{"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":"Why You Don't Need New Tech to Start ABM (Live Session with Dreamdata) | Ep. 252","slug":"why-you-don-t-need-new-tech-to-start-abm-live-session-with-dreamdata-ep-252","published_at":"2026-02-16T07:00:00+00:00","page_url":"https://stenobird.com/podcast/scrappy-abm-6475637/why-you-don-t-need-new-tech-to-start-abm-live-session-with-dreamdata-ep-252","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/9396fc4c-f45a-4b0c-a500-f87a72824807.mp3","summary":"Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, and the program gets cut. ㅤ Mason Cosby joins Andrea Coloma , Product Marketer at Dreamdata , for a live session on the Attributed podcast to discuss building repeatable account-based marketing plays. Mason explains why companies should prove ABM works using their current tooling before investing in expensive software. They discuss how to navigate the shift from lead generation to ABM over a 12-to-24-month timeframe without starting over completely. The discussion outlines specific frameworks for tracking account progression and activating playbooks that move best-fit customers through the pipeline. ㅤ What We Cover Why buying technology first creates a false sense of progress and wastes the initial grace window given by leadership. The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement. Moving from the overwhelming idea of \"I don't have an ABM program\" to identifying specific problems to solve. The Account Progression Model: A framework for moving accounts from awareness to opportunity using intentional programming at every stage. The 4D Framework for activation playbooks: Data, Distribution, Destination, and Direction. A practical event playbook: Using data to target attendees and local accounts before, during, and after an event. Using a referral program as an ABM tactic: Offering a 2% discount in exchange for introductions to specific prospects on a target list. How to start sales and marketing alignment with…","meta_description":"Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executiv…","key_points":[],"chapters":[],"topics":[],"duration_seconds":3379,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/scrappy-abm-6475637/episodes/why-you-don-t-need-new-tech-to-start-abm-live-session-with-dreamdata-ep-252/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/why-you-don-t-need-new-tech-to-start-abm-live-session-with-dreamdata-ep-252.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}