{"podcast":{"title":"Scrappy ABM","slug":"scrappy-abm-6475637","podcast_index_feed_id":6475637,"rss_url":"https://feeds.captivate.fm/scrappy-abm-pod/","website_url":"https://listen.casted.us/public/210/Scrappy-ABM-623cc20d","image_url":"https://artwork.captivate.fm/6f32aaf2-09b0-4112-90df-a58c6448fa98/Scrappy-ABM-Podcast-Cover.jpg","author":"Mason Cosby","episode_count":279,"summary":"Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place. Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity. This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins. So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you. Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrap…","last_synced_at":"2026-07-30T16:18:39.033748+00:00","page_url":"https://stenobird.com/podcast/scrappy-abm-6475637"},"episode":{"title":"How to build the right budget and investment for ABM | Ep. 261","slug":"how-to-build-the-right-budget-and-investment-for-abm-ep-261","published_at":"2026-03-19T07:00:00+00:00","page_url":"https://stenobird.com/podcast/scrappy-abm-6475637/how-to-build-the-right-budget-and-investment-for-abm-ep-261","show_page_url":"https://stenobird.com/podcast/scrappy-abm-6475637","url":"https://listen.casted.us/public/210/Scrappy-ABM-623cc20d","audio_url":"https://episodes.captivate.fm/episode/cfc93b1b-8944-4181-9efe-1217577ac31e.mp3","summary":"Struggling to get buy-in for your ABM program budget? Securing hundreds of thousands of dollars for marketing initiatives requires a specific, structured process. In this episode of Scrappy ABM, host Mason Cosby walks through the exact four steps for building ABM programs and getting leaders on board quickly. ㅤ Instead of asking for a budget right away, marketers must first audit their current efforts. Mason Cosby explains how to map out everything from SEO to organic social events. He breaks down how to categorize these programs by their intended purpose to create your first account progression model. ㅤ This model guides accounts from initial awareness straight to buying readiness. By identifying specific gaps and presenting a clear plan first, you can ask leadership for help solving large initiatives rather than just asking for dollars. You will learn how to complete this entire mapping process and secure the resources you need in under an hour. ㅤ 📌 What We Cover Write down everything you are currently doing from a marketing perspective, including SEO and paid media. Categorizing existing programs by their purpose to build your first account progression model. Mapping tactical details using the four D framework: data, distribution, destination, and direction. Answering the six critical questions for every single playbook at every stage of your program. Moving from repurposing current content to building new assets to fill specific gaps. Asking leadership for help solving a problem rather than directly asking for a general ABM budget. ㅤ 🔗 Resources Mentioned ABM Planning Template: Visit scrappyabm.com/plan to get a full program mapped out in about an hour. Scrappy ABM: Visit for more ABM tips and strategies. Connect with Mason on LinkedIn for a conversation about ABM…","meta_description":"Struggling to get buy-in for your ABM program budget? Securing hundreds of thousands of dollars for marketing initiatives requires a specific, structured…","key_points":[],"chapters":[],"topics":[],"duration_seconds":212,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/how-to-build-the-right-budget-and-investment-for-abm-ep-261/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/scrappy-abm-6475637/how-to-build-the-right-budget-and-investment-for-abm-ep-261.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}