{"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":"The Account Progression Model: From Awareness to Opportunity | Ep. 254","slug":"the-account-progression-model-from-awareness-to-opportunity-ep-254","published_at":"2026-02-23T07:00:00+00:00","page_url":"https://stenobird.com/podcast/scrappy-abm-6475637/the-account-progression-model-from-awareness-to-opportunity-ep-254","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/54ffd34a-6017-4258-98ad-f25c1719e531.mp3","summary":"Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate . The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value. ㅤ Mason breaks down the process, starting with targeting based on profitability and retention rather than just revenue. He explains how to map the buying committee by analyzing deal records and introduces the Account Progression Model. You will hear how to build awareness, validate existence, and move accounts through meaningful engagement using existing tools and content. ㅤ What We Cover Targeting based on profit: Why you must verify product-market fit and profitability before launching ABM to ensure you get more of your best customers. The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity. Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months. ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing. AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution. Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts. ㅤ Resources Scrappy ABM Templates : Download the program planning templates mentioned in the episode. Scrappy ABM Newsletter : Sign up for unique content sent directly to your inbox. Scrappy ABM : Visit for more ABM tips and strategies. Connect with Mason on LinkedIn : Start a conversation about ABM. ㅤ If you enjoyed today's episode and found valuable in…","meta_description":"Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate . The discussion centers on a practical scenario: launching…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2663,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/the-account-progression-model-from-awareness-to-opportunity-ep-254/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/the-account-progression-model-from-awareness-to-opportunity-ep-254.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}