-273.md` β€” Read the agent-friendly Markdown representation of this episode resource. A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed. ## Transcript Full transcripts are not published on public pages unless there is a clear rights basis.